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Write Your Site in a Week

Tina Forsyth Founder & Trainer, OBM Academy OnlineBusinessManager.com. Karri Flatla Marketing & Copywriting Strategist SnapWebMarketing.com. Write Your Site in a Week. Remember: as an OBM or VA… people are hiring YOU. Not your company name.

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Write Your Site in a Week

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  1. Tina ForsythFounder & Trainer, OBM AcademyOnlineBusinessManager.com Karri FlatlaMarketing & Copywriting StrategistSnapWebMarketing.com Write Your Site in a Week

  2. Remember: as an OBM or VA… people are hiring YOU Not your company name

  3. What is “Website Copywriting”? (and why should you care?) • Text-based marketing messages designed to persuade and encourage action. • “Brand campaigns” not as focused on action but establish positioning/feelings. • An OBM/VA’s web copy must answer “Why you?” and make an inquiry feel comfortable and compelling.

  4. Why Copywriting? • Images / sexy website are not enough. • Creating know-like-trust requires WORDS. • Cut through the noise and provide information and incentive required to make a decision to invest time, money and attention (scarce).

  5. Why GOOD Copywriting? • You have just seconds to get their attention! • E.g. users spend about 25-35 seconds on the homepage, but most of that time is spent “figuring out where to go next, not reading word-for-word about what makes you special.” • Prioritizing Web Usability, Jakob Nielsen and Hoa Loranger, 2006, p.30.

  6. “Conversion” Examples • Subscribe to your newsletter / opt-in • Leave a comment on your blog • Request a quote / fill out a form / call you • Purchase something • Share something via social media • Try to pick just one or two for each page!

  7. What They’re Really Paying For • Paint a “high-def” picture of how life will look/feel after investing in you. Outcomes: • Keep / save more of their money • Earn more money / profit / more clients • Social status, recognition or fame • Reduce stress / feel more relaxed / energized • More time for leisure or other pursuits

  8. This Part Of Your Biz Is Actually NOT About the Details … • People don’t buy features (price/delivery method/packaging/etc.); they buy results • Decision to invest - rooted in emotion. • Ask: what emotions and other life experience and “baggage” does my reader bring to the table? (Cuts through noise.)

  9. 3 Key Pages You MUST Have Great Copy For! • Homepage – your brand, your UVP, the BIG result you offer. • Services page – offers more specific information but still convey results. • About page – builds rapport, trust, and helps reader get to know YOU (authenticity!)

  10. Homepage • Short, concise, high impact • Lion’s share of traffic enters here • Key info ABOVE the fold (no scrolling) • Headline • UVP (welcome blurb, Steve Krug) • Supporting benefit statements • Call to action with hyperlink

  11. Services Page • More specific than homepage • UVP still guides the “spirit” of the offer • Headline • Results / outcomes / benefit statements • Service delivery details • Call to action with hyperlink/phone/etc. • “Sprinkle” with related testimonials (1-3)

  12. About Page • Think of as your “soft sell.” • NOT a resume; be yourself • Headline • Why are you doing this? (solve the problem) • How did you get here? (continue the story) • Share something unique (rapport/memorable) • Call to action with hyperlink

  13. Others pages to include (or not) • Contact Me • Testimonials • Portfolio • Rates • Blog • Resources / Links • Other Services

  14. Let’s talk video… • REALLY great way to establish a personal connection • Must be a good video (bad video can actually work against you, eek!) • Takes some skill to create, but not hard once you know how (or hire someone to help)

  15. If you get stuck… • What would you say in person (write to 1) • Write a “letter” first, then extract gems. • Use “freestyle” method or just jot notes. • Look back over emails, client notes, etc. • Start with the result and work back. • Start with “why you?” and work back.

  16. Headline Writing Tips • Ask a provocative question / “double take” • Dig up a juicy statistic. • Validate their pain / problems. • “Hint” at a result • E.g. “How much would you earn this year if you focused 100% on client work and 0% on admin?” • Sean De Souza’s formula: include at least 2 of problem/curiosity/question.

  17. Biggest No-Nos that OBMs/VAs Make • Talking features instead of benefits • Not so much “what” you do but how and the results of that • Navel gazing (droning on about your biz) • No professional photo (why are you hiding?) • No call to action / too hard to get in touch • Not enough personality in the copy

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