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ICANN (Internet Corporation for Assigned Names and Numbers) has voted to allow an unlimited number of new Top Level Domains. That means companies won’t be limited to just .com, but can go for.mcdonalds and .starbucks. On the face of it, the decision looks good for brands. But think again. The result could just be more [...] Writing effective sales copy requires you to have an out-of-body experience. You have to get out of your own world and put yourself in the place of your customer. Many companies are so concerned with what they want to say about their products that they never consider what their customers want to hear. Here are [...] A shocking number of companies invest in writing great copy for their Web sites, but miss the very basics of search engine optimization. Most sites totally neglect meta-data—the words and phrases used by search engines—in preparing Web copy. If no one can find your site, no one will read your copy, no matter how good it is. You can write great copy, rich in keywords and formatted to rank highly in search engines, but if you neglect your meta-data, and you are trying to run a marathon with your feet tied together. A good copywriter is a master in the basics of writing, but that isn’t good enough for the web. You need to master the new fundamentals of writing for the web. |
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