words matter
DESCRIPTION
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.TRANSCRIPT
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PUTTING WORDS TO WORK rshcopywriting.co.uk
WORDS MATTER
Richard HusseyOwner, RSH Copywriting
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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.
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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.
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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
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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’
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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?
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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?
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PUTTING WORDS TO WORK rshcopywriting.co.uk
THINGS TO REMEMBER
• Make things easy to find• Be positive• Be clear
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PUTTING WORDS TO WORK rshcopywriting.co.uk
REMEMBER
You have less than 3 seconds to grab attention!
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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
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PUTTING WORDS TO WORK rshcopywriting.co.uk
GETTING FOUND CAN BE DIFFICULT
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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
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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+
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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?
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PUTTING WORDS TO WORK rshcopywriting.co.uk
GOOD BLOGS ARE…
• Frequent• Relevant• Helpful• Interesting• Well written• Use a professional if you find it hard
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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
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PUTTING WORDS TO WORK rshcopywriting.co.uk
Blogging Focus
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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.