4 Essential Facts about Web Users
(and how to tailor your copy to them)

Whether you’re writing your website for the first time or revising an existing site, there are a few things you have to understand about your readers so that you can make sure your website addresses their needs. Let’s assume you’ve thought about your web strategy already and now you’re ready to start copywriting. Here are some pointers:

4 Key Truths:

1.       People are time poor

·         Get to the point quickly. Put the key information at the top of the page, preferably in the first paragraph.

·         Your website needs to be scannable, that includes menu functions as well as page copy.

·         Use headlines – this will allow people to quickly find the information they are looking for.

2.       People read slower on screen than on paper

·         Make it easy for your reader by breaking the copy up into manageable chunks (approx. 50-60 words in a paragraph).

·         Write short sentences – 18-25 words.

·         Break up the key information into bullet points – it’s easier to digest.

·         Keep your page short (no more than 300 words). Lots of scrolling will irritate readers and they will switch off after a few paragraphs.

3.       Web users want to quickly find the sites they need (and won’t look past page 2 of Google)

·         Ensure key search engine terms are used in your headlines and page title tags, this will help with your search engine optimisation and help rank you on page 1 of Google.

·         Don’t use industry jargon in your copy. Not only is it off-putting to your reader, it won’t be the words they’d use to search for your product or service. For example, don’t use the term “electronic intruder systems” if your customer is more likely to search for “burglar alarms”.

·         Scatter key search engine terms in your body copy, but be careful not to overdo it or else search engines will brand you a spammer and your copy will look idiotic.

4.       Prospective buyers need to feel confident before they buy your product or service

·         What information do your customers need to know before purchasing your products and services? Put yourself in their shoes and make sure you answer all the questions they are likely to have.

·         Include testimonials from happy customers.

·         Include a physical address, phone number and any other information that is going to make prospects feel confident that they are dealing with a serious, real company and not a con artist.

Your website needs to clearly and succinctly get your organisation’s message across. Write for your readers (but keep the search engines in mind).

Was this information useful? Have you written a website recently? Feel free to share any tips.

Developing your Social Strategy

It’s become clear over the past 2-3 years, maybe even longer, that communication is no longer a one way street. In days gone by companies sent out their marketing messages and consumers decided to buy or not to buy. Communication has taken a massive shift and now we have the power to publically answer back to organisations, and we’re doing it in our droves. Ok, it’s true, we’ve always been able to write a letter of complaint and if you could be bothered, you could always send it to the local newspaper or current affairs TV program. But all that takes effort. Social media makes this process so easy. We can post a comment on a forum or discussion site, share it with our friends, and a multitude of other people we don’t even know. It’s mind boggling how powerful social media can be.

People power can make or break an organisation in a matter of minutes. Globally. Like it or hate it, marketers simply must embrace social media. Whether that’s to watch from the sidelines and monitor PR or actively join the conversation.

But before you go out there and willy-nilly start setting up a Facebook page and Twitter account for your company, stop and think about what’s going to work for your organisation. Like anything else in marketing, social media needs a strategy. Here are a few pointers to consider in formulating your plan:

How are you going to manage your social media? It takes time, a lot of time. Do you have a dedicated resource?

Who are you trying to communicate with? Different audiences use different social media sites. Approximately half of Twitter users are professionals aged 35-50. Myspace has a young demographic. And if you think Facebook was for kids, consider this: the fastest growing segment on Facebook is the over 35s. (Source: Nielsen online)

What are your goals with social media? Be clear on what you want to achieve and how you will measure this.

Listen to the conversation before you jump in. Monitor forums. Follow Twitter feeds. Set up a Google alert for key words to find out what people are saying about your product or company. Then, work out a way you can turn social media to your advantage.

Get familiar with the various social media sites and decide on the best medium for you in terms of presenting the content you want to share.

Be prepared to set up some rules for social media in your organisation. You may need to write a formal social media policy to curb employees inadvertently, or otherwise, creating bad press. Don’t go overboard, remember you’ve already placed your trust in your employees by hiring them. It really all boils down to common sense.

These are exciting times for marketers. The fast pace of social media means there is always something new on the horizon. We are constantly challenged and have new mediums to work with and have new creative ways to interact with our audiences.

Do you have any comments on your experiences with social media and how it has benefitted your organisation? Lets start a conversation!

Developing your Web Strategy

There’s no getting away from it, the internet is an integral part of our lives. It’s a seemingly inexhaustible source of information on every subject you can think of. It’s entertainment. It’s expands our social world. It educates. So why is it that so many businesses don’t apply the same strategic thought to their websites that they would apply to other marketing initiatives?

When the web first became mainstream, back in the late 1990s, it was used much like an online brochure. In fact many companies simply uploaded their brochures in PDF format, added a “contact us” email link then left the whole thing well alone. Of course the internet has moved on somewhat since those days. But how do you get the most from your online presence?

Here are seven questions that need to be answered when formulating your website strategy.

1.       Why do you need a website?

It may seem an obvious question. Everybody’s got to be on the web – right? It’s true the majority of businesses will benefit from a web presence. Just be sure of what you need your website to be or do. Some examples could be:

·         Low cost sales channel

·         Interaction with existing customers

·         Generate new sales leads

·         To inform before making a purchase in-store.

2.       Can you update your website easily?

Websites need to be regularly updated, particularly if there is anything seasonal or time specific in your content. Out of date materials will give the impression that your business doesn’t care. Ensure you have someone who can update your site regularly and easily.

3.       Does your website reflect your brand?

Your website is the face of your business as much as a brochure or a sales representative. It needs to reflect your brand on every page. This means representing your brand in imagery, design and copy.

4.       Are you using your website to its full advantage?

A website is an evolving process, and your strategy for its use needs to be reviewed regularly. What may start off as a sales hub may evolve into a customer service centre. Keep track of trends and find out what your customers want.

5.       Is your website easy to navigate?

A rule of thumb is that it should take no more than 2 or 3 clicks to reach any section of your website. Today’s web-savvy consumer will easily tire of pointless clicking and will be quick to move to a competitor site if yours is all too hard. Don’t try and do anything clever with your menu structure. It’s paramount that you keep the navigation simple and intuitive.

6.       Are you analysing your web stats?

Google analytics and many similar packages will work behind the scenes to give you reports on visitors, audience data, length of time on your site, navigation patterns and a whole host of important information. Make sure you use this data to understand your users and to refine and improve your site.

7.       How will people find you online?

With billions of websites accessible at the touch of a button, you need to be easy to find. The best way to do this is by Search Engine Optimisation (SEO), but it can be a tricky process to work your way to the top of the search engines. Another way to be found is through online advertising, either through Search Engine Marketing (SEM) which is Google Adwords or the like. In addition to this you will need to work out a promotional strategy to drive people to your website. More on this in another blog.

If you can answer these questions then you are well on your way to a successful website strategy.

If your web copy needs an overhaul, then share your strategy with CraftWrite and re-vitalise your online communications. Contact Jill Bynon today for a no-obligation quotation: jill@craftwrite.com.au