Selling the Invisible: How to Write Web Site Content By Laura S. Wharton Your web site is your calling card on the Internet. Does it say exactly what you need for it to say in order to get the action you seek? If you want to make your content the best it can be, follow these simple steps: 1. Words Matter: It’s not just content, which could be defined as graphics, texts, links, etc. Words written well help visitors to hone in on what matters most about your site. The text you choose may determine if you get the sale – or not. 2. Make the Words Matter More: Review, re-read, and rewrite where necessary. If your site is to make visitors want to return, the words you choose must be concisely chosen, each sentence propelling the reader toward the next one – an ultimately to take the action you want to have them take. This action could be to call you, place an order, sign up for a free gift, etc. 3. One Topic: Stick to one theme or topic per page. I say theme, because there may be a page where you want to list projects completed by industry versus having one page for every single project completed. 4. Focus on the Benefit: Explain features of your product or service if you must, but always answer the question, “what’s in it for me?” in your text. 5. Take Your Time: While you may be eager to get that new site online, it will be far better if you are patient and if you are prepared to rewrite and edit. In other words, good writing takes time. 6. Attention, Grasshopper Readers: Use subheads liberally. Search engines look for phrases more so that single words. These key phrases should become your subheads, and parts of your content as much as possible on as many pages as possible. This is part of the process of optimizing your site for search engines. 7. Select Headings Carefully: If you have a say in the design of your pages (which you should), pay close attention to space requirements for headlines. You want enough room to have an impactful heading. And just what is an impacting heading? One that is positive rather than negative; it reveals a promise and grabs a reader’s attention; and you can test the heading as often as you like, just as you would in direct mail. 8. Paint Pictures with Words: Can you tell a story in vivid detail? Great. Write that way, including scintillating details, and you’ll capture your reader’s imagination. The words you choose would be simple rather than complex, and every word would count toward showing the whole picture. 9. Improve Conversion Rates: Do this by including the phrase, “Any questions” just under your call to action. When you respond within 48 hours, you will have a greater chance to close the sale and satisfy your customer’s needs. 10. Generate Traffic: If you don’t already have an e-newsletter, consider starting one. This keeps current clients and friends informed of what you’re doing by reinforcing your abilities. You can attract Web traffic by increasing organic searches simply by updating your web site at least once a week. Search engines pick up these changes, and indexes your new pages when listing search results.