How to Write for Your Buyers
Every company or organization with a website should be writing for their audience. Meerman Scott points out all the "gobbledygook" that sneaks into Web site content. These are words that are so nonspecific they could be applied to any company just as well as they could be applied to yours, and they don't really tell your audience anything about you. It's also important to talk in language that fits your company's brand, language that would sound familiar and still professional to your audience.
How Web Content Influences the Buying Process
Having a buyer-centric Web site is perhaps the most important thing I've taken from this book. In this chapter, Meerman Scott discusses the importance of creating a site personality, including ways for site visitors to interact with the site, providing a place for visitors to give feedback and using RSS. A site should also lead potential buyers into the sales cycle.
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