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Copychat Show: What is the purpose of a web page? Inform? Let's chat about it
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Dec 17, 2019
What is the purpose of a web page? Inform? Let's chat about it Article by Brendan Hufford: https://100daysofseo.com/seo/create-blog-content/ Website Copy Framework: https://copyflight.com/wcf/ About Page as a Secret Weapon https://copyflight.com/about-page-secret-weapon/
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0:01
hey everyone this is Todd from copy
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flight and this is another episode of
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cubby chapter I want to talk about
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something that I've been thinking about
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for a while and just got off a live
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about page staredown with the WordPress
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community at Tulsa and really appreciate
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James and Douglas for by become and and
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had a really good time and hopefully you
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guys wear something but but this kind of
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came up during a session about putting
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things on the about page and you know
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are you think too much that kind of
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things and it got me thinking I actually
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went to it a little bit during the talk
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but what is the purpose of a web page I
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think sometimes we are worried about a
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hard sell or something like that and we
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don't really want to try to do that kind
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of stuff and totally again it doesn't
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you know nobody wants to feel like they
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walked on to a car lot and have a used
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salesmen to hound them about buying
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something but that experience is really
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hard to replicate on a webpage
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unless you're sending a lot of the truth
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obtrusive pop-ups and unusual
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notifications on the page which is a
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really bad user experience anyway so we
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didn't recommend doing in fact media
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sites at all time drives me nuts nothing
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worse that to me then logging onto a
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page and hearing a video ad start just
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can we ban that alright okay
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but anyway let's talk about the purpose
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of a web page I think 10-15 years ago
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when we started doing these websites
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it was very informational so here's the
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information about our company here's
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here's what you need to know about us
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maybe yours our service here's our
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product this is what you need to know at
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the time you could probably get away
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with that you'll be
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very informational driven because you
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know the rest the world work wasn't
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exactly on the web yet there were to be
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sure there were a lot of websites and a
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lot of people online but as the the
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market crowded if you will there had to
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be a way to stand out and that's when I
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think copyright principles begin to kick
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in to help websites but let me talk
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about what the purpose is of a website I
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think the lines between copywriting and
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content marketing or blurring feel free
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to disagree with me tell me I'm wrong
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whatever I have said this a few times
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and I'll even throw SEO in that as well
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that those lines are blurring because
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you got to have a little bit of both so
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when you build a web page on your
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website what is the purpose is it just
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in form I don't think so I mean I think
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there is information there I mean you
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don't write anything without providing
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information but I think the purpose is
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to persuade now I'm not talking about
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annoying type of persuasion you know
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where your nagging somebody but the
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whole used-car salesman the top of
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approach I'm talking about persuading
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and so I plan on getting my friend
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Sophie on at some point to talk about
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the the principles of persuasion because
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she is in that conversion operating
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space and she can talk about it all day
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long I think that is something that
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everybody needs to know so when you're
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doing content marketing when I'm
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thinking a little side here you're doing
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content marketing the goal of the
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content Keisha writing is not just to
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inform and educate I hear this this just
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the section or this this this this
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between copywriting content marketing
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copywriting is yourself content
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marketing is to inform let's just throw
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that out
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if you're writing a Content purse
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content piece solely to inform then
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you're never gonna sell anything and
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we're not in business to not sell
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something got to sell something got a
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you know persuade someone to get on an
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email list persuade someone to buy
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persuade someone to do something you
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know and I'm not talking about annoying
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you Scarcella I'm just talking about run
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a trigger you know
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copywriting principles to persuade
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someone to take an action that's what a
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webpage should do so this mentality of
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the brochure website really is not
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legitimate anymore what is today it's
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almost 2020 here is my challenge to you
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as a business owner online marketer or
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whatever take a look at your webpages in
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2020 do it before the end of year what
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is the purpose of my about page what is
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the purpose of my whole thing's my
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product page my service page am I
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attempting to persuade have called
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action on all those pages dive into the
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principles of persuasion you can google
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that Robert Cal Dinis that guy's name
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I'll make me say his last name wrong but
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dive into that and choose one of them to
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try to persuade people to take action
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not you no longer can you afford just
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inform and educate people and not try to
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persuade them to be customer that
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education and people will definitely
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take your free information and go on
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about their lives you're not doing that
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for them to learn more it goes somewhere
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else you were doing that to get them to
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be a part of your tribe to be a customer
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to be on your email list so whether it's
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about page or a home page the service or
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product page find a way learn get our
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copywriter if you if you need to there's
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a lot of good ones up there happy to
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help you with that
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but indeed learn how to sway now that
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goes to the concept piece of suit you're
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not just building a piece of content to
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provide information and what happens
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when people do that is they write 90
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plus ways to do blah blah or 90 tools
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that you can do very shallow content
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there may be 3,000 words long but it's
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shallow it's not original and you're
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doing copycat content is my friend
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Brendon Huffer talks about in fact he's
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got a fantastic article about original
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content I recommend you go it's at the
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hundred days of SEO blog I recommend you
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go read that so you can see four
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elements of a good original piece of
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content but if you go ahead and get the
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website copy framework when I walk you
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through writing those pages is the goal
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is to persuade will talked about value
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propositions of benefits those kind of
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things so moving forward let's just
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leave in the past the mentality of
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building informational pages information
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is great don't stop there okay right the
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best most informative post but but also
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if two sides of the same coin the other
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side needs to be persuasion you need to
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be moving people along in the funnel so
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you might go and look at the stages of
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awareness that that copywriters refer to
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to learn something about moving on and
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down that the best content marketers
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I've ever seen guys like the ones that
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grow in convert and Brendan and some
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others as they do a great job of writing
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and understanding their content is about
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moving people through the funnel so
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that's my copy chat for the day I'll
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drop links in the bottom of the YouTube
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video but think about that going forward
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not to write are not the right articles
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or web pages just inform when you do
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your about page
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you are telling people about you and
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it's okay to say we and I but remain
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customer centric with your copy so I
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like to tell people and it's very much
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an arbitrary number but you can write 30
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to 40 so that page about you because the
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page is about you but make sure that you
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are leading with this is what I can do
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for you this is what we do we solve this
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problem and those are better about pages
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you don't want to come across to self
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centric and about page so there's a
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little bit of a balance there now your
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other pages need very very few eyes and
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weeds and mostly use but anyway that's
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what I have to say ten minutes of Todd
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and he's got be chat rant hopefully do
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more of these in the future
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again this is Todd with copy flight this
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is another episode of copy chat what is
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the purpose of your web page
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hope you guys have a great holiday I
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should be back doing videos after the
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Christmas is over and I look forward to
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a good new 2020 what are your goals for
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2020 drop them in the comments below and
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I'll talk to you guys in a week or two