Chow-Bryant
  • Home
  • About
  • Services
    • Digital Marketing Audit
    • Analytics and Tracking
      • Business Intelligence
      • Conversion Rate Optimization
      • Custom Analytics
    • Digital Media and Advertising
      • Media Buying
      • Media Planning
    • Search Marketing
      • Pay Per Click Advertising
    • Social Media Marketing
      • Organic Social Media Marketing
      • Paid Social Media Advertising
      • Live Stream Consulting
  • Case Studies
  • Contact
  • Tools
    • Live Streaming Calculator
    • Mobile Bid Adjustment Calculator
  • Blog
  • Search
  • Menu Menu
Advertising & Media Articles
You are here: Home1 / Advertising & Media Articles2 / Social Media Marketing3 / Organic Social Media Management4 / Writing for Web So You’re Noticed
Chow
Organic Social Media Management, Social Media Marketing

Writing for Web So You’re Noticed

When people write web copy, they often take an “If You Build It, They Will Come” approach to their website. There are two major problems to thinking like that:

  1. That phrase references Field of Dreams, and the “they” in that statement are ghosts. Ghosts don’t buy anything. In fact, we’ve written about the problems ghosts cause on websites.
  2. If people do come to your website, but the content isn’t interesting, people leave. In digital marketing, we call this “bounce.”

Design Attracts New Visitors–Content Converts Them to Returning Visitors

A lot of people will tell you that a snazzy design or some kind of catchy name will fix these issues. While they do help, in my experience, a bigger factor is written content—you know, what many website owners think they should get from an unpaid, unproven intern.

Your written content is your customers’ first chance to find out what you do and what you’re all about. More importantly, perhaps, it’s also your best line of attack and defense in the never-ending War to Control Search Algorithms via SEO (another service you should vet and take seriously, but that’s another blog for another time.)

No lie, there are millions of websites that purport to teach people how to write effective, SEO-friendly copy. Of those, Heather Lloyd-Martin’s emails are the best I’ve found for effective advice on real-world websites. If she hasn’t run into it, it’s unlikely to be a real problem.

But for those of us who are pressed for time, I use the following rule:

Answers Two Questions on Every Page You Write

1.)   Who Are You?

Have you ever been to a website that purports to be the best at something, but you have no idea who the company is or why they’re so great at that thing that they do? This means that the webpage(s) you saw failed to establish who it is that’s doing the talking. We accomplish it on the Chow-Bryant blog by associating an article with an author. Pretty easy, huh? If you don’t have the picture option, there are others. Pictures help. Stating experience helps. Doing both, though, is priceless. Even simple in-text links to your about page is a step in the right direction.

Speaking of, on a website, your about page needs to drive home who you are and why you—as a person or a company—are relevant to what you’re selling. If you can, use the rule of thumb for screen writing: State it three times. Be abundantly clear on who you are, why you’re interested in what you’re doing, and why you’re relevant to your field. If we don’t know who a website is about and why we should trust them by reading the about page, the copy has failed completely.

2.)   Why Should I Care?

It’s not enough to tell people you sell things. You must also tell them what those things are and why they’re so needed. In digital marketing, we usually call this a USP, or unique selling proposition. Honestly, the name doesn’t matter. What matters is the substance. On average, people have an 8-second attention span, so the lengthy, wordy text of ads of yore just doesn’t work anymore. We read, but we read in blurbs and snippets. It’s best to get to the point—why people want what you’re selling—fast. Foot in the door tactics? Sweet Brown is right: https://media.giphy.com/media/10PcMWwtZSYk2k/giphy.gif

July 11, 2017/by Chow
Tags: content marketing, writing web copy
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on WhatsApp
  • Share on LinkedIn
https://www.chow-bryant.com/wp-content/uploads/2016/10/cb-header-logo-3-300x66.png 0 0 Chow https://www.chow-bryant.com/wp-content/uploads/2016/10/cb-header-logo-3-300x66.png Chow2017-07-11 14:38:552017-07-11 14:40:32Writing for Web So You’re Noticed

Recent Articles

  • COVID-19 Update for March 3, 2021March 3, 2021 - 2:12 pm
  • negative keyword list of covid-19 termsHow Every PPC Manager Can Help in The Coronavirus PandemicMarch 28, 2020 - 12:44 pm
  • To Master Marketing, Play Dungeons & DragonsAugust 15, 2019 - 5:25 pm
  • Use the W5 to Communicate Marketing GoalsApril 25, 2019 - 2:29 pm
  • Eagle Ford Map Overlay With Distribution Network for GeotargetingGeotargeting Ads for Vague LocationsJune 13, 2018 - 9:12 pm

Advertising Services

  • Analytics and Tracking
  • Digital Media and Advertising
  • Search Marketing
  • Pay Per Click Advertising
  • Organic Social Media Marketing
  • Paid Social Media Advertising
  • Live Stream Consulting

Categories

  • Analytics & Tracking
  • Digital Marketing Audit
  • Digital Media & Advertising
  • Display Advertising
  • Local Search Engine Optimization
  • Media Buying
  • Media Planning
  • Native Advertising
  • News
  • Organic Social Media Management
  • Programmatic Advertising
  • Search Engine Marketing (PPC)
  • Search Engine Optimization
  • Search Marketing
  • Social Media Marketing
  • Video & Live Streaming
  • Website Data Analysis
  • Website Security

Services

  • Analytics and Tracking
  • Digital Media and Advertising
  • Pay Per Click Advertising
  • Paid Social Media Advertising
  • Digital Marketing Audit

Certifications

Google Partner
Chow-Bryant is Google Partner Agency
Bing Ads Accredited
Chow-Bryant is Bing Ads Accredited

Contact Us

Chow-Bryant
1104 W Tri Oaks Ln #128
Houston, TX 77043

Tel: (713) 496-2061
Price Range: $$$
Chow-Bryant Logo
Google Maps
© Copyright 2016-2021 | Chow-Bryant
  • Home
  • Services
  • Articles
  • Contact
  • Privacy Policy
Expertise.com Names Chow-Bryant One of Top 18 Digital Marketing Agencies in... Best Digital Marketing Agencies in Houston Prepping for Hurricane Harvey
Scroll to top

This site uses cookies. By continuing to browse the site, you are agreeing to our use of cookies.

Learn moreOK

Cookie and Privacy Settings



How we use cookies

We may request cookies to be set on your device. We use cookies to let us know when you visit our websites, how you interact with us, to enrich your user experience, and to customize your relationship with our website.

Click on the different category headings to find out more. You can also change some of your preferences. Note that blocking some types of cookies may impact your experience on our websites and the services we are able to offer.

Essential Website Cookies

These cookies are strictly necessary to provide you with services available through our website and to use some of its features.

Because these cookies are strictly necessary to deliver the website, refuseing them will have impact how our site functions. You always can block or delete cookies by changing your browser settings and force blocking all cookies on this website. But this will always prompt you to accept/refuse cookies when revisiting our site.

We fully respect if you want to refuse cookies but to avoid asking you again and again kindly allow us to store a cookie for that. You are free to opt out any time or opt in for other cookies to get a better experience. If you refuse cookies we will remove all set cookies in our domain.

We provide you with a list of stored cookies on your computer in our domain so you can check what we stored. Due to security reasons we are not able to show or modify cookies from other domains. You can check these in your browser security settings.

Other external services

We also use different external services like Google Webfonts, Google Maps, and external Video providers. Since these providers may collect personal data like your IP address we allow you to block them here. Please be aware that this might heavily reduce the functionality and appearance of our site. Changes will take effect once you reload the page.

Google Webfont Settings:

Google Map Settings:

Google reCaptcha Settings:

Vimeo and Youtube video embeds:

Privacy Policy

You can read about our cookies and privacy settings in detail on our Privacy Policy Page.

Privacy Policy
Accept settingsHide notification only
Open Message Bar