Set Yourself Apart From The Ordinary
I have written at length about the need to anticipate your visitors' needs. I have talked about how the first screen of the homepage needs to connect immediately and directly with the task each visitor has on his or her mind. I have talked about finding the search words and phrases people use to find your site, so you can use these same words on your homepage. And so on and so on.
And I think it is all good advice. When visitors arrive at your site for the first time, the best outcome you can hope for is that they think, "Excellent, I'm in exactly the right place. I can find what I'm looking for right here."
The problem is, the more you write the page to suit the needs of the reader, the less character it has.
There is a danger that you will become like that person at a party who roams from group to group, agreeing with everyone and simply reflecting back everyone's opinions and views. People like that are boring and ultimately very irritating. They never risk expressing opinions of their own.
The same thing can happen with a website. The more you try to please people, the thinner the character of your company or organization becomes.
The web has always been a place where strong views and opinions are highly valued. Think about the newsletters you subscribe to and the discussion lists you take part in. The most valuable contributions are those that express real character, where people take a strong position and are not afraid to express it and stand by it.
So there is a balance here. Yes, write your homepage to appeal to the reader, but also let some of the character of your organization shine through. This doesn't mean adding the mission statement, or shoveling the latest corporate sound bites onto your site. Heaven forbid.
But you can express some character. You can say what you believe. You can take a position and let people know what you stand for, and what you stand against.
The benefit? You'll differentiate your site from others in the same space. You'll stand out from the crowd. You'll be recognized. You'll earn respect for taking a position. You'll catch people's attention. You'll make them want to tell their friends and colleagues about your site.
You don't have to take it to extremes. You simply need to write in a recognizable voice.
Enough to set you apart from the ordinary.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
 Google News Updated : Wed, 15 Oct 2008 17:58:10 GMT Obama’s spending how much on ads? - Christian Science Monitor
Christian Science Monitor - By Jimmy Orr | 10.15.08 It’s been a week of non-surprises thus far. Dallas Cowboys cornerback Adam “Pacman” Jones has been suspended - again. McCain calls for 'voter fraud' inquiry A stolen election? Publ.Date : Wed, 15 Oct 2008 16:03:33 GMT It's officially over: Madonna and Guy Ritchie are divorcing - New York Daily News
New York Daily News - BY LEO STANDORA Madonna's marriage to Guy Ritchie really is kaput , her rep told the Daily News on Wednesday. "Madonna and Guy Ritchie have agreed to divorce after 7 l/2 years of marrige," Liz Rosenberg said in a statement. Video: AP Exclusive: Madonna, Guy Ritchie to Divorce It's Official: Madonna And Guy Ritchie To Divorce Publ.Date : Wed, 15 Oct 2008 14:56:56 GMT AMR Plan to Buy 787s Will Update Fleet, Bolster Boeing Program - Bloomberg
Bloomberg - By Susanna Ray and Mary Schlangenstein Oct. 15 (Bloomberg) -- AMR Corp.'s American Airlines said it may buy as many as 100 Boeing Co. AMR overcomes fuel costs to squeeze out small profit AMR 3Q Net Down 74%, To Buy Up To 100 Dreamliners Publ.Date : Wed, 15 Oct 2008 17:24:10 GMT Polls: McCain forced to play defense in some red states - CNN
CNN - HEMPSTEAD, New York -- New polls out Wednesday in some crucial states that could decide the race for the White House suggest Sen. John McCain is having to defend himself in areas that once were reliably Republican. Union sues over policy banning political material at polling places Pollsters say odds of McCain winning election 'incredibly remote' Publ.Date : Wed, 15 Oct 2008 16:34:00 GMT Migraine-hit Janet Jackson to resume US tour - Reuters
Reuters - By Alex Dobuzinskis LOS ANGELES (Reuters) - A rare form of migraine forced Janet Jackson to cancel several dates on her Rock Witchu concert tour but she planned to return to the stage on Wednesday in Washington, DC, her manager said. Jackson was laid low by migraines Janet Jackson: She's Baaaaack* Publ.Date : Wed, 15 Oct 2008 17:02:47 GMT Hurricane Omar gains strength and nears Puerto Rico - Reuters
Reuters - By John Marino SAN JUAN (Reuters) - Hurricane Omar strengthened on Wednesday as it bore down on Puerto Rico and the small islands of the northeastern Caribbean, and could be a "major" storm by the time it reaches them, US forecasters said. Omar on the Move. Paloma Next? Hurricane Omar heads for US Caribbean islands Publ.Date : Wed, 15 Oct 2008 16:12:36 GMT Jerry Jones exposed as gutless by Goodell's ruling - FOXSports.com
FOXSports.com - by Ian O'Connor Ian O'Connor is the author of the New York Times bestseller "Arnie & Jack: Palmer, Nicklaus, and Golf's Greatest Rivalry," which Kirkus Reviews calls an "exemplary sports history. Video: Dallas' Adam Jones Suspended Again Give Cowboys credit for not counting on Adam 'Pacman' Jones too much Publ.Date : Wed, 15 Oct 2008 16:52:30 GMT Increased Web Site Traffic |
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