How to write for the internet
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The document provides 22 key strategies for writing effective web content that emphasizes clear communication over embellishment. It advises against generic presentations, highlights the importance of engaging the audience quickly, and stresses the significance of a well-structured homepage. Additionally, it suggests a hybrid language approach for improving SEO while focusing on the needs of users.
How to write for the internet
- 1. How to write for the Internet 22 keys to convince with your webpage content José Manuel Martínez E-business consultant and co-founder of Distintiva.com COURSE
- 2. 2 1. Don’t embellish; communicate • Content precedes design > Webpages are not wardrobes to keep your clothes in “Lorem ipsum transforms how we read texts. It reduces them to design elements instead of what they really ought to be: Valuable information that must be read.” Getting Real by 37signals • To design is to communicate ideas
- 3. 3 1. Don’t embellish; communicate “If you leave a kinda puke message about who you are and what you do, they ain’t gonna call you back” Jeffrey Gitomer
- 4. 4 3.Don’t give a presentation, converse “Run of the Mill Inc. is a leading Company in its field that offers its customers a personalized service integrated by professionals with expertise. Run of the Mill Inc. offers its customers an exclusive service, personalized and totally transparent, with professionalism and satisfaction guaranteed. This is not language. It’s camouflage: Blah, blah, blah Right, the usual spiel What’s in it for me?
- 5. 5 3.Don’t give a presentation, converse It’s not what you say, it’s how you respond You have 5 SECONDS to reply: 1. What do you have to offer me? 2. What makes your offer better than all the rest? 3. How are you going to show me? 4. Why should I believe that you won’t just take the money and run?
- 6. 6 8. The 20 % rule “At a realistic estimate, users will read just 20% of the text on an average page”. “The most usual behaviour is to be brutal in ignoring details. But once your prey is caught, users will sometimes plunge right in”. Jakob Nielsen
- 7. 7 19. The architecture of persuasion • Appropriate categorization by customer type / shopping profiles • Persuasion and context (best-selling products, offers,...etc.) • An intelligent layout of internal links (SEO positioning, behaviour routes and conversion pages)
- 8. 8 20. Techniques of persuasion • Fear of being cheated > Advertizing based on argumentation and credibility • Fear of making a mistake > Identification for imitation • Fear of acting on impulse > Risk of cancellation Barriers
- 9. 9 21. The Homepage • To put across your value proposition clearly (expressed as a benefit) • To filter your hits by target audience and/or needs “The hypertext structure must be based on an analysis of the audience”. Jakob Nielsen You have 5 seconds
- 10. 10 22. DO NOT write in SEOlandish You do not want to get visits (only) The search engine helps customers find our page, but to sell them you need a different combination of words. Use a hybrid language, but put people first
- 11. 11 “Words work, let your texts get the attention they deserve” José Manuel Martínez chema@distintiva.com http://cursowebcopywriting.com