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What’s NEW?<\/strong> Take a good look at your site. Honestly, does the content look pretty stale? When people visit a site, they want to know what’s new (don’t you?).<\/em> If it’s just business as usual, well, if they have been there before, there’s not much of a reason to spend much time there. But if something is different – changed – updated – improved<\/em> – then people will be attracted.<\/p>\n Focus on WHAT’S NEW<\/em>. You might even have a page on your site entitled “What’s New At XYZ Company,”<\/em> or something similar, where you can post this content.<\/p>\n Try A Positive Focus.<\/strong> Yes, conventional marketing wisdom states that you must focus on customer problems and issues. But there’s more to effective websites than that — you have to go beyond, and present positive solutions<\/em>. Make sure that your website content has a positive and confident tone throughout! If you need to discuss “problems” or “obstacles,” make sure you focus on the fact that your solution works! Testimonials (positive of course!)<\/em> work really well — especially if the customer details how they overcame their challenges with your help (your consulting, services, software, products, etc.)<\/em>.<\/p>\n Laser-Focus On Your Demographics.<\/strong> Who exactly are your customers? Are they men? Are they women? Young? Old? Affluent? Professional? Working-Class? Educated? When you have figured that out, take a good look at your website copy – does it relate well to your major demographic targets?<\/p>\n For example, a site selling DIY tools to a (primarily)<\/em> male, working-class audience, should have a webpage design that is “industrial” in appearance – and your product descriptions should read like a man was speaking (see the site for the Duluth Trading Company<\/a> for good examples of writing product descriptions with a masculine voice)<\/em>.<\/p>\n On the other hand, if your target demographics are college-age youth, you need a completely different approach, both with your site design\/appearance, and the tone\/voice\/approach to your web content.<\/p>\n Tell A Story.<\/strong> People everywhere love a good story. One that is interesting (that holds people’s attention)<\/em> and that has a good lesson to teach. Keeping it positive (see above)<\/em> allows you the option to use testimonials. These are essentially STORIES. How do you get one? Take a customer testimonial and rewrite it as a story. Before publishing it, get the customer’s OK. Put that content before — or after — their testimonial. Get the very best stories you can for your niche, and turn them into web page content. Irresistible!<\/p>\n\n
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