Frager Factor

Tuesday, March 19, 2013

Updating or Making Over Your Website? Consider The Most Important Success Factors Are Not Always Built Into The Template

"Easy Reading is 
Damn Hard Writing"

1) Your Domain is your storefront - make it memorable.
Your URL is your great spot in a busy neighborhood. Choose a URL that is easy to remember and consider securing variations on the name (misspellings, omitted letters or the same name as a .net or .biz address).
2) Make it easy for your customers.
The number one reason website visitors leave within the first few seconds of their initial visit is their inability to quickly find the information they need. Take the time to understand why customers will be visiting your site and make it easy for them to find what they are looking for.
3) It's All About The Content
Content drives the Internet, and the quality of your writing will determine not only how well your site converts visitors into sales, but also how well you rank in search engines and how many links you get.

It's copywriting skills that will set you apart and help you succeed. i.e.
  • get traffic
  • gain subscribers
  • attract links
  • sell something!
Copy that converts and drives traffic for websites is very different than the words you'd use writing the same article or page in print. Most copywriters don't have these skills and most clients don't understand the difference. They will use "empty" words like "award-winning" when you have the ability to use link-baiting power words like INC 500 or using empty phrases like "our customers include the best-known names in business" when you could have stated it for SEO "The New York Times, Jet Blue, Ben and Jerry's and other leaders in Finance, Healthcare, Media and Technology all all gained reduced costs, improved service and made possible what was not with the incumbent vendor we replaced." 
With these words you borrow equity and credibility in bigger names than yours which will trigger Google alerts and actually get your message delivered to 10s of thousands of desks, saving months of building traffic and waiting for visitors to come to you."
According to "The most important and all-powerful words that cause people to subscribe to your blog in large numbers are... the ones other people use when talking about you."
"That's it. That's the *real* secret."
"There are a lot of bloggers out there that are working plenty hard at creating content, but are getting nowhere. It's because what they're producing does not fill an audience need, or the subject matter is too well-covered and the blogger has not discovered a unique angle to set themselves apart. In either case, the content is simply not remarkable."

4) Keep it fresh and original.
Nothing deters potential customers more than a website with old content. Providing regularly updated, unique and relevant content on your website can help ensure that customers keep coming back to you.
5) Make Web pages scanner friendly
Since most Web visitors tend to be "scanners," it is important to design Web pages accordingly - especially if they are content rich:
-  Use strong headlines and sub headlines that succinctly convey primary points and bullets for key details.
-  Use short, easy-to-read paragraphs and bold important elements in copy.  
-  Use strong images that clearly relate to the topic and a powerful call-to-action above the fold.
It's because writing copy is not just about words.

It's understanding the core desires of the audience being targeted, the ability to create unbeatable offers to get people to buy and creating campaigns that work, create response and create loyal customers.  

Studies that always come out the same: when you give people the information to draw their own conclusion they believe it. When you give them the opinion you want them to have, they say, "BS."

The best communication gets the audience to "conclude."
People have confidence their own conclusions, not what they are told to conclude.
The promise needs to be about something someone already knows they want, or a problem they already know they have. 

And it needs to be in the same language they use themselves when they describe what they want or what their problem is.

"Proof" covers a wide variety of copy elements. Testimonials are proof. So are case studies. Relevant statistics, artfully presented, constitute proof. Research findings from scientific labs, when they back up your promise, are also proof. 
Your own personal experience, spelled out in the copy, is another form of proof.
5) Check out the competition.
Although you never want to replicate a competitor's site, it is smart to visit several other websites within or outside your industry. Decide what you like about these sites, what works and what doesn't, and apply some of what you observed to the design of your site.
6) Promote your online business online and offline.
Your website should be prominent in both online and offline promotions (signs, flyers, posters). Every mention of your business is a chance to promote your website to a potential customer.

About The Author: Owen Frager is an Internet marketing expert ready to help take your company to the next level.

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