Welcome to part 3 of my series on creating a customer-centric website. In this interaction-packed post, I’m going to tell you how to get visitors to act – we’re talking “engagement” – as in give you their email or agree meet with you. So. You got them to your site. Good job. Now what? You’re not […]
How to boost the persona-appeal of your high-value web pages.
(Part 2 of my 3-part guide to writing genuinely customer-focused website copy.) Are you talking to yourself? I feel like I should interrupt, but I don’t want to be rude. It’s an easy trap to fall into when it comes to the copy on your website. We spend so much time defining a mission and […]
So how does your buyer persona feel about your website?
Part 1 of my guide for ensuring your website content is genuinely customer-focused. There’s an anecdote in How to Win Friends and Influence People, where author, Dale Carnegie recounts the story of meeting someone at a party who talked nonstop about themselves. Carnegie hardly said a word, but after the party the person recounted to […]
Add peanut butter to your website’s career page copy.
One of the best things about freelancing at this one company was the copious snack collection offered free to all workers. Granola bars, fruit, juice, chips, artisan coffee—and yes, fresh peanut butter right from the machine. So when it fell upon me to write a career page that portrayed the company’s outstanding opportunities as […]
WANTED: Non-weird, Non-hermity Copywriter
I remember my first official freelance assignment like a dream that never was. I was working from my kitchen table. Framing my computer screen was a pretty view of the apartment cluster’s courtyard. The smell of coffee mixed nicely with the scent of salt air from the beach a block away. I remember sighing […]
Snowplow races and why paying a project fee beats hourly every time.
My house backs up to a cemetery and fronts up to a small but busy cul-de-sac maintained and plowed by our town. During a snowstorm, the cemetery side is where all the action is. Without exception, the guy who plows their roads has theirs cleared and salted hours, sometimes days, before the city sends […]
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Peace, love and seeing through stereotypes.
On the morning of November 9th, I found myself searching the faces of my neighbors as they drove by. “Friend or foe?” I worried. I wondered if my sprinkler contractor was going to show up—or anyone was going to show up to work for that matter. People who rode the morning train into Manhattan […]
You need a roadmap the most when you’re in a hurry.
I woke up in a panic a few Sundays ago. My daughter had a travel soccer game and we’d way overslept. The maps app said it would take 50 minutes but we only had 45. I reassured myself that those estimates only applied to little old ladies and snow plows. If I was driving, […]
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Nine Steps to Great Naming: Part II
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The Nine Steps to Great Naming: Part I
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