Archive | June, 2012

New Web Content – Keep It Real

27 Jun

Don’t take shortcuts when creating new content. It will do more harm than good. Shortcuts include:

  1. Hiring offshore writers to create keyword rich content. (Site users don’t want to suffer through a manufactured-feeling, keyword impregnated page. They want natural text that communicates clearly and succinctly.)
  2. Posting content with little thought to how powerful keywords are for ensuring that your content is found, read, and compels action. (Getting found is one thing. Getting read is another. Compelling users to act – fill out a form, buy something, download something – that is yet another. Writing to accomplish all of that requires practice and skill).
  3. Duplicating content from other sites you own or those you don’t (In the latter case, that’s plagiarizm. But even if it is borrowing from another site you own, it is a bad idea. Google sees duplicated content as an effort to game their system. As a result, they dock Page Rank points for both sites).

New content is vitally important. Google loves new content. It values recency in addition to relevance. Fresh content will help your search page rankings. More importantly, though, it will be appreciated by site users and will convert better.

Writing for a Web site page is different than writing for a printed brochure or a blog. People prefer shorter, crisper content. They also want content that is genuine and perfected. If your content has a strange “voice” like English text written in India, China or Australia, your users will detect it and wonder at least two things about your company. 1) Did this company hire offshore writers? 2) Is this company itself offshore?

Create new content, not new questions.

You want users to focus on the benefits of your products and services.

Milli Vanilli gained infamy for not keeping it real. Girl you know it’s true.Image

 

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Slogans and taglines need to sell!

18 Jun

Recently I visited with Dennis Chapman, development director for City Union Mission. While I was there, Dennis showed me the organization’s old slogan, “Putting the pieces back together.”

He admitted that he’d grown fond of the slogan, because it summed up what the mission does. It gives homeless men, women and families a long-term (1-year) home to provide a foundation for them to improve the areas of their lives that have led to their homelessness. It could be addictions (gambling, alcohol, drugs), mental problems, socialization problems, or family dysfunction.

When Gragg Advertising visited with Dennis and boldly told him that the organization slogan wouldn’t sell, he initially resisted their advice and defended the honor of the slogan. But when Gragg Advertising came back with a suggestion for a new slogan, Dennis said he quickly saw the difference. He had been moved by the power of words.

The new slogan was short and simple. “Your city. Your mission.”

Kansas City’s City Union Mission now has a new tagline.

What’s so great about that? You might say.

Look closer. The “Y” in each declaration is screened back, so that the slogan does double-duty as “our city. our mission.” But the real power is in how it cleverly involves the reader, subtly suggesting “I can make a difference. I can get involved. This matters to me.” But I think it goes even further, it says “I am already a part of this, because it is my city.”

In retrospect, Dennis can now see that the old slogan, “Putting the pieces back together” didn’t have a sense of involvement. He says that the new slogan definitely helps sell the organization.

If your business, products or services need a new tagline that sells, NBI would love to partner with you to get that done. Call 816.797.9946 to get started.