Copy Writing - WebSubstance - Web Design and Search Engine Marketing

Telling a Relatable Story


In the online marketing world, it's tough for companies to stand out. In many industries, competitors are elbow to elbow -- not only on the street, but also on the Internet, where millions of users type in the same keywords to look for product or service providers.

How Do You Beat These Online Marketing Blues?

In the earlier days, companies used strategies like keyword stuffing and detailed SEO page ranking implementations. They prayed their pay-per-click advertising that would pick up more web traffic than their competitors.

These days, more companies are investing in bigger, better and more professional websites to present a better face to their audiences. This can help a business to gain market share in its local community and reach out to a more distributed audience around the world.

Who Are You?

One of the big questions that anyone asks when they research a company online is 'who's behind this company? Where did it come from?' Of course, they're looking for what it's selling, as well -- which is why it's a good idea to have specific product pages and other technical information available to easily access on the site for these experienced shoppers. But beyond that, people want to have a sense of they are buying from, and what the company stands for.

Too many businesses shrug off this responsibility and talk to customers from behind a rather anonymous web portal. It's better, however, to see this as an opportunity to really get your message out and distinguish yourself from a flood of other businesses in your industry.

Building the Narrative

Some of the smartest online marketers know that personal narratives drive engagement and, ultimately, acquisition.

Think about a doctor who posts his or her bio on the provider website. Why would you do this? Why not just show what you're selling, explain treatment, and be done with it?

The reason is because the doctor's own personality and personal profile and philosophy of care are tied to what he or she is selling. You're not just selling a service -- you're selling that person's experience and skill and authority … and his or her bedside manner. Think about it -- what do people say when they pass on business recommendations through word-of-mouth? Do they talk about the products and services -- or do they talk more about the business owner?

So the next time you see a developed personal bio on a doctor's website, or you see a lot of really specific company history on a retailer's website, keep in mind this is a deliberate strategy that works out in that business's favor.

Want to Tell a Better Story for Your Business?

WebSubstance can help. We've extensive experience helping clients to innovate on the web. We can craft your business story that your prospects will love to read and share with others. Building relatable narratives for readers is a smart way to convert them as customers.  

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What Do You Do?

It's a question that individual people ask each other at dinner parties, on the street or in any kind of informal meeting. But it's also something that web visitors ask companies every time they go online and eventually end up on a landing page.

People want to know what your business is about. From the very first mouse click they want to get a rough idea of products and services, as well as the philosophy of the business. They don't want to see a cryptic business name and some vague images -- they want real information so they can get about the business of making shopping choices.

Companies that understand this principle are well-positioned to do business on the Internet – which is the primary channel of business today. They invest in storytelling and narrative that makes a difference and set their websites up for success.

Don't Wait for "About Us"

One big trend that you'll see in web design today is that most landing pages have a concise and transparent summary of what a business is all about. It's essentially an elevator pitch, boiled down to its essentials and placed in a prominent spot where web-surfing eyes can see it.

The old strategy of doing a more elaborate presentation on an 'about us' page is pretty much dead. Companies have woken up to the idea that people aren't going to do a series of page navigations just to get to a basic description of a business. They're going to expect that upfront, so that they can choose how to navigate the site based on that information.

Smart Menus

Smart web design also extends to menu options. Instead of just tabs that say 'services' or 'products,' many companies are putting much more detailed labels on menu tabs in order to guide customers in a better way. Another related strategy is to actually put product images and specs in small, accessible boxes on the landing page -- that way there is another single-click strategy in place where companies can direct visitors straight to product information, or even to a shopping cart.

You'll see a lot of these trends in website content and design from the smart businesses on the internet. Some of these stuff might cost money, but other similar methods can be done on a shoestring budget.

At WebSubstance, we help our clients put together comprehensive web strategies that work. We understand how to get your message out to people quickly, and how to make your web footprint a more effective ambassador for your business. Ask us about everything related to your company website to get a new and improved outreach strategy in place and drive leads and profit. Let an established, professional agency of Northern Virginia help you touch up your website, and you'll see the positive differences soon!

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Is Bounce Rate Bothering You?

What is a bounce rate, and why should you worry about it?

The bounce rate is one of those very important metrics for your website performance. A bounce is a single-page session on your site. In Google Analytics, a bounce is calculated when a user opens a single page on your site and then exits without clicking to or visiting any other page. Bounce rate calculated as the percentage of all sessions on your site in which users viewed only a single page.

So it is no-brainer, if you see a high bounce rate in your Analytics, you have reasons to be worried. It simply means visitors coming to your site are not taking any interest in your website, your business or your value prop. Usually a bounce rate higher than 30% is not good.

So you what can do? Let’s try to understand the possible reasons for a bounce. It can be one or combination of many in the following list

  • Website content is not well written or not clear enough to convey the business service or product, making it difficult for a new visitor to figure it out in a reasonable time.
  • Website design and navigation are not good enough for a visitor to stay interested in browsing the site.
  • You might have the best design and copy, but your site downloads quite slow; your visitor is impatient, and she or he will bounce.

Serious businesses always pay attention to lower the bounce rates. They want eyes on the page, not just page views. In fact, in many cases, time spent on the page has become more important than the raw number of page views that you get.

Let’s talk about the copy and content factor for the bounce rate.

Create Clean Text for Visitors, and Make It Make Sense!

Investing in quality text is one of the best ways to make sure people stay on your site to see what your business has to offer.

Breaking Down Text

Another key rule is to avoid the temptation to hammer web readers with long, dense paragraphs of text. Even if you have something technical or detailed to say, it's imperative to keep sentences and paragraphs short. It helps both ways, for human and search engines. You’ll get less bounce from human, and search engines will look at your site more favorably as they also prefer structured content.

Hide the Hook

Of course, it's also important to really have something to say to people. At the end of the day, you need to be reinforcing real ideas and concepts that appeal to your customers.

How can you take care of all these?

You don’t need to. Let WebSubstance take care of your bounce issue and website copy. We have extensive experience helping clients to get their messages heard on the web correctly and in an engaging way. Along with web2 standard design and UX, illustrations and high-quality photos, we provide complete copy services for your main business sites, blogs and social media. And that will have a great impact on your sites bounce rate. Ask WebSubstance about how our teams can make it easy for you to build or revise a web site that’s really inviting, not just a “wall of text.”

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Contact Us

WebSubstance
21800 Town Center Plaza, #266A-281
Sterling, VA 20164
(703) 470-0808
Jenny Le - President
contact.info@WebSubstance.com