Recently a man I’ve worked with for over the past decade found himself in need of a website.
He is extremely talented at his craft and has a great group of employees who works for him.
The site that he built was basic, but there is nothing wrong with that. However, it was built in the typical fashion. It had four main pages, with a header, and with pictures of work.
The Copy was direct and honest, but not optimized. It didn’t really declare the reason as to why this man’s business should be hired for the work that he is seeking.
I told him that the website looked good, which it did. But I was surprised at his response. I shouldn’t have been surprised, but I was.
He wrote back to me stating that his website needed more pictures.
I think I need to write back to him.
For anyone who has studied Gary Halbert, you know that a website is nothing more than a publishing medium.
If you have a webpage, it is because you have brought someone there with intention.
The words you have there are precious, because the probability of getting them back to your webpage and presenting them with that initial set of copy again is low.
The words matter more than the pictures do in most instances.
Also, it is a mistake to simply let the viewer of your webpage click around on whatever link they wish to.
I am disgusted at the typical header menu. If I have someone on my website, I want to be the one who directs their flow through my Copy. They should not be allowed to wonder through my place of business unescorted.
Hopefully, I will have some time to write some really good sales Copy for my friend.
Nevertheless, I’m still proud of what he’s done and I wish him the best.
I think that’s it for today.
Jonathan
PS. If you know someone who could benefit from these emails, then go ahead and feel free to forward this email to them, and make sure they sign up at https://measurableadvertising.com/
I am counting on your referral. I always declare how great referrals are, so of course I was going to ask you for one.