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What to Publish on Your Website: Content Development

Content is a king for the profitable websiteContent is King for a Profitable WebsiteMany businesses want a simple website where they tell people what their business is about, some information on the products they offer and a means of contacting them.

However, content is vital in the growth of your Internet presence. Information is your asset and all you need to produce it is the knowledge you attain over time.

For some, they simply don't know where to start. Here are some things to consider that could lead you to providing great content and a value-added website.

1. Write what you know

Knowledge is power. Post articles to your website that show that you are well informed in your industry. If you can position yourself as an expert in your industry you can boost perceived credibility of your business on the whole.

2. Entertain

Everyone likes to be entertained.

For example, if you are marketing African tours, you might publish photo galleries or post stories on the African people, travel tips, the climate, etc.

business newsBusiness News3. About Your Business

Are people interested in the current happenings in your business? Post news items on your website. Eg. "New branch in Gauteng"

4. About Your Product

What do your customers often ask you about? What are their uncertainties? If you offer a "complex" product, which requires much learning on the part of the consumer, a website is a great place to teach them! This in mind, you might not want to be too technical in your copy - tell them about the benefits, not the features.

A great way to clarify uncertainties is to publish a "Frequently Asked Questions" or a "Q&A" section.

5. Back to the Plan

Take a look at your marketing and / or business plan - what goals are you trying to achieve and how are you trying to position yourself in the market place?

6. Watch your competition

6.1. What are competitors offering through their website that you are not?

6.1.1. Determine why they publish this content, then think of ways that you can improve it and use it on your website. Don't copy - enhance.

6.2. What are you offering on your website that competitors are not

explore what you knowExplore What You KnowThis raises two questions:

6.2.1. Is the information you offer really satisfying? Does it need to be there?

6.2.2. And, if the information does give you a kind of competitive advantage, how can you capitalize on that?

7. User Behaviour

Consider your Internet market - what do they do on the Internet.

7.1. Do they like to communicate with other Internet users about your industry? Consider having a forum on your website where you can allow website visitors to do this

For a free quotation or more information, please do not hesitate to contact us

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Why Content is King of the Internet

internet across the worldInternet Across the WorldThe Internet is not merely a community, or merely a new medium through which the people around this world connect and communicate with each other, crossing geographical and political barriers to communicate, trade, interact, entertain and inform, rather it has reached mammoth proportions and become an empire on its own. The Internet Empire does not belong to any one person but it belongs to, and is completely ruled over by an abstract yet concrete idea – content. Content is the King of the Internet.  Content is what people are after, and content is what attracts millions of users every day, and night, to their computers to seek information, seek entertainment and friends.

However, there is a major difference between the content we find in a print medium such as a newspaper or magazine and the content we expect to find in a dynamic, interactive mediuml such as the Internet. To be successful, print magazines cannot simply transfer what is already written in the pages of their print magazines, and turn them into e-magazines by placing the articles in an electronic form. For the magazine to be successful on the Internet, it is necessary to find a different layout for a medium that is capable of supporting audio and video players. A Content writer should play upon the strengths of the medium, which are that the Internet can support text-based content, it supports audio and video players, therefore to interest the viewer to the content available, it is necessary that all three of these strengths be used to the hilt. The advantages that Internet holds over the rest of the other communication mediums, should not be wasted because of the inability to find a comprehensive plan that will bind all these faculties together.

content is kingContent is KingFor the time being, the Internet is still in its infant stage, content is still free for the most part, and users are experiencing unlimited opportunities to speak their minds, and express their opinions through blogs where they not only voice their opinions about world affairs and such, but they also have the chance to showcase their talent. Amateur writers, poets and musicians are already a sizeable population on the Internet. There are thousands of sites that are entirely devoted to the poetry and the talent of innumerable people. In an almost anarchic way, the Internet allows people to be whatever they choose, they can play out their dreams of writing and singing, and gaining the appreciation, in some cases, of the users who are adventurous enough to try out some of these pieces. However, as corporate and big players are contemplating moving into cyber territory, they should be forewarned that at this stage, the content available is still to develop a style of its own, in such circumstances, very few of the users of the Internet would be willing to pay for content that is provided free of cost, until there is some drastic, and radical change in the way it is presented to them.

Please do not hesitate to contact us for a free quotation.,

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Why It’s Important To Have New Content On Your Website?

seo spider crawlerSearch Engine Spider CrawlingHave you ever wondered how people get a number one ranking on the search engines? Is it because they are special? Is it because they know the Internet gurus? Is it because they have paid to become number one or is it more likely because they constantly update the content on their website?

Content rules. The search engines employ ‘spiders’ that ‘crawl’ and index the many millions of webpages out there. They are looking for new and ‘fresh’ content. Why? It’s in the best interest of the search engines to always look for new content because their advertisers and people who wish to advertise with that search engine want to know what interests people so they can target that interest.

Advertisers will not pay for content that is stale or not updated because yesterday’s news is the reason for today’s business failure.

As a website builder business owner this can be succinctly summarised:

* New content = new visitors

* New visitors = better chance of sales

* Better chance of sales results from better and new content

content writingContent RulesThis method is not magic. Since it is in the best interest of the search engine’s spiders to always be on the lookout for fresh and new content, and if your website is producing fresh and new content (at least once a day) the ‘spiders’ will continue to ‘crawl’ and index your website.

Think of this as a reward. The search engines are rewarding you for posting information that may be useful. The more useful the information becomes, the more you will be linked and your rankings will increase. Because your website and it’s information is useful, more advertisers are attracted to the search engines and they make money from the advertising revenue.

As a website builder owner, you can save literally thousands of rands by employing this method of keeping your content new and fresh. If you combine this with some of the search engine campaigns you will have incredible success.

For a free quotation, or more information, please do not hesitate to contact us.

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Writing Benefit-Driven Web Copy – 4 Steps to More Sales

features offeredFeatures OfferedYou've identified the benefits you offer your customers, but how do you turn a list of benefits into engaging web copy which converts visitors into customers?

Recently I wrote an article explaining how to identify the benefits you offer your customers (http://www.divinewrite.com/benefits.htm). That article challenged business owners and marketing managers to think in terms of benefits rather than features when writing their web copy.

What the article didn’t discuss was how to actually write the web copy once they had identified their benefits. That’s what this article is about. (It even gives you a couple of templates you can use to make your job a whole lot easier!)

As a website copywriter, many of the projects I undertake are completely new websites. The client has some general ideas about what they’d like to convey, but they need someone who can fine-tune their message, and create web copy (and a web structure) which engages their readers. As a result, over the years I’ve developed a process for doing this effectively. There are four main steps:

1. Identify benefits

2. Identify how you deliver these benefits

3. Prioritize your benefits

4. Write the content

Although this article touches on step 1, it’s mostly about steps 2, 3, and 4.

STEP 1 – IDENTIFY YOUR BENEFITS

Branding aside, most websites are about selling. Customers don’t want to know what you can do; they want to know what you can do for THEM. That means the first question you should ask is, “What benefits do I offer my customers?” This is usually the first step toward identifying the key message to be conveyed.

That’s not to say that your website shouldn’t describe your products and services. You just need to make sure it describes them in terms of benefits to your customer.

But benefits identification is outside the scope of this article. If you’d like to find out more about how to engage your customer with benefits, go to http://www.divinewrite.com/benefits.htm.

over deliverOver DeliverSTEP 2 – IDENTIFY HOW YOU DELIVER THESE BENEFITS

Of course, you can’t just claim to deliver benefits and stop at that. You need to support that claim. On your website, you’re going to need to convince your audience that you actually do deliver these benefits. Anyone can say they deliver benefits, but few can say it persuasively.

From step 1 you’ll have a list of benefits. Now you need to think about how you deliver each benefit in that list. This is where you start talking about features – price, product highlights, distribution channel, competitor weaknesses, external factors, USPs, etc. It’s helpful if you draw up a table with one column for benefits and one for the features which deliver those benefits. (Click http://www.divinewrite.com/downloads/benefitsfeatures.doc to download an example Benefits-Features table – 20KB.)

You will probably find this process much easier than identifying benefits. In fact, you’ve probably got most of this information written down already… somewhere. If not, chances are you uncovered a good portion of it when you were brainstorming for benefits.

TIP: If you’re having trouble identifying supporting features, before filling out the table, try listing everything you can think of which relates to what you do, and how you do it. Don’t worry about the order. Just brain-dump onto a piece of paper, a whiteboard, a Word document, anywhere… Don’t leave anything out, even if it seems unimportant. (You’d be surprised how important even the most insignificant details can become once you start assigning them to benefits.) If you start getting lost, think back to the question you’re trying to answer: How do you deliver your list of benefits to your customer? Once you’ve done your brain-dump, read through it, and decide which specific benefit each feature delivers

Benefits offeredBenefits OfferedSTEP 3 – PRIORITISE YOUR BENEFITS

Now that you’ve identified all the things you COULD say, it’s time to figure out what you SHOULD say and where you should say it. This is where your benefits-features table comes into play. Read through your list of benefits and prioritize them according to how compelling they will be to your reader.

The reason for this? Priority determines prominence. The most compelling benefits will need to be prominent on your site.

TIP: Be aware that your list may include some benefits which everyone in your business category could claim. In other words, they’re not just specific to your company, but apply to the type of service you offer. For example, if you sell a Content Management System (CMS) for website creation, you may list “Greater control for marketing managers” and “Less expense updating content” as benefits. Every CMS vendor could claim these benefits, so you’ll need to question their importance. Will they differentiate you from your competitors? Generic benefits can be useful if none of your competitors are using them, or if you feel you need to educate your market a bit before launching into company-specific benefits.

STEP 4 – WRITE YOUR CONTENT

So now you know what you’d like to say, it’s time to decide how to say it. This is about three things:

1. Subject – What is the subject of your site; features or benefits?

2. Structure – How do you structure your site such that your customers will read your most compelling benefits?

3. Words – What words should you use to best engage your audience (and the search engines)?

The remainder of this article is dedicated to Subject and Structure. For further discussion of Words, see http://www.divinewrite.com/webwriting.htm and http://www.divinewrite.com/seocopy.htm).

Subject

What is the subject of your site; features or benefits? The answer to this question lies in audience identification. If your audience knows a bit about the type of product or service you’re selling, lead with features (e.g. processor speed, turnaround time, uptime, expertise, educational qualifications, wide product range, etc.). But make sure you talk about their benefits, and make sure the features offering the most important benefits are the most prominent.

services offeredServices OfferedHere’s a simplified example…

“Cool Widgets offers:

* Standard Operating Environment – Significantly reducing the complexity of your IT infrastructure

* System upgrades which are less expensive to license – Providing excellent TCO reductions”

In cases where you’re selling to an audience who knows very little about your product or service, lead with benefits (e.g. if you’re selling something technical to a non-technical audience).

Here’s the same simplified example, reversed for a novice audience…

“Cool Widgets offers:

* Reduced complexity of IT infrastructure – We can implement a Standard Operating Environment for your organization

* Reduced TCO – We can upgrade your IT to systems which are less expensive to license”

Structure

How do you structure your site in such a way that your customers will be sure to read your most compelling benefits? The answer is, keep it short ‘n sweet. And make it scan-able. This doesn’t mean you have to cut features or benefits. You just have to structure your site to accommodate your message.

While every site is different, as a rule of thumb it’s a good idea to introduce your main features and benefits on your home page. Summarize them – preferably using bullet points, but at the very least, clearly highlight them so that your audience can scan-read (e.g. bold, underline, colour, link).

special featuresSpecial FeaturesThen link from each summarized feature or benefit to a detailed description. Try to keep each page to approximately 200-400 words. You may need several pages to detail all your features and benefits. (Click http://www.divinewrite.com/downloads/pagestructure.doc to download a page structure template – 29KB.)

TIP: In cases where you need to introduce features and benefits which are generic to your field (rather than specific to your offering), your home page is generally the best place to do it. From there, you can lead to a second page summarizing the specific features and benefits of your offering.

Conclusion

Web copy is about far more than just clever words. It’s essential that you identify the benefits you offer your customer, and that you can convince your customer you actually deliver those benefits.

I hope that the guidance and tools provided in this article will help you on your way to engaging web copy which converts to sales.

Happy writing!

For a free quotation or more information, please do not hesitate to contact us

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What are Web Standards?

web standardsWeb StandardWeb standards are technologies, established by the W3C (World Wide Web Consortium) and other standards bodies, that are used to create and understand web-based content. In order for the Web to reach its full potential, the most fundamental Web technologies must be compatible with one another and allow any hardware and software used to access the Web to work together. Therefore, to lead the World Wide Web to its full potential, protocols and guidelines have been developed that ensure long-term growth for the Web.

How does your business benefit from adopting web standards

Lower development costs:

This is due to simpler development and maintenance using more semantic and structured HTML. The one site will work with all major browsers.

Lower hosting costs:

Less HTML results in smaller file sizes and quicker downloads. Smaller file sizes mean lower bandwidth which will lower hosting costs.

Increase in usability:

Your customers will find your site renders and downloads faster due to the smaller file size. This will make them respond and showi more interest in what you have to offer in your business.

website development Website DevelopmentIncrease in accessibility:

Semantic HTML, where structure is separated from Website Development presentation, makes it easier for screen readers and alternative browsing devices to decipher the content.

Increase in search ability:

Semantic HTML, where structure is separated from presentation, makes the content represent a larger part of the total file content. Combined with semantic markup this will improve search engine rankings. As your site search ability increases, so will your potential clients.

Better brand control:

When presentation is separated by content, you have much better control over the branding of your sites. Your sites that channel content to conventional browsers, on PDA and mobile phones can be controlled by just changing the style sheet(s).

For a free quotation, please contact us,

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