Building A Website
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| There is a lot of talk these days with regard to proper development practices and accessible web design. If you don't think any of this applies to you or your website, you probably don't understand
exactly what this is all about. Web Accessibility refers to the practice of creating websites that will be useable for people of any ability or disability. Many things come into play when accounting for a person's
eye sight, mobility, auditory and logic skills. |
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| So you've optimised your website, done the keyword research, got the backlinks and everything is ethical. You're sitting proudly on the first page of the search results. Or you've set up a pay per click
campaign, bid on your keywords, created some ads and performance tracking is in place. Again, you're at the top of the pile. Either way, you're visible and people are visiting your website. But visitors aren't
converting into leads, prospects or customers. What's going wrong? Well your website may be visible, but is it connecting? |
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| Every week I get asked to look at business websites and tell the owners why they're not getting the results they want.
Some of these sites are straightforward brochures, others are e-commerce catalogs, and some are those direct-mail-style
pitches reminiscent of old mail-order magazine subscription schemes ported-over to the Web. Some have incorporated
do-it-yourself audio and video and some even had this media professionally produced; still the results stink. Why? |
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| When I joined my first London ad agency 40-something years ago, the copywriting department was presided over by a lapsed genius
who beat into me a number of immutable copy principles. These precepts, which are as valid now as they were then and which have
helped me shift truckloads of product worldwide, apply to all types of promotional writing. They apply even more so to selling on the
Internet, where do-it-yourself copy is the norm rather than the exception. In the old days, very few serious advertisers wrote their own
material. Today, they do so as a matter of course simply because the technology allows it. |
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| As much time as business website owners put into finding a good web designer, it's amazing how little time gets spent in actually creating the website content - also known as the
sales copy. This is the content that will help the customer make a decision whether to take action - or leave. |
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