If a user doesn’t relate to your web copy, they tune it out. Plain and simple. They’ll easily ignore your homepage copy and just look around for what they need. Or worse, they’ll hit the back button and find something they can relate with.
The best thing you can do when writing for your website is to stop thinking about yourself and what you need to say. Start thinking about your potential buyers and what they need to hear in order to make a decision to connect with you.
Too many companies think that using big words and corporate speak will make them look more important, and really it just confuses people.
Company ABC is the leading interactive implementors of B2C infrastructures. They enthusiastically enable value-added outsourcing and dramatically utilize value-added functionalities.
Keep it simple
One of the biggest challenges I find my clients have with writing is that they struggle to keep it brief. They are so afraid of leaving something out. You need to understand that the buyer’s journey will take more than a visit to your home page, and too much info will end their journey right then and there. Find the text that connects with your user and prompts them to learn more.
Here are some great examples of writing for web:
Here’s a subject that seems like it would be complicated to put into words. With the help of some awesome imagery they have managed to keep it in two lines. They even go further and use icons and a “formula” to dive even deeper into the value that they are offering.
A great example of a website that speaks directly to the user, one on one. They have really recognized the main problem that their target personas have, and they are letting them know that they had that problem too. Oh, and they created a solution for it.
Another complicated topic that can get clouded with too much verbiage very easily. I’m sure there could be a wealth of information once you dig deeper into this website, but the home page tells you what it is without scaring you off.
Something to try
When you’re writing copy your homepage copy and having trouble coming up with a description of your company, try asking your clients for help. Pick up the phone and ask your favorite customer what you do for them. Then, ask them why that helps them in their business or life. What is the problem that you solve for them? How do they talk about you in their own words? Use their feedback as a starting point to getting to the copy that your target personas can really relate with.
In this article I’d like to share how we helped our client improve their medical practice productivity and increase their bottom line.
At the beginning, it was exciting for the practice to receive email notifications of new patients filling out their online form. With every patient that was going online to complete their forms, precious time in the office was spared. This new patient form email would simply be printed, filed, and then used by the doctor at the time of the appointment.
The problem was the email print out had a different layout and the doctor wasn’t used to it. He would go to the page to find out vital information and he would have trouble finding it. The new online forms were causing different frustrations and time sucks in the office.
We took a look at what the printed forms looked like, and replicated it for the populated online form.
We took the information submitted by the new patient form and had the email notification attach a PDF. This PDF was designed with exactly the same layout of what the doctor was accustomed to, and it was then populated with the new patient form information submitted from their website. This entire process is auto-generated every time an online visitor submits the new patient form.
Now when an administrator prints the new patient form email attachment, the doctor can find the information where he’s used to looking for it.
• An efficient online patient conversion from the website
• Patients are attended quicker
• The administrative process at the practice saves time and money
• Most importantly, the practice attends happier patients and more of them
How have you improved your medical practice productivity? Share at the comments!
What does it mean to have a successful website? In the past, having a website that worked and looked good may have been all a company was really looking for. But in 2015 a website can and should do much more. A company needs to set standards for what their website strategy will do and how it will affect their business.
The success of a website depends on your measurement for that success. This means you need to set some goals. These goals should be Smart, Measurable, Attainable, Relevant and Time-Bound. You need to set some SMART Goals.
Of course, you can set some more specific goals for things like organic traffic, social media reach, or average visit duration, but the three main metrics you want to look at when setting SMART Goals are traffic, leads and sales.
Start by looking at your current position. What’s your website’s current traffic? How many inbound leads are you getting right now? How many sales are you closing from inbound leads?
HubSpot has a great tool where you can set your SMART goals right on your dashboard. When you input your numbers, it compares your goals to the median and top 25% of HubSpot users.
Here are a few more helpful statistics you may want to take a look at to help you in this process. Of course these stats were gathered from a wide range of businesses and industries, so be sure to take that into account.
• SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal)
• Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. (Demand Metric)
• Only 25% of leads are legitimate and should advance to sales. (Gleanster Research)
If you haven’t been collecting data up until this point, you’ll need to make sure your goals make sense when compared to how you currently bring in business. Once you have a few months of analytics, you can make some changes to your goals.
Your SMART Goals can and will change over time, but it’s important to always have them and to keep improving. Successful inbound marketing takes a lot of work, and it does take time. Having and hitting your SMART goals will help keep you motivated.
In business, when you meet someone in person you can use your judgement to decide if you trust them. When you visit a website, on the other hand, it can be sometimes challenging to feel that same type of trust.
The goal of a website might be to create awareness, be descriptive and to sell a product or service. But what is it exactly that makes an online visitor reach out to you, become a donor or convert into a customer? How do you create a website that people trust?
Here are 5 website features that people trust:
1.) Valuable Quality Content
A well put together article that solves a problem for your audience will always be memorable, especially if that article saved that person time and money. It creates credibility, it makes a person feel attended and can resonate to such a degree that they feel the need to share it. The ultimate power of quality content, especially if it brings value to your audience, is that it remains online until you remove it. 5 years can go by and it will still be helping someone solve a problem. Being a problem-solver makes your website trustworthy.
2.) Personalized Photography That Shares Emotion
Quality commercial photography plays a large role in creating trust in a virtual experience. Choosing between stock photography and commercial photography that is tailored to your business makes a huge difference. Images that share how you do business and how you interact with your clients gives your first time online visitors an idea what to expect. By sharing faces of the staff and images of your facility, creates a peace of mind before setting foot into your place of business. Especially if someone is coming from a distance. But the real magic happens when images share personality, culture and emotion.
3.) Videography with an Exceptional Storyboard
There isn’t a better way to welcome your visitors into your world than through video. Video gives organizations the opportunity to introduce themselves to the public. It also gives the opportunity to take an online experience to the next level by sharing expression, a way of (business) life, and the ability to find out if there’s a good fit or not. A well done video with an exceptional storyboard can become memorable. It can lock your audience’s attention immediately and has the ability to give you a head start with trust.
4.) Social Media that Shares Company Culture and Thought Leadership
Nowadays, many professionals go through company social media channels such as; LinkedIn, Facebook or Twitter, to discover a type of mindset. A typical audience behavior would be to check if a business is active on social media and if so, what type of information are they sharing and do they know their stuff? These social media channels give the opportunity for organizations to become thought leaders in their industry. This ability of sharing knowledge or culture creates credibility and adds more trust to the pile.
5.) A Beautiful Website Design
Regardless of all marketing investments, your audience will end up on your website. A well designed website is a tremendous factor in building trust, especially for new business. A website today needs to deliver an effortless user-friendly experience from a desktop to a mobile device. Information needs to be extremely easy to find and the flow of the site has to be welcoming. A structure of quality copy, colors, spacing, typography, icons, photography, and video must live in flawless harmony. Last, in order to stand out from the rest, there needs to be a defined style that’s true to the brand.
A great website goal to aim for is to create trust through a virtual experience. I hope these five features can take you there.