Day 5: Website Content Writing Best Practices

Written by Jaren Green | 09 March 2010

As we roll out website writing for the five participants in our 10-Day Makeover, we welcome your comments on our words and content strategy for each. Below is an sample of our writing for Private Title Loans to illustrate the discussion of these five principles at the bottom.

BEFORE		AFTER
Private Title Loans has the best rates in Utah. It's simple, we have people helping people. No high pressure, pawn shop type atmosphere. No green silly signs on buildings and no need for you to go stand in line at some goofy named Title loans center. At Private Title Loans we pride ourselfs on unparalleled service and performance. We are committed to providing unbiased advice and prudent strategies for barrowing. We want you to be able to pay off your loan and improve your credit. Private Title Loans serves most of Utah. Private Title Loans will refinance your current title loan, provide you a new title loan, finance the purchase of cars, trucks, ATVs, Boats and more. If you need a loan and traditional lenders are giving you a hard time, try Private Title Loans. Our Commitment We know that we have the LOWEST RATES in Utah. Most of our loans are simple interest loans at about 10% per month. When you compare our rates to the other Title Loan Companies in Utah, you will see that we out rates are about half what they charge you. We want to help people out of their financial problem, not cause them to have more. Our consistent track record of uncompromising ethics instills confidence and trust. We have private lenders helping you through your private cash needs.		Personalized Lending Offers Short-term Help and Customized Service Many loans still go through banks, but some borrowers are turning to private lending companies for more personalized service. This trend is known as Peer-to-Peer Lending and it comes in many forms. We are a peer-to-peer lending company offering loans not available from the bank. Big banks want big loans and long-term commitments. We provide smaller loans that banks cannot afford to make. Here are some of our services: LOW INTEREST If you have good credit, we can offer low rates for personal lending. We match your needs to the best programs available. Our loans can be used to pay off or consolidate credit cards, finance a small business, or pay for specialized training. SECURED LOANS If you have bad credit, you can use a paid-for titled auto, RV, boat or other property as collateral. The loan amount is based on the value of your vehicle. The interest rate is higher, but secured loans are intended to be short-term loans. If you pay it off quickly, it may be less than you would pay a credit card company over 5 years. FINANCIAL HELP Unlike the bank manager who must act in the interest of stockholders, we are people just like you. We want to help you get out of debt. Our business is built on trust, ethics, and common sense. We respect your privacy and understand your concerns. Getting a loan is easy. We invite you to learn more about our products.

Sell - In order to sell, you need to understand what the buyer wants. Don't over grok this one. Ignore the outliers and focus on the majority of visitors. The challenge with the text above is that there are three potential buyers: the guy with bad credit who needs cash today, the person with good credit who wants to ride the trend, and the potential investor. If we did it right, everybody wants in.

Scan - Gray blobs of text don't get read on the web - it's too difficult. You should provide headlines, subheads, highlighted text, etc. to catch the eye of your visitor. You want visitore to hang around, but they are always in a hurry. Make them happy and you are more likely to succeed.

Relate - Assume that every reader is trying to find something about themselves on every page. Don't be afraid to describe the target audience, common situations, etc. If the visitor fits your target, they will be able to relate. If not, they will quickly leave.

Value - Don't just say we got this and that for sale. Tell your visitors a story. Why do you sell this and that? Why should they care? What do others think? How does your offer fit into the bigger picture of our society? Provide the big picture and other valuable information.

Clarify - As quickly and as simply as possible, describe what you offer. Include text about what you DO NOT offer if there is a chance of confusion. Broad descriptions of "solutions" that attempt to include everyone and answer every need will only hurt you when it comes time to close the sale. Think of your website as a filter that is designed to redirect unqualified buyers away from your sales process.

MORE RESOURCES:

• Day 5: Website Writing Guide
• Day 5: Web Content With Value
• Day 6: Social Marketing - Four Things to Be
• Day 6: Social Marketing: Ten Reasons to be Transparent