SEO and More

Too often companies make their websites read like a sales brochure. Does this sound familiar?

XYZ company was founded in 1967, and has 16 directors, each of who are experts in their domain, with over 2348 hours of manpower experience. Our offices are spread out over many continents, blah, blah, blah…

Well that wasn’t a very good example, but you get what I mean, right?

The true “corpspeak” company starts by talking about themselves, continues the conversation by… talking about themselves… and ends it, you guessed it… by talking about themselves.

Who runs the company, how many man hours of experience they have, how good they are at what they do - do you think your visitors even care about that? Not!

In fact that’s the best way to turn them off and lose them right at the outset. The “corpspeak” approach to writing copy is the death-knell for any business that depends on conversions.

You need to understand one very important thing about your visitors. When they visit your site, they are tuned into only one radio station - WIIFM (What’s In It For Me).

And you have only a few seconds to get their interest and keep them reading long enough to take the action you want them to take - whether you want them to buy something, fill out a form or just initiate contact.

All your visitors want to know is what you can do for them. And if they don’t get that in the first few seconds, they go, vanish, vamoose - never to return.

As a business that depends on conversions, you need to learn the art of writing customer-centric copy that is optimized for the search engines, and also gets your visitors to take the action you want them to.

Or you can let your website be a boring online brochure that no one will ever read. The choice is all yours!

This entry was posted on Monday, December 12th, 2005 at 8:39 am and is filed under Search Engine Optimization, SEO Copywriting. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.