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Web Site Promotion Tips! Newsletter:Secrets of Writing for the WebSo people have found your website through search engines or links, and now you want them to read and receive your message. But writing for the web is a whole different ballgame from writing for the printed page. Usability studies have shown that: 1) People scan web pages, they don't read them. So make your pages easy to scan. 2) People read more slowly on the web than they do in print, so keep your copy short and “scannable.” You Want Them to Read What You Have to Say . . . So make it easy for a visitor to scan and skim your page, using these techniques: 1) Write a snappy headline that clearly summarizes the page. 2) Use two or three levels of subheadings. 3) Write in "chunks," with one idea per paragraph. 4) Write tight; cut your first draft by 50%. 5) Make your paragraphs short -- 2 or 3 lines is best. 6) Use lists (bulleted or numbered). 7) Emphasize key concepts with bold or colored text. 8) State your conclusion first, like newspaper articles do. 9) Simplify your language. Use fewer words, smaller words, simpler words. 10) Caption all photos or illustrations clearly. You Want Them to Trust You . . . So use these ways to build trust and credibility: 1) No hype! Web users are suspicious of writing that is too promotional. 2) No typos! Use good grammar. 3) Be current and accurate with your information. Update statistics, remove dead links/ 4) Credit your sources. 5) Develop a personal voice. 6) Post a privacy policy. 7) Offer a money-back guarantee. 8) Make sure the shipping charges are easily found, *before* the visitor orders a product. You Want Them to Act, So . . . 1) Use “you” phrases instead of “we.” Examples: You receive . . . You can choose . . . You get information about . . . You save time & money . . . You avoid problems . . . You remain competitive . . . You increase sales . . . 2) Describe both features and benefits.
Example: Feature: Free newsletter on website's topic. Benefit: No-risk way to get information you need. Plus you'll get a "feel" for the person writing it, so you can decide whether or not you want to do business with him or her. 3) Make sure there's a thorough description of your product or service.
4) Call to action
If you work these tested techniques into the content of your website, you'll be very happy with the results! Sources include: ©2002 Joanna P. Colbert, August 2002 Web Site Promotion Tips Newsletter
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More on Marketing & Promotion:Promoting & Marketing your Web Site What Makes a Great Web Site Tagline? Developing a Reciprocal Link Strategy Credibility-Boosting Testimonials What Makes an Effective Home Page? How to Make More Sales from Your Web Site Who are the
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