B Y T O M T O R T O R I C I Designers are hired to make things look good, and overall they succeed. But there’s a problem. The problem is, even the best web page designers can get so caught up in their own mission, they can forget that the site’s audience isn’t...
B Y T O M T O R T O R I C I I can always tell when a company website is written by people who work at the company. I can tell because the headlines and text are so often filled with the words ‘we’, ‘our’, and ‘us’. I guess that makes sense, from their...
B Y T O M T O R T O R I C I There’s a lot you need to convey to your website visitors. They’re more likely to absorb it all if you take a layered approach. You know your company. You know your product. You know your advantages, your process and your intended...
B Y T O M T O R T O R I C I Have you read part one of this two-part series? You’ll find it here. Before we continue, let’s talk about what your About page shouldn’t be about: selling your product or service. Visitors click on that About link because they want to...
B Y T O M T O R T O R I C I It turns out, there are a lot of different ways to approach your website About page. It can depend on what’s important to that company. It can depend on what’s important to its audience. It can also depend on whether the site is for...
B Y T O M T O R T O R I C I Back in ancient Greece, Aristotle offered his students some smart tips about how to persuade their fellow humans. If your modern business website happens to includes his three modes of Classical Rhetoric to help convert your...
B Y T O M T O R T O R I C I If you’ve tried to optimize your business website with keywords, you may have noticed that what appeals to Google isn’t always what appeals to flesh-and-blood customers. That’s especially...
B Y T O M T O R T O R I C I In a competitive marketplace, every company naturally wants to you to know why you should buy from them, and not the other guy. Most of what we see and hear on websites, promotional emails, TV commercials, direct mail pieces,...
B Y T O M T O R T O R I C I If you live on planet earth, chances are you have been bombarded from all angles by weak, unsubstantiated marketing claims. The net effect has been the psychological shell that each of us has grown that I call ‘buyer’s armor.’ Put...
B Y T O M T O R T O R I C I People, as a whole, don’t like to be told what to do. Do you? Yet web writing on business sites is typically focused on … telling people what to do. Buy now. Click here. Fill out a form. Is there a better approach? Would I be asking...
