Smart Writing for Business Websites Tom Tortorici Slides/Ebook - - PowerPoint PPT Presentation

smart writing for business websites
SMART_READER_LITE
LIVE PREVIEW

Smart Writing for Business Websites Tom Tortorici Slides/Ebook - - PowerPoint PPT Presentation

Smart Writing for Business Websites Tom Tortorici Slides/Ebook TomTortorici.com/WCATL Twitter @tom_tortorici S M A R T W R I T I N G F O R B U S I N E S S W E B S I T E S The Strategy Little Wizard TOYS GAMES SYSTEMS ORDERING


slide-1
SLIDE 1

Smart Writing for Business Websites

Tom Tortorici Slides/Ebook TomTortorici.com/WCATL Twitter @tom_tortorici

slide-2
SLIDE 2
slide-3
SLIDE 3

S M A R T W R I T I N G F O R B U S I N E S S W E B S I T E S

The Strategy

slide-4
SLIDE 4

TOYS GAMES SYSTEMS ORDERING ABOUT CONTACT

ABOUT OUR COMPANY

We pride ourselves on our commitment to excellence in our mission of exceeding

  • ur customers’ expectations.

Welcome to Little Wizard Educational Toys.

Little Wizard

Educational Toys

slide-5
SLIDE 5

TOYS GAMES SYSTEMS ORDERING ABOUT CONTACT

TOYS FOR LEARNING

Every New Thing

She Learns

Makes You Proud.

You’ll be amazed at what she’s going to learn next.

Little Wizard

Educational Toys

slide-6
SLIDE 6

BUYERS SELLERS LOCATIONS LISTINGS ABOUT CONTACT

DOWNLOAD THE APP

Putting technology to work for our clients.

Metro

Home Realtors

The fjrst real-time homebuyer notifjcation app.

slide-7
SLIDE 7

BUYERS SELLERS LOCATIONS LISTINGS ABOUT CONTACT

DOWNLOAD THE APP

Receive an alert on your Metro Homebuyer App, and be the fjrst to make an ofger.

When the right house goes on sale, you’ll be the fjrst to know.

Metro

Home Realtors

slide-8
SLIDE 8

HOME RESIDENTIAL COMMERCIAL BLOG ABOUT CONTACT

I WANT TO STAY WARM

Triple-pane windows that eliminate those chilly winter drafts.

Wonderful

Windows

slide-9
SLIDE 9

The Marketing Paradox: When you’re the seller, you think it’s all about you. When you’re the buyer, you think it’s all about...you.

slide-10
SLIDE 10

Main Strategy Question: Are you selling the idea of this type of product, or are you selling competitively to active buyers?

slide-11
SLIDE 11

HOME RESIDENTIAL COMMERCIAL BLOG ABOUT CONTACT

FREE IN-HOME CONSULT

Why get in a sweat? Just call Premier Landscaping.

Enjoy a margarita while somebody else digs holes for shrubs.

Premier

Landscaping

slide-12
SLIDE 12

HOME RESIDENTIAL COMMERCIAL BLOG ABOUT CONTACT

FREE IN-HOME CONSULT

Josh Hart has a masters in Landscaping Design.

The landscaping company run by a master landscaper.

Premier

Landscaping

slide-13
SLIDE 13

HOME RESIDENTIAL COMMERCIAL BLOG ABOUT CONTACT

FREE IN-HOME CONSULT

Get expert advice for enhancing your yard.

Receive a free consult from a master landscaper.

Premier

Landscaping

slide-14
SLIDE 14

HOME RESIDENTIAL COMMERCIAL BLOG ABOUT CONTACT

FREE IN-HOME CONSULT

Let a Master Landscaper create a plan just for you.

In 30 days, you’ll have a yard that belongs in a magazine.

Premier

Landscaping

slide-15
SLIDE 15

HOME SERVICES CLIENTS BLOG ABOUT CONTACT

SIGN A CONTRACT NOW Associated

Associates, Inc.

Helping companies

increase profjts through

enhanced synergies.

slide-16
SLIDE 16

HOME MAJORS ADMISSIONS LOCATIONS ABOUT CONTACT

Premier

University

CHOOSE YOUR MAJOR

Working adults can advance their careers quicker with Fast-Track online classes.

Get your certifjcation in under a year. Step

  • ut with new confjdence.
slide-17
SLIDE 17

HOME MAJORS ADMISSIONS LOCATIONS ABOUT CONTACT

Premier

University

SEE OUR MAJORS

Premier University

now ofgers an accelerated

program for academic certifjcation.

slide-18
SLIDE 18

HOME PROGRAMS BENEFITS LOCATIONS ABOUT CONTACT

Your Healthy

Workforce

FREE INITIAL CONSULT

In-house wellness programs help create a healthier, more energetic workforce.

Are employee sick days hurting your company’s productivity?

slide-19
SLIDE 19

Marketing is about... helping people feel confjdent, by using our products as their

  • wn means to their own ends.
slide-20
SLIDE 20
slide-21
SLIDE 21

S M A R T W R I T I N G F O R B U S I N E S S W E B S I T E S

The P ages

slide-22
SLIDE 22

Layer 1: Home page Layer 2: Product/service pages Layer 3: Deep detail pages

slide-23
SLIDE 23

HOME PA G E

1 SHORT TEXT BLOCKS WITH HEADLINES 2 APPEAL TO FIRST-TIME VISITORS 3 EMOTIONAL APPEAL 4 PUT BENFITS IN HEADLINES 5 SECOND CALL-TO-ACTION

slide-24
SLIDE 24

FIND OUT MORE BUY NOW BUY NOW BUY NOW BUY NOW HOW IT WORKS NEED TO KNOW

EXPLORE OPTIONS

slide-25
SLIDE 25

FIND-OUT-MORE PAGE

1 REINFORCE HOME-PAGE THEMES 2 ADDRESS ISSUES & QUESTIONS 3 DRAW BUYERS TOWARD NEXT STEPS 4 HELPFUL TIPS & IDEAS

slide-26
SLIDE 26

PRODUCT/SERVICE PAGES

1 CAN LOOK LIKE HOME PAGES 2 LOGICAL APPEAL 3 PROBLEMS AS WELL AS SOLUTIONS 4 USE SUBHEADS

slide-27
SLIDE 27
slide-28
SLIDE 28

Regular updates keep you compliant with the latest Federal guidelines.

Accounting for Non-Profjts Accounting for Non-Profjts

Lorem ipsum dolor sit amet, con- sectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat

  • volutpat. Ut wisis enim ad mi.

What you should know:

niam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi. Lorem ipsum dolor sit amet, con- sectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat

  • volutpat. Ut wisis enim ad minim ve-

niam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea niam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip

slide-29
SLIDE 29

BL OG PA G ES

1 USE POSTS TO HELP, NOT TO SELL 2 BENEFITS OF YOUR TYPE OF SOLUTION 3 SEPARATE PROMO LINK AT BOTTOM 4 WRITE FOR YOUR CUSTOMERS

slide-30
SLIDE 30

ABOU T PA G E

1 DON’T BE SALESY HERE 2 THE NATURE OF YOUR BUSINESS 3 TELL YOUR STORY 4 CREDENTIALS AND AWARDS 5 FRIENDLY BIO PAGES

slide-31
SLIDE 31

KAREN JACKSON, DESIGNER

“I love it when something I created helps people reach their goals.”

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo

  • consequat. Duis te feugi facilisi.
slide-32
SLIDE 32

CON TAC T PA G E

1 LOW COMMITMENT 2 NEXT STEPS AFTER THEY RESPOND

slide-33
SLIDE 33

TESTIMONIAL PAGE

1 NO DEDICATED PAGE 2 USE BRIEF QUOTES ON OTHER PAGES 3 RELEVANT TO CUSTOMER ISSUES

slide-34
SLIDE 34
slide-35
SLIDE 35

S M A R T W R I T I N G F O R B U S I N E S S W E B S I T E S

The Process

slide-36
SLIDE 36

THE INTERVIEW

1 DIG DEEPER 2 APPROACH FROM BUYER’S P.O.V. 3 ADDRESS BUYER OBJECTIONS 4 COMPETITIVE STRATEGY

slide-37
SLIDE 37

PREPARING TO WRI TE

1 REVIEW YOUR NOTES 2 REWRITE NOTES-SEPARATE CATEGORIES 3 PRIORITIZE POINTS IN EACH CATEGORY 4 ELIMINATE WEAKEST POINTS

slide-38
SLIDE 38

CATEGORIZE

Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu volutpat Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo

  • consequat. Duis te feugi facilisi.

Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu

HOME PAGE FIND OUT MORE PRODUCT 2 PRODUCT 1

NOTES

slide-39
SLIDE 39

PRIORITIZE

Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh em nonummy nibh sectetuer adipiscing e euismod tincidunt ut lacreet dolore magna aligu Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh sectetuer adipiscing elit, sed diem nonummy nibh em nonummy nibh Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu

HOME PAGE FIND OUT MORE PRODUCT 2 PRODUCT 1

A A A A B B C C B B C D C D

slide-40
SLIDE 40

W R I T I NG COP Y

1 MAIN POINTS IN HEADLINES 2 POLISH THE COPY 3 DISTILL DOWN TO FEWEST WORDS 4 INTRIGUE THEM TO READ FURTHER 5 ACTIVE VOICE 6 INFORMAL, FRIENDLY TONE

slide-41
SLIDE 41
slide-42
SLIDE 42

SE O W R I T I NG

1 APPEAL TO HUMANS FIRST 2 MORE PAGES=MORE KEYWORDS 3 SPECIFIC VS BROAD KEYWORDS 4 NO ‘KEYWORD STUFFING’

slide-43
SLIDE 43

HOME SERVICES ABOUT CONTACT

Electrical Contractors

  • f Atlanta

As Atlanta electricians, we provide Atlanta electrical contracting services.

If you need an Atlanta electrical contractor, call an electrical contractor in Atlanta.

slide-44
SLIDE 44

WORKING WI TH WRI TERS

1 PROJECT SCOPE FOR QUOTING 2 WRITING BEFORE DESIGN 3 INTERVIEW FOR INPUT 4 FOCUS ON COMPANY’S CUSTOMERS 5 PARTIAL WRITING FOR LOW BUDGETS 6 REVIEW & REVISE

slide-45
SLIDE 45
slide-46
SLIDE 46

Many companies think of their website as a visual tool for delivering information, in the hope the viewer will understand the invisible message to open their wallet.

Kathy Drewien

slide-47
SLIDE 47

Smart Writing for Business Websites

Tom Tortorici Slides/Ebook TomTortorici.com/WCATL Twitter @tom_tortorici