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Is Your Copywriting Broken? Freshen Up Your Marketing Materials.
By admin | April 28, 2008
I was reading a commentary by Cameron Sturdevant from the April 7th issue of eWeek, "If it ain’t broke, do fix it," about how old technology, even thought it seems to work fine, can be interfering with productivity and security. Well, what about the copywriting on your Web site, brochures and other marketing materials? When was the last time your marketing message was updated?
6 months, a year, 3 years ago or more? Stale copywriting for Web sites and landing pages is the root of all evil when it comes to ranking with Google, Yahoo and most of the hundreds of directories, search engines and indexes throughout the Internet. Their algorithms are set specifically to find Web pages that offer fresh, frequently updated material that is relevant to what users are searching for…and reading. Stagnant sites drift slowly to the bottom of the Internet river where they become part of the silt, slowly getting covered up by other sites suffering the same fate until Google decides to wipe them completely off their site map (index).
Lost forever.
But all is not lost. Set up a plan of action for making your Web site material a top priority. Make a fresh start. Add new angles. Explore different aspects of your company. Even re-route your marketing focus. There’s a marketing battle being waged everyday and if you’re not in it, you can’t win it.
Besides, not only will the search engines be happier with your site (with increased rankings), your customers will be too. There is nothing worse than visiting a site and finding the same boring material. After a while they stop coming back. Even if you’re totally in love with your current message, get over it and move on. Only in very rare circumstances will the same message continue to provide top returns for very long.
Topics: Copywriting, Freelance Copywriter, Marketing, Web Site Copywriting |