Great Copywriting Tips

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All small business owners need to learn good copywriting skills.

If you haven’t visited CopyBlogger yet, I strongly encourage you to do so…today!

CopyBlogger offers tips and tutorials on good copywriting. Their recent blog posting, Just Say No to These Three Enemies of Clear and Direct Writing, is a perfect example of what you’ll learn on this great blog. Sure, you may already know these writing tips, but the examples clarify good and bad writing habits.

(After reading CopyBlogger’s post, I feel like it’s time to re-write my entire site!)

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Category: Marketing, Website Planning
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Rate My Site: KenyonCoaching.com

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Website Review for
Ignite Your Life With Kenyon Coaching

http://www.kenyoncoaching.com/

#1. Authority. In the business of coaching, WHO you are as a coach, your philosophy, and credentials are of the utmost importance to prospective clients. While you do have a “The Coaches” page, it doesn’t have the power and focus it could have because there are too many options on the page. People have to choose between learning about Allan, about Barbara, seeing testimonials, and scheduling a complimentary session. A confused mind always says No and navigates away. Consider simplifying the choices; perhaps create a new page called “Success Stories” where you can house all your testimonials.

#2. Authority – Part II. Once you click through to About Allan or About Barbara, the information does not give the prospect a sense of who you are and what you’re about. It is a basic listing of credentials, education, people you’ve worked with, and hobbies. What about who you are and what makes you the right person for the prospective client? How can you make them feel more connected to you?

Consider a personal story or experience from your own life that drives home who you are and why you do what you do. Or expand the Life Changing Events section to really tell them what shaped you and why you are a coach.

#3. Benefits. Whenever a prospect visits a website, they want to know “What’s in it for me?” That is, what are the benefits to me of what you offer and why should I hire you over another coach.

On your home page you only ask two questions: “Would I Like to Have Someone Totally Committed to My Success?” and “Is Kenyon Coaching for Me? While both are great questions, the information is far too general and brief to offer a prospect any really feel for what you do and the benefits your coaching offers. Expand upon the content so it is personally compelling to the visitor and uniquely answers the question “What makes Kenyon Coaching different and what will it do for me?” Answer the question: “What IS attraction based coaching?”

#4. Your Library Page. Your library page renders fine in Internet Explorer. However, in Firefox and Netscape, it looks like this:

It’s critical that your website designer test your entire site using the most popular browser software: Internet Explorer, Firefox, and Safari.

A consistent look and feel throughout your website is crucial not only for branding but also for user experience. It appears that the library is attempting to use a blog format for information. Either make the library consistent with the other pages, or call it a “blog” and use the built-in features with proven blog platforms (WordPress, Blogger, TypePad) to derive full benefit from these activities.

#5. Search Engine Optimization. You indicated that one of your keywords is “attraction based coaching.” However, on your home page, this text is inside a graphic. Search engines cannot read text inside graphics, so you lose the opportunity for SEO if you place your keywords inside of graphics.

Because much of your site is in Flash, search engines may have a hard time reading and indexing the text into their database. To see how search engines “see” your site, use this Search Engine Simulator.

Also, read our article, Getting Your Site Seen by Search Engines:

#6. Copywriting. There is not enough description on the site about what coaching is and how coaching can benefit the client.

Tucked away on the Contact page, you offer a motivational workshop. You need more text around this offer. Describe the workshop, who should attend, and what they will get from participating in the workshop.

Finally, you have a page devoted to your book, but it says “coming soon.” How soon? If you’re not ready to sell it, remove this page from your site until you really have something to offer.

#7. Overall Visual Impression. The visual impression is one of darkness, the dominant color being black, combined with vivid contrasting colors (red & yellow for text and graphics). Such high contrast gives a jarring visual impression.

The website color theme doesn’t psychologically match how you convey yourself in “The Coaches” section. Barbara describes herself as “happy, sensitive, intuitive, supportive, friendly, funny, down-to-earth, warm….” Allen describes himself as “motivational, sense of humor, positive and realistic, high standards, patient….”

Think about what colors and design convey these positive, warm, friendly and motivational qualities.

#8. Text Color. White text on a dark background is harder to read than dark text on a lighter background.

#9. Header Logo Size. The header logo takes up a large portion of the screen, especially at lower screen resolutions, so losing valuable space on the webpage to the graphic. Consider shrinking the size of the graphic to allow more marketing text to be seen “above the fold.”

#10. Navigation Bar. The navigation bar changes vertical and horizontal position between pages, which is visually distracting, as the bar appears to jump from page to page. Clicking on The Library link changes the theme, color and size of the graphics. Look for steady position and consistent navigation across all web pages.

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How about our readers? Do you have any comments about this site? Please post them below and help our business owners create the best site they can. Just click on the “comments” link.

Want your site reviewed for free? Visit our blog entry on our Rate My Site – Website Reviews for Charity to learn more.
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ABOUT OUR REVIEWERS

Karyn and Aly Greenstreet are the owners of Passion For Business. They offer full website reviews as well as business and technology consulting to the self-employed small business owners.

Using her signature down to earth and “plain English” approach to website design, Paula Gregorowicz works with small and solo business owners to make the web work for them so their online presence is a true reflection of who they are.

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Category: Website Planning
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Rate My Site: RedResource.com

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Website Review for
Red Resource: Red Coach
http://www.redresource.com/

#1. Let’s start with SEO – Search Engine Optimization. You say that you want to be known for these phrases: Professional Coaching, Executive Coaching, Work Performance Coaching, Workplace Coaching. However, the only phrase I see consistently throughout your website is Work Performance Coaching. According to Overture’s keyword tool, 465 people searched on this phrase last month; but if I type that phrase into Google, your site is rated #11 (page 2) of the results. There are many other SEO techniques that you are not using which could move you to page 1 of the results. If you want more traffic through search engines, you’ll need to significantly bolster the SEO work on your site.

#2. The About page. I expected it to be all about the services you offer. Instead, one-third of it talks generally about coaching services and two-thirds talks about you. Keep in mind the well-known “marketing test” of any website: What’s In It For Me? (WIIFM). Visitors want you to focus on them, not on you. They want to know that you understand their needs, challenges and dreams, and that you offer a specific approach to getting what they want. I would recommend that you move some of your “Want To Do Your Job Better?” text and your “Want To Be Your Best Self At Work?” text to the About page. (It might help to remember that pages titled “About” are almost always about the company or individual who is the owner of the site. Perhaps a better navigation title for this page would be “Coaching,” not “About.”) In fact, I would create a new navigation at the top called “Coaching” and move the “Costs” section under “Coaching.” The new navigation across the top would then be: Home, Coaching, About, Contact.

#3. Testimonials. I like that you have testimonials scattered throughout your site. However I noticed that they are not on every page. In addition, is there any way to use full names instead of the client’s initials? Using a person’s full name attached to their testimonial leads to a deeper sense of trust. Also consider highlighting these testimonials in some way so that they stand out from the main text.

#4. Color. I found the white text on a black background very difficult to read. I know you’re going for a specific “look and feel” with your black and red color choices, but ease-of-reading must be a consideration if you want people to stick around your site. In addition, red and black are associated with these emotions

  • Red — excitement, strength, sex, passion, speed, danger
  • Black — sophistication, elegance, seductive, mystery
Are these adjectives part of the brand and image you’re trying to portray?

#5. Your Coaching Page. First, it’s too long. Second, it’s too complicated. Third, it needs formatting help. Consider condensing it, taking out anything that’s not necessary for your visitors. Focus on the actual benefits of coaching to an individual and to a company, and how coaching sessions work. Remember: WIIFM.

#6. Logo. I found this logo very distracting. I had to wait for it to change from “Red Resource” to “Red Coach,” and I never got to see the full name of your business in this banner area – Red Resource: Red Coach. If you don’t already have one, I suggest you get a logo for your business that includes your full business name. Also, there is no need for the website address in the top left corner of your site; they’re already on your site. Instead, use the entire banner area to help brand you and your business.

#7. Page Not Found – Stranding Prospects. When someone types in the address to a page on your site that does not exist or when an internal link within your site is broken, it is called a 404 Error. That means the page cannot be found. For your site, your “Page Not Found” page is blank. This leaves your visitor, a potential customer stranded with nowhere to go. This is a fine time to use a custom 404 error page which would either give the user worthwhile information and a means to click back to your site and/or simply redirect the user to your home page.

#8. Contact Page. You indicate that the purpose of your website is to help prospects find and contact you. However, on your site, prospects have to work hard to contact you. While you do have a contact page, it is complicated and intimidating.

Making a prospect answer numerous questions is off-putting. A confused mind always says no and does not act. In addition, the phone number is hidden at the bottom of the contact page and no indication is given as to the general geographic location of your business so people don’t know where you are located.

#9. Contact Information. In addition to improving the contact page itself, it pays to have your contact information visible on every page of your site. At a minimum, have a way for prospects to contact you via email on every page within your site. Ideally, include your phone number in the footer as well. Even if you simply have an “Email Us” or “Contact Us” link on the footer of each page, it minimizes the effort and resistance a potential customer feels when they get the urge to learn more and contact you.

#10. Design Consistency and Ease of Use. As already mentioned, the white text on black background with bright red bolded text is very difficult to read and deters visitors from reading and learning more. Your site uses an external stylesheet (CSS) to keep the formatting consistent across the site which is a good “best practice.” However, the use of bold red to emphasize words and then the regular red with underline to indicate links is very confusing. I found myself hovering over red words everywhere, hoping they would link to more information — but they did not. Consider reworking the color and design scheme in a way that enhances readability, makes it clear what is/is not a link while maintaining the brand.

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How about our readers? Do you have any comments about this site? Please post them below and help our business owner create the best site she can. Just click on the “comments” link.

Want your site reviewed for free? Visit our blog entry on our Rate My Site – Website Reviews for Charity to learn more.

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ABOUT OUR REVIEWERS

Karyn and Aly Greenstreet are the owners of Passion Fo
r Business. They offer full website reviews as well as business and technology consulting to the self-employed small business owners.

Using her signature down to earth and “plain English” approach to website design, Paula Gregorowicz works with small and solo business owners to make the web work for them so their online presence is a true reflection of who they are.

3 comments for now



Category: Website Planning
Tags: , ,