Black Belt Web Marketing.pdf - Costa del Sol

Write and Rewrite
Another consideration to keep in mind is not to be satisfied with the first draft. The description’s
role in attracting visitors is too important not to put time and effort into it. Write several drafts.
Then combine the best ideas into a final draft that will attract visitors.
Checklist for Writing Descriptions Clearly state the most unique proposition offered by
your site, its USP.
Maximize use of key words while still being coherent
Use strong, colorful words
Eliminate superfluous words
Correct spelling and grammatical errors
Steps for Competing the Writing Descriptions Worksheet:
1. Unique Selling Proposition: Describe your site’s USP. This is usually what distinguishes you
from your competitors.
2. Inject as many of the top-ranked keywords from Exercise 2-3 as possible into several rough
drafts. Explore new ideas and their sequence in each draft.
3. Combine the drafts in step 2 into one description using the best ideas. Rework and massage the
wording into a 40-word description. 4.Attack the 40-word description to pare it down to 25
words. Either substitute fewer words to express the same ideas or eliminate the least important
idea.
5. One more time. Reduce the 25-word description in Step 2 by another 10 words. Be ready to
discard another idea – the least important one.
6. For Yahoo, count the characters. Make sure that the description has 200 or less.
Lesson 2 Pg. 16