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Professional Writing Services can really help your website
Ten things a website needs.
By Dan Furman
I'll be blunt - a great many websites are simply awful. Despite the MTV-like culture we live in, bigger/louder/flashier doesn't work very well online (in most cases). As a writer, I'm all too happy to report that the web is still largely a text and picture-based medium.
In simple terms, a quiet, professional website that gives a visitor the information they're after will always succeed.
My favorite approach for a website is a who / what / why / how approach. Your website should answer who you are, what you are offering, why I need it (or why I should choose you), and how I go about taking the next step.
A good website needs the following:
A home page - Being the first page a visitor sees, the home page should welcome a visitor, and let them know they are in the right place. It should also address whatever need/want your visitor came with. You must remember – nobody came to your website by accident – they came for a reason, and your homepage should address this reason. For example, my homepage lets a visitor know right away I can help them with their writing needs.
Your homepage also needs to clearly give the visitor choices on where to go next. They should have a clear idea what to expect from clicking on your page's navigation.
One more thing on homepages - stop with the Flash Cartoons and music. Please. If we wanted to watch Cartoons, or listen to music, we have a myriad of devices to scratch that itch. If your website forces visitors to do anything, they will leave.
A page(s) telling me what you offer - In simple terms, your website has a purpose – you are offering "something" to your visitors. It might be a product (or many products), a service, an image, or a combination of all three. Regardless, you need to tell me what you have. You may also want to tell me how it works (if needed).
A page(s) telling me why I should use you / buy from you / etc - This can be a stand-alone page entitle "why shop with us" or similar, or, for many businesses, this information can be worked into other pages (like the product/service pages, the "about us" page, or similar). But the end result is the same – I need to know why I should do business with you.
Calls to action - Like I stated above, your website has an overall purpose. Perhaps to get someone to buy. Or contact you. Or to just reinforce your brand and support your other advertising. Throughout your text, you need to logically lead your reader to the action you want him or her taking. "Click here to order our extra thick worms"…. "click here for more information on tractor varnish" "visit us soon – click here for directions"… etc. You must ask for action. If you don't ask, you don't sell.
Frequently Asked Questions (FAQ) Page - almost all good websites have a FAQ. It is a very subtle yet clever way to market yourself, because you get to reinforce the sales pitch. In other words, you get to ask the questions, and then you provide the answers (Question six: "Can your product really make snail breeding easier?".... Answer: "Yes, it can, because we use...")
An "about us" - This can include more info than you would initially think. This is a great place to tout your business philosophy, your goals, your awards, certifications. This can be one page, or it can have several components.
A page with contact info - And put your phone number there - I'm stunned by how many businesses don't want you calling - because they have to pay someone to answer the phone. You not having a phone number says "we don't give a @#$%"
A links page - Yes, you should have links, and you should be linked-to by others. Preferably, other professionals.
Be succinct and interesting – Do all of this without boring me, and without droning on and on about you. If you can't write, hire me (or another copywriter).
Last, make sure your design is nice – Unless you're really good, leave the design to professionals. Don't hire your neighbor's son or an intern – it will show. Even I'm having a new website made by a pro because my site screams "1998" (about when my web design skills peaked) - look for my new site around the end of this month.
