Category Archives: Writing

Strong Website Builds Bottom Line

Strong Website Builds Bottom Line

Is your website out of date, under construction or lacking in focus? If you cringe at the thought of someone visiting your website, it’s time to turn your site into a strong marketing tool that will build your bottom line.

Your website is an important marketing tool. It is generally the first place a prospect or customer goes to learn more about your company, even if you have a storefront. Your website markets your company 24/7, making it an incredible workhorse. Finally, your website can build strong relationships with customers and prospects if you provide a user-friendly experience and useful information.

Seven Ways to Build a Quality Website

  • Set goals. Many companies overlook this critical first step. Before you launch or redo your website, know what you want to accomplish. Write your goals down and use them to guide the development of your website.
  • Write to be found. If you have a website with all the bells and whistles but no one finds it, your website is not doing its job. Understand what key words people use to search for your products or services and use them strategically in your website content.
  • Write to be understood. While the use of keywords is critical to connect with people who are using a search engine, your website content also should be clear, concise and to the point if you want visitors to understand your message.
  • Make it easy to find information. Use headlines, bullets and type to help visitors quickly find and understand information you are presenting. A sea of unbroken type is difficult to read and often will cause people to quickly click off your site.
  • Write each page as if it is the only page. A website, unlike a printed piece, often is not read from start to finish. Visitors may land on a product or service page first, totally bypassing your home page. While you can’t repeat all information on every page, each page should contain your marketing message and a call to action.
  • Make your site content rich. If a store owner never changed or replenished his or her merchandise, before long customers would stop coming to the store. The same is true of a website. If you want people to keep coming back, give them fresh copy, new offers and resources to explore.
  • Write from your customers’ point of view. Use your website to help customers and prospects understand how you can help them. Keep in mind that while this is your company website, it should be written for your customers and prospects. Write from their viewpoint and reap the rewards of a stronger bottom line.

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How to Write Effective Sales Letters

How to Write Effective Sales Letters

Have you ever received a sales letter that left you wondering, “What is the point?” Effective sales letters are laser-focused on one key message that resonates with the reader. Follow these tips to engage customers and generate more sales. Focus on one message. Before you write a sales letter, understand the purpose. Are you introducing… Continue Reading

Effective Content Cuts Through the Noise

Effective Content Cuts Through the Noise

Several years ago, I was volunteering in my son’s kindergarten class. The room was filled with the noisy energy of more than 20 five-year-olds. When the teacher wanted the children’s attention, she spoke quietly yet firmly, so quietly in fact, that the parent volunteers in the back of the room could barely hear her. The… Continue Reading

It’s or Its, Who’s or Whose

It’s or Its, Who’s or Whose

There is a wonderful quote by British playwright Shelagh Delaney making the rounds on the Internet and Twitter recently. “Nothing passes. Everything stays with you. Everything makes it’s (sic) mark.” But horrors! This wonderful quote also includes a glaring misuse of the maligned possessive and apostrophe. I rather doubt Shelagh Delaney used the word, “it’s,”… Continue Reading

How to Find Not-So-Obvious Writing Errors

How to Find Not-So-Obvious Writing Errors

American journalist, author and grammarian William Safire once said, “If you re-read your work, you can find on re-reading a great deal of repetition can be avoided by re-reading and editing.” Mr. Safire’s tongue-in-cheek comment makes the need for editing obvious. The problem for many writers, however, is finding the not-so-obvious errors. Here are some… Continue Reading

How to Develop Compelling Website Content

How to Develop Compelling Website Content

If you want to increase the time visitors spend on your website,  here are three key ways to ensure that your website content is compelling: Understand your customers. Any time you market your business or organization, your starting point should be your customers or target audience. Learn as much as you can about your customers, especially… Continue Reading

Content Marketing Builds Key Relationships

Content Marketing Builds Key Relationships

More and more businesses are using content marketing to build relationships with their customers and prospects. It sounds easy enough. Share information and grow a loyal customer base. Unfortunately, however, not all content is created equal nor does all content deliver great results. If you want to truly engage your audience with your content, try these… Continue Reading

About Us

With more than 35 years of experience in marketing communications, Joan B. Marcus Communications knows what it takes to build your brand through the power of words. We understand the big picture. We sweat the small stuff. We take writing seriously.

Contact Joan B. Marcus Communications today to build your brand through the power of words.