Do the Web Write

The hardest part of making a successful website isn’t “making” it—you can hire someone to do the design and coding. The hardest part is writing great content that will attract readers and keep them coming back. Do the Web Write is a complete guide to writing (and running) a successful website. This is not a book on how to code your website, but a book on how to determine what pages you should have on your website and how best to write them. The book is written in plain English and covers many different types of websites, including blogs, corporate websites, social networking sites, and small business sites. Online technology will change each year, but what remains constant is that a website needs great content, written in an engaging and web-friendly manner, to make it a success. This book takes you step-by-step through every essential page you’ll need on your website and demonstrates how to write each page.Learn the fundamental elements of a successful websiteFormat your website in an order that’s user friendlyWrite attention-getting blog postsCreate helpful FAQ pages to generate more trafficWrite press releases that get attention on the webWrite successful “landing pages”And much more!

Learn how to effectively write for and market your website.

The hardest part of having a successful website isn't building or coding it. The hardest part is knowing what to say, where to say it, and how to write it. Written in easy-to-understand language, Do the Web Write will show you how to write persuasively for the web, how to market your website effectively, and ultimately, how to succeed online.

INTRODUCTION xvLet’s Start at the Beginning xvWhat Do I Mean by “Now What?” xviOkay, Who Am I, and Why Should You Listen to Me? xviiWhat This Book Is xviiiWhat This Book Isn’t xxiAbout the Pictures xxiiA Note to Web Designers xxiiA Few Disclaimers xxiiiSay It Again, Dan … xxiv1 Understanding Website Conversion and Targeted Traffic 1Website Conversion Basics 1Hits versus visits 2What is an “action”? 2Establishing your conversion rate 3So what is an acceptable website conversion rate? 3How to Use Conversion Rates 4Let me tell you a quick website conversion story 5Website Conversion Rates are a True Indicator of Success 6vCONTENTSvi Do the web writeTargeted Traffic 7What is targeted traffic, and why is it important? 7How do you get targeted traffic? 7Wrapping up targeted traffic 122 The Fundamentals of a Successful Website Today and Tomorrow 13The Early Days 14How the Web is Currently Used 15Okay Dan, So How Exactly Do You Let Visitors Know They Should Use You? 15Laying the Foundation of a Successful Website 16A Successful Website Answers Six Basic Questions 16Who you are 17What you do 17Why someone should do business with you 18What locations you service 18How someone goes about using you 18When? 18A Successful Website is Simple to Use, and Does Not Frustrate Users 19A Successful Website is Easy to Read 22Font size and style 22Formatting 22The writing itself 23The “Furman 21” Website Questionnaire 25To whom should you give the questionnaire? 25So what do the answers mean? 263 Page Order and Information to Include 31A Word on Navigation 32What Type of Website Will You Have? 32Service websites 33Product websites 33“Informational” company websites 34Information (Pages) Needed for the Three Types of Websites, and the Page Order 34Contents viiPage order and page information for a service website 35Wrapping up the service site 41Page order and page information for a sales website 43Wrapping up the sales website 48Page order and page information for an informational website 484 Dan’s 11 Rules of Effective Website Writing 50Rule 1: Web Copy Must be Scan-able 51Headlines 52Subheadings 56Bullet points 61Rule 2: Use Short Paragraphs 62Rule 3: Don’t Dwell (Keep Your Pages Short) 69Formatting 69Content style 71Rule 4: Throw Out the English Rule Book 74The way we are taught to write is wrong (for business) 75How many rules does your reader know? 75Write like you talk 76Okay, so what rules of English do you need to know? 76Commonly misspelled words and misused phrases 77In closing 77Rule 5: Do Not Preach to the Choir 78Targeted traffic revisited 79What’s your problem? 79What are they expecting from you? 80Rule 6: Keep Your Audience in Mind, but Don’t Alienate Anyone, Either 81Write so your audience understands you 81Don’t alienate anyone 82Dancing between the two 82Lose the corporate jargon, again 85Rule 7: Write with Confidence 85Confident words and phrases 86viii Do the web writeRule 8: Use the Word “You” a Lot 89How often to use the word “you” 90One more “you” myth dispelled 91Rule 9: Bolds, Italics, Underlines, Parentheses, Dashes, and Other Formatting Tricks 91Bolds and italics 92Different color fonts 93Highlighting 93Underlining 93ALL CAPS 93Dashes 94Ellipses … 95Overdoing punctuation 95(Parentheses) 95Why asides are important 96In closing 96Rule 10: Lots of Escape Hatches (Calls to Action) 96Rule 11: Be an Oreo® 98What do I mean by “be an Oreo®?” 98Intermission 101Short Recap 102Moving Forward 1035 Writing for Your Home Page 104The Three Main Things the Writing on Your Home Page Needs to Address 105Tips on Layout 105Keywords and Keyphrases 111Wrapping Up the Home Page 1126 Writing for your About Us/Why Use Us Page and your Products/Services Pages 113Your About Us/Why Use Us Page 113Straight about us page 114Using a why page also 115Products/Services Pages 116Contents ixServices page(s) 117Products pages 1197 FAQ You 120Frequently Asked Questions (and Answers) 1208 SEO and “Traffic”-type Writing (Blogs, Articles, Press Releases, Pay-per-click Ads) 126SEO (Search Engine Optimization) 126SEO Explained 126The keyword myth 126Beware of SEO companies 127SEO Writing 129Press releases 129Articles 135Blogs 138Some final thoughts on SEO 140Pay-per-click (PPC) Ads 141A very quick primer 141Writing PPC ads 1419 Alternate Landing Pages and Microsites 143The Concept Behind Alternate Landing Pages and Microsites 143Alternate Landing Pages 144Alternate Landing Pages and PPC Ads 145Microsites 145Other advantages of using microsites 147Domain names and hosting for microsites 14710 Dan’s Bonus Chapter (Even More for Your Money) 150Why All of This Website Conversion Stuff Matters 150Do Not Put Up Roadblocks 151Stop Hiding Your Phone Number 151Stop Scolding Me About Copyright When I Right Click 151If You Aren’t in a Band, Don’t Play Music 151x Do the web writeKeep Dates Updated 151Answer Your Email / Quote Form 151Turn Off Your Spamblockers 152Make Sure I Can Do Business with You From Anywhere 152Re-Read Chapter 4, Rule 7 152Join and Participate in Online Forums for Your Industry 152Write and Post Articles 152Look At (and Learn From) Your Competition 153Be an Oreo (Again) 153Give Something Away 153Internet Success Comes in Small Increments 153Keep the Focus on Your Website Visitor 153Check Under the Hood Often 153Understand the Changing World 154