Presentation slides from Business Forum Mid Devon meeting. This covers the basics of creating better website content and using written content to market your business on-line.

1. WORDS MATTER
Richard Hussey
Owner, RSH Copywriting
PUTTING WORDS TO WORK rshcopywriting.co.uk

2. WORDS CREATE AN IMPRESSION
• "Our enemies are innovative and resourceful, and so are
we. They never stop thinking about new ways to harm
our country and our people, and neither do we."
• Knowing what you meant to say counts for
nothing.
PUTTING WORDS TO WORK rshcopywriting.co.uk

3. WRITING TO IMPRESS
• We are a multi-national, multi-disciplined, and multi-functional team
of natural reputation problem-solvers. Our variety of experience
means we recognise opportunities and challenges for our clients.
Through a focus on training we develop highly-skilled consultants
with a passion for the insights and innovative thinking… (real
website content)
• If you have a good story to tell about your business,
simple, easy to understand words, are all you need.
PUTTING WORDS TO WORK rshcopywriting.co.uk

4. GROWING YOUR BUSINESS
The purpose of a website is to help you grow
your business, not to make you feel better.
Focus on:
• Persuasive website content
• Why just ‘having a website’ is no longer
enough
• Words that help you get found, engage and
convert
PUTTING WORDS TO WORK rshcopywriting.co.uk

5. CLARITY AND PERSUASIVENESS
• When it comes to being clear and
persuasive, is your site 1/10, 5/10…?
• Would it make a difference if you were
10/10?
• Persuasive doesn’t mean ‘in your face
selling’
PUTTING WORDS TO WORK rshcopywriting.co.uk

6. WEBSITES ARE FOR CUSTOMERS
• ‘You’ not ‘We’
• What people want to know:
DO YOU UNDERSTAND CAN YOU MEET MY
MY NEEDS? NEEDS?
CAN I TRUST YOU?
PUTTING WORDS TO WORK rshcopywriting.co.uk

7. EVERY PAGE HAS A PURPOSE
1.Who is it for?
2.What do they need to
know?
3.What do I want them to
do?
PUTTING WORDS TO WORK rshcopywriting.co.uk

8. THINGS TO REMEMBER
• Make things easy to find
• Be positive
• Be clear
PUTTING WORDS TO WORK rshcopywriting.co.uk

9. REMEMBER
You have
less than 3
seconds to
grab
attention!
PUTTING WORDS TO WORK rshcopywriting.co.uk

10. A BIT ABOUT SEO
• Google rules
• Rankings increasingly determined by:
– Content quality and currency (inc. video)
– Links
– Social Media activity
• Choose keywords carefully and don’t stuff
• Plan your pages and your SEO
PUTTING WORDS TO WORK rshcopywriting.co.uk

11. GETTING FOUND CAN BE DIFFICULT
PUTTING WORDS TO WORK rshcopywriting.co.uk

12. CONTENT MARKETING
• Publish online content to:
– Get noticed
– Build trust, make prospects more sales-ready
– Earn back-links
– Grow your business
• Low cost, high impact – if it’s based
around good, relevant content
PUTTING WORDS TO WORK rshcopywriting.co.uk

13. CONTENT, SEO AND SOCIAL SHARING
SOCIAL SHARING
Twitter
SEO Google+
LinkedIn CONTENT
(incl. Blog, e-Newsletter,
groups) etc
white papers, video
Facebook etc
reddit
Pinterest digg
Stumbleupon
PUTTING WORDS TO WORK rshcopywriting.co.uk

14. BLOGGING
• Drive traffic to your site with useful articles
• Earn links and boost SEO
• What do I write about?
– Which bits of business do you want to grow?
– Who’s going to buy it?
– What do they care about?
– What challenges do they face?
PUTTING WORDS TO WORK rshcopywriting.co.uk

15. GOOD BLOGS ARE…
• Frequent
• Relevant
• Helpful
• Interesting
• Well written
• Use a professional if you find it hard
PUTTING WORDS TO WORK rshcopywriting.co.uk

16. BLOGGING
• Generates targeted traffic to your site
• Improves SEO and search traffic
• Works best with social media engagement
PUTTING WORDS TO WORK rshcopywriting.co.uk

17. Blogging Focus
PUTTING WORDS TO WORK rshcopywriting.co.uk

18. IN SUMMARY
• Just having a website is not enough
• Focus on the customers you want to have
• Keep your words simple and positive
• Become a publisher: get noticed, build
trust and build business.
richard@rshcopywriting.co.uk
PUTTING WORDS TO WORK rshcopywriting.co.uk