Sometimes when you’re looking for something online, you have a wish in the back of your mind, right? For example, about a month ago when I was planning a trip across the country with my dog, I searched online with this wish in my head: “I hope I can find an airline-approved dog carrier that’s … Read more
One of my pet-industry colleagues suggested that I write about this common problem with websites: misguided hyperlinks. A misguided hyperlink is either a broken link because it takes your site visitor to an error page, or it’s a useless link because it lands on a page that makes no sense to your prospect. Everyone’s … Read more
Every day, I run into marketers who believe their website work is “done” once they launch a new or updated page. They’re so busy, it’s easier for them to cross “update website” off their list and move on to another task. But leaving a website alone can be costly. Why’s that? Because how will you … Read more
This pet Web-SEO tip is about the wonderful world of VERBS. You know, those action-oriented words that help a website visitor picture himself solving a need, achieving a goal, eliminating a problem, saving money or finding relief? Clear, persuasive content is all about helping your site visitors do these things: solve, achieve, eliminate, save, find … Read more
The other day, I received an entertaining piece of mail from a credit card company. Due to recent legislation, credit card issuers are now being forced to make a “Clarity Commitment™” regarding their credit card account summaries; promising to offer consumers “a clear and straightforward description of their credit card rates and fees.” Hopefully this … Read more
Did you know that you can instantly improve your online sales results by replacing passive words on your website with clear active words? It’s true, and I’ll give you 3 reasons why. 1. Active words propel your prospects toward the steps you want them to take. Consider how the active phrase “Read this information now … Read more
Here are two important questions: Do you ever review your website’s analytics, especially the “$ Index” numbers? Or do you optimize your website based on those numbers? If you answered NO to either question, here’s a reason to sit up and take notice. The $ Index is an indicator of your website’s “top money pages…” … Read more
What exactly is a web conversion, and why does clear, customer-focused web content make such a difference? First, my definition of a web conversion: Let’s say target prospects arrive at your website via a Google search result, an email, a TV campaign or other means of driving traffic. If they’re delighted with your site and … Read more
Have you ever seen a web site with text that looks like this example from a dog training service? Because we come to you, your dog-training sessions can be set up to fit into your busy schedule. Evenings, weekends, one-time power sessions, or long-term assignments, we have dog trainers available to respond to any variety … Read more
Yesterday I was on a conference call with two copywriter colleagues, and we were discussing companies we’d like to work for. Together, we visited the website of one particular company, and suddenly a loud audio stream started playing with a woman’s voice chirping away regarding all the wonderful qualities of the company. It completely disrupted … Read more