Some years ago, a particularly successful farmer suggested to me: "If you want to be assured of a great harvest, you better put in the right kind of work"! Sage advice, especially when working on the web today. Having the right words in your articles, sales pages, social media entries, or videos, can indeed make the difference between stunning results, or dismal failure.
However, words alone are not enough: you need more! So what really goes into helping to make an effective sales page or ad on the web today? Let's explore some proven ideas, strategies, hints, tips and time-saving techniques.
Table of Contents
- 24 Delightful Ways To Make The Web Work Better For You
- Tip 01: The Myth Of Working Too Hard
- Tip 02: How A Tip 01 Spin-Off Can Also Stall Our Efforts
- Tip 03: About Tools And What You Can Do With Them
- Tip 04: Developing Your Inner Wordsmith, Or Asking For Help
- Tip 05: About How To Slaughter Your Darlings In Style
- Tip 06: Have I Bored You Yet?
- Tip 07: The Awesome Power of Research
- Tip 08: Can I Have The Next Dance Please?
- Tip 09: Your Words Are Where The Heart Is
- Tip 10: How The Right Choices Help People Win
- Tip 11: Commit And Show You Mean Business
- Tip 12: Take Measured, Calculated Risks
- Tip 13: For Web Materials, Don't Forget Meta Descriptions
- Tip 14: How Is Your Website Code Looking?
- Tip 15: Write Content From Inside Your Website Content Management System (CMS)
- Tip 16: Using One or More Images In Your Web Page Content Is Essential
- Tip 17: What Is So Special About A Caption?
- Tip 18: How Movement, Drama, Impact, Color, And Sound Work Together To Make A Point
- Tip 19: Resist The Urge To Over-Think Your Web Pages
- Tip 20: Delivering Web Pages For Your Two Groups Of Visitors
- Tip 21: Be Kind To A Web Robot Near You: Use Search Engine Optimization (SEO)
- Tip 22: Seek To Understand The Web Today And Your Unique Place Within The Drama
- Tip 23: Try To Be Aware And Mindful Of "Over Planning, System Traps"
- Tip 24: All Plans, Intentions, And Initiatives Are Nothing Without This One Crucial Ingredient
- Too Busy To Write? Hire A Writer
24 Delightful Ways To Make The Web Work Better For You
Tip 01: The Myth Of Working Too Hard
As our wise farmer above noted, just working hard is not enough: we have to apply ourselves to the right tasks in the right ways. We can either learn how to do that, or buy in talent. Both paths are valid options depending on your resources and time-line.
Tip 02: How A Tip 01 Spin-Off Can Also Stall Our Efforts
How so: if, from desperation, you're working especially hard and fast on creating your web pages, your solution and plan could be sending you in the wrong direction entirely, so you may just be moving further away from your goal, yet at a faster rate than ever before.
The first part solution: stop, pause. Get some perspective. Why: you could be too emotionally close to the problem you're seeking to solve. Instead, you could ask for outside help. Just choose your sources wisely.
Tip 03: About Tools And What You Can Do With Them
Tools are valuable. Using the right tools in the right way at the right time provides great results. Easy statements can hide the true price of much knowledge gained, pain and fortitude experienced. Leverage your tools and skills combined.
Tip 04: Developing Your Inner Wordsmith, Or Asking For Help
Sometimes, words alone enable you to meet your goal. Yet, getting the right words in the right order can transform a lacklustre delivery, to create simply stunning material results!
With sincere intention, "I love you" is clear, concise, and means something important. However, "I may love you", is something else entirely. A single word can change meaning and, more importantly, completely transform emotional impact!
Tip 05: About How To Slaughter Your Darlings In Style
How often do we see web pages with paragraphs so long that we start falling asleep on the third line? Distraction is rampant among web visitors. Life today is busy and minds full of noise can dampen moods. How can you create a new, unique space in the minds of your readers and visitors? That's the key challenge.
Occasionally, our biggest challenge is that we love our own words. That's why sometimes the answer is: murder! Yes, kill long boring sentences. Delete every irrelevant word that doesn't contribute to what you want to say!
Tip 06: Have I Bored You Yet?
This tip is about dealing with another big action preventer: boring yada yada. Slay mediocrity if you want to experience the joy of sales and orders and a bank balance that swells.
Tip 07: The Awesome Power of Research
Background research is essential, to help you later put together communications that engage, persuade, and convince others to try your product, react to your cause, or to share what you have to say.
Tip 08: Can I Have The Next Dance Please?
Just having the right words is not enough. Instead, using your own unique word dance helps too. Find a way to arrange and carefully choreograph chosen words in the right places to recoup the effect you want.
Tip 09: Your Words Are Where The Heart Is
Words and phrases, whether spoken or written, are only symbols that lead us to something far deeper, more poignant, evocative, and valuable: emotional responses.
Our emotions are what drive us to take action. We like to think we make logical, sensible decisions, but our emotions are mostly what drive us to take the paths we take. Learn more about emotional drivers. A great place to start is TED — ideas worth spreading.
Tip 10: How The Right Choices Help People Win
A few carefully chosen words can make up for a page of drivel. Sometimes however, a full page, or more, is exactly what you need. Knowing the difference makes all the difference. Ask Mr. William Shakespeare: "If music be the food of love, play on."
Tip 11: Commit And Show You Mean Business
If you try to please everyone, you'll slip down the pipe into the great unknown. That's where most of the web lives.
Better: nail your idea, your message to the tree of commitment. With all the white noise of the world drowning out most voices:
- Say something memorable.
- Come up with ideas worth listening to.
- So choose your pitch, think, ponder, and say your piece.
- Stand for something.
Tip 12: Take Measured, Calculated Risks
All great results involve risk. Yet sometimes, doing nothing is more risky than doing something. Or, jump on to the path that in your heart, you know you should.
If you're going to do something worthwhile, strategise and make your risk count, and you're more likely to succeed and bring home the results you want. Nothing ventured, nothing gained. Decide, commit, then do. Yoda says it differently.
Tip 13: For Web Materials, Don't Forget Meta Descriptions
You need great, well thought out meta descriptions as part of your article or sales pages. Google, Yahoo, Bing, and others can appreciate the extra efforts you make.
If you're not sure what meta descriptions are, search on Google, or ask someone who can explain the topic clearly to you.
Tip 14: How Is Your Website Code Looking?
The quality of your website code can magnify, or crush, all written efforts you build into your article, sales page, video, or social media entry, dramatically affecting the words you write.
Shocked? Unfair? Sure, without doubt! A few years ago, we could write what we wanted on the web and still get great results. Today, for best results, your writing and your website code choices are equally important.
If you're not sure what to look for, ask someone you trust who does understand how smart, modern, website code is constructed.
Tip 15: Write Content From Inside Your Website Content Management System (CMS)
Some web writers use word processing software to write the text for their web pages. However, if the text content transfer process to a web page is not done correctly, word processing software can decimate the quality of a web page.
- Irrelevant and unnecessary normally invisible, hidden "junk" codes can be added to web pages when using word processing software.
- Detectable "Junk" code does not help your relationship with search engines, ever!
If you copy from your word processing software, and you don't take special preventative steps that filter out your word processing hidden codes, you'll almost certainly introduce "junk code" into your previously clean web pages.
Some web writers who still use word processing software to write content for web pages, are aware of these codes, and understand how to remove them. Yet, the task of writing high quality web pages is complicated unnecessarily.
Today, there are better, easier, smarter ways to write superb, high quality web pages:
- If you're still using word processor software to write your web page content, I recommend, do stop as soon as you can.
- Plus, if you're still using a WordPress, Joomla, or Drupal web content management system, strive to write your web page content within the website program, not through external word processing software.
The Solution: How To Write "Clean Code" Web Pages
Unlike word processing software, dedicated web page editors and web content management systems, are designed to help you write articles and blog entries that are better suited for the web. That's precisely what your Publii web page editor, or Joomla, WordPress, Drupal CMS is for.
Power tip: if your online CMS browser editing window is too wide, simply temporarily reduce the width of your browser window to say within about 6 or 7 inches, or 15 — 20 cm wide. Your eyes then do not need to constantly swing from left to right, so typing, writing, reading is more enjoyable, and creates less eye strain.
Better: if you're using the wonderful, "intelligently designed" Publii static website generator editor, your editing window will almost certainly already be automatically set at the optimum size for the device you're using.
If Your Web Page Writers Aren't Yet Ready To Stop Using Word Processor Software To Write Web Page Content
The simple, effective way to write web pages is to use a superb tool like Publii, or if you must, use Joomla, WordPress, or Drupal.
However, if for any reason, you still want to use word processing software, the steps below show how to remove the hidden "junk codes" word processors can generate:
- Once your word processor web page text is ready to publish, select all of your text.
- Choose the Copy command from within your word processor software.
- Open up a new plain text editor on your device. In Microsoft Windows, your can use Windows Notepad. In Apple macOS, TextEdit set to plain text, is ideal.
- Click or touch the destination location, to place an insertion point, where you want to insert your new text.
- Choose the Paste command. Your text should appear on the plain text editor page. The act of pasting into a plain text editor should strip out all of the unnecessary word processor codes.
- Still in your plain text editor, you can now choose the command to Select All again, then choose the Copy command again.
- Move to your WordPress, Joomla, Drupal, or other web content management system.
- Either create a new empty web page article, or find the article into which you want to add your new text.
- Click or touch the location where you want to insert your new text, to place an insertion point.
- Choose the Paste command from your WordPress, Joomla, or Drupal web content management system. Your "cleaned" plain text should be present on your web page.
- Carry out any formatting actions necessary for headings, subheading, boldface text, bullet lists, images, videos, and so on.
You can appreciate how the 11 steps above can become quite tedious especially when you're required to repeat the process regularly. So why put yourself through such a cumbersome, tortuous process?
That's why a better plan is to use a superb offline dedicated web page editor, like Publii, to write your web pages in a natural way. When you publish your web page, your correctly configured Publii web page editor software ensures that all the correct relevant codes are present.
Tip 16: Using One or More Images In Your Web Page Content Is Essential
The right image, or images, included within your written piece is like adding color to a black and white photo (though sometimes, the stark, raw effect of monochrome is precisely what you might want).
In most instances, the right image, or images you choose, form an essential part of your "story". Pictures transform. Some people are more motivated by text, others by imagery, and others by movement, video, animations, or from everything on which your web page delivers.
Tip 17: What Is So Special About A Caption?
An image alone is simply a picture. Yet sometimes, to some people, when we add a carefully worded caption, your image becomes a self-contained selling machine.
You can add a caption below an image, or even above, to the left or right of an image. What's more, today, smart web design techniques also allow you to embed captions directly onto an image when the user moves a mouse over your image, or touches the image on a touch device.
Even better, your caption can be created automatically as part of inserting your image on the page.
Tip 18: How Movement, Drama, Impact, Color, And Sound Work Together To Make A Point
Videos: don't we just love them? Compelling videos entertain, educate, enthral, even appall us. Yet one thing is for sure: their impressions linger.
For example, one memorable, thought-provoking video can be found over at Ted.com: a remarkable story from Janine Shepherd. Yet even after you create or chose your video, how you insert your video into your website pages can make a difference to your results. Details matter. So does reputation.
Tip 19: Resist The Urge To Over-Think Your Web Pages
Analysis paralysis, continual procrastination, inventing unnecessary delays, and writing countless drafts of articles for the web.
Sometimes, we can become so driven to think that we must be perfect, successful "this one time", that we fall into one of the many unexpected traps.
We can over-think and like a rabbit dazzled by car headlights, we may not know which way to turn. So we do nothing. Or we try to do everything: continual writing, re-writing, inventing hold-ups.
- Apply focus.
- Think clearly.
- Ponder your goal.
- Do your work well.
- Step by step is good.
- Carry out your due diligence.
- And publish.
- Then measure impact.
Clarity of thought often brings accuracy of result. Taking lots of consistent little steps is better than risking all on a one-shot wonder.
Tip 20: Delivering Web Pages For Your Two Groups Of Visitors
On the web, all components that make up your web page text need equivalent web code elements, as part of your articles and sales pages.
These are part of the process of writing in the 21st century. You may think that you're serving people alone; that is incorrect.
Online, you have two audiences:
- Search engines.
Both of which you would be wise to serve and consider equally. Here's why:
- People are what your website is really about: the central focus of all your efforts.
- Yet if you also consider the needs of search engines, like Google, Yahoo, Bing, your website can be seen by more people who are seeking what you're offering.
Tip 21: Be Kind To A Web Robot Near You: Use Search Engine Optimization (SEO)
High performing web materials today require search engine optimization. Search engine optimization of your written efforts is not about trying to trick search engines.
Rather, it's a process steeped in learning, and sometimes, re-learning about the web and helping search engines better understand what your web pages are about.
Please read that last sentence again.
However, there are three paths:
- There are ways that you can interact well with search engines to deliver better results for you, and ...
- Website building approaches that perform poorly, or ...
- A worst case outcome can mean your website essentially becomes invisible online.
Everything we do online leaves a breadcrumb trail. On the web, we leave signals wherever we go, even when we think there is no trail.
I suggest, leave a clear, good trail, and present tasty biscuits to your followers at the end. Help people help themselves. Think quality over quantity.
Again, if you're not sure how to start, ask someone who understands what is required. Why: SEO done incorrectly can hurt your website.
Tip 22: Seek To Understand The Web Today And Your Unique Place Within The Drama
In relation to what you do, explore, investigate what people want; what works, and what doesn't. Why: trends change.
One more point I want to suggest to you is somewhat hard to describe, yet no less valuable. If you're online today, you — yes you — are a player in this field of dreams. With web access and some know-how, anyone can win.
Most sit on the sidelines, and that's okay if you like the view. Yet if you're in business, from an organisation, or an individual who wants to earn more, get better results, build a better income, or build a better way of life, the sidelines are surely not for you.
Instead, using the web in the right ways can help you so much more today than ever before! If the results you have now aren't working, then you can change: do something differently. The points in this article, and many others, can help you get started.
Today often, for minimal costs, anyone can learn to become a writer and publisher on the web.
Tip 23: Try To Be Aware And Mindful Of "Over Planning, System Traps"
Sometimes, we can so easily become over absorbed in the technicalities of using various tools, spending so much time and resources on measuring, analysing, etc., that we forget that the main focus should be on communicating what we want to say, and how best to say our piece.
More men especially seem to be prone to this affliction. However, I suggest, for now, just keep this tip in mind. The following item, Tip 24, offers a remedy.
Tip 24: All Plans, Intentions, And Initiatives Are Nothing Without This One Crucial Ingredient
Action: I've kept the best for last. The web loves movement, change, evolution. Be part of the change you want to see on the web.
Taking considered action steps toward your goal is one of the best single things you can do. Action, above all else transforms.
Without action, all of your plans and ideas are like a ship without a rudder, heading nowhere.
Take action. The action you take, you alone own. Start now for now is just about as good a time as any. Tomorrow won't wait and today will be gone soon enough.
Too Busy To Write? Hire A Writer
Knowledge is a wonderful thing. We can always learn something new. Yet experience in using the knowledge we gain is something else entirely. Like the sublime taste of a fine wine, some high value skills just take time to master.
However, you can benefit. You don't need to blaze a trail through today's web jungle. Ask someone else who has already made the journey, who knows how to create winning paths.
Clients and many regular visitors know that while I develop websites, I come from a technical writing background. I am a member of The Society of Authors and previous member of the Institute of Scientific and Technical Communicators (ISTC).
I can work on one-off projects, or create regular content creations, and also offer retainer-based delivery.
When you hire me to write your web materials, to work on your problem or challenge, I will bring to bear on your project, well over 60,000 active hours spent testing, perfecting, writing and creating high quality, performing, search engine optimized websites, web pages and articles.
Want better results? Let better writing help you win: contact Brian.
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