Developing Quality Content
Developing quality content for your site is likely the biggest challenge you face while building a successful online business.
Your site visitors do not know you. You will have to depend on your words.
Everything you learned about good writing skills in school will only go so far when it comes to writing for the web. The content on your site will need to compel your visitors to take the desired action, while still being written in such a way to succeed in the search engine results. Finding that delicate balance is often the most difficult part.
My first recommendation is to carefully read through all of the resources about writing content that we have provided you with. This will give you a general understand with the direction you need to be working.
Then, I want you to sit down and look at the page you are working on. Determine what the page is truly about, and what action you want the visitors to take after reading the page.
Once you have completed that, begin writing FROM YOUR HEART.
Forget all of the rules, and do not even consider spelling or grammar at this point. You can go back and fix everything later.
Right now, I just want you to write!
Please do not tell me that you do not know how to write from your heart.
At the beginning of this session I asked each of you to answer some questions about your business for me. I have read each and every one of those emails, one by one. The passion in your “voices” when you told me about your business was absolutely incredible.
Reading your words made me feel excited about your business and the products or services you provide.
It made me want to go take a second look at your sites!
HOWEVER, often times when I got to your websites, that “voice” that you had used in your emails to me was nowhere to be found!! Frequently it felt like I was reading through catalogs instead of finding the wonderful benefits you told me about previously.
Let me ask you a question…
When you get EXCELLENT service from someone, what is it that makes you FEEL that you received excellent service?
What was it that made you truly WANT to do business with them?
Does the attitude of the person make a difference?
Have you ever been in a restaurant and had an excellent server? I mean someone that you could tell was there because they actually loved their job? Someone who was smiling because they were actually enjoying what they are doing and having fun?
Have you also been in a restaurant and had a server that was just there making a living? Could you tell they were just going through the motions when they smiled at you? Did you get the feeling they were counting down the minutes so they could go home? (It wasn’t that the service was bad, but it was pretty unremarkable?)
Can you tell when a salesperson truly BELIEVES in the product or service they are talking about?
Can you tell when a salesperson is just trying to get you to buy something so they can make a commission?
You have to find that “voice” that you used in your emails to me. You have to let your customers see that passion that you have for your business and the benefits that your company can provide for them.
Once you have it all written out, then you can go back and tweak your words to fit in with the needs of good SEO.
Then finally, you can check your layout to make sure you are setting things up in a manner that makes it easy for people to read and want to know more.
I WILL DEFINITELY SEE YOU AT THE TOP!
Small Business Marketing Consultant and SEO Training Specialist
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