Branding Copy and Web Sites: A Bad Fit

The trouble with using text as a branding tool on web pages is that it gets in the way of what visitors are looking for. Visitors want and expect text to be useful and information. They are in 'active' and 'engaged' mode. They are searching. They want something. Text that isn't useful is disappointing.

Usborne, Nick. Excess Voice (2004). Articles>Web Design>Writing>Marketing

Content for Tourism and Hospitality Sites

My worst experiences with hospitality sites have been to do with vague location, online timetables, poor follow-up communication, and out of date information. I have wasted days as a result, which I hate.

McAlpine, Rachel. Quality Web Content (2004). Articles>Web Design>Marketing>Writing

Give Your Testimonials More Credibility

I think that the people who give the testimonials do so for the additional exposure they receive for their own names, sites and businesses. I also think they do some mutual back-scratching, and hype each other's products and services. In other words, the testimonials are just additional sales text. They have no credibility as outside, third-party endorsements.

Usborne, Nick. Excess Voice (2006). Articles>Writing>Web Design>Marketing

Planning for One-to-One Web Marketing

The key to a successful advertising campaign is repetition. The same is true for a successful Web site. Marketing managers know that repeat contact with prospects develops an affinity for your products and services - and therefore, greater revenue.

Allen, Cliff. Allen.com (2003). Articles>Web Design>Marketing>Writing

How to Write Web Copy That Sells

How you write your copy really makes a huge difference to your online sales. And even if you don't sell products directly, good sales copy will help you persuade the user to make a donation, subscribe to your newsletter or complete an application form. Here's how you do it.

Content Strategy (2009). Articles>Web Design>Writing>Marketing

Content Based Sales

Content-based sales means using high-quality content to generate traffic, which you then use to earn money (but not necessarily on the web-site).

Content Strategy (2007). Articles>Web Design>Writing>Marketing