Content is King
Organic Content for Long-Term Goals
The search engine optimized content of a Web site, Web copywriting for blogs and articles, or content for direct mail or direct response marketing, must achieve the most impact for your audience. Most readers have very limited attention spans, especially at Web sites where the visitors are seeking precise information, fast.
Because most readers scan the text of your direct response or direct mail literature, your messages must be included in the headlines and sub-headings within the text of the piece. Generally the reader can determine by quickly scanning the headings as to whether or not the interest is high enough for him or her to read the text completely.
When generating a page for a Web site, the Web copywriting needs to have the messages in similar headings and subheadings, but can also have the advantage of a hyperlink to another page. Emphasize your message with additional content, pictures or forms for the visitor to quickly and easily gain access to more information. Inform your reader of details about your business's services or products, or an order form and phone number of the business to complete a sales transaction.
Professional Copywriting Services Make a Huge Difference
A home builder of multi-million dollar homes wanted to prepare a Web site with pictures that he supplied but were not of very good quality and did not do his company justice. It was explained to him that a professional photographer with precisely the correct lighting and cameras and filters would be money well invested and that his quality-image would be revealed for all to see. Royalty-free images and stock photos demonstrated the effects of proper lighting and angles but were not reflective of the quality homes that he was known for building.
It was also discussed that his subcontractors would benefit by using similar photos and professional copywriting in their marketing and advertising materials and their Web sites, and save some of the expense by employing the photographer while several contractors were onsite, further reducing the overall costs to both the contractor and the subcontractors by sharing the expense. The tile installer and the counter-top installer, for example, each with their own beautiful tiles and marble or granite surfaces could use the excellent quality photos at a discounted cost, and ensure the added value of inclusion to each contractor's marketing.
It was further discussed that his Web site content be written by a professional copywriting service, and that he would greatly benefit by also providing usable information that any new home buyer would appreciate before they buy a home.
In the form of a free brochure available to anyone who saw articles submitted to newspapers and publications in their new-home sections, the readers could simply contact the company through a coded e-mail or Web site or phone number in the articles, and obtain the postage-paid information. This provided interested leads of people that were serious enough to ask for the information, and provided a way for the builder to follow up with the prospective customer, at a fraction of the cost of a typical advertising campaign.
High Quality Images with High Quality Content
There were only a few hurdles for the builder to quickly grasp, one of which was that he needed to allow the senses of people to enjoy what his craftsmen were so good at producing, by having the copywriter embellish on the descriptions in the text.
For example, it was agreed that while showing a few digital pictures on a Web site was a good idea that everyone agreed with, showing outstanding quality pictures was even better. Mentioning in a picture caption that the closets were cedar-lined was easily enhanced by stating that, "The ever-fresh scent of real cedar wood closets that will repel insects and leave clothing with that just-bought smell" proved more emotionally-charged with these added descriptions.
"You can almost smell the richness of solid oak," had more impact than merely stating, "solid oak trim," or "oak hardwood floors." It was further explained (and accepted by the builder) that his marketing deserved the higher value that came with better communications.
In addition, adding "Alt" tags to the images' code descriptions enabled people to find the builder's Web site when searching for specific words and phrases that the images reflected, such as the types of woods, finishes, and descriptions that people search for.
Your Content Development
Crafting quality content that is both useful to the reader and gets noticed by search engines like Google is a basic function that Google supports. Google tells us to write for the reader and not the search engines to add more value to the site and provide useful information for the reader (see http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35769#3).
Whether your content needs are for white papers, brochures, newsletters, direct response, or Web sites, the J Howard Company can help you achieve greater impact and response to all your advertising, marketing, and public relations needs. Contact us or call 214-485-3680 for more information about improving your Web marketing strategy.
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