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Web pages or commercials? How to get confused
Yes...web contents writing is one of the most important
activity for web users. But while before web pages appeared in very poor colors and grey backgrounds, now they look like TV commercials, full of colors, images, dynamic settings and texts..just to help people to get confused.
If you are a web content writer for a company, a copy, or you just simply like to web writing, well..here you are some tips to focus on interesting posts that could be useful to reach a high level visibility.
First of all you have to know that majority of users surf the Internet when they search for info, not because they want to purchase something. Mainly, as maybe it often happens to you also, while you search for further info about an event, a location, a new product…then, suddenly, the feeling of a desire start to increase…and you’ve just begun to search for something you want.
Well…this happens when a good web content has been written, by a person that is able to share feelings and opinions with you.
Aspects you have to consider to create good and useful web-writings:
- amount of information;
- quality of contents;
- interesting details;
- educate users before selling them something;
- be thought-provoking;
So, even if it could be easy, well it isn’t! So remember, you need provide users with what they want and wish, don’t think about what they need. If they don’t want a thing, they will not purchase it; if they desire a thing, your selling is almost done.
(Copy)Writing short or long? The best is…
First thing to think about is the Headline. First aim for a copy is to catch readers attention… and the headline starts the race…and it must include the ‘promise’ for the readers.
It is generally said the brevity helps, because brevity means also easiness, concision, so writers can be better understood by readers. But there are some studies that state the exact contrary. Yes, easy and brief headlines can not always attract many people, because they aren’t so able to explain as the long titles normally do.
Then there is the body. Obviously, it has to be consistent with what you convey in the headline. And it works as the headline. I mean, they have the same importance, because if you launch a promise to draw readers’ attention, then you also have to make them satisfied with your writing.
And here you have to decide whether to use a long or a short copy. Actually, it depends on your topic. If you have a promotional aim, as in the online sales letters or landing pages, a long copy could not be the right answer. Instead, if you have to introduce a product or a brand, well, it is certainly better to describe more details and write about them in a specific and longer way. Yes, long copy generally outsells short copy (in this case)!
Hence, there is not an exclusive, long and short copies work both..and the best is writing something interesting and original and creative and fulfilling and compelling…and so on.
How many users land on a page?
Yes, we are going to talk about Landing Pages… and about the right strategy to create a useful landing page to attract your users.
First of all, you have to consider 3 main aspects:
1. its structure;
2. its Appeal;
3. its Goal;
They all contribute to build a successful Landing Page!
Landing pages are those pages that users come to after clicking on a link or a banner with a promotional aim; they are use to launch something new, or something that needs to spread and be known, so they are a basic marketing tool. That’s why it is very important to express or show products/brands clearly, so that users can be convinced to keep on visiting your website and discover more about what you want to promote. Hence, you must convert them.
– Structure. It’s on you whether to create an easy- and fast-to-read structure, or a long one. The kind of product & copy skills will certainly influence the development of the structure. And everything will cause the user to keep on reading – in the case he finds the landing page interesting – or not. Surely, it is the first point to boost your users to set your plan.
– Appeal. When we talk about appeal, we mean its visual image. Generally, all landing pages show features, colors, fonts or anything that could be easily and mentally connected to the brand or the product promoted. Obviously, you need to focus on the right way to catch users mind and interest. So the techniques, in this step, are many: you can consider to use a colorful background and just add texts using large font sizes, or opt for white background and images and texts that could clearly express your promotion. Just take into that you don’t have to distract users away from your main proposal.
– Goals. Even if considering user conversions as the most important aim, specifically talking, we can also consider more ‘sub-goals’: conversions could be to sign up for a mailing list, buy a product, register in to ask for further information about something and fill out forms.
Hence, in order to create a perfect landing page, before these 3 steps, just think about building a page that not only has to encourage your visitors to complete s specific action/goal, but mainly to persuade them!
That’s why Landing pages are also called ‘Capture Pages‘! No way out.
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Online campaigns: to pop or not to pop?
For those who want to improve their website or product visibility, for those who want to increase their brand awareness, for those who want to reach lead generation db: online campaigns are the most suitable way to have good results in a few time.
Considering the wide range of opportunities that Web offers, you are free to decide which kind of strategy to activate. Banners are obviously the best things to send a message to your clients. It doesn’t matter if the message is communicated by a text or a graphics, the only important thing is that it has to appear in the right place & at the right moment! Delicate issue.
We are going to analyse 3 specific kind of banners: pop up, pop under and interstitial banners.
When is the best case to pop up?
Pop up banners campaigns are very useful to draw users attention; they are very popular because of their capability to ‘be visible’ and appear to the users – with text or graphics. This kind of strategy could be also considered as ‘invasive’ so you must pay attention to use pop up banners. High expertise has to be applied, because if not applying a well-structured techniques, there is the risk to dangerously encroach on users’ territory. So be careful and try to avoid the ‘boomerang’ effect!
Pop under banners, instead, are windows that appear ‘under’ the user’s one. This means that user can enjoy its web experience and read the info he was searching for, and after finishing this action, these banners pop. So they are less invasive than pop up and you can risk less. Moreover, they are very useful in case of launching a new product or for a start up visibility.
Finally, let’s talk about interstitial campaigns. They develop through full screen windows that appear in a separate pop up browser window, between two different web pages. They can be compared to TV commercials in a TV program. They generally last from 5 to 30 seconds and can include images, animations and videos.
Hence, to pop or not to pop is not the right question. As generally known, the main important thing is to make our advertising funny, different, original and remarkable, avoiding to annoy the users. Keep it simple, keep it funny!
Facebook, inescapable Facebook
How many of you still haven’t dealt with FB? Maybe no one.
This is why Facebook and all other social networks have become an essential part of our life and above all our work! 
Apart from the actual social side of its features, the main important thing is that it is becoming even more necessary for the companies and web agencies in general, in a business sense. At the moment, all companies have a Facebook Fan page to promote their activities.
These kind of pages are really a lot, but only a few are very well managed. People who are in charge of managing the social side of the company need to be aware of the current strategies to reach a good visibility. Because the aim is definitely to reach an high level of visibility.
Through some good social skills and time to spend on the platforms, it is possible to interact with users and friends.
Another important way to promote a company’s activity or products is through the online campaigns. Yes, also Facebook can improve your visibility thanks to Facebook online campaigns, or better texts advertisements.
It is possible to operate with CPC or CPM, cost per click or cost per impression; the kind of campaigns you choose depends on your aim. CPM is useful when you want your target to understand your promotional message or create awareness, while CPC makes sense if you want people to ‘land’ to your page; generally CPM ads are less expensive than CPC ones, but for this reason they are more at risk. It means CPM ads do not guarantee the same results as CPC ones, because it’s not so sure that people who see your ad is actually interested in your product, so they can be like a ‘fake’ interested clients.
Then you have to decide for the daily budget and the time periods of the campaign.
This is just the first part, the beginning of Facebook campaign, but it is not enough. You also need to create an effective landing page, where the text of the advertisement users read before, is repeated.
When users arrive to the landing page, your deal is almost done!