Category:

“Content”

The 3 Biggest Mistakes of Failed Landing Pages — and How to Fix Them

The practice of optimizing landing pages for search engines — whether for inbound traffic from paid search ads or organic results — has long been established. So it’s always a surprise — and a good reinforcement of optimization principles — when you see a landing page fail, especially for a paid search, or SEM, campaign.

Lights, Camera, Copywriting

This morning I was listening to a review of the new thriller State of Play starring Ben Affleck and Russell Crowe. It was a one thumbs-up/one thumbs-downish review, with a split verdict on the co-stars. According to the reviewer, “Crowe is a transformer. His actor’s DNA changes with each role,” whereas Affleck’s “wheels turn too slowly to keep up.” In other words Crowe inhabits the character. Affleck exudes his Affleck-ness. Guess who’s more interesting to watch?* Good copywriters have a…

Jargon Schmargon: Follow the (Planet) Money

If you’re one of the tens of  . . . okay, tens . . . of people who read this blog with regularity, you may have seen my post about writing well for the web. I recently led a workshop about this topic. So in preparation, I started trolling the web for examples of good writing. Since the workshop group was of a corporate ilk, I started with corporate sites—and specifically, the financial sector. My reasoning: Who has a bigger…

Back to Basics

I’m in the midst of preparing a CDG seminar about Writing for the Web. As I start to compile little nuggets of insight, I’m reminded that most of the guidelines for good web writing are the same as those for good writing. Period. Sure, there are things that you need to take into consideration when you’re writing for an online environment—search engine optimization is a perfect example. Ultimately, though, the qualities of good writing supersede the medium. Writing instructors frequently…

(Blog) Post Secrets

At first glance, you might think that the two speakers at last night’s social media event, “If You Build It, Will They Come? An Exploration of Social Media Networks,” had little in common. After all, they are very different kinds of bloggers. Frank Warren, founder of Post Secret, has a blog that is emotional, resonant, human, and very personal. Rohit Bhargava’s personal blog, Influential Marketing, is direct, business-oriented, useful, and actionable. But the stories they told about their sites revealed…

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