The design of your calls to action should happen right at the start of the website creation process, before any pages are designed or copy is written. Read the following …
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Your website is not a static brochure; it is an interactive, self-service buying tool, designed to move the visitor from prospect to buyer, or potential buyer. Read the following excerpt …
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To enhance readability and comprehension, it’s important to avoid large blocks of continuous text. Many readers will be intimidated by a wall of text and will simply give up. Read …
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Headlines and subheads are extremely important – both offline and online – to structure the content for easy digestion. Read the following excerpt from my book ‘The NZ Small Business …
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The inverted pyramid is the standard structure of a news story that places the most important information first with the details following in descending order of importance. Read the following …
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Usability experts use two easy-to-confuse terms to describe how users interact with online content: skimming and scanning. Read the following excerpt from my book ‘The NZ Small Business Superhero’s Marketing …
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Despite what you may think, eye-tracking studies have shown that the first thing readers view on a page is the text: headlines, intro and captions, only moving to the images …
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There are two important prerequisites to persuasion: trust and credibility. Without trust and credibility in the eyes of your prospect, there is no persuasion. Read the following excerpt from my …
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One of the keys to a website that converts prospects to customers is to answer all the questions and overcome all the objections that your visitor has. If you leave …
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Your copy in general, and specifically your headlines – especially in your home page’s main copy panel – should focus on a classic problem faced by your perfect prospect. Persuasive …
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