This post is Part 3 of a three-part series on infusing the know, like, trust factor into your website and content. If you haven’t read them yet, find Part 1 on KNOWING here, and Part 2 on LIKING here. 3. TRUSTTo trust you, your prospect must feel safe with you. Although the trust element is easier to […]
This post is Part 2 of a three-part series on infusing the know, like, trust factor into your website and content. If you haven’t read it yet, find Part 1 on KNOWING here. Part 2: LIKETo like you, your prospect must connect with you. What does it mean to like someone? I’m not talking “like like,” as […]
You’ve heard it said that people prefer to do business with people they know, like, and trust, right? Me, too. Yet everytime I hear that advice, I think, “Okaaaaaay….” It sounds nice, but what does it really mean to know, like, and trust someone? What does it take for someone to know, like, and trust you, or your […]
Imperfect action ≠ crappy content The gurus say that imperfect action is better than no action. In a way, I agree: It’s better to have an “imperfect” something out there than nothing at all. BUT. A huge BUT. Imperfect doesn’t mean “crap.” Glaring content issues that shout “CRAP!” to everyone Imperfect doesn’t mean you let content out of the house with […]
When credibility takes a hit, trust does, too. A new study by the UX design folks at Nielsen Norman Group confirmed what I already knew: to sell successfully in the online space, your website must give readers a sense that your company is credible and trustworthy. Although the study focused on B2B buyers in China, its […]
Creating 30+ pages of web content from scratchWhat a fun web content project!I had worked with this company’s VP of Marketing for many years as he served in different roles–first as a consultant for a management consultancy, next as a marketing guru at a SaaS company. This time, he called me to to help with […]
Creating new content after a rebranding effortAfter a rebranding effort, this leading provider of cloud-based, customer-experience software turned to me for fresh SaaS web content for its new site.I’m familiar with the space and had been working with the company’s updated messaging for several years, so I didn’t need to conduct external research.To write the […]
Guiding people to YES for online and live certification programsOne of my clients, a B2B SaaS provider, wanted to better market its online and in-person certification programs. I had little content to start with–just the bare bones.My job? I had to do much more than write; I had to figure out what content people needed […]
Selling yourself through your web contentIf you’re a consultant, then you already know that when you’re selling your services, you’re really selling yourself. You also likely know that buyers of your services often form first opinions of you based on your website content.That’s why I like to interview my consulting clients, and why I’d like […]
Using web content to convey a sense of qualitySometimes companies want web content to project a clear voice, whether it’s a sassy, “we can help you” confidence or a lyrical, “we mean quality” refinement.This company–a provider of handcrafted Amish gazebos, decor, and furniture–wanted the latter to draw readers in and help them envision their lives […]
Speaking the language of experts for a niche medical consultantWriting web content for a medical consultant is no different than writing web content for any other audience: No matter what product or service you offer, no matter your space, your web content needs to speak in the language of readers. This is especially critical when […]
Educating, inspiring, and shifting mindsets for a technology startupIs your product or service new or unique, so much so that people don’t yet realize they need it? In such a case, the job of web content is not to differentiate; instead, it is to educate, inspire, shift thinking, and create awareness.When this then-up-and-coming provider wanted […]
Differentiating a talent agency / event planning companyIn my mind, this project exemplifies why you need more than a “writer” to help you produce web content, brochure content, or whatever it is you want to create. Why? Because what you really need is to be able to — through your content — answer reader questions, […]
Differentiating a translation and localization agencyNeed web content?Chances are good that most of your prospects are scouring the web for information long before they initiate contact with your company.And you know what they say about first impressions….That’s why it’s so important that your content does a solid job of differentiating you and building a case […]
Simplifying complexity and creating awareness / interest with educational web contentIf your space is complex, either the buy or the offering itself — if readers generally tend to have lots of questions and objections on the path from awareness to purchase — then you might want to consider a dedicated area on your website with […]
Sassy SaaS web content:Punching up content by injecting a little attitudeFor this project, the client gave me an initial set of content to edit. But the content needed more than editing, so I rewrote, sprinkling in messaging and, at the client’s request, a bit of surprise and sassy SaaS web content attitude as I went.I […]
