Helping Your Visitors: a State of Mind
By Nick Usborne

What does helping your visitors mean exactly?

It means writing your sites, newsletters and emails in such a way as to help each visitor achieve his or her goal.

That may sound like a simple task, but it isn't. Before you can write in a way that helps your visitors, you have to recognize and achieve a number of things.

1. Recognize that websites are hard to navigate

Even the simplest site is a lot harder to figure out than a catalog or magazine. We all know how to use a catalog. Start at the front cover and keep turning the pages. Same deal for every catalog you touch. It has always been that way and always will be.

If only it were that simple with a website. Unfortunately that's not the case. With every new site we visit, we have to learn how it works, how its pages turn, how to find what we are looking for.

The fact that no two sites are exactly the same creates a roadblock or speed bump for each new visitor. When they arrive at your site they have to pause, look around and figure out exactly how this catalog works.

Recognize this moment of difficulty and you'll see that the text on your homepage has to be very clear and has to help direct the visitor forward to the information he or she is looking for.

2. Understand what it is your visitors are looking for

We may pay lip service to being visitor-centric, but all too often our homepages primarily serve the needs of the organization, or even our own egos.

We carve up the real estate of the page to represent the different stakeholders in the company. Or we thrust our own views on design upon the visitor. Internal politics and ego are just two of the things that make it even harder for a first-time visitor to figure out how to find what she's looking for.

And to write a homepage that really and truly is there to help the visitor above all else, we first have to understand the needs of the visitor.

At this point too many people just throw up their arms and give up. We have so many different kinds of people looking for so many different products and services, we can't possibly write our homepage for the visitor.

Nice excuse, but no reward. does it. Dell has what is probably to most visitor-centric site of all the computer manufacturers. For years now they have built a homepage that holds back on saying, Look at us, we're great. Instead they devote a significant part of the page to an area where visitor can self-select.

The design and text on the page immediately recognizes that some people are looking for home computers, while others are looking for networks for local government offices. Both audiences and more are addressed. The page says, in effect, Yes, you're in the right place. Yes, we can help you. Yes, self-identify and please click here so we can help you find exactly what you need.

If they can do it, why can't the rest of us? Why can't we design and write homepages that are primarily created with a view to helping each visitor find what he or she wants as quickly as possible?

3. Accept that visitors scan your headings and links

You've done it yourself. You go to a new site and scan the page. You may read one or two headings and links in their entirety, but often you will skim over others.

Here comes excuse number two: Hey, we have a huge site here. We have to create a large number of sub-heads and links on the homepage.

Well, here's a really big site that seems to have worked around that one: They may be the dark side to some designers, but they have a very lean homepage for such a huge organization.

And there's something else to note about how they do things on the Microsoft page. See the link text? They say enough to get the point across. That's helpful. All too often design constraints limit links to just three or four words each. When that happens, you often leave the visitor guessing about what is really behind that link: is it what they are looking for or not? Say enough to make it clear.

If you want to help your visitors, try to reduce the number of headings and links on the homepage, and make those forward links as clear and unambiguous as possible.

4. Be relevant in the words and phrases you use

If you want people to know how to find what they want on your site, be sure the language you use is relevant to their needs.

At its simplest, this means avoiding corporate-speak and industry jargon. It means taking the trouble to find out which words and terms your visitors use when thinking about your products and services.

Don't use your company's hot terms. Write in a way that is relevant to your visitors.

The words and terms you use are essential to helping people find what they want. Use language that they recognize. Write in a way that makes them sit up and think, This is exactly what I'm looking for!

How can you achieve this?
The simplest way is to research your logs and see what search terms people are using when they arrive via the search engines. See which words and phrases they use in their searches. This is the simplest and most elegant way to get a feel for the language they use when thinking about your products or services.

And when you use the terms that people enter into search engines, you achieve instant recognition. Hey, these guys are speaking my language!

Executive Summary

We all want to help our visitors achieve their goals, right? It's what we want and it's what they want too.

Being helpful, being focused on helping visitors is a state of mind, it's an attitude.

It means being an advocate for the visitor.

It means stripping out the corporate-lingo and industry-speak.

It means speaking in their language and demanding clarity in what we write.

It means writing headings and links with an understanding of what our visitors want, and what they need to know in order to move forward from the homepage.

It means designing each page so that people's attention is drawn to key messages and links.

It means fighting some fights and reclaiming the homepage for the visitor.

It means putting a sticky note on your monitor, just to remind you to stay focused:

What can I do to this homepage that will make it more helpful for my visitors?

Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.

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Why Use Unique Content and Articles on Your Website

One of the best online marketing methods used today by most successful businesses is content writing or article writing. Through article writing, a business can promote and introduce the products and services it offers efficiently.

Provide Practical Information
A business does not always have to write promotional articles. You can write articles that have significance to your business but are more focused on giving information that are helpful to your readers. Always remember that people who take the time to read your articles are potential customers.

For instance, if your business is in selling roofing materials, you don't have to write about types of roofing materials that you sell all the time. Instead, focus on giving useful information to your potential customers. You may write articles that give tips on how to install roof materials or how to properly maintain the quality of roofs Aside from articles that are related to roofing, you may also write about home maintenance.Although these topics do not directly discuss the products you're selling, these are valuable information for your potential customers.

Using Target Keyword in Your Content
Writing articles is also one way to increase traffic in your business's website. By using target keywords in your articles, you are actually directing more people to your website.However, take note that search engines today are more exacting than they were in the past years. Using keywords alone will not put you on top of the search engine ranks.  Aside from containing target keywords, your articles need to have outstanding quality and original content. This is the best and guaranteed way to get your website on top of search engines.

Avoid Plagiarism
Another important thing when using written articles for internet marketing is to avoid copying other people's work. The uniqueness of your work is crucial when it comes to posting articles because plagiarism is a serious offense.Always make it a point to check the uniqueness of your work by using software applications that specifically check possible copies in the internet.

Using articles to promote your business requires correctness and professionalism. Do not let typographical errors, bad composition, or grammatical errors ruin your business's reputation or image.

Submit to Directories
Apart from posting your written articles to your website, you can submit them to article directories as well This is great way to promote your articles to more people. When submitting to article directories, always provide a brief note about you and the URL to your website at the end of your articles.

More Features on Your Website
You can also make your business website a lot more interesting for your visitors by including additional features. One great way is to encourage participation from your readers. Encourage your visitors to leave comments, ask questions or share their views. Urge your customers to give suggestions on how you can improve your services.

Polls, voting, or contests are also effective in attracting more people to your website. For example, you may hold a writing contest where readers can share a positive experience they had in using your products or availing your services. You may offer prizes or gifts for the winners and post their articles one at time in your website.People love to receive gift and prizes no matter how small they are.

These are some of the ways to enhance your website's content and invite more people. If you haven't tried article writing yet, it's certainly worth investing your time in. Take advantage of your website's fullest potential and make your internet marketing experience a success. 

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