How’s Your Website Doing?

Posted on by Shannan Seely

Hire a pro copywriter to audit your website now

I bet you could make a list. Your home. Your car (or pickup truck). Your retirement plan. Even your body.

You try to check on these important assets regularly. Annual audit, most likely.

And why do you do it? Well, you care about them. For possessions, you worked hard to earn enough money to acquire them. For your body, it’s highly important to be in tip-top shape.

“Take care of your body. It’s the only place you have to live.” Jim Rohn

You want these assets to last, to be effective, to help you get you where you want to go. Broken or worthless is no help to you.

Had a website checkup lately?

Because this is an article about marketing, I’ve got to ask you:

When’s the last time you’ve done a checkup on your website? And actually had a copywriting pro review it?

Andy Crestodina of Orbit Media Studios examined the top 200 marketing websites, according to Alexa, and determined the interval between major website redesigns for each site.

The average timeframe for a website redo was 2 years, 7 months.

If you’ve been in “set it and forget it” mode with your website for more than 3 years, now’s the time to do a website review.

Continue reading How’s Your Website Doing?

Website Quick Fix #2

Posted on by Shannan Seely

Improve your B2B website headlines with these 3 helpful copy tips

(What is Website Quick Fix? You watch over my shoulder via video as I talk through a webpage’s copy and pinpoint copy challenges. Then I share tips to improve the copy. Too busy for video? Catch the written summary below.)

Neogen, an international B2B biotechnology company

★ What’s a good B2B website headline?

On your website, are the headlines capturing your prospect’s attention? They are the first words your prospect sees. What impression are they making?

You could just use a free headline analyzer – type your headline and you’re done.

But … how do you know for sure?

In Website Quick Fix #2, I look at a website for an international B2B company. Their sales have grown during the past year. Are their headlines keeping up?

The website: Neogen

Neogen develops and markets products for healthcare, food, and animal safety. They’ve expanded in biosecurity, The company offers multiple products with government approvals to fight COVID-19.

The spotlight: B2B website headlines

The headline is the most important set of words on your webpage. Good copywriters know its value, so they work hard in creating it.

★ What’s the purpose of a headline?

According to the great copywriter, Gene Schwartz, the headline has one job to do – to stop your prospect and compel him to read the second sentence of your copy. Gene’s professional life preceded the internet. But he also said your second sentence has only one job – to encourage your prospect to read the third sentence of your copy.

To start the review, let’s visit the page, Neogen Life Science Research:

Neogen B2B website headline

https://www.neogen.com/solutions/life-science-research/

As you put yourself in your buyer’s shoes, read below:

Headline: Your Provider of Industry-Preferred ELISA Test Kits

Would this headline stop and compel you to read the first sentence of the copy? No. Some B2B websites are guilty of poor headlines. Marketers may think the headline needs to be straightforward. And straightforward can be boring.

From the prospect’s point of view, this headline isn’t engaging him.

Continue reading Website Quick Fix #2