1.
Use Headlines
Your headlines should say exactly what you are selling and give
good reasons for buying your product.
Your page copy should reinforce the benefit of owning the
product by stating clearly what your product will do for the
customer as well as the product features, the facts of size,
weight, operational statistics, and the price. Always remember,
people do not buy products - they buy the benefits of owning
them.
Make sure your selling copy contains customer-focused text. When
you re-read your page content, see how often you use the term
"we, us, or our" rather than "You". Focus on the customer and
not YOU. If your text contains only "We offer…," or "Our
service includes…," then it is focusing on you rather than the
customer.
2.
Use Proper Tags
HTML,
the Web site authoring language, has heading tags, bold tags,
italic tags, and ordered and unordered lists (commands that
specify how text should appear) for a reason and you should use
them. Using a heading tag for your headlines and bold tags for
important text will help allow search engines to understand what
text on a page is more important than the surrounding text.
Simply making text larger or using pictures of words does not do
that.
3.
Create a Unique 404-error Page
A
404-error page is the page you see when someone clicks on a
broken link or a renamed page. The standard page simply tells
you the page is no longer available. It has no other links, no
branding and above all, very little helpful information. It
contains daunting text like “The page cannot be found. The page
you are looking for might have been removed, had its name
changed, or is temporarily unavailable.”
Your unique 404-error page should look like a regular page of
your site and include your site's header, footer and navigation
bars so that the visitor can easily go to another section of
your site. This unique 404-error page should contain friendly
text explaining that the page selected is no longer available
along with contact information so the site visitor can e-mail or
call your company.
4.
Privacy Statement
Clearly and simply stating your privacy policy assures a site
visitor that you will not sell, give or trade their email or
personal information to a third party. Including this statement
can be of tremendous benefit to your e-mail or form-submission
returns. Use a sentence like “We value your privacy” next to
e-mail links or forms on your site and on your contact page. Be
sure to have, at the minimum, the word "privacy" linked to your
privacy statement. Using a simple sentence with a link to the
privacy policy gives the site visitor assurance that you care
about their privacy without their having to read the long
explanation.
5.
E-mail Signatures
Create standard e-mail signatures for yourself and your
employees. Anyone that uses the Internet in your company should
have a company standard e-mail signature. Having the company's
contact and Web site information on every e-mail makes it easy
for the recipient to contact you or visit your site. Creating a
standard e-mail signature improves your overall branding
strategy. You can include the e-mail creator's name, phone
number, fax number, company name, logo, Web site address, and
any other pertinent information.
6.
Call to Action
A call to action is a statement that asks the site visitor to do
something. Two of the biggest mistakes made on a Web site are
not using calls to action or using the wrong ones. You have
probably been on sites that have text and links but nothing that
tells you what to do next. Look over your site and see what
calls to action are on your site. Try to view it as a first time
visitor would and create a pathway of actions that you want your
site visitor to take.
The most common call to action is "Click Here,” but consider
using other statements using words like learn, save, read,
compare, buy, etc.
Calls to action are usually linked to another page on your site.
If possible, use a keyword in the link to help with search
engine optimization.
