Classes/Class Outlines -- Write More Powerful Web Site Copy
Class Outlines
Write More Powerful Web Site Copy
March 8, 15,22
May 19, 26, June 2
Overview
Turn your website visitors into customers with writing that drives interaction and response.
You’ll learn how to
- clearly communicate who you are and what sets you apart from competitors
- distinguish features and benefits
- create credible, hype-free messages
- structure copy for search engine optimization
- persuade readers to take action
In three sessions, you’ll review what works and what doesn’t work on the web, write copy for your website and review and discuss your work in class. The instructor will share tips from years of experience in direct response copywriting, marketing and web consulting
Audience
Entrepreneurs, marketing managers, copywriters.
Outline
Clearly communicate what your business is about and what sets you apart from competitors
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Look at messaging that works and doesn’t work: a review of selected web sites
Make sure your positioning statement is clear: who you serve, how you’re unique, what people say about you, where you are now, where you are headed.
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Distinguishing features, benefits and advantages; identify the benefits that your business provides and prioritize them.
- Write your positioning statement.
Create credible, hype-free messages
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Look at examples of hype and of trustworthy, credible messages
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What builds credibility, believability and creates trust
- Persuading the reader to take action (request something or buy something, depending on your business model)
Writing for search engine optimization
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Identify the key words that can bring people to your site
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Tools and resources to help fine-tune and narrow down the total to a dozen or less
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Structuring content for keywords
- Where to place keywords in the page structure
How to write and structure content for the web
- Simple, clear, concise text
- Short sentences and short paragraphs
- Inverted pyramid style
- Subheads to break up text and catch the eye of people who scan
- Including keywords in subheads and text
- Boldface within paragraphs to capture scanners’ attention
- Hypertext links to other resources (the essence of the Web)