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Another consideration is keywords. After you’ve researched and found best keywords for your business, place them in your headlines and sub-headings. What’s more, if people have to come to your place of business in order to do business as is case with doctors, lawyers or dentists, make sure your location is integrated with your keywords. For example, a lawyer from Texas whose keywords are “divorce law” and “divorce lawyer” might use a headline like this:
Dallas divorce lawyer reveals facts about Texas divorce law.
Also, weave your keywords throughout your body text, especially your opening paragraphs. Keep in mind: best keywords are two or three words phrases – not single words. (Useful keyword research tools are Wordtracker–www.wordtacker.com and Overture - www.inventory.overture.com/d/searchinventory/suggestion/)
DON'T SHOUT AT YOUR READER We’ve become accustomed to TV and radio announcers ranting and raving on benefits of their products or services.
But when writing for web, hyperbole comes across as hype. Therefore, don’t shout. Talk to your reader in a reasonable voice as if you were talking to a friend. Avoid words like “stupendous”... “awesome”... “breathtaking”. People are skeptical of exaggerated claims; you’re much better off being understated rather than overstated.
The best way to make your web content persuasive is to use true facts – as many as possible. Pile one interesting fact on top of another, till you end up with a strong, compelling sales story. Also include testimonials; praise from unbiased third parties makes your content more convincing.
Above all, understand mind set of your reader – be empathetic. And convey through your copy that you care and can provide solutions to your reader’s problems.
David Miranda is an award-winning copywriter with over 25 years experience. David heads Miranda Writes, a copywriting service that helps small and medium-sized companies increase sales and profits by creating persuasive marketing materials and web site content. Contact him at firstname.lastname@example.org.