timothy howard november 1, 2012

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Timothy Howard November 1, 2012 GOOD

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Good. Timothy Howard November 1, 2012. Good copy makes a big difference. Website Content. Text Images Audio Video Attachments. Content: Relevant & Searchable. By Humans Easy to navigate with language geared towards your customers . By Spiders - PowerPoint PPT Presentation

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Page 1: Timothy Howard November 1, 2012

Timothy HowardNovember 1, 2012

GOOD

Page 2: Timothy Howard November 1, 2012

Good copy makes a big difference

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Website Content1. Text2. Images3. Audio4. Video5. Attachments

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Content: Relevant & Searchable

• By Humans– Easy to navigate with

language geared towards your customers

• By Spiders– Search engines use

programs to ‘crawl’ websites to index content

Page 5: Timothy Howard November 1, 2012
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Speak Your Customers’ Language

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Nursery

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Irrigation System

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It’s What You Say & How You Say It!• Make sure your website content is interesting, has

a purpose, and gives your readers a “call to action”

– Call us– Come back – Visit us– Tell someone else– Signup for our e-

newsletter

– Buy our product• Online

– Our site or others• At Retail

– Our place or others

– Signup for our e-newsletter

Page 12: Timothy Howard November 1, 2012

How do calls to action work?

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A Click = ‘Tell me more’

Number of Clicks

Amou

nt o

f Inf

orm

ation

Page 17: Timothy Howard November 1, 2012

Upside Down Funnel ConceptHome Page

Plant Category

Plant Detail Page

All Plants

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Home Page

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All Plants

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Perennials

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Plant Details

Page 22: Timothy Howard November 1, 2012

What Makes Good Web Content?• Think of a few sites that you like to visit again

and again. What makes you keep coming back? – Quality Articles• Current• Timeless

– Tutorials– Great Deals– Fuels a Passion

• Scanable Text is Critical

Page 23: Timothy Howard November 1, 2012

How to Write Good Web Content• Keywords. You've worked hard on these keywords; make them

stand out (bold, different font, headlines, etc.)• Clear titles. Make it painfully clear what you are going to talk

about. It's fun to be clever and cute, but it can backfire on you. Search engine spiders won’t understand cutsy puns, sarcasim or out of the ordinary slang terms.

• Be short and sweet. Don’t try to prove you’re a Rhodes Scholar with polysyllabic words. One key idea per paragraph.

• Kill the Fluff. Do you like to slog through a bunch of sales language to get to the meat of a story? Well, neither will your readers. Don't inflate your writing with a lot of hot air; keep it down to earth.

Page 24: Timothy Howard November 1, 2012

Practice makes….

• Writing quality website content is not easy• You won’t master it overnight• Give yourself some time• Practice a lot• Read a lot– Other sites – you know good copy when you read it– Your site – read it from your customers point of view• Better yet, have other objective people (with a spine) read

it and let you know what they think.

You better than you were before

Page 25: Timothy Howard November 1, 2012

Putting Technology in perspective….

Leading edge can be bleeding edge. Focus on practical solutions.

Page 26: Timothy Howard November 1, 2012

Questions?

Comments?

Page 27: Timothy Howard November 1, 2012

Thank you for your time. Timothy Howard

Clarity Connect, Inc.360 Raleigh St.

Holly Springs, NC [email protected]

www.Clarity-Connect.com

A copy of all of todays presentations can be found at:www.clarity-connect.com/presentations

Through Monday, November 4th