Smart Writing for Business Websites Tom Tortorici Slides/Ebook TomTortorici.com/WCATL Twitter @tom_tortorici
S M A R T W R I T I N G F O R B U S I N E S S W E B S I T E S The Strategy
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The Marketing Paradox: When you’re the seller, you think i t’s all about you . When you’re the buyer, you think it’s all about... you .
Main Strategy Question: Are you selling the idea of this type of product, or are you selling competitively to active buyers?
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S M A R T W R I T I N G F O R B U S I N E S S W E B S I T E S The P ages
Layer 1: Home page Layer 2: Product/service pages Layer 3: Deep detail pages
HOME PA G E 1 SHORT TEXT BLOCKS WITH HEADLINES 2 APPEAL TO FIRST-TIME VISITORS 3 EMOTIONAL APPEAL 4 PUT BENFITS IN HEADLINES 5 SECOND CALL-TO-ACTION
BUY NOW FIND OUT MORE BUY NOW HOW IT WORKS BUY NOW NEED TO KNOW BUY NOW EXPLORE OPTIONS
FIND-OUT-MORE PAGE 1 REINFORCE HOME-PAGE THEMES 2 ADDRESS ISSUES & QUESTIONS 3 DRAW BUYERS TOWARD NEXT STEPS 4 HELPFUL TIPS & IDEAS
PRODUCT/SERVICE PAGES 1 CAN LOOK LIKE HOME PAGES 2 LOGICAL APPEAL 3 PROBLEMS AS WELL AS SOLUTIONS 4 USE SUBHEADS
Accounting for Accounting for Non-Profjts Non-Profjts Regular updates keep Lorem ipsum dolor sit amet, con- sectetuer adipiscing elit, sed diem you compliant with the nonummy nibh euismod tincidunt ut latest Federal guidelines. lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim ve- Lorem ipsum dolor sit amet, con- niam, quis nostrud exerci tution ullam sectetuer adipiscing elit, sed diem corper suscipit lobortis nisi ut aliquip nonummy nibh euismod tincidunt ut ex ea commodo consequat. Duis te lacreet dolore magna aliguam erat feugi facilisi. volutpat. Ut wisis enim ad mi. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper What you should know: suscipit lobortis nisi ut aliquip ex ea niam, quis nostrud exerci tution ullam niam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip corper suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi.
BL OG PA G ES 1 USE POSTS TO HELP, NOT TO SELL 2 BENEFITS OF YOUR TYPE OF SOLUTION 3 SEPARATE PROMO LINK AT BOTTOM 4 WRITE FOR YOUR CUSTOMERS
ABOU T PA G E 1 DON’T BE SALESY HERE 2 THE NATURE OF YOUR BUSINESS 3 TELL YOUR STORY 4 CREDENTIALS AND AWARDS 5 FRIENDLY BIO PAGES
KAREN JACKSON, DESIGNER “I love it when something I created helps people reach their goals.” Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi.
CON TAC T PA G E 1 LOW COMMITMENT 2 NEXT STEPS AFTER THEY RESPOND
TESTIMONIAL PAGE 1 NO DEDICATED PAGE 2 USE BRIEF QUOTES ON OTHER PAGES 3 RELEVANT TO CUSTOMER ISSUES
S M A R T W R I T I N G F O R B U S I N E S S W E B S I T E S The Process
THE INTERVIEW 1 DIG DEEPER 2 APPROACH FROM BUYER’S P.O.V. 3 ADDRESS BUYER OBJECTIONS 4 COMPETITIVE STRATEGY
PREPARING TO WRI TE 1 REVIEW YOUR NOTES 2 REWRITE NOTES-SEPARATE CATEGORIES 3 PRIORITIZE POINTS IN EACH CATEGORY 4 ELIMINATE WEAKEST POINTS
CATEGORIZE PRODUCT 1 HOME PAGE NOTES Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet consectetuer adipiscing elit, consectetuer adipiscing elit, sed diem nonummy nibh sed diem nonummy nibh consectetuer adipiscing elit, euismod tincidunt ut lacreet sed diem nonummy nibh dolore magna aligu euismod tincidunt ut lacreet dolore magna aligu volutpat Ut wisis enim ad minim veniam, quis nostrud FIND OUT MORE exerci tution ullam corper PRODUCT 2 suscipit lobortis nisi ut aliquip Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet ex ea commodo consectetuer adipiscing elit, consectetuer adipiscing elit, sed diem nonummy nibh sed diem nonummy nibh consequat. Duis te feugi facilisi. euismod tincidunt ut lacreet euismod tincidunt ut lacreet dolore magna aligu dolore magna aligu
PRIORITIZE PRODUCT 1 HOME PAGE A A Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet consectetuer adipiscing elit, consectetuer adipiscing elit, B B sed diem nonummy nibh sed diem nonummy nibh em nonummy nibh sectetuer adipiscing elit, sed C C sectetuer adipiscing e diem nonummy nibh C euismod tincidunt ut lacreet em nonummy nibh D dolore magna aligu FIND OUT MORE PRODUCT 2 A A Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet consectetuer adipiscing elit, consectetuer adipiscing elit, B B sed diem nonummy nibh sed diem nonummy nibh euismod tincidunt ut lacreet euismod tincidunt ut lacreet C D dolore magna aligu dolore magna aligu
W R I T I NG COP Y 1 MAIN POINTS IN HEADLINES 2 POLISH THE COPY 3 DISTILL DOWN TO FEWEST WORDS 4 INTRIGUE THEM TO READ FURTHER 5 ACTIVE VOICE 6 INFORMAL, FRIENDLY TONE
SE O W R I T I NG 1 APPEAL TO HUMANS FIRST 2 MORE PAGES=MORE KEYWORDS 3 SPECIFIC VS BROAD KEYWORDS 4 NO ‘KEYWORD STUFFING’
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WORKING WI TH WRI TERS 1 PROJECT SCOPE FOR QUOTING 2 WRITING BEFORE DESIGN 3 INTERVIEW FOR INPUT 4 FOCUS ON COMPANY’S CUSTOMERS 5 PARTIAL WRITING FOR LOW BUDGETS 6 REVIEW & REVISE
Many companies think of their website as a visual tool for delivering information, in the hope the viewer will understand the invisible message to open their wallet. Kathy Drewien
Smart Writing for Business Websites Tom Tortorici Slides/Ebook TomTortorici.com/WCATL Twitter @tom_tortorici
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