Smart Writing for Business Websites. Tom Tortorici Slides/Ebook TomTortorici.com/WCATL

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1 Smart Writing for Business Websites Tom Tortorici Slides/Ebook TomTortorici.com/WCATL

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3 SMART WRITING FOR BUSINESS WEBSITES The Strategy

4 TOYS GAMES SYSTEMS Little Wizard Educational Toys ORDERING ABOUT CONTACT Welcome to Little Wizard Educational Toys. We pride ourselves on our commitment to excellence in our mission of exceeding our customers expectations. ABOUT OUR COMPANY

5 TOYS GAMES SYSTEMS Little Wizard Educational Toys ORDERING ABOUT CONTACT Every New Thing She Learns Makes You Proud. You ll be amazed at what she s going to learn next. TOYS FOR LEARNING

6 BUYERS SELLERS LOCATIONS Metro Home Realtors LISTINGS ABOUT CONTACT The first real-time homebuyer notification app. Putting technology to work for our clients. DOWNLOAD THE APP

7 BUYERS SELLERS LOCATIONS Metro Home Realtors LISTINGS ABOUT CONTACT When the right house goes on sale, you ll be the first to know. Receive an alert on your Metro Homebuyer App, and be the first to make an offer. DOWNLOAD THE APP

8 HOME RESIDENTIAL COMMERCIAL Wonderful Windows BLOG ABOUT CONTACT Triple-pane windows that eliminate those chilly winter drafts. I WANT TO STAY WARM

9 The Marketing Paradox: When you re the seller, you think it s all about you. When you re the buyer, you think it s all about...you.

10 Main Strategy Question: Are you selling the idea of this type of product, or are you selling competitively to active buyers?

11 HOME RESIDENTIAL COMMERCIAL Premier Landscaping BLOG ABOUT CONTACT Enjoy a margarita while somebody else digs holes for shrubs. Why get in a sweat? Just call Premier Landscaping. FREE IN-HOME CONSULT

12 HOME RESIDENTIAL COMMERCIAL Premier Landscaping BLOG ABOUT CONTACT The landscaping company run by a master landscaper. Josh Hart has a masters in Landscaping Design. FREE IN-HOME CONSULT

13 HOME RESIDENTIAL COMMERCIAL Premier Landscaping BLOG ABOUT CONTACT Receive a free consult from a master landscaper. Get expert advice for enhancing your yard. FREE IN-HOME CONSULT

14 HOME RESIDENTIAL COMMERCIAL Premier Landscaping BLOG ABOUT CONTACT In 30 days, you ll have a yard that belongs in a magazine. Let a Master Landscaper create a plan just for you. FREE IN-HOME CONSULT

15 Associated Associates, Inc. HOME SERVICES CLIENTS BLOG ABOUT CONTACT Helping companies increase profits through enhanced synergies. SIGN A CONTRACT NOW

16 HOME MAJORS ADMISSIONS Premier University LOCATIONS ABOUT CONTACT Get your certification in under a year. Step out with new confidence. Working adults can advance their careers quicker with Fast-Track online classes. CHOOSE YOUR MAJOR

17 HOME MAJORS ADMISSIONS Premier University LOCATIONS ABOUT CONTACT Premier University now offers an accelerated program for academic certification. SEE OUR MAJORS

18 HOME PROGRAMS BENEFITS Your Healthy Workforce LOCATIONS ABOUT CONTACT Are employee sick days hurting your company s productivity? In-house wellness programs help create a healthier, more energetic workforce. FREE INITIAL CONSULT

19 Marketing is about... helping people feel confident, by using our products as their own means to their own ends.

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21 SMART WRITING FOR BUSINESS WEBSITES The Pages

22 Layer 1: Home page Layer 2: Product/service pages Layer 3: Deep detail pages

23 HOME PAGE 1 SHORT TEXT BLOCKS WITH HEADLINES 2 APPEAL TO FIRST-TIME VISITORS 3 EMOTIONAL APPEAL 4 PUT BENFITS IN HEADLINES 5 SECOND CALL-TO-ACTION

24 BUY NOW FIND OUT MORE BUY NOW HOW IT WORKS BUY NOW NEED TO KNOW BUY NOW EXPLORE OPTIONS

25 FIND-OUT-MORE PAGE 1 REINFORCE HOME-PAGE THEMES 2 ADDRESS ISSUES & QUESTIONS 3 DRAW BUYERS TOWARD NEXT STEPS 4 HELPFUL TIPS & IDEAS

26 PRODUCT/SERVICE PAGES 1 CAN LOOK LIKE HOME PAGES 2 LOGICAL APPEAL 3 PROBLEMS AS WELL AS SOLUTIONS 4 USE SUBHEADS

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28 Accounting for Non-Profits Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea niam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip Accounting for Non-Profits Regular updates keep you compliant with the latest Federal guidelines. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad mi. What you should know: niam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi.

29 BLOG PAGES 1 USE POSTS TO HELP, NOT TO SELL 2 BENEFITS OF YOUR TYPE OF SOLUTION 3 SEPARATE PROMO LINK AT BOTTOM 4 WRITE FOR YOUR CUSTOMERS

30 ABOUT PAGE 1 DON T BE SALESY HERE 2 THE NATURE OF YOUR BUSINESS 3 TELL YOUR STORY 4 CREDENTIALS AND AWARDS 5 FRIENDLY BIO PAGES

31 KAREN JACKSON, DESIGNER I love it when something I created helps people reach their goals. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aliguam erat volutpat. Ut wisis enim ad minim veniam, quis nostrud exerci tution ullam corper suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi.

32 CONTACT PAGE 1 LOW COMMITMENT 2 NEXT STEPS AFTER THEY RESPOND

33 TESTIMONIAL PAGE 1 NO DEDICATED PAGE 2 USE BRIEF QUOTES ON OTHER PAGES 3 RELEVANT TO CUSTOMER ISSUES

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35 SMART WRITING FOR BUSINESS WEBSITES The Process

36 THE INTERVIEW 1 DIG DEEPER 2 APPROACH FROM BUYER S P.O.V. 3 ADDRESS BUYER OBJECTIONS 4 COMPETITIVE STRATEGY

37 PREPARING TO WRI TE 1 REVIEW YOUR NOTES 2 REWRITE NOTES-SEPARATE CATEGORIES 3 PRIORITIZE POINTS IN EACH CATEGORY 4 ELIMINATE WEAKEST POINTS

38 CATEGORIZE HOME PAGE Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu NOTES Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu volutpat Ut wisis enim ad PRODUCT 1 Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu minim veniam, quis nostrud exerci tution ullam corper FIND OUT MORE PRODUCT 2 suscipit lobortis nisi ut aliquip ex ea commodo consequat. Duis te feugi facilisi. Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh euismod tincidunt ut lacreet dolore magna aligu

39 PRIORITIZE A B HOME PAGE Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh A B PRODUCT 1 Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diem nonummy nibh C D em nonummy nibh sectetuer adipiscing e euismod tincidunt ut lacreet dolore magna aligu C C sectetuer adipiscing elit, sed diem nonummy nibh em nonummy nibh FIND OUT MORE PRODUCT 2 A Lorem ipsum dolor sit amet A Lorem ipsum dolor sit amet B consectetuer adipiscing elit, sed diem nonummy nibh B consectetuer adipiscing elit, sed diem nonummy nibh C euismod tincidunt ut lacreet dolore magna aligu D euismod tincidunt ut lacreet dolore magna aligu

40 WRI TING COPY 1 MAIN POINTS IN HEADLINES 2 POLISH THE COPY 3 DISTILL DOWN TO FEWEST WORDS 4 INTRIGUE THEM TO READ FURTHER 5 ACTIVE VOICE 6 INFORMAL, FRIENDLY TONE

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42 SEO WRI TING 1 APPEAL TO HUMANS FIRST 2 MORE PAGES=MORE KEYWORDS 3 SPECIFIC VS BROAD KEYWORDS 4 NO KEYWORD STUFFING

43 Electrical Contractors HOME SERVICES ABOUT CONTACT of Atlanta If you need an Atlanta electrical contractor, call an electrical contractor in Atlanta. As Atlanta electricians, we provide Atlanta electrical contracting services.

44 WORKING WI TH WRI TERS 1 PROJECT SCOPE FOR QUOTING 2 WRITING BEFORE DESIGN 3 INTERVIEW FOR INPUT 4 FOCUS ON COMPANY S CUSTOMERS 5 PARTIAL WRITING FOR LOW BUDGETS 6 REVIEW & REVISE

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46 Many companies think of their website as a visual tool for delivering information, in the hope the viewer will understand the invisible message to open their wallet. Kathy Drewien

47 Smart Writing for Business Websites Tom Tortorici Slides/Ebook TomTortorici.com/WCATL