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I ended up on a local personal trainer's web site last night. She had a great story and I was intrigued by what she offered, even though I hadn't started out searching for a personal trainer. (Doesn't that happen all the time - you start out researching something and end up reading about completely unrelated topics as you go where the Web takes you!)

Well, I didn't take the step to "find out more" even though I'm probably at a stage in my life where I could use some help with setting up an exercise routine. Do you know why? Because she didn't ask me to.

Her site was nicely written with no typos or grammatical mistakes. But it was evident it was not prepared by someone who understood copywriting best practices, and therefore didn't understand how to guide her online readers to take action.

Incorporating some guidance for your readers can be as simple as interlinking site pages from your copy. When you mention a service area in your copy, for example, link to the page with details on that service so someone can click through to learn more at that exact point if they want. After all, who remembers at the bottom of a page what it was they wanted to know more about? You're putting the burden on your reader if you're expecting them to figure it out from your navigation menu only.

This also brings up another point - what options are you giving your readers at the bottom of your pages? This is a prime opportunity to point them towards taking the next step and contacting you or digging deeper to find out more about certain topics. Don't leave them hanging, guide them toward taking action!




Search Engine Optimization Blog Article...