Keeping Your Website's Content Relevant

Visitors and search engines love content-rich web sites, but just having a lot of content on your web site is not enough. It all has to be relevant to a main topic with each page or section of the web site having a specific theme (And yes, this includes any resource or links pages the site may have). Each page should have its own topic and content should not stray to a different topic.

If you are promoting your graphic design business and have a page on business card design, stay on the topic and refrain from using a page title such as "Graphic Design company in Vancouver, Canada - business cards, logos, letterheads". Your want the business card design to be the most important key phrase.

There are two main reasons for content relevancy. The first is so that visitors have an easy time understanding the flow of your web site. Visitors who have to search through multiple pages to find the information they're looking for won't be visitors much longer. The average web site user takes about three seconds to decide whether or not stay on a site. A clear idea of what your site is about should be apparent immediately, followed by easy navigation to other pages that display further topics in more detail.

The second reason for keeping content relevant throughout your web site is for search engine algorithms. Keyword relevancy is an important part of search engine optimization. The more relevant your web site's content is for a specific term, the more likely the site is to show up near the top of search results for the term.

Keyword density is another big deal with search engines. There is an optimal ratio of key terms to the overall amount of text that must be used for search engine optimization purposes. The more unrelated terms that are used consistently throughout the content will bring down the percentage of more important keywords. Keyword density matters throughout an entire web site, not just on certain pages.

Other areas to keep an eye on are the contact page, about us page, and any other pages that you may not think are important to have optimized for search engines such as advertising info, privacy policy, etc. For instance, some web sites have pages devoted to reciprocal links. There's nothing wrong with them unless you link out to a lot of unrelated web sites. The keywords that are used in the anchor text and surrounding description text will detract from your overall site content if they are not related. Incoming links from unrelated sites are fine, but keep in mind that the links page counts as part of your web site as a whole.

Consider using a reciprocal links page as more of a resource for visitors instead of a long list of irrelevant sites. This not only appeases search engines but your visitors as well. And as mentioned before, both visitors and search engines should be kept in mind when creating web site content.

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How To Know What To Pay For Web Design

How do you know what to pay for web design? Do you go strictly on what you can afford or what you need? Web design is the creative presentation similar to the printed brochure, but that is where the similarity stops. Unlike a printed brochure, your web site is interactive. It is seen by millions of people. It is not limited to the hundred or even thousand that your sales people send and use as a leave behind after an in-person sales presentation. People visiting your website can respond instantly in ways other than a telephone call. Visitors can buy your products and services immediately. These are just a few of the differences.

Most people know about these differences. But when deciding what to pay for your website, these differences make a good yardstick. Another consideration is to weigh the outcome you want from your website.

1. Use your company brochure as a yardstick.

Let's not make this comparison using an investment in the popular tri-fold brochure. That's like comparing apples to oranges to use a tired old cliche. No, let's use your company's capabilities brochure. Say you ordered copywriting, graphic design and printing for a full-size 8 1/2 x 11 inch, 4-color brochure, 8 pages with a 4-page cover that weighs a bit more than the interior pages. This is a typical format. What do you suppose the cost is for your new capabilities brochure. $500? $800? $1200? If you own a capabilities brochure such as the one I just described, you know that the copy probably ran from $400-$800; graphic design $400 - $800; and 4-color printing and bindery $800 - $1200. Your total cost is from $1600 - $2800 and you haven't distributed one brochure to a potential buyer. Also, you have not factored in in the envelope cost, cover letter cost, enclosed business card cost, and postage. Yikes! It is starting to be clear just what a printed brochure can cost. Now, ponder on the redo costs if you need to make any changes to the copy, such as your telephone number, address, new products. It is a big bite out of the old apple, isn't it. You are going to need a complete redo and reprint. Ouch!

The investment in a website looks pretty good right now, doesn't it?

2. Now, let's look at the outcome you want from your website.

Sales! Most businesses have a website to support sales. Directly or indirectly. A standard brochure web design and development investment less than $2800 is going to have a higher outcome than that capabilities brochure. There's no doubt about it. But if you want to enable your web site to accept payment online, you're going to need a shopping cart. What about a way for people to signup for your mailing list. Do you want to add a newsletter to your site. Articles? Blog? RSS feed? Forum? Chat? Photo gallery?

These web enhancements turn your site into a unique landing place that people want to visit and buy from. Security features add credibility to further show visitors your business is real and can be trusted.

All these enhancements support your overall outcome to build sales revenue using the web as a new business channel. If that's your planned outcome, spare no expense to create the web site you need to deliver results: Your full-featured web site - loaded with special enhancements - suited for your particular business pay for itself ... easily. It is an investment, not a cost like your printed brochure.

When deciding on the funding you want to earmark for your website, keep in mind that it is a valuable business asset and profit center. Custom web design is an investment in future sales.

So how do you know what to pay for web design? Compare the investment to what you would pay for a capabilities brochure and then weigh the final outcome you want your web site to produce.

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Provides an insight into the process of the designing and writing of effective, compelling and attractive web site copywriting.

Web 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 web site copywriting 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.

How do people get on your web site? How do they find the site of your company? Certainly some of them already know your company and some of them might visit your web site because they have read advertisement about your company. However, most of the visitors visit your site by 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 web site 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 web site, the bulk of them just skip your text through. That is why one should develop trustworthy and reliable connection with the visitor right from the start. This is a prerequisite of 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 the marketing research of your targeted audience. That is why the services of marketers who can evaluate the competitors of your market, as well wishes and expectations of your potential customers must used in conjunction with the development of well-written copywriting copy.

More Resources:

Part 1. Before You Build
Part 2. How to Build Better Web Pages
Part 3. Page Design Workarounds
Part 4. After Your Site Is BuiltPart

How to Make the Most of Your Website Copywriter

Many people feel uncertain when dealing with copywriters. Like any artform, writing is subjective; instead of black and white, most business owners and marketing managers see indistinguishable shades of grey. But copywriting possesses one key element that most other forms of art don’t – a commercial imperative.

Because the copywriter’s audience is driven by the realities of the business market, so too is the copywriter. Although the good ones love to write, they don’t necessarily love to write about toilet paper and real-estate. Copywriters – in particular website copywriters – write because it’s their job. And like any job, copywriting has very defined objectives and parameters which determine how the copywriter works, and the kind of material they produce.

There are two primary commercial realities for a website copywriter. Understand these realities, and you’ll understand the writer. Ignore them, and your job will take longer, be more frustrating, be less engaging, and earn you less money.

Website copywriter needs to adhere to certain guidelines to ensure your website is both reader-friendly and search-engine-friendly. This is black and white. Because most websites rely on search engines for their traffic, your website copywriter has to write for two broad audiences: human and computer. This introduces a number of complexities because, quite often, these audiences want different things.

For instance, with humans, less is generally more. But with computers, more is more. Humans need to understand, so the fewer words the better. Search engines, on the other hand, are programmed to think that anything important enough to be ranked highly has to have a lot of words. A website copywriter must balance these conflicting requirements. Your copywriter will work faster and more efficiently if you don’t demand too few words or too many.

* If your site needs both humans and search engines, try not to set your heart on less than 100 words per page or more than 300 words. Generally speaking, somewhere in the middle is a nice compromise for both audiences.
And it’s not just the number of words used that’s important. Humans tend not to like repeated words, whereas search engines do. Humans will understand from your heading what it is you do, and if it’s relevant. Mention it once, and they’ll generally remember. Search engines are not so smart. They need to be told again and again. This is how they figure out how relevant your site is.

* Don’t ask your website copywriter to be a minimalist. The search engines won’t like it. By the same token, don’t ask them to simply jam every page full of hundreds of your primary keyword phrases, because your human readers won’t like that (in fact, neither will the search engines). The trick is to expect each page to repeat one or two primary keyword phrases 5-10 times.

* Remember, balancing human and computer requirements is time consuming. Try to have a clear understanding of the objective of each page before your writer starts. You’ll get a much better product with fewer time consuming iterations.

These things may be painfully obvious to you, but they won’t be to your copywriter. And although a good copywriter will be able to draw them out of you, they won’t be able to accurately and comprehensively identify them alone.

* Before you engage a website copywriter, make a list of what you do, who you do it for, and what benefits it gives them. Your job will cost more if your brief consists of one line, “I want to increase sales!”
When it comes down to it, a good website is written around benefits. Customers are only interested in how you can benefit them. This means benefits are the website copywriter’s inspiration. By the end of the project, you’ll be sick and tired of hearing your copywriter ask, “But what are the benefits of that to your customer?” You’ll definitely thank them for asking though.

* Don’t confuse features with benefits. A feature is what you do or how you do it. A benefit is what advantage that brings to the customer. Your list should make a clear distinction between the two. This will save your copywriter a lot of time, and save you a lot of money. Most importantly, it will MAKE you a lot of money because your website will engage your customer.

Website copywriting is an artform. But because it’s an artform with a commercial foundation, it can be understood by anyone in business. And when you understand the commercial realities of the copywriter, the greys of the artform will begin to seem more like the familiar black and white of the nine-to-five. Then, and only then, will you be able to make the most of your website copywriter.

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Discover how you can, with 3 simplest of tips, boost your Adwords click through rates and ultimately income!

I’m not sure why, but many of my clients who place pay-per-click search engine ads like those on Google or Yahoo become obsessed with finding the best keywords and totally neglect other factors in creating a profitable search engine advertising campaign. Often they install so complicated a keyword empire that they can’t psychologically manage any other changes and leave their campaign running in such a way that it costs them way more than necessary.

Don’t let this happen to you! Keep your advertising costs down and your momentum moving toward profitability by following these guidelines for prudent, manageable testing.

1. Compile a small collection of keywords (key phrases, probably) to test for each grouping of ads – let’s say, up to ten. Likewise, before getting started, stockpile a number of different ads to test against each other – let’s say, three to eight ads.

2. Set up the campaign with two or three ads tested against each other for each set of keywords. Google lets you do this automatically. Simply create additional text ads and they’ll rotate them for you until you say otherwise. Google also shows you the click-through rate, cost per click and number of clicks for each ad.

3. You don’t usually need your ads to show up on top, so put in a bid per click that according to Google’s keyword traffic estimator puts you at about the #7 position – showing on the first page of results, but not at the top. Set your maximum spend per day rather high, however, which according to the experts tests better than the opposite.

4. When you have at least 100 clicks on your best performing ad, delete the poorest performing ad and insert another ad to test in its place. Keep testing three ads in rotation until you have a clear winner.

5. Then, when you’ve arrived at a better performing ad, begin fiddling with and adding and deleting keywords to your heart’s content.

6. Whenever you’re stuck on what else to do about your keywords, test other elements, always just one change at a time. For instance, try turning “content ads” on and off, changing your maximum bid, modifying your ad copy by changing a word at a time, reversing the order of words or lines, and so on.

While this advice may differ a bit from the mathematically correct procedures of testing, it’s easy for a novice to implement. Search engine advertising conveniently allows you to watch your results and adjust each campaign for optimal performance, so long as you have a system of testing that doesn’t let you feel overwhelmed.

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