© 2014 AlanBerg.com • Left of Center Mktg. & Pub. LLC
1
Your website is an extension of you and your business
What is good website text?
4 Elements for each page: 1. Aspirational image
2. Text that talks to them 3. Social proof 4. Strong Call to Action
Write to the one person reading your site now
Use aspirational text to go along with aspirational imagery
How much text is enough?
How much of your traffic is mobile?
36%
51%
Think Mobile First “couples are spending 80% of their time wedding planning online and over 30% are planning from mobile devices� WedInsights Vol. 13
st 1
person or
From you: •I • We • Me • Us • My • Our
rd 3
person?
About you: • They • The company
Use conversational text Start a conversation on your website that continues digitally and offline
Use “Edit > Find…” in your browser The “You” test
The “you” test
Search Engine vs. User Optimization
Writing for Google/Bing
Look for where you imply keywords, but don’t write them: “your “your wedding special day”
“wedding” “event”
“your wedding ceremony” “the ceremony” “entertainment” “wedding DJ” “wedding band”
Is anyone viewing your testimonials page?
124
(0.80%)
( / = homepage )
Put testimonials everywhere!
Put testimonials everywhere!
Put testimonials everywhere!
Put testimonials everywhere!
Put testimonials everywhere!
Words are what make you different Your unique voice
Give attribution for more keywords and context
Use “narrative captions� to engage and for keywords
Use specific Calls to Action on every page
Use specific Calls to Action on every page
Words and
Formatting
Use a Style Guide colors, fonts, styles, spacing, etc.
Use Use “humanist” “humanist” fonts fonts sans serif with character
Times Gill Candara New Arial Sans Roman variations that seem familiar
Use headlines
Use headlines
Bullet points are good‌ 1. But 2. Not 3. Too
4. Many
Use a light page backgrounds
Use a light page backgrounds
Toggles/ Accordions
Tabs
Let’s see this in action with real site text!
Since 1990, Elite Entertainment has offered disc jockeys, MCs, entertainers and singers to Brides and Grooms for their weddings throughout New Jersey and the tri-state area. We’ve also entertained at thousands of birthday parties, anniversaries, school dances, proms and so much more… We are honored to have received nationwide recognition as one of “The Best” in our industry by The Knot, WeddingWire and Modern Bride Magazine. If you are looking for an excellent entertainer who will listen to YOU and make your vision becoming a reality, then you’ve found the right company! We invite you to spend some time on our site, check out our incredible DJ staff or make plans to see us at an upcoming showcase. And be sure to contact us when you are ready for even more information.
When choosing the entertainment for your wedding, you deserve only the best. Elite Entertainment has been packing dance floors at weddings, like yours, since 1990, with our talented disc jockeys, MCs, entertainers and singers. Couples choose us for their weddings throughout New Jersey and the tri-state area. While weddings are our most popular service, we’ve also entertained at thousands of birthday parties, anniversaries, school dances, proms and so much more… We are honored that couples like you have helped us to receive nationwide recognition as one of “The Best” DJ companies in our industry by The Knot, WeddingWire and Modern Bride Magazine. Here’s just one recent review you’ll see on WeddingWire: "From the ceremony music to the last song, everything was perfect; joyful and lively.” – Susan, Montclair, NJ When you choose a DJ from Elite Entertainment, you’ll always get an excellent entertainer who will listen to YOU and make your vision a reality! We invite you to spend some time on our site, check out our incredible DJ staff and then make plans to see us at an upcoming showcase. Then call or contact us to check date availability, make an appointment or for more information, 1.888.354.8380.
The short answer: Write to your site’s audience about the results they’ll get by hiring you
Thanks for listening
FlashMob
@alanberg @WeddingWireEDU #WeddingMBA
Visit Alan’s booth to get his new sales book TO:
72000
weddings
Text ‘weddings’ to 72000 and get $5 off