Dec 29, 201410:02 AMIt's All About Content
with Thomas Marks
Why every good website should tell a story
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- Lift-out customer quotes do more than provide much-needed references to the Web guest, they also help to break up paragraphs of copy and are easily updated, assuming you’ve developed your website correctly.
- Video testimonials are compelling if they’re short; 60 to 90 seconds is all you need, and when tagged correctly with keywords, they’re SEO-rich.
- Perception, attitude, and satisfaction research can win the day, assuming you didn’t conduct the research internally. If you did, there’s little, if any, credibility.
- Case studies are excellent, but most of the time they’re used incorrectly. Don’t just place a PDF of your printed case study on your site and call it good. Place your complete case study on your webpage and take advantage of the keywords. Include your PDF for printable convenience. If your case study is more than 250 words — and almost all of them are — you’ll initiate the process of being passed over, passed up, and passed by. The research is conclusive: We lose interest when a webpage contains more than 250 words of copy, so keep it brief.
And when I say keep it brief, that applies to me, too.
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