Writing Copy

Steps for creating your site

Dont's

  • Don't start with a look; start with your content, write your copy, build your dynamic content...then - and only then - find the look that works.  All web applications and Content Management Systems have a variety of themes or templates to choose from.  It is always best to choose the one that is closest to the look that you are going for, and then you can customize it to suit your needs.  When your site is almost complete, add photos or graphics where necessary.
  • Don't start with your homepage.  Your homepage will be a conglomeration of your entire site, so it is the LAST page you will create.  Your home page is nothing more that an introduction and a series of teasers leading your site visitors to the various sections or pages of your site.
  • Don't think in colors and pictures, think in content and words.  Search engines don't index your pictures as valid content, whereas they do index your words.

Do's

Create your site from the inside out.  In other words

  • Create your sitemap as bullet-points or numbered list like our sitemap.
  • Determine what kind of wording you will have on the various pages and simply write notes about the content of each page.
  • Make lists of your search engine keywords.
  • Add synonyms of your keywords to your lists. Be sure to use variations of your keywords.  For instance, if you teach anything, use words like class, classes, teaching, instruction, education, etc.  Different people will search using different words.
  • Enter your keywords into your bullet-point list (or sitemap) and then step back from it, and see if you think you have used the appropriate keywords for the content on each page.
  • Then, and only then, write your content using all of your keywords, which you have selected and placed in your bullet-point list.
    • This is your introduction to the world, your handshake, your first meeting.  Tell the world who you are and what you do.
    • More importantly, tell them what seperates you from your competition.  Too many websites look and sound alike.  Most successful businesses are not carbon-copies of each other, they were formed to fill a need or a void.  Tell your prospects what separates you from your competition.
    • You should think of all the Google "keywords" that you can, and then write a paragraph or two using all of those keywords for this home page.  This will help attract more visitors to your site. Tell them how you will serve THEIR needs, not yours.  It is important to sell your prospect on themselves, not on yourself.


Lastly, "Sell the benefits, not the fetures." Let's use cars as an example:

"DUAL CLIMATE CONTROL" is a feature that many cars come with.  Sounds great!  However, the effective salesperson will ask if a husband and wife ever disagree over the optimum temperature in the car, especially on long trips.  Most couples will chuckle and say the the other one likes it too warm or too cool.  The effective salesperson will explain how "Dual Climate Control" provides the opportunity for each person to set the tempterature to their liking.  This salesperson sold "COMFORT,"which is the benefit of the feature.This couple might go to several dealerships and see similar cars, but they will buy the one that they are comfortable with.  COMFORT is what they will buy.

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