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Presentation slides from Business Forum Mid Devon meeting. This covers the basics of creating better website content and using written content to market your business on-line.
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PUTTING WORDS TO WORK rshcopywriting.co.uk
WORDS MATTER
Richard HusseyOwner, RSH Copywriting
PUTTING WORDS TO WORK rshcopywriting.co.uk
WORDS CREATE AN IMPRESSION
• "Our enemies are innovative and resourceful, and so are we. They never stop thinking about new ways to harm our country and our people, and neither do we."
• Knowing what you meant to say counts for nothing.
PUTTING WORDS TO WORK rshcopywriting.co.uk
WRITING TO IMPRESS• We are a multi-national, multi-disciplined, and multi-functional team
of natural reputation problem-solvers. Our variety of experience means we recognise opportunities and challenges for our clients. Through a focus on training we develop highly-skilled consultants with a passion for the insights and innovative thinking… (real website content)
• If you have a good story to tell about your business, simple, easy to understand words, are all you need.
PUTTING WORDS TO WORK rshcopywriting.co.uk
GROWING YOUR BUSINESS
The purpose of a website is to help you grow your business, not to make you feel better.
Focus on:• Persuasive website content• Why just ‘having a website’ is no longer
enough• Words that help you get found, engage and
convert
PUTTING WORDS TO WORK rshcopywriting.co.uk
CLARITY AND PERSUASIVENESS
• When it comes to being clear and persuasive, is your site 1/10, 5/10…?
• Would it make a difference if you were 10/10?
• Persuasive doesn’t mean ‘in your face selling’
PUTTING WORDS TO WORK rshcopywriting.co.uk
WEBSITES ARE FOR CUSTOMERS
• ‘You’ not ‘We’• What people want to know:
DO YOU UNDERSTAND MY NEEDS?
CAN YOU MEET MY NEEDS?
CAN I TRUST YOU?
PUTTING WORDS TO WORK rshcopywriting.co.uk
EVERY PAGE HAS A PURPOSE
1.Who is it for?2.What do they need
to know?3.What do I want
them to do?
PUTTING WORDS TO WORK rshcopywriting.co.uk
THINGS TO REMEMBER
• Make things easy to find• Be positive• Be clear
PUTTING WORDS TO WORK rshcopywriting.co.uk
REMEMBER
You have less than 3 seconds to grab attention!
PUTTING WORDS TO WORK rshcopywriting.co.uk
A BIT ABOUT SEO
• Google rules• Rankings increasingly determined by:
– Content quality and currency (inc. video)– Links– Social Media activity
• Choose keywords carefully and don’t stuff• Plan your pages and your SEO
PUTTING WORDS TO WORK rshcopywriting.co.uk
GETTING FOUND CAN BE DIFFICULT
PUTTING WORDS TO WORK rshcopywriting.co.uk
CONTENT MARKETING
• Publish online content to:– Get noticed– Build trust, make prospects more sales-ready– Earn back-links– Grow your business
• Low cost, high impact – if it’s based around good, relevant content
PUTTING WORDS TO WORK rshcopywriting.co.uk
CONTENT, SEO AND SOCIAL SHARING
CONTENTBlog, e-Newsletter, white papers, video
etc
SEO
SOCIAL SHARINGTwitter
LinkedIn(incl. groups)
Stumbleupon
etc
digg
Google+
PUTTING WORDS TO WORK rshcopywriting.co.uk
BLOGGING
• Drive traffic to your site with useful articles• Earn links and boost SEO• What do I write about?
– Which bits of business do you want to grow?– Who’s going to buy it?– What do they care about?– What challenges do they face?
PUTTING WORDS TO WORK rshcopywriting.co.uk
GOOD BLOGS ARE…
• Frequent• Relevant• Helpful• Interesting• Well written• Use a professional if you find it hard
PUTTING WORDS TO WORK rshcopywriting.co.uk
BLOGGING
• Generates targeted traffic to your site• Improves SEO and search traffic• Works best with social media engagement
PUTTING WORDS TO WORK rshcopywriting.co.uk
Blogging Focus
PUTTING WORDS TO WORK rshcopywriting.co.uk
IN SUMMARY
• Just having a website is not enough• Focus on the customers you want to have• Keep your words simple and positive• Become a publisher: get noticed, build
trust and build business.
