As part of your #contentstrategy you need to formulate goals for your website. These goals should always be SMART goals: S: Specific – never say you want a “good” website, always define something specific like number of visitors or conversion rates. M: Measurable – make sure you can actually measure your goal, for instance through… [Read more…]
January 3, 2012
The degree to which your web site will succeed can usually be determined by two factors: Traffic (X) and conversion rate (CR). To put it simply: You first need to get users to visit your site (X), and then to do what you want them to do, like buy your product or download your demo… [Read more…]
January 2, 2012
Sharing through #socialmedia like Facebook and Twitter is a great way of promoting your web content. However, not all Content Management Systems support sharing. Luckily there’s an easy way to get around this. Free services like www.sharethis.com and www.addthis.com let you download a small bit of code that can be added to your web page template… [Read more…]
December 31, 2011
When writing reusable content, it’s important to consider the shortest format. In practice, this means Twitter, with its 140 character limit. This means that when you’re writing a blog entry or a web page that will be automatically posted to Twitter, your headline and/or first sentence should be meaningful as a tweet. Also note that different posting tools… [Read more…]
December 31, 2011
Many companies devote a lot of time and energy to designing an interesting welcome page that will make people click the like button. This is of course an important task, and getting likes is potentially worth a lot of money. But only potentially. And whether or not you get a positive ROI from Facebook depends not… [Read more…]
December 30, 2011
When writing an information page on a web site (as opposed to a news article), the headline should almost always consist of a single word only. This word should be the one word that people will look for when seeking information about this particular subject on your web site, like “Price”, “Tickets” or ”Accomodation”. Of course, if… [Read more…]
December 29, 2011
When writing for the web it’s important to bear in mind the instant understandability of the article. The reader should never have to work to absorb the essential points, they should be served up for immediate understanding. Ways to achieve this include: Writing good headlines that carry the main message Keeping articles brief Using bullet points… [Read more…]
December 28, 2011
For most businesses, the company Facebook page will not work very well as a way of reaching new customers. However, it will work excellently as a forum for engaging existing clients, prospects and stake holders. In this sense, Facebook can be seen as a loyalty programme, and the content can be selected accordingly. Facebook-appropriate content includes Special offers Positive PR messages… [Read more…]
December 28, 2011
It’s an old trick, but it still works: Using bullet points in your copy makes the text easier to read. Good reasons to use bullet points include: They facilitate scanning the page Different points are easily outlined Items can be quickly compared Bullet points force you to structure your writing So don’t forget to make… [Read more…]
April 11, 2010
Does your web site have a web editor? If not, it probably should have. A web editor is a person whose job it is to make sure that the web site actually works. Not in a technical sense (that would be the perview of the webmaster or IT department) but in the sense that the… [Read more…]
January 4, 2012
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