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How do you start to make sure your website content gets the attention it deserves? By defining who that ideal client is—and figuring out what they want.

How to define your ideal client

Visitors are coming to your website with a job to do. Maybe it’s to learn about something or buy something—but they’re not merely looking at your pretty design. Which means your site—and, by extension, your content—need to empower them to get that job done. To do that, start by remembering that your ideal client doesn’t …

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With a couple of tweaks, turn your contact page from bland and boring into something that will encourage more people to give you their contact details.

Writing a Contact page that works

Maybe you think of a Contact page as just a place to put a nondescript form. In fact, you can do so much more with your Contact page. With just a couple of tweaks, you can turn it from bland and boring into something that will encourage more people to give you their contact details. …

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Your Services page can just be a list of services or it can help you reassure leads who are close to buying from you. Here’s how.

Writing a Services page that works

Your Services page can be… Well, just a list of services. Or it can help you reassure leads who are close to buying from you. To do that—and you’re probably getting the picture by now—you need to focus on the benefits of your services, not just the services themselves. Don’t just let your prospects know …

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Turn your About page from one that’s taking up space on your site into one that helps you sell your services, that is, if you use these formula.

Writing an About page that works

Your About page needs to provide two primary pieces of information for your visitors: why they should read the page, and why they should do business with you. If you can answer those questions for them, you’ve got a better chance of turning a prospect into a client. And if you use the formula below, …

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It takes time, money, and effort to get a prospect to your site. Here are four tips on how to get your homepage to work for you, not against you.

Writing a homepage that works

It takes time, money, and effort to get a prospect to your site—so when they get there, you’d better make the most of the opportunity. In other words, if you can reduce the number of visitors who leave your site without doing anything, then your business is going to be a lot healthier. And your …

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Let's dive into the six essential pieces of information you need to know about what you’re selling. By doing this, you’ll know more about your offer.

Six questions about your offer

In my last post, I discussed three questions I ask about the physical requirements of a piece of copy. But in this one, I’m going to dive into the six essential pieces of information you need to know about what you’re selling: Who’s the company, and are they well known or unknown to your audience? …

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