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

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

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

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.

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

HOME RESIDENTIAL COMMERCIAL BLOG ABOUT CONTACT

I WANT TO STAY WARM

Triple-pane windows that eliminate those chilly winter drafts.

Wonderful

Windows

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.

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

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

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

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

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

HOME SERVICES CLIENTS BLOG ABOUT CONTACT

SIGN A CONTRACT NOW Associated

Associates, Inc.

Helping companies

increase profjts through

enhanced synergies.

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.

HOME MAJORS ADMISSIONS LOCATIONS ABOUT CONTACT

Premier

University

SEE OUR MAJORS

Premier University

now ofgers an accelerated

program for academic certifjcation.

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?

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

• wn means to their own ends.

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

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

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

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

EXPLORE OPTIONS

FIND-OUT-MORE PAGE

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

PRODUCT/SERVICE PAGES

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

Regular updates keep you compliant with the latest Federal guidelines.

Accounting for Non-Profjts Accounting for Non-Profjts

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What you should know:

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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

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

KAREN JACKSON, DESIGNER

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

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CON TAC T PA G E

1 LOW COMMITMENT 2 NEXT STEPS AFTER THEY RESPOND

TESTIMONIAL PAGE

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

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

THE INTERVIEW

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

PREPARING TO WRI TE

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

CATEGORIZE

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• consequat. Duis te feugi facilisi.

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HOME PAGE FIND OUT MORE PRODUCT 2 PRODUCT 1

NOTES

PRIORITIZE

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HOME PAGE FIND OUT MORE PRODUCT 2 PRODUCT 1

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

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

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’

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.

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

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

Smart Writing for Business Websites

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