Four Things Every Web Site Headline Must Do
As you know, I'm constantly making the point that the text on web sites is not given enough attention. Which is unfortunate, because the headlines on site pages make huge demands on the skills of any writer.
If you're writing a headline or heading for a site page, here are four things you need to keep in mind, four elements that demand your attention, four separate 'audiences' you need to satisfy.
1. Make the reader feel he or she is in the right place
Every time someone clicks on a link and a new page begins to open, the reader is thinking, in one way or another, "Is this page going to give me what I'm looking for?" This is particularly true of first-time visitors. It is also true of any visitor on any page in your site, even a repeat visitor who is accessing a page for the first.
Matching the headline to the reader's expectations is central to holding their attention and giving them a high level of confidence.
If the heading doesn't match the reader's hopes and expectations, their confidence in finding what they want will fall and your conversion rates will decline.
2. Make the reader feel good and want to continue
This is where a page heading takes on the characteristics of a print advertisement headline. The heading not only has to satisfy point number one, but also has to make a 'sale'. That is to say, it has to sell the reader on the benefits of reading the page. Just as an ad headline sells the reader on the benefits of reading the body text.
By way of illustration, if I were selling my search engine copywriting skills, I might write a heading that says:
"Yes, I write copy for search engines."
That might satisfy my point number one, but it doesn't cut the mustard with point number two.
I'd be better off saying something like:
Doubtless I could improve on that headline with a few rewrites, but as it is, it contains a benefit and a promise. It still covers point number one, but also goes further - it gives the reader more of an incentive to actually read the page.
3. Appeal to the search engines
To ignore the needs of the search engines on any page is foolishness. You need to work with your page title, meta tags and headline to ensure that you are covering the most relevant and profitable key words and phrases. If you don't, you are losing traffic and losing potential readers and customers.
While some writers find it frustrating to have to accommodate the needs of SEO, doing so will actually help you with point number one. The better you know and understand what people are entering into the search box, the easier it will be for you to write text that is relevant to their expectations and needs.
4. Satisfy the needs of the company or organization
This is the tough one. This is where your not-very-net-savvy manager or client pressures you to make the heading more company centric, about the company or organization, and not about the needs of the reader.
At this point you have to fight the best fight you can. Gather together the best evidence you can find and persuade the manager of the errors of his or her ways. If all else fails, you can always suggest a test...testing your heading against theirs...and then measure the search engine traffic, and the conversion rate of the page.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news
Getting Over Copy Shock
A few weeks ago I wrote some copy for a business owner "Marvin." My copy was hard-hitting but honest and down-to-earth.
Five Keys To Leaner and Meaner Copywriting
Grab 'em and don't lose 'em. Every marketer knows that one.
So Youve Decided to Hire a Freelance Copywriter - A Guide to the Collaboration Process
Whether you're an executive or a small business owner, chances are you will have to hire a writer somewhere along the line to create your marketing material. Here is some insight into the process, what is expected of you, and how to get the most out of your investment.
Some Important Tips On Proposals And Price
Here's a critically important copywriting technique I use when writing sales letters and proposals for our own direct marketing services and for our clients.It's all about "price".
How You Can Find Freelance Copy Editing Jobs
Even for those with the skills needed, finding copy editing jobs can seem next to impossible. The simple fact of the matter is, though, that through quality and building relationships, these jobs can be found and employment can lead to a career in the field.
Writing for People and Search Engines
Writing for the search engines is much different than writing in any other medium. Search engines are finicky, but they love text, so you're talking their language.
Freelance Business Writers - How To Get The Best From Your Writer
At times, it can be frustrating to find freelance business writers that are of good quality, dependable, and within your budget. The good news is that there are many people who can perform at the level you need.
Business Writing: When Not To Be Professional
It's time to write your next ad or brochure. Maybe some web content.
7 Big Ticket Copywriting Secrets I Learned from Ted Nicholas
I recently sponsored and attended Joel Christopher and Ted Nicholas's Double Birthday Bash and Interactive Marketing Summit in beautiful San Antonio, Texas. There was a fantastic lineup of speakers including John Assaraf, Joe Vitale, Brad Fallon, George McKenzie, Shawn Casey, Alan Bechtold, Tom "Big Al" Schreiter, Brian Keith Voiles, Rosalind Gardner, and Sydney Johnson.
Finding Your Clients Business Problem Leads to Better Copy
WHAT'S THEIR PROBLEM?How do you begin a dialogue with a prospect, be it in person, on your website or in print?You talk about your client's business problem.What IS your client's business problem?Answering this question is the hardest part of marketing.
Write Benefits in Your Headlines to Deliver the Dream!
When you create headlines, do you put benefits into your headlines to deliver the dream? Do you create headlines that draw your reader deeper into the rest of copy?Let me ask you a simple question. "Why do people read any printed material beyond the headline?"The answer, because there was something in the headline that attracted their attention, raised their interest and curiosity, or contained a perceived benefit for the reader.
42 Deadly Ad Copy Sins That Ive Made
I have read thousands of ad copies online and offline over my lifetime. I have read excellent ad copies that made me buy right away and some that may have had a decent product, but had a poor ad copy that turned me away.
Top 3 Rules for Writing Effective Copy
One thing all successful Internet marketers have in common is that they're good copywriters. If you want to have a profitable online business, you need to know how to write a copy that motivates people to buy your product.
Touching the Prospect's Emotions in Your Sales Letter
Your prospect has emotions? and you MUST touch these emotions in your sales letter. Your copy has to excite.
Making a Living as a Copywriter; Freelancing Versus Agency
So You Want To be A Copywriter?Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every now and then, in case they're doing something that I should be doing.
Working With a Freelance Editor
If you are interested in creating information products, you will very likely deal with editors throughout your career. You may need someone to edit a book, review a special report, or tighten up a magazine article.
Freelance Writing As A Career
Most people would love to make a living from freelance writing. If you tell people that you are a freelance writer, chances are that they will respond by telling you about their own desire to be a freelance writer.
Getting Paid for Your Articles
If you've been writing web articles to help promote your business, you may also wonder if you can write articles and get paid for it. What type of articles will land you some extra cash, and what control do you have over the resubmission of your content once you hand it over to the editors?Type 1.
Web Copy - How Much is Enough?
These days, there's widespread acceptance that a website is an integral part of the marketing plan of any business. Likewise, it's commonly accepted that web copy is a vital component of any website.
How To Become Qualified As A Proofreader
The field of proofreading is not as easy to get into as you might think. In fact, there are many proof reading qualifications that you must possess in order to qualify.
|home | site map|