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What A Difference Good Copywriting Makes

copywritingCopywritingWeb site copywriting is special method that allows the companies to advertise and promote themselves. In today's highly competitive and ever-changing online environment it is not enough to rely on the texts alone. One should combine the knowledge of offline copywriting with online realities.

Professionally written website copy (www.killer-content.com/webcopywriting.php) is one of the most significant and important elements of your web site. It is widely regarded as one of the most effective ways to communicate with your potential customers, retain old ones, and attract new clients. In the developing of your web site you should understand that web site copywriting is one of the most significant elements of your marketing strategy. It is used by many companies to promote their businesses and services. It is widely regarded as one of the most efficient tools in the developing of online copywriting process


surfing the netSurfing The NetHow do people get to your web site? How do they find your compay website? Certainly some of them already know your company, and some of them might visit your website because they have read advertisements about your company. However, most of the visitors visit your site through the results of search engines, after they put search terms they are interested in into the search engine boxes. Once the visitor has come to your website you should try to grab his attention immediately. One should remember that most of the visitors do not have much time to read the whole text of your website, the bulk of them just skim through your text. That is why one should develop a trustworthy and reliable connection with the visitor right from the start. This is a prerequisite for transforming him into your potential client. If the visitor is not interested, or not impressed with your text, he will be impressed with the text of your competitor.

Try to be precise, coherent and communicate with only one customer at a time. One should be engaged in direct dialogue with your customer. Individuality is what matters. By emphasizing that you speak directly to a person you might make your message more custom-oriented. The most successful web site copywriting copy is the one written based on marketing research of your targeted audience. That is why the services of marketers who can evaluate the competitors of your market, as well as the wishes and expectations of your potential customers must be used in conjunction with the development of well-written copywriting copy.

For more information, or a free quotation, please contact us today.

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What to avoid to make your website design effective?

content is like waterContent is Like WaterThe effective design is the one which is maximum simplified and conformable to your users because they are your main purpose. This one, simply and clearly announcing what your website is about. This one, quickly offering the users exactly what they are expecting to see on your pages, without being troubled with insignificant information. The big mistake made by a lot of web designers is to project their activities from their own point of view, without thinking about the user.

Factors, damaging the website design effectiveness

Additional time needed for website downloading
Badly written content
Complex design, abundant in elements
Difficult navigation, incomprehensible for user
No validated program language

Additional time needed for website downloading

Your pages downloading time is extremely important. Your users will shut your website down very quickly if you make them wait because of your slow downloading pages. The other sites are just a mouse click away from them.

  • Not important if you are talking about graphics, multimedia, scripts, applets - be cautious about their location on your site. Don't insert them without judging their position, just because you or your designer had an idea about it. Design them small-sized, too.

Copywriting SkillsCpywriting SkillsBadly written content

The text that is ready for print has nothing to do with the text for the Web. According to Jacob Nielsen, Web usability guru, users have more difficulty in reading the information on computers than on printed editions. They would rather scan it than read it profoundly. Huge text blocks are unreadable and couldn't allow them to do it.

Means to make text more readable and effective could be effectuated by using:

  • separate paragraphs
  • titles
  • subtitles
  • indentations
  • bullets
  • bolds
  • hyperlinks
  • different fonts and sizes

web frameWeb FrameComplex design, abundant in elements

  • Don't complicate users work by complex and abundant design, making the website confusing in terms of its downloading and its appearance on their screens.
  • Avoid frames. They could seriously damage your website usability.
  • Having a site, made on FLASH you can't explain fast and clear to users what his content is about, what it would be useful for, what they could win, using your services, because only its downloading will take several minutes. If you insist however on including FLASH elements, much better variant is to insert them in a detached small file, with definite size, but inserting it, you have to possess some clear purpose. It refers much more to your home page, which is your website main portal.
  • Don't leave your pages without comprehensible title tags, clearly explaining what your page is about (title tag is the page title you see on the top of the browser).
  • Don't leave your site home page without text, explaining to your users who you are and what you are talking about on your site.

poor navigationPoor NavigationDifficult navigation, incomprehensible for user

  • Don't upset user with bad navigation, making him feel lost. He could enter your site by each of its pages, not only by the home page. If he/she enters by another one, he/she must understand what is his/her position on your site, where he/she could go by clicking the corresponding link.
  • Don't leave your site without a site map. The site map gives thr user the possibility to orientate quickly and easily on it.
  • Always put a link to the home page on each of your pages, plus the firm's name and logo, making them a link to the home page too.
  • Don't allow the existence of an orphaned page, where a user could feel lost.
  • Don't change the default color of the hyperlinks, because users are expecting to see them exactly that way. When a text is blue, the user is used to thinking it is a link, and if it is purple, that it is a visited link. The different colors from the default ones will throw them into confusion.
  • Don't make a text blue that is not a hyperlink. That will also confuse them.
  • Don't put a link that leads to the same page, only those that go to other page sections.

program codeProgram CodeNo validated program language

The code your site is written in is validated depending on browsers from different types and versions.

  • Incorrectly written program code will make your site users close it immediately due to its bad appearance in their browsers.
  • Correctly written code is the best way to ensure your pages are appearing correctly in as many browsers as possible.  It includes old versions and versions that will be published.

For a free quotation, or to discuss your requirements, please do not hesitate to contact us.

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What to Do When a Client is Ticked Off

angry customer on phoneAngry Customer on PhoneMy client Jerry was threatening to sue. Worse, my programmer was dragging his feet and didn't see the seriousness of Jerry's threats. I was on the phone with Jerry for hours at a time.

The custom ordering system we designed for Jerry's web site needed some small changes that really weren't affecting the performance of his site. Jerry kept saying that the whole system was flawed and that it needed to be completely redone. However, he already had more than 600 sales adding up to more than $100,000. What to do?

We eventually got all the problems fixed up but Jerry ended up having the site and ordering system redone by another company so Jerry was now out of my hair. Was this a good thing or a bad thing?

Customer retention is crucial in all businesses and handling ticked off customers is a part of growing great long-term relationships. Sometimes you choose not to retain a customer even if they are happy with the work you're doing. The time and energy they cost you isn't worth the money you make from them.

High and Fire Clients Judiciously

Reflecting on the situation with Jerry, I probably shouldn't have ever taken him as a client because he smelled of trouble from the outset. The first time I came into Jerry's shop he was arguing with a customer while I waited. He was unbending and wasn't willing to make concessions.

Malcolm Gladwell writes of this in his book, "Blink". We need to be aware of when something doesn't feel right and do something about it before getting in too deep. I should have just walked. Advertising guru David Ogilvy proudly admitted that he fired more clients than fired him.

It takes bravado and diplomacy to drop a client, especially if they are a big source of income. You have to weigh the headaches they cause with the checks that are deposited in your bank account. Are they worth it?


boundariesSet BoundariesSetting Expectations Early and Realistically

I lost another client around the same time because I did not set expectations. Daniel and I had more of a friendship than a client/vendor relationship. He looked and smelled like a good client, but I realized later that he was a problem. He took a lot of my time and had too high of expectations for the work we were doing for the price he was paying.

If you have a friendship with a client, you still have to set strong boundaries with them. You communicate your expectations and bill them accordingly for the work you do. It's easy not to bill for your time if someone is a friend. You have to set the expectation that you will be billing them for all the work that you are doing for them.

angryAngryDon't Let Problems Fester

Daniel and I had a blow up when he misunderstood something that I had written in one of my blogs. He wrote me a strong email that I reacted to in kind by email. If he had read the blog or clicked on the link in the posting he would have seen I had great intentions. And the blog wasn't even about him-there was just a link on the side of the page pointing to his site.

If I could go back in time I would have waited a day or two to cool down. Then I would have written an email explaining my writing and suggested talking face-to-face or by phone. Live and learn.

things fall through cracksThings fall through cracksHire Skilled, Responsible People to Handle Your Client's Work

My problem was I was trying to do everything myself, and things were falling through the cracks. Now I tell my clients to communicate their web site changes directly to the designer and they will be billed accordingly. That way changes don't get stuck in my In Box.

Make the Hand-off Easy

If the client chooses to leave or you fire the client, make the transition as smooth as possible. Provide all the files and information they need to move forward if that is the nature of your business. Even if the break up is hostile, make a point to be civil and professional. They may never return as a client, but they may not badmouth you if things end more positively. Daniel got a new company to work on his sites, and I made the transition as smooth as possible for him. I doubt I will ever have him as a client again, but I needed to know in my heart that can make the transition easy for the next person.

smooch some hineySmooch Some HineySmooch Some Hiney

Okay, you have a client who pays well and is worth keeping. Now is the time to kiss some butt. You have to admit you did something wrong and make amends.

My client Scott didn't know some of the work we were supposed to do for him was done. But I knew. I took the risk of telling and then also told him that we would do work for him during the following month at no cost to him. It cost me $600 but it was worth keeping Scott as a client.

Handling ticked off clients is all about doing crisis management, and then deciding how far you will go to keep them as a client. You may choose to give up peacefully and let them go, or you can fight to keep them. Sometimes you have no choice. But when you have the choice and want to keep them as a client, do all you can to make things right. They may represent many more years of income.

Please contact us if you have any queries, or would like a free quotation

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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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When To Let Go Of Your Website Designing Ideas

let goTime To Let GoAs hard as it may be, but letting go of your website designing ideas and listening to the customer may actually be of benefit in the long run.

I know what you are saying, you’ve been in the web designing business long enough to know what works and wont doesn’t, what would my customer know? Well after approaching web design in the same manner, I’ve unfortunately had no other choice but to give in to my best laid plans and comply with the wishes of my customers.

Construction of good websites usually means that it has to be appealing to the eye, as well as being fully functioning for Search Engine benefits, but ultimately it must display professionalism for the business represented.

Complying with W3C Standards (W3C Markup Validation Service) for both HTML and CSS validation is paramount to good design and programming (but not necessary for good Google PR, I will discuss in later posts), so when designing we like to use base HTML formatting and CSS text font like Tahoma 11pt, to make neat easy to read text and nice page image layouts.

I will list some cases of where letting go has benefits for both parties involved and how in some circumstances actually resulted in little or no web traffic for the website.

architectural businessArtchitectural BusinessCase Study 1. Architectural Firm flash and font matters

Our customer wanted the use of Flash elements to display several architecture images with a nice fade between images and changes to original CSS Font used Tahoma 11pt font and replaced with Century Gothic 11pt, which is used in all their logos and architecture design work.

As most would know embedding Flash files into your website results in W3C Validation undefined source failure, thus rendering the site Invalid Markup. After explaining this, the customer felt the need to have a nice graphical flash style image far outweighed the importance of quality valid HTML Transitional Markup. To them the appearance and perception of their website to their customers was far more advantageous than complying with the W3C.

In addition they wanted the use of the Century Gothic font rather than Tahoma. By design Century Gothic has a much larger font height than Tahoma and when used increased the page height larger than when using Tahoma thus resulting in the site displaying with scroll bars when view under 1024 x 768 resolution, where previously it fitted in the whole page perfectly.

In the end the customer achieved the desired affects they wanted and ultimately it is the customer who ‘always’ knows best.

Case Study 2. Box supplier becomes boxed in

Our customer had started a new business supplying cardboard boxes for moving and packing. They wanted a

simple site with heavy graphical image elements and little or no text on the home page.

cardboard boxesCardboard BoxesExplaining to the customer the role of text based search engines results and that having no ‘readable text’ on the home page would limit their visibility, they choose design over results.

Why you may ask would a company limit their possibilities of being found on search engines? Well the question still burns with us too, but as mentioned earlier the ‘customer always knows best’ and the decision was solely theirs to make.

Their philosophy was simple, their website was purely to be used as a reference guide and not the source of extra business, as their marketing strategies would be enough to garner constant business.

To this day I still wonder why they limited their marketability and in particular their website which is always online and can be searched at all times of the day.

So in summary the best laid plans of mice and men (well in this case web designers) can be a utter waste of good management as what I have stated all along that the ‘customer always knows best’ and ultimately they are the ones paying for your service so sometimes its best to lay down your guns and concede defeat.

Contact us for a free quotation or more information

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