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5 Facts That Will Have You Re-writing Your Web Site In A Hurry!

Marketing Your Web Site
Congratulations! Your Web Site is finished! Now what? Your first instinct is to submit to every search .....
Do you know the differences between writing copy for the web and

writing copy for print?



Some of the answers will go against your intuition and against

cultural norms. But, these facts detail how people read on the

web.



There's no use in arguing against them.

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Instead we should embrace them and use this knowledge to our

advantage. Here's what the facts are and how they're going to

affect your website.



1) Where Do Eyes Go First When Your Homepage Comes Up?



Contrary to what you might think, it isn't towards the graphics

or photos like in print advertising. Instead your prospects eyes

will first go to the copy. Specifically your headline and

sub-heads. Therefore, your first chance to engage the prospect

is through copy. Not graphics.



Seeing as most web users look at a web page for only 3-15

seconds before deciding whether to stay or move on. The fact

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that they look at copy first has massive implications for your

website. Fancy graphics won't make a prospect stay on your

website. But a really strong headline and strong sub-heads will.



2) How Much Of Your Copy Do Users Actually Read?



The fact is that online users, on average, read 75% of the

length of any given page. This is big news because most web

pages will have the important conclusions, calls to action, and

order information on the bottom 25% of any given page. That's a

big no-no. Because it will never get read.



You have to have your call to action and order information

presented early on your web page to ensure it gets read.



3) Why Do Most Banner Ads Produce Poor Click-Through Rates?



1.25 seconds. That's how long an average user will look at your

banner ad. That's just enough time to perceive one image or 6

words (based on college student's average reading speed of 350

words/minute).



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Therefore, banner ads that have animation, taking 4-5 seconds

to run through a cycle, or more than 6 words must be

reconsidered. However, if you really must keep your animated

banner ad because "it just looks so cool!" I would suggest that

you at least keep your company logo visible throughout the

entire animation sequence.



4) Why Is Reading Online More Frustrating Than Reading Print?



Turns out that reading from a computer screen causes a person's

reading speed to slow by 25% when compared to reading print.

That means reading long copy can be very frustrating online.

Break up the copy to help users through.



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Have a few one line paragraphs.



Use headlines and sub-heads to summarize information. So users

who are tired of reading word-by-word can quickly scan the rest

of your document.



5) Are Your Web Page Users Not Getting The Whole Picture?



If you haven't made your web page truly scannable, prospects to

your site may only be getting part of the sales message. Only

21% of online users read word-by-word. The other 79% scan a web

page headline to headline. Sub-head to sub-head. Picking up only

the larger, bolded or italicized copy.



Your sales message has to be read both by scanners and

word-by-word readers. Therefore all your major selling points,

benefits, call to action and order info must be in easily

scannable type.



Otherwise your website will only generate 21% of the sales it

could be. And for the money you put into your website, that's

not good enough.



So, if online reading is so different from offline reading.

Clearly your web copy has to follow suit. Take home message?

Make sure your website is performing on all cylinders. Have a

professional web writer write your website. It will save you

money in the long run.



About the author:

How Not To Be Ripped Off By Your Website Designer
As web designer my self, I have had the unfortunate luck of speaking to too many of my clients who have .....
Aran Kay is a marketing consultant and independant copywriter

with experience working for Nintendo, Direct Energy, Kellogg's

and more. He has written numerous marketing articles and

includes a selection of them on his web site.

www.ProfessionalCopy.ca is also your source for "The 52 Best

Marketing Web Sites." It's a great resource and yours FREE just

for visiting.