One of my various ghostwriting services is telling the story of a company, product or service on its website. Too many company website product or service pages don’t tell the story of how the person reading the page will benefit from using that product or service. I have visited hundreds of small-business websites, and I’d…
Read MoreIn researching for a recent presentation, I examined what must have been 100 websites, and something like 95% of them focused on the services they offered and not the pain points that visitors want to have solved. As you no doubt know, a feature is something a company offers; a benefit is something others get…
Read MoreWhen writing website copy, remember “It’s not me, it’s you.” Make sure that the copy is all about the people coming to the website looking to have their pain taken away. Make it all about them, make it honest and make it understandable. Want proof? Consulting giant McKinsey did a study in which it surveyed…
Read MoreCompanies don’t understand that just because they know what they’re selling on their website will make people’s lives better doesn’t mean the website visitor knows. The copy has to be written in such a way that it leads the person to that conclusion. It has to be written in a way that stands out from…
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