Are you a professional web copywriter? Maybe you’re a small business owner looking to make your mark in the world of e-commerce? Either way, if you’re involved with the web copywriting side of any online business, it is essential that each and every word of your website is carefully thought out and executed. Think of your copy as your online version of a sales assistant in a real life store, assisting customers when they need help, showing them how products work and ensuring that every visitor that walks in the door of your store walks out as a paying customer who will return in the near future.

Here are 6 essential tips to ensure that your website copywriting is perfectly optimized:

1. Identify your target audience

You need to know exactly who your website is targeted towards, and even more so, who each individual page is aimed at. Only once you know what type of person will be reading each page will you be able to strategise exactly how to best see to their informational needs and pull on their emotional strings in persuading them to buy something, be it a product or a service.

2. Do your Keyword research

Every page worth its salt is able to attract a certain amount of search engine traffic. Ensure that you figure out exactly what each page is about and ensure that the relevant keywords are inserted into the text in an optimal fashion. You don’t need to be an SEO specialist to get the right keywords, often a well written piece of copywriting for the web that promotes a particular topic will automatically contain the necessary keywords, however, you should also make use of tools such as Google Adwords’ keyword research tool or any other tools out there the identify the most effective keywords.

3. Structure your content

One of the most important tips – ensure that your page is well structured. It needs to be easily “scannable” (reader can easily spot different bits of info throughout the page at a glance) and it needs to be straight to the point and contain the right bits of info in the right places. As a web copywriter, you should make use of headings (note the use of headings to structure this article) to split up your page as it is a great way to make it easily readable to your users. Ensure that the most important content is above the fold and that the first paragraph of text could almost single handedly sell the page.

4. Write naturally

Writing on the web is nothing like answering that university essay question in your English exam. Your web copywriting should be professional but casual. Remember that your copy is like your in-store salesman would be in a real store, and salesmen use conversational language that easily and naturally communicates the product to the potential customer.

5. Be persuasive

Don’t be afraid to be a little “salesy”. As mentioned before, when copywriting for the web, your copy is your only tool in selling your products, so you need to convey a sense of pride and confidence in your product and truly believe that yours is the best product in its category. Be sure to tell your customer exactly what sets you apart from your competition and why they should buy from you and nobody else. This is an important part of web site copywriting!

6. Remember to have Calls to Action

All web copywriting is done for a reason, and that reason is to get the reader to perform some sort of action upon completion of reading the text. If you want the customer to buy a product, ensure that there is a “Buy now” button blatantly obvious on the page. If you want customers to contact you, have clear button that takes them to the contact page and if it’s simply an informative article, make sure that there are ways for the reader to share the article. If a page doesn’t have a call to action on it then either you need to add one, otherwise you need to re-evaluate the importance of actually having that page on your site.

If you adhere to the above general rules of web copywriting, you can be assured that all your content is serving its purpose and not wasting anyone’s time. Remember that you need to grab people’s attention and get them to click your calls to action. These are your primary objectives, do whatever you can to convert casual visitors to customers. Web Copywriting is a skill, if you don’t have the skill then hire someone who does, it will be money well spent.

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As a copywriter at MediaVision’s South African office I often find myself contemplating the implications of being in the online industry in a third world country. Of course the beauty of the globalised internet age is that it doesn’t matter too much where in the world you are, as long as you have the right clients, and a working computer and functional internet connection, which I sometimes take for granted.

In a country where less than ten percent of the population has access to the internet it is crucial for businesses to analyse their market and its internet usage trends, if indeed they are online. Since social media and micro blogging are increasingly becoming indicators of a business’s online activity, the most recent statistics for Twitter use in South Africa provide some interesting insight into the subject.

According to Alexa Twitter is the 7th most popular website in South Africa, behind Google (.co.za and .com), Facebook, Yahoo, YouTube and Wikipedia. According to the Sysomos report of June 2009, South Africa was tenth on a list of most Twitter users by country, accounting for 0.85 percent of the total Twitter population.

If this figure is correct then at the time the report was compiled 467 500 out of a total of 4.5 million South African internet users visit Twitter in an average month (this figure is contested in different reports). This means that roughly one percent of all South Africans are on Twitter, though the figure may have increased since last year and will undoubtedly continue to grow.

Lists of the most active South African Twitter users are also revealing in terms of online behaviour in our country. While the top American Twitterers are celebrities like Ashton Kutcher, Oprah Winfrey, Britney Spears and Barack Obama, the most popular South Africans, or those with the biggest Twitterholics, are people such as Alain van Heerden, Bruce Attridge, Tina Cook and Gareth Cliff. While the USA Twittersphere is indicative of their dominant celebrity culture, our main players tend to be bloggers or social media and SEO gurus – people directly involved in the online industry.

This suggests that our online activity, at least on Twitter, is mostly generated by working professionals, rather than younger people who use the internet as a means to get closer to their celebrity idols.

For South African businesses this means that although the Twitter population here is relatively small, those who are using it are influential. It also means that while the network continues to grow there is still space for businesses to make a substantial impact and innovate, particularly in sectors which have yet to jump on the Twitter bandwagon.

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I am a sucker for following big brands viral marketing video campaigns. For instance, if there is a video that I think is clever and witty, it is likely that I will send the link to my friends (whom I know have the same sense of humour and interests that I do.) Just today, I watched the Puma Hardchorus (probably for the third time already) and sent it to others I know would enjoy the magic of that cheesy love song being sung by a group of burly beer drinking men. I love it when big brands take a different approach to viral marketing campaigns and involve themselves in something visually entertaining that ultimately gets people thinking and therefore makes it successful. To be honest, I am rather jealous of their viral marketing ideas as I wish I could come up with something just as creative and intriguing, place it online and get a wave of responses – just from one little video or visual campaign. How do these brands know for certain that their campaign will take off and enhance their already big brand even further?

A brand that obviously knows how to create a viral marketing video that literally pops is Coca Cola. One of their recent viral marketing campaigns was aptly named Free Love and targeted young college students during their lunch break. Coca Cola put a happiness machine in an American college campus and watched as the students received free coca colas, flowers, pizzas and even a massive sub sandwich from the vending machine. By seeing the student’s reaction to the machine when watching the video, you are compelled to share it with others because of its lighthearted nature. Emotions stirred – check. Pass this video on – check. Viral marketing successful – check. The video ends with the tag “where will happiness strike next?” which is more fascinating than that frustrating “to be continued” tag at the end of your favourite TV show. This intrigue will keep the public interested and therefore keep this Coca Cola viral marketing video popular on the internet.

One of my favourite viral marketing videos is the series of Volkswagen clips entitled The Fun Theory. The first video in the series, entitled “Piano Stairs”, encourages individuals to take the stairs instead of the escalator by rigging the stairs near a transport system with piano sounds. “The World’s Deepest Bin” encourages the public to throw their rubbish away by giving a local bin in a park some quirky sound effects and the “Bottle Bank Arcade” persuades people to recycle by transforming the bottle banks into arcade machines. These viral marketing videos work because they not only tug at your heart strings with their happiness factor, but encourage you to change your lifestyle and enjoy daily tasks that you would otherwise find boring. We are all sick of serious marketing and watching something that lets us escape from our daily woes cannot be anything but successful.

All of these viral marketing videos have one thing in common: happiness. They look at human nature and emotion and how to make people smile in their daily lives. By making their brands real i.e. using real people to portray real situations, they can link their brand to real life situations and therefore make the public remember what they saw and who made them see it.

In the past, branding used to be all about superficiality – producing advertisements that had no relation to real people but rather to the selling of the brand. Nowadays, brands are focusing more on how to make people remember and “giving back” to customers that are loyal and recognise their brand.

Companies should not focus only on viral marketing though. Michael Donnelly, Group director for Worldwide Interactive Marketing, said recently in a presentation on social marketing for Coca Cola that “Viral shouldn’t BE your strategy – just part of a comprehensive plan.” It should be used in conjunction and in addition to your other marketing campaigns and enhance your brand name and aim.

So, pass these viral marketing videos onto your friends, make them smile and enjoy them for what they are, even if you do not remember the brand at the end of the clip – which is highly unlikely, if you ask me.

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Years ago online activity was static and simple. People visited websites and then emailed the address at the bottom of the page for further interaction.
How we use the internet now is very different and dynamic, with online interaction increasingly transferring to social network sites.

In the era of social media businesses are constantly advised on how best to establish a presence on Twitter, Facebook, YouTube, LinkedIn and other networks. Experts insist that in this day and age no business can afford to neglect their social media strategy because of the nearly limitless possibilities for reaching consumers and liaising with other businesses.

Of course this is correct. But be wary of losing yourself in a frenzy of company blogging and company twitter feed updating at the expense of maintaining what is still the most stable and important part of your business’s web presence – your own website. Vibrantly engaging with consumers, participating in online conversations, and convincing people to click on your links are worthless pursuits if there’s nothing exciting waiting at your website.

Social media are a means to the end of drawing potential customers to your website, essentially the headquarters of your online operations. Blog and tweet your heart out but don’t forget to keep cohesion with your website, which must stay fresh and updated. As your business evolves, so should your website, so always include new products, promotions or major company news.

Your home page needs to make an impression. Remember that it takes mere seconds for a user to decide whether to exit a site immediately or stay and look around. The general appearance, design and layout of your home page are just as important as the copy on it in communicating information about your brand.

Your home page should tell users straightforwardly what you do, subtly how well you do it, and simply direct them where to go next. After the Home page the About and Contact pages are most important so details on these should always be accurate and up to date. In terms of SEO it is also good to ensure that copy on your website is optimised for commonly searched phrases, and that content is grouped on clearly arranged and easily navigable pages.

When thinking about your business’s online presence conversation on social media networks is crucial, but don’t forget your general housekeeping duties to keep your website clean and healthy.

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Search marketing specialists will agree: having a company blog and updating it regularly can be a time consuming task, but after you’ve read the benefits discussed in this article, you will realize that it’s all totally worth it. The two main areas in which a blog can help promote your company include SEO rankings as well as your relationship with your customers. Let’s take a look at these below, one at a time:

Company Reputation:

Company blogs are dynamic and can be regularly updated (unlike your website), thus you can effectively keep clients informed of the day to day happenings of your company. It is also an effective way to communicate your company’s true personality to your customers as blogs tend to be more opinion based than information based. Through this, readers feel like they are getting a peep into the real personalities of the people behind the scenes of the business.

A company blog can also elaborate on the content of your site and the services that your company has available to customers. Static content pages within your website tend to have a word count limit to avoid excessive text on any given page. Blog entries can be as long as you like and therefore allow you to elaborate on your site’s content and better communicate services etc. to clients.

Due to the fact that many company blogs allow user comments, a great interactive relationship is created between the company and their customers as well as between the customers themselves. Through this, a feeling of trust is instilled in the customers and a company can use the feedback from customers to work on their current business strategies and services.

SEO benefits of having your own Company blog:

Internal cross-linking is the immediate benefit of adding a company blog. As you link back to your main website from your blog, each link starts adding up and improving the rankings of static content pages within your website. The cross linking also transfers blog readers from your blog across to your main site.

Recent statistics from HubSpot show that companies who blog 5 or more times a week attract more than 6.9 times more organic traffic and 1.12 times more referral traffic to their site on a weekly basis than companies who do not blog regularly. That is substantial difference. Check out the graphic below:

Company Blogging also plays a part in content building. The more blog entries you post over time all contribute towards the reputation of your blog, and therefore your blog receives better search engine rankings and attracts more traffic. Obviously, the more people that see your blog, the more people will visit your website from your blog thanks to internal linking or any advertising that you have on your blog. See the graphic below:

Conclusion

What it comes down to is that you cannot afford not to have a company blog. When correctly paired with the use of social media, a blog just becomes such a great way communicating with your current customers, prospective customers and industry counterparts. You can use your blog to promote your business or you can simply just keep people updated on the happenings of your company… the choice is yours. Your company blog is your oyster!

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A lot has changed since our last blog on the market share statistics in the search engine and social media industries. Twitter yesterday reached 50 million tweets a day, Facebook is just getting bigger and bigger and Bing is fast making and impression on the search engine market. Let’s take a look at some of the stats courtesy of Hitwise.

Search Engines:

First of all, let’s take a look at the UK search engine ranking report and compare it to last year’s report:

As you can see in the above search engine comparison, Bing didn’t even feature in the April 2009 report and now they are 3^rd behind Google. The Bing search engine most likely wont be ever be able to take on Google’s search engine, not in the foreseeable future anyway, but they certainly are making their presence felt. Yahoo on the other hand have dropped down one position even though they have remained steady as far as market share goes. Ask have dropped out of the top 5.

Let’s take a look at the search engine ranking report for American search engines:

As you can see above, Yahoo is performing twice as well in the States compared to their UK presence; however they have lost a few percentage of the market share thanks to the introduction of Bing into the top 5. For Bing to gain a massive almost 10% market share in less than a year is extremely impressive. Once again, Ask search engine have dropped out the top 5 as well as Microsoft’s search engines which have been replaced by AOL’s search engine.

Social Media:

Facebook, Twitter and Myspace comparison

As you can see above, Facebook is naturally still leading the pack when it comes to social media with Twitter (orange line) making a steady increase. Twitter yesterday reached an all time high of 50 million tweets in one day which they will be very proud of.

However, what’s more impressive is the way Facebook has continued to grow and is now competing with the Yahoo and Google search engines. Check out the graph below that shows the steady growth of visitors to Facebook compared to Google and Yahoo:

Facebook compared to Google and Yahoo

As you can see above, Facebook equaled Yahoo’s search engine and is now only fractionally below Google. They are however still very much on an upward curve so it will be interesting to keep an eye on them in 2010. It was reported that over the festive season in Asia, Facebook managed to top both Google and Yahoo search engines in popularity which is something nobody would have even considered two years ago. It seems, Facebook is much more than an overnight trend, but is rather here to stay.

So, that’s how the market share of the ever-growing online industry looks at the beginning of 2010. We’ll have to keep a close eye on the Bing search engine, as well as Facebook and Twitter’s constant growth. Another interesting factor to keep an eye on will be to see how the newly launched Google Buzz performs over the next few months. Only Time will tell.

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Once again I am delighted at yet more free stuff from Google, with Google Buzz gracing our smartphones (albeit some fairly sever privacy issues, and corresponding lawsuits)! I have an Android phone, made by HTC, and have been absolutely loving it! I can safely say it is the best phone I have had and it is very much down to the freedom that the operating system offers. Google integration is naturally seamless – enter your account information once when setting up the phone and everything thereafter just works. Whether I am on my desktop computer or out and about, it all just comes together (I can hear the voices out there muttering “But what about privacy!” but actually I am not that perturbed – in my opinion it means I need to wade through less cr@p and get targeted stuff instead)!

Maps have always been critical to me, walking or driving in London, (or even in South Africa these days). I was a big fan of the Nokia N95, and then the N82, especially because of Nokia Maps. I was highly disappointed when they decided to remove the tracking feature from their latest version. Up until that point was happy not to subscribe to the full version as I could just plot a route and keep myself on course. They then removed this feature and Nokia Maps became problematic for me – unless I paid them money I couldn’t use the maps for directions. Google to the rescue – Tracking was always enabled, and now they have routing and soon we will have turn by turn here in the UK. Not to mention things like traffic updates, and other experimental “Layers”. Again, great free stuff, much to the dismay of TomTom’s shareholders! Next in the firing line – Estate agents!

Some applications such as Latitude have questionable value but Picasa is really a lovely piece of software. Being able to tag people, simply share photos and upload to web albums makes life a breeze. On Android the sharing options are really broad – you can pretty much send anything anywhere. I really don’t feel constrained with my media. Videos to you tube or pictures to web albums are a synch. Just the other night I did a price comparison via an app, and wanted to save the result for later. After a briefs moment of hesitation as how to bookmark it, I just opted to “Share” and immediately had a host of options from simply emailing the link to saving it into my notes (Which automatically synchronise online and onto my desktop as well). Just so effortless! And I have not even begun to explore the masses of applications sitting in Google Labs.

But to come back to the point at hand. With mobile becoming ever more essential in our lives this platform (Android) and the ease at which I have everything at my fingertips, in my eyes, puts Google leaps and bounds ahead of any other provider. I see this as a solid foothold and being vendor independent, I believe it is only a matter of time before Apple gives up its spot as top dog! Lets not forget all this free stuff is there to gain market penetration – Google will monetise it all with ad spend, but I don’t mind – in my eyes I am getting things that make a positive difference in my life, all for free.

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Today I read this post about Access Agency, a cool company with cool ideas; and this post which is an analysis of a recent Twitter campaign by upmarket South African retailer Woolworths.

I’m sorry if I am so two thousand and late right now but I have finally started to understand social media! I had an epiphany, the penny dropped, the switch went on. And I didn’t even know it was off in the first place! So while I am well aware that this is probably old news, I’m writing this post for anyone else who may still be in the dark.

Of course I started using MySpace, Twitter, Facebook, LinkedIn and others as soon as they became popular. And of course I told anyone I knew who owned a business or managed a project that they needed to get involved and use the channels to promote their brand.

But then I started receiving hundreds of invitations to join or follow Facebook groups and applications, and Twitter feeds of organizations and products in which I had absolutely no interest. I ignored those and joined a few groups which appealed to me, but the administrators either spammed me with inbox messages and status updates, or allowed the groups to become neglected and boring.

You have 10 000 new requests.

My reformed understanding of social media is that it is a translation of our social behaviour – how we exist and what we do in our offline lives – onto various internet platforms. So if your business is stagnant and not doing anything original or appealing for your target market in real life, then your social media campaign will fail.

Social media is just another way for us, people, consumers, to discuss our lives and interests. So your business needs to do something exciting that will get us talking. Have a Facebook page and Twitter account, sure. But remember that these are only channels, and it’s the material you create for these that will keep them alive.

Social media is not email

We don’t want inbox messages telling us you’re running a special; you could’ve done that just as easily in the days of email. If you’re running a ‘ReTweet and Win’ competition the prize better be awesome and worth all that spam. But, if you can entertain us online, or excite us enough to become involved in a project, then we will happily populate your channels for you. It needs to be a natural conversation: don’t ask us to talk, rather produce something talk-worthy then discuss it with us. It’s called social media, so socialise with us.

This is challenging because engaging with your customers on a social level opens up the possibility to do literally anything. It is also difficult in countries like South Africa where internet access is limited to only around 10 percent of the population. We’re a very active and keen-to-engage 10 percent though, and you should reach out to us. Just ask Steri Stumpie, Perdeberg Winery, or Kulula who are all on the right track.

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Surprise surprise – Google have entered yet another sector that have no relation to their services in order to offer their customers an alternative to buying their electricity from another source and they have called this Google Energy. Those of us who follow Google’s ventures will see that they are consistently involving themselves in every industry possible. Unless you have been hiding under a rock for the past few weeks, you will have heard of Google Buzz. This social networking site hopes to follow the success of Twitter and Facebook and even though many do not feel comfortable with veering away from their usual social networking sites, it is certain that Google Buzz will acquire a following. Google Buzz has been highly publicized due to its nature, but there are many other ventures that Google are involved in that the masses will not even hear of. Google Energy is one of them.

The Federal Energy Regulatory Commission has passed an order that’s lets Google sell and buy electricity – enter Google Energy. Some of us who have recently discovered this news are beginning to wonder how it will affect us. Will we be buying electricity from Google instead of our own electricity companies?

The answer to this question is no. Well, no for now. According to Google, their new energy initiative has been established in order to have widespread control over their numerous data centres and by doing this, Google Energy hope to achieve carbon neutrality. Google Energy, a subsidiary of Google, will be able to buy and sell their own energy and their official spokesperson has claimed that this energy will all be renewable in Google’s efforts to move towards a greener energy solution. Google have made it clear that they wish to become more carbon neutral seeing as they consume a vast amount of energy within their empire and want to obtain more green credits, so to say.

If this seems strange to you, it must be mentioned that this is not the first time that a large company has been given the right to buy and sell their own electricity. Extremely large companies have in the past been granted the right to get involved in the wholesale electricity market. Google have had a keen interest on the energy market for a while and if you ask me, this is the best way in for them.

In addition to bettering their own electricity efficiency costs, Google Energy will be allowed to sell electricity to the public, but if this is a part of Google’s big plans, they have yet to say. A spokesperson for the giant says that this is not their immediate plan but could be a possibility in the future. And knowing Google, this possibility will definitely be an opportunity that they will not miss out on. Who knows, soon we could be using the Google search engine on our own PC, which is ironically powered by Google. Exiting or just a little bit scary?

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The SES in London is in full swing and SEO experts from around the world are strutting their stuff and sharing invaluable amounts of knowledge that promise to boost the state of the entire industry. Brian Eisenberg yesterday did an interesting talk on website conversion and our very own CEO blogged on www.stateofsearch.com about this informative presentation. Louis’ blog boasts 21 steps on how to improve website conversion. I’ve summarized the most important tips from these two experienced gentlemen, right here, for your own reading pleasure:

Here are a few top tips to ensure that your site achieves maximum ROI:

1. Effectively communicate your UNIQUE value to the client

Research shows that users take 7-8 seconds to analyze the landing page on your website. Ensure that EVERY landing page on your site effectively communicates your brand, your UNIQUE selling points and establishes instant creditability. Carry this brand identity throughout your site to ensure that your visitors do not lose faith at any stage of the checkout process, resulting in an increase in website conversion.

2. Make persuasive offers, even if only small in stature

Overstock.com managed to double their website conversion rate by simply adding the persuasive offer of “Free delivery” to their site. Despite the fact that delivery on average only costs about $3, this offer installed a massive sense of “bargain” in their customer’s minds. Ensure that this “special offer” is promoted on EVERY page of the checkout process, especially on your final checkout page.

3. Reach out to multiple personas

Yes, identifying your target audience is extremely important, however, DO NOT forget about the rest of your visitors. Draw up a list of ALL possible personas that could end up at your site, and ensure that each and every page of your site has the look, feel and most importantly – tools that appeal to every type of user. Some people use search functions, some use images, some prefer to use categories to filter their way to the correct product – ensure that your site addresses all these types of visitors throughout and you will experience website conversion.

4. Create a social atmosphere amongst your users

Every website claims to be the cheapest, the fastest and the best in their industry. Users simply do not believe what you have to say. Create a social environment on your site where users can interact with one another and communicate. The implementation of comments, reviews and testimonials is a great way to instill a sense of security in your visitors. Figleaves managed to improve website conversion by a massive 35% by implementing user reviews.

5. Make website forms quick, easy and engaging

Customers do not like things that slow down their checkout process. Step 1 of any form is to thank people for using your website BEFORE they have actually filled out their checkout or contact form. This goes a long way in making the customer feel welcomed and appreciated. Ensure that forms aren’t massively long or complicated to complete. If necessary, capture the most important details before checkout and then allow the user to fill in the remainder of their information some time after checkout. This is a great tactic in improving website conversion. Do your best to get users to register to your site, the checkout page is a great place to do this as one form can be used for multiple purposes.

6. Instill a sense of security

Users are hesitant to give you personal and financial information. Do whatever you have to do to reassure the user that your site is safe and secure and that their data will not be accessible to anyone else.

7. Focus on user experience

Websites are all about user experience. Do not design a website for your own convenience, but rather for that of the user. Make sure everything is quick and easy and the checkout process is a natural process for the user. Stick to web conventions as this is what users are used to. If you don’t know what the predominant web conventions are then hire somebody who can assist you with this, somebody who specializes in website conversion.

8. Never stop testing and adapting

Never assume that you have achieved the perfect website. Unless you have millions of users per month and your conversion rate is 100%, then there is room for improvement. Constantly communicate with your customers, constantly test your site, adapt to new trends and remember to cash in on selling seasons.

There you have it. A long presentation and a 21 point blog post from Louis summarized into 8 steps. If you focus on the above, you can be guaranteed to experience a noticeable increase in your website conversion. Check out the video below to see the interview that was done with Brian Eisenberg immediately after his presentation at SES.

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