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Recruiters should start thinking more like search marketers in order to get more traffic to (and quality leads from) their job listings.
How to address that classic content challenge familiar to every travel brand...
Writing fresh, interesting copy about the same old places.
Just be a human. It's fairly easy to do. You are one after all.
This is a follow-up to my previous article five evocative examples of ecommerce copywriting where I highlighted how Onefinestay, Firebox, Norman Records, Firebox, Mr Porter and BrewDog use different writing styles in order to achieve similar goals.
The gains from creating quality copy for your ecommerce site are huge and widely varied: it can make your brand more trustworthy and foster a deeper sense of loyalty. Inventive, engaging or witty copy will entertain your customers and encourage them to stick around. The creation of original copy can also create a deeper job satisfaction because your writers will have more creative freedom.
This is before we've even got to the possible improvements in conversion rates.
How can all of this be achieved? Take a look at some of the examples below for inspiration and always remember the opening mantra.
I really enjoyed reading Graham’s article about great ecommerce product page copy last week. It set me thinking all afternoon and all night.
Ecommerce is an area I spend most of my time working in, both on my own ecommerce websites, and my clients’ ecommerce websites.
While a lot of the people that contributed to Graham’s article represent 'the big boys' of ecommerce and online marketing, I wanted to share my personal experience with writing ecommerce copy.
My operations are a lot smaller than those of the contributors to Graham’s article, but at the same time my experience is just as important to 'the little guys' out there, running ecommerce websites on a shoestring budget.
You don’t necessarily have to add amazing functionality to your product pages in order to make sales. Perfect the copy and you’ll be well on the road to success.
I’ve possibly never had so much fun writing an Econsultancy blog post. For an hour or so yesterday, I was listening to ‘old’ in-game radio adverts from the Grand Theft Auto computer games, handily available here.
Whilst they are hilarious, in aping existing companies they also use many of the ad man’s techniques to sell a product.
I’ve tried to succinctly describe these techniques in this post. I hope you enjoy the fake product names and slogans as much as I did, and aren't put off by the some of the products' slightly poor taste. Thanks to GTA Wiki, where I grabbed the crazy product images.
Earlier on, I published a post looking at best practices for product page copy, now it's time to show some examples of ecommerce sites doing this well.
In a nutshell, copy should be easy to read and scan, it should sell the benefits of the products and entice shoppers to make a purchase.
Different approaches will work for different sites, so some of these examples are descriptive, some funny, and some technical...
Product page copywriting is vitally important, but seems to be overlooked by some ecommerce sites, which simply plonk the standard manufacturer's descriptions on their pages.
Paying attention to product page copy can help improve conversions rates, as better copy can be more informative and persuasive.
It can also help your site to stand out in the search results over competitors who have paid less attention to their product descriptions.
I've rounded up some examples of great product page copywriting here, but first some views from the experts on the essentials for effective copy...
To all keyholders of the company spam cannon, before causing immense collateral damage by firing off emails that don't fit with the lovely idea of your brand, follow these ten pointers and, with me at least, you'll be guaranteed a pair of eyes.
Your company has invested a lot of time in building what you think is a great website. It's not only pretty, it's chock full of all the information about your products and services.
Then reality sets in: attention spans are short and as great as your website is on paper, it just doesn't hold attention long enough to convey all of the important information those customers and potential customers need to make the decisions that will boost your bottom line.
Mnemonics implies that two of three fundamental principles of memory are association and imagination. This post may be re-wording some things that people know, but I personally find it’s always easier to recall quirky pointers when working, rather than trawling my brain for dull information.
I’m quite a fan of Family Guy, I’ve no shame in admitting it. I also quite like search, although it’s not always as amusing and sometimes less socially acceptable to say so.
So, in a moment of madness, and I realise that I might be pushing things a little bit here, I’ve taken the time to slam the two together and tried to use a few episode titles to demonstrate how to produce great SEO-ready content.
The actual episodes might be different from the points I’m making, but hopefully the association will stick between the two. So, whenever you’re watching Peter Griffin’s antics on TV, you’ll suddenly begin thinking of SERPs...
I was discussing the contents of a client's paid search adverts recently and discovered to my amazement that my customer did not consider the ad text to be particularly important.
She asserted the adverts were simply functional and that there was such little space to play with anyway that it did not really matter what the content was, people would click on it or they would not.
Over the years, I've worked with many clients of all sizes and shapes. Many have been businesses that need help with their internet presence and ongoing internet strategy.
When the discussion turns to SEO, one of the most common misperceptions many clients have is that SEO is a destination; that you can do a few things and you'll reach the pot of gold at the end of the rainbow.