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…
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…
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…
Even though I’m a seasoned pet marketing copywriter, I’m not the most technical person in the world. In fact, my highest and best skill is writing copy in plain English — speaking to the target audience in terms that clearly show how a pet-related product or service will benefit them. However, I’ve learned to speak…
This may shock you, but search-engine optimization (SEO) copywriting is not just about adding keywords to existing web page content. And it’s also not just about the content your visitors see on a given web page. The “behind the scenes” meta data, such as page titles, descriptions and photo alt. tags, are just as important.…
Quite often, I work with web clients who really have it together. They understand their audience’s needs and how their web site can help. They have a great solution that’s easy to write about. They also understand their unique value proposition — what sets them apart from the competition. Yet, often when I look at…
First and foremost, an optimized web site includes content written for your customers, telling them how you’ll solve their problem. Customers are not excited about a company that talks all about itself. “We do this, we do that.” (This is known as business “we-we.”) The number one rule of successful web site content is…
This blog is about web content and SEO that works for the pet industry. Please check back often for terrific ideas about turning your website into a marketing tool that attracts more customers through search engines and your web-page text. Meet Jack and Louie – my inspiration!