WORD MAGIC: (full story)
One Point Per Page ...
There it is…that lovely blank copy space on your
Web site. It’s just waiting for you to fill it
with compelling copy that will make prospective
clients leap to their phones and call you. How
do you decide what to say on each page? And how
much information should you give?
First of all, you shouldn’t type one word until
you have an outline for your Web site. Your
outline should clearly state the major topic for
each page. Having one subject per page allows
you to write short, to-the-point copy that will
catch a viewer’s interest. Having three or four
subjects on a page may result in information
overload for your viewers. If they can’t figure
out what you’re offering, it doesn’t matter how
much you write—you’re not going to capture them.
Web customers want to grasp the big picture with
as little effort as possible. If you pique
their interest, you’ll get the “click-through.”
If you bore them with every detail of your
business on the landing page, they’re likely to
move on to other sites.
Your Home Page is as critical to your site as a
firm handshake is to a face-to-face meeting.
Make a great first impression by stating your
Unique Selling Proposition, e.g., what you offer
that distinguishes you from all the other agents
out there. What’s special about the way you do
business? What’s in it for them? That’s what
potential clients want to know.
Check out the following headlines. Which of
them is likely to make you want to read
further?
Looking for Fix and Flips in Newport, RI? I
know where the deals are.
or
Welcome to my Web site. I’m Jane Doe and
I’ve been selling homes in Newport, RI for
25 years.
The second headline could have been written by
any REALTOR® working in Newport. With its
generic wording and lack of specific focus, it
doesn’t “hook” clients. What’s Jane going to do
for them that forty other agents can’t? But, if
you’re a potential “fix and flipper” looking for
properties in Newport, headline number one is
likely to click with you. It’s specifically
targeted and, if prospective clients want to
know where the deals are, they’ll keep on
reading.
Which brings us to question number 2—how much
should you write? I am a firm adherent of the
great architect Mies van der Rohe’s philosophy
that when it comes to Web copy, less is much,
much more. In other words, decide what you have
to say, say it and let it go. Don’t make the
mistake of thinking that the more words you pile
onto the page, the more likely it is to be
read. IECs (Internet Empowered Consumers) want
information quickly and succinctly. These are
the same people who watch MSNBC with its four or
five on-screen scrolls in addition to the live
coverage. They’re used to gleaning the essence
of the information they need and moving on. I
estimate that you have about six seconds to
capture their attention on your Web site, so use
words sparingly and wisely.
Each page on your Web site should fit in one
frame. If viewers can’t read all your copy
without scrolling, you stand a good chance of
losing them. If they have to scroll twice…fuhgeddaboutit!
Sticking to the “one point per page” method of
writing Web copy allows you to make one strong
selling point on each screen. If you need to
talk about another topic, set up a hyperlink and
create a new page. Keep your copy brief,
focused and compelling, and you’ll find that
your hit count and click-throughs will soar.
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