DECK LEDGER Making a Web Site Work for You

Report as inappropriate Your report has been received

Shared by: xumiaomaio

Tags

Stats

views:: 1
posted:: 10/13/2011
language:: English
pages:: 2

Public Domain

Document Sample

DECK LEDGER
Expert business and legal advice

Making a Web Site Work for You
by Kim and Linda Katwijk

H ow can you get the most from
your Web site? To find out, I
spoke with Rick Sloboda, senior Web
(wordtracker.com). Also, you can
more visitors, without monthly fees
ask customers and prospects, “What
or maintenance costs. About 85 per-
would you type into a search engine
cent of new traffic to Web sites ar-
copywriter at Webcopyplus, a com- to find my service?”
rives via search engines. Meanwhile,
pany that helps businesses — from SEO professionals analyze keyword
Google owns about 75 percent of the
independent fashion boutiques to popularity, competition, and trends
search-engine market. So if you’re
multi-national service providers — — often with surprising results. For
showing up on Google’s “top 10,”
increase Web site traffic and sales instance, a national airline’s execu-
you’re a happy business owner.
through what’s called Search Engine tives kept throwing around the term
Before optimizing their Web con-
Optimization (SEO). Additionally, “reduced fares.” However, we deter-
tent, many of our clients never gen-
Sloboda speaks at Web-content con- mined that term is searched for
erated a single sale — or even a lead
ferences, and Webcopyplus conducts less than 10 times a day on a global
— from their Web sites. But once they
online studies with various organiza- basis. Meanwhile, “cheap flights” was
get the right content working for
tions, including Yale University. searched for more than 10,000 times
them, they start getting calls, e-mails,
a day. Targeting the right words can
and requests for quotes in a matter of
KK: What are the secret weeks. Plus, the online
ingredients of Web sites presence means report-
that attract leads and When other reputable sites ers can find you, result-

in your industry link to yours, it
sales? ing in PR in newspapers
RS: Keywords and links. and industry magazines.
Using the right words
on your Web site helps
builds credibility with KK: Can you be more
search-engine spiders or
robots (programs or util-
search engines. specific about what one
needs to do with these
ities that search the Web) keywords?
determine what your site is about and make a big difference to a company’s RS: Create a list of words to target,
how it should rank for specific terms. bottom line. and repeat them often in your main
Links are also important. When other Web content. Of course, the Web copy
reputable sites in your industry link KK: What can high search-engine has to read well. Otherwise, you’ll
to yours, it builds credibility with rankings do for a business? turn people off and drive them away.
search engines. It’s like a democratic RS: Lots. High search-engine rank- So if you specialize in deck repairs,
vote in cyberspace. So get your ven- ings can help you avoid paid mar- frequently repeat the words “deck re-
dors, suppliers, partners, friends, and keting, one common form being a pairs” in your Web content. For op-
family to link to your site. pay-per-click campaign, or PPC — timal results, you want to attain a
where you pay every time someone keyword density of at least 3 percent,
KK: How do you determine which clicks on your ad on Google or Yahoo, meaning three out of every 100 words
keywords to use in your Web content, and you’re stuck with a monthly mar- on your Web site are your targeted
and what difference can they make to keting budget. The natural, or or- keywords. There’s a free online tool
your online presence? ganic, search-engine rankings we’re for Web writers at webcopyplus.com/
RS: There’s software — some of talking about are more trusted by tools, which is easy to use and can
it free to try — like Wordtracker consumers and can bring you many help you achieve the ideal keyword

1 Professional Deck Builder • March/April 2009
DECK LEDGER

ratio. You should also include key- RS: Provide relevant information plowing through piles of long-winded
words in your metadata. and compelling Web copy that clearly letters. But many will sneak a peek at
outlines the benefits you have to offer a sentence or two that’s featured on
KK: Metadata? prospects and clients. If your product the page they’re viewing.
RS: That’s the geeky stuff your Web or service will make customers enjoy Each testimonial should promote
designer plugs into your Web site’s extra years of hassle-free or luxury liv- a different point — for instance, your
back end to help search engines. ing, tell them so and explain how. exceptional customer service, turn
Metadata comprises titles, keyword Keep your writing lean and clean. time, quality products, passion for
tags, and descriptions. Don’t force online visitors to wade the industry, or qualifications. And
through piles of useless, self-centric be sure to include full names for cred-
KK: Is there a way to get your search- filler. Tell them why they should ibility, as “John D.” doesn’t cut it on
engine rankings up in a specific choose you, with as few words as pos- the Web, where consumers are wary.
region or city? sible. People have no patience on the
RS: Great question, and often appli- Web. About 80 percent of online visi- KK: For someone considering hiring
cable for trades and contractors. If tors scan Web content versus reading a professional Web writer, is it best to
you’re focusing on the Albuquerque word for word. So go through your do that before or after a Web designer
market, for instance, getting online Web writing several times, eliminat- gets involved?
visits from New York or Toronto ing the unnecessary paragraphs, sen- RS: In an ideal world, the Web writer
would do you no good. So get “Al- tences, or words. should be brought onboard before the
buquerque” and “New Mexico” into Ask others to scrutinize your Web Web designer. That way, the writer can
your Web copy and metadata. You’re content, as fresh eyes will often catch help ensure a Web site has intuitive navi-
gation, structure, and information flow.
It also takes out much of the guesswork
The right keywords can make a big for the designer — for instance, how long
the copy will be on each page.
difference to a company’s bottom line. Regardless of who’s helping you
with your Web site, before you invest
another dollar or minute in it, be sure
telling search engines your Web site’s things you won’t. As a rule of thumb, to clearly define your Web site’s objec-
offerings are targeting that specific Web writing should be about half tives. In other words, how will it sup-
market or region, therefore making as long as what you find in print port your business and its goals? It
it easier for Google, Yahoo, MSN, and marketing. sounds like common sense, but many
others to help you. Additionally, always ask for the sale. business owners launch Web sites
Guide consumers to take the desired “because everyone else has one.”
KK: Would you say search engines action, be it pick up the phone and Bad answer. Many Web sites are
are king of the Internet? call you, request a quote, or what have also money pits that float aimlessly
RS: Search engines are undeniably you. Featuring calls to action, such in cyberspace. And thousands disap-
powerful. Consider the last time as “for more information, contact pear daily.
you pulled out a telephone directory us today” is a simple tactic that can Putting extra thought into your
to find a company or even look up a boost your conversion rates. Web site launch or overhaul can save
number. But to be truly successful, a you time, money, and stress. And it
Web site needs to cater to two audi- KK: What about customer testimoni- can provide a powerful marketing
ences: search engines, to generate traf- als — are they effective on Web sites? machine that works for you 24/7, rain
fic; and people, who ultimately decide RS: Very. Just keep them to the point or shine. ❖
whether to invest in your product or to increase the chances of getting read.
service. For that reason, I’d have to In fact, we often encourage clients to Kim Katwijk builds decks in Olympia,
say consumers rule the Internet. include a brief testimonial on each Wash., and is a contributing editor of
page to increase visibility. Few online Professional Deck Builder. His wife,
KK: So what are the fundamentals to visitors will go to a dedicated testi- Linda, co-authored this article.
writing Web copy for people? monial page and spend 30 minutes

2 Professional Deck Builder • March/April 2009