Writing Copy Session at PubCon Vegas
First up is …
Suggests that web designers should come last. (During his presentation he pretty much made it clear that he doesn’t like designers ):-)
Create a usable navigation. He mentioned that your website navigation should tell a story.
Too many choices equals NO CHOICE! Make it easy for the customer to shop
Do not rely on your IT people to do your web writing. Never let a programmer write an error message that is going to be visible by a site visitor
Look out for designers who just want to show off and have absolutely no respect for your industry
Be sure to document every decision you make so that you can always go back to it and see why you did things the way they are
Once again … he hates designers.
Next up is…
She stresses on unique content (we know about that … let’s get some meat please)
Avoid free article sites
Many ecommerce sites make a mistake of using manufacturer copy to describe the product they are selling. She points out that site owners should write their own unique copy for every product. (This is not that hard … I hired a pretty good copywriter before to write copy for 800 products. It was good and under $800)
Be sure to add new content on a regular basis (Engines love this … especially MSN)
Suggests using Copyscape.com as a tool to check if the content is unique
Forums are a great way to generate unique content as well as ideas
Comments on your blogs also create that unique content
Next up is …
Heather Lloyd-Martin (sorry for the bad picture)
Sites should have keyword focus. Usually 2-3 keywords per page
Short copy doesn’t position well. Less than 250 words per page is not suggested though there are exceptions.
Be sure to have different titles for each web page
Don’t stuff content with keywords
Igor Mordkovich is an in-house marketing director for a NYC based online company. He also writes a personal blog on search marketing and advertising.
Igor’s Blog: http://www.bizmord.com/Blog