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Lesson Seven Worksheet

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Welcome, Let’s Get Started

In lesson seven you will learn user experience best practices to write quality content on your website. There are two ways to experience the lesson plan:

This lesson plan is approximately 10 minutes + 40 minutes to answer the guided questions inside the Lesson Seven Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on track.

 

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“Keep it simple stupid” or put more gently, “Keep it short and simple.” KISS is an old yet relevant reminder that simplicity is king. This phrase rings true in design and in writing for the web. In a world of information overload, it is necessary to guide your customers to the right information, quickly. You may be surprised to learn how many online users DO NOT read.

  • Users read 25% slower on a computer screen than on paper
  • Only the first 11 letters of each chunk of text is scanned by users
  • Users only read 20% of copy on a web page

The bottom line is users are not reading what you are writing. In this lesson, we will discuss how to address these issues and make your customers coming back for more. These web writing strategies will improve your customer experience and increase the value of your website.

NO.1 CLEAR HEADINGS

Use clear headings with high-level keywords to grab attention. Headings are the most scanned text on a page, so they are the most valuable. Front load each heading with recognizable keywords that clearly describe the section below. Don’t forget the KISS principle; long headings are difficult to read and lose effectiveness.

NO.2 SHORT SUMMARIES

Every web page should have a short summary at the top of the page. A short summary must be informative and straightforward. A helpful tip for writing quality summaries is to start with the conclusion, highlighting the most newsworthy details first: who, what, where, when and why.

NO.3 IMPORTANT INFORMATION FIRST

Important information should always go first. Explain the most important facts and then give a general background with more detail in subsequent paragraphs. You can test this with one question:

Can you cut out the bottom half of your writing without altering the main message? 

NO.4 CONCISE BODY TEXT

Don’t overdo it in the body, keep it nice and concise. Readers love lists, so break up the body text with bulleted or numbered lists when appropriate. A general rule of thumb is web writing should be half of what you would write in a printed version. Because users read slower online, they are less likely to get through the same amount of text that is displayed in a print magazine or article. 

NO.5 SIMPLE WORDS

Use simple vocabulary and avoid industry jargon. You may be an expert in your field, but it is more likely that your customers are not. Using excessive jargon and long-winded words actually have a negative effect on your perceived value. Studies show that users perceive a lower intelligence of the author when the text is more complex.

With all that said…. Let’s get started!!

A SOLID HOME PAGE INTRO

A quality paragraph on the homepage explaining your services and geographic location will help target the right clients and greatly improve SEO scores. The goal is to have one or two small paragraphs of quality content rich with the key-words in your SEO strategy.

Elements of a solid intro paragraph:

  • Business name
  • Type of business services/products
  • Location
  • Target market adjectives
  • Competitive advantage
  • Points of difference

Ex. Chelsea’s is a specialty women’s clothing and accessory boutique located in Austin, Texas. The unique and one of a kind pieces at Chelsea’s is for the modern woman who doesn’t need to follow others, she starts her own trends. Chelsea’s offers a personalized shopping experience with personal stylists and free champagne mimosas at every visit. Never feel overwhelmed by shopping again, with Chelsea’s shopping can be easy and fun!

Pause to answer questions in Lesson Seven Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

 

A TOUCHING ABOUT PAGE

A good about page paragraph helps a user get personal with you. The best brands are ones that we can relate to and for many small businesses, that means you are the brand! Clients want to know and get personal with you. If you are new to sharing your story this step may feel a bit awkward and vulnerable, but together we will formulate a rock solid about page that will feel genuine and relatable.

Elements of a touching about page:

  • Your name
  • What you do and your specialties
  • Your passions and dreams
  • Your journey or story
  • Your favorite things
  • Your personal style or personality

Pause to answer questions in Lesson Seven Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

A GOTTA-HAVE-IT INFO PAGE

The products and services page is probably the most important page on your entire site. A good strategy for this page is like a first date; you want to tell them enough to get your client interested and wanting more, but steer clear from word vomiting and blabbing on and on.

Info pages will be unique to each business and can take on many shapes and forms. The key to a good info page is explaining the features and benefits to your clients. Your product may have the latest technology microprocessor, but that alone is not enough to tell a client why they should buy it. Don’t waste your time telling them about the latest microprocessor and how the titanium is much better than aluminum…see I lost you already…get straight to the point and tell them why they would want it…

“Never experience video buffering again with this microprocessor”

Ahhhh, yes, who wouldn’t want that? The client may not know what a microprocessor is or does but every client knows they hate video buffering. Now that’s a language they can understand and relate to.

Elements of a gotta-have-it info page:

  • Features-tangible (Ex. 12 hours of coverage, 12 color options, etc.)
  • Benefits- tangible and abstract (Ex. Save time, save money, stress-free experience, etc.)
  • Points of difference- How are you different from the competition?
  • Value to the customer- Why should they care?

If you need some good examples, then start browsing websites from leaders in your industry. What and how are they presenting information to clients?

Pause to answer questions in Lesson Seven Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

A COMPELLING CONTACT US PAGE

The contact page is often overlooked but can be a crucial touchpoint with your future and current clients. Thousands of potential clients will browse your site over the years. A good contact page will provide these potential clients a call to action and leave them wanting more of you! If your site doesn’t invite viewers to interact with you and contact you immediately, then it’s time to rework your contact strategy.

Elements of a killer contact page:

  • Thanking a client for spending their time with you
  • Why would someone need to contact you?
  • What can you provide additionally to a client if they contact you? (free download guide, a personal attendant to answer questions, a one-on-one phone call, etc)
  • What is the process for contacting you?
  • What can a user expect? (How quickly will you reply, how will you reach out to them?)
  • Additional links to guide your client in the meantime (What can you provide your client that will keep them on your site instead of leaving after contacting you? Blog posts or tips section?)

Ex. Thank you for visiting us today. If you want more information about pricing and packages, then contact us today and receive your custom quote within 24 hours. To show our appreciation for considering our company, you will receive an exclusive free e-magazine filled with tips and expert articles.

Contacting us is easy, simply fill out the questionnaire below and one of our expert staff members will quickly respond via the phone number you provide. Each staff member is diligently trained to answer all your questions regarding your custom project to make your life stress-free!

Fill out the questionnaire today and check out our blog for hundreds of free resources that will guide you through a memorable design experience.

Pause to answer questions in Lesson Seven Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on.

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