CREATING EFFECTIVE WEBSITE CONTENT

BRING IN MORE CLIENTS AND GROW YOUR BIZ

Presentation

A

By Diane Whiddon

?WHY?

1. BRANDING2. DESIGN3. CONTENT/

MARKETING STRATEGY

Great website content:

BRANDING =

Branding:

Whatever You

Repeatedly Do

1. (PERCEIVED) QUALITY2. EMOTIONAL

ATTACHMENT (YOUR WHY)

Branding:

1. 2 SECONDS2. UX – DO WHAT’S BEST FOR

THE USER.

Great Design

1. 2 SECONDS2. UX – DO WHAT’S BEST FOR

THE USER.

ONLY HAPPY PEOPLE BUY STUFF!

Great Design

Content

FOCUS ON YOUR RIGHT PEOPLE

Content

FOCUS ON YOUR RIGHT PEOPLE

1.WHO ARE THEY?2.WHY ARE THEY ON YOUR SITE?

3.WHAT DO YOU WANT THEM TO DO?

Content

1. IDENTIFY WITH YOUR RIGHT PERSON’S PAIN AND EARN THEIR TRUST BY:

A. WRITING PULL QUESTIONS, E.G. DO YOU FEEL LIKE YOU NEVER HAVE ENOUGH TIME WITH YOUR FAMILY? DO YOU KEEP WAITING TO HAVE MORE ENERGY DURING THE DAY? ORB. TELLING A STORY BY CREATING A VIVID PICTURE OF THEIR SOLUTION, E.G. J. PETERMAN CATALOGUE. SET THEIR INTENTION FOR THEM.

2. SAY THAT IT’S POSSIBLE TO FIX IT. 3. SAY THAT YOU HAVE THE ANSWER. (YOU WON’T HAVE TO CONVINCE THEM. JUST SAY WHAT YOU DO, FOCUS ON BENEFITS, AND LET THEM AFFIRM THE GREATNESS OF THEMSELVES BY ALIGNING WITH YOUR WHY.)

Copywriting 101 Oh! She just gets me!

1. IDENTIFY WITH YOUR RIGHT PERSON’S PAIN AND EARN THEIR TRUST BY:

WRITING PULL QUESTIONS, E.G. DO YOU FEEL LIKE YOU NEVER HAVE ENOUGH TIME WITH YOUR FAMILY? DO YOU KEEP WAITING TO HAVE MORE ENERGY DURING THE DAY?TELLING A STORY BY CREATING A VIVID PICTURE OF THEIR SOLUTION, E.G. J. PETERMAN CATALOGUE. SET THEIR INTENTION FOR THEM. KEEP IN MIND, YOU CAN DO THIS WITH PICS, GRAPHICS, TAGLINES, ETC. AS WELL.

2. SAY THAT IT’S POSSIBLE TO FIX IT. 3. SAY THAT YOU HAVE THE ANSWER. (YOU WON’T HAVE TO CONVINCE THEM. JUST SAY WHAT YOU DO, FOCUS ON BENEFITS, AND LET THEM AFFIRM THE GREATNESS OF THEMSELVES BY ALIGNING WITH YOUR WHY.)

Copywriting 101

Copywriting 101

Copywriting 101

Copywriting 101

1. DESIGN IS THE MOST CRITICAL HERE. 2. USE THE COPYWRITING 101 FORMULA TO IDENTIFY WITH YOUR RIGHT PEOPLE RIGHT AWAY SO PEOPLE CAN SEE IF THEY’RE IN THE RIGHT PLACE AS SOON AS POSSIBLE. 3. IF YOU CAN, PUT SOME OF YOUR MISSION STATEMENT OR WHY ON YOUR HOMEPAGE, SO YOUR RIGHT PEOPLE CAN START TO IDENTIFY WITH WHAT YOU STAND FOR.

Home

1. EXPERTISE = RESUME, DEGREES, CERTIFICATIONS

About = Expertise + Likeability

1. EXPERTISE = RESUME, DEGREES, CERTIFICATIONS

2.LIKEABILITY = YOURSTORY

About = Expertise + Likability

1.BE YOURSELF. REALLY. IT’S THAT SIMPLE.

Likeabillity:

1.BE YOURSELF. REALLY. IT’S THAT SIMPLE.

2.DO NOT USE THE WORD UTILIZE. EVER.

Likeabillity:

1.BE YOURSELF. REALLY. IT’S THAT SIMPLE.

2.DO NOT USE THE WORD UTILIZE. EVER.

3.DO NOT EVER QUOTE WEBSTER. EVER.

Likeabillity:

1. WHERE DID YOU GROW UP? WHAT WAS IT LIKE? WHY DID YOU LEAVE OR STAY?

2. WHERE DO YOU LIVE, WHY DID YOU MOVE THERE? 3. WHAT'S YOUR FAVORITE MEMORY FROM HIGH SCHOOL? COLLEGE? FIRST

JOB? 4. WHAT DO YOU LOVE ABOUT THE YOUR WORK? 5. WHO IS YOUR IDEAL CLIENT/CUSTOMER? WHAT DO THEY DO FOR A

LIVING? WHERE DO THEY LIVE? WHAT ARE THEIR BIGGEST FEARS? 6. WHEN WAS THE FIRST TIME YOU KNEW YOU WANTED TO DO THIS WORK? 7. HOW DID YOU GET STARTED IN YOUR WORK? 8. WHO OR WHAT HAS BEEN THE MOST INFLUENTIAL TO YOU IN YOUR

CAREER?

About page brainstorming:

1. USE THE COPYWRITING 101 TO CREATE SHORT, COMPELLING DESCRIPTIONS OF WHAT YOU DO. 2. FOCUS ON BENEFITS AS WELL AS FEATURES. IF YOU CAN, INCLUDE SOME OF YOUR WHY OR MISSION STATEMENT IN HERE AS WELL. 3. USE A LIGHT HAND HERE, PEOPLE WILL BE ON THE LOOKOUT FOR SLEAZY MARKETING COPY, SO JUST MAKE SURE THAT WHAT YOU WRITE RESONATES WITH YOU. YOU’RE NOT TRYING TO SELL OR CONVINCE ANYONE; YOU’RE SIMPLY TALKING ABOUT WHAT YOU LOVE TO DO.

Services/Products:

1. OODLES OF WAYS TO CONTACT YOU, INCL. PHONE, EMAIL, FORM, ADDRESS, ETC.

2. FEEL FREE TO DOUBLE UP ON THESE ELSEWHERE.3. MAP.4. NO SOCIAL MEDIA.

Contact:

1. BUY NOW.2. REGISTER HERE.3. PURCHASE. 4. CALL TO SET AN APPOINTMENT.5. FOLLOW/FRIEND ME.6. EMAIL ME. 7. FIND OUT MORE. 8. READ MORE.

Calls to Action:

1. WHAT DO YOU ALWAYS TELL YOUR NEW CLIENTS/CUSTOMERS OVER AND OVER AGAIN?

2. WHAT DO THEY NEED TO DO, SEE, HEAR, EXPERIENCE BEFORE THEY COME TO SEE YOU?

3. WHAT ARE SOME QUICK, EASY SOLUTIONS THAT YOU CAN GIVE THEM TO MAKE THEIR LIVES BETTER IMMEDIATELY?

Blogging/Teleclasses/Podcasting:

WHAT KIND OF CONTENT IS EASY

AND FUN FOR YOU TO CREATE?

Sustainability:

My Goal:For you to witness and recognize

your own brilliance, to get reconnected to your dreams and fall in love with

yourself all over again. From THAT place, you can interact with

the world in a bigger way.

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