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Sara Lancaster here. Thanks for visiting the No. 2 Pen blog where I share examples of business websites with sharp website content.Project Hound
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Archive for the ‘No. 2 Pen Blog’ Category
Professional Website Examples with Storytelling Appeal
Wednesday, November 30th, 2011
In fiction and other forms of literature every scene moves the story forward with an action. You have a series of reveals that keeps things interesting and keeps the reader turning the page.
This approach doesn’t usually translate well for professional website content, but it can work if you change your thoughts on standard web design and write casual, conversational copy. I know of two companies that have done this and mastered website content storytelling. But before I tell you about them, I want to first outline a few standard web usability rules, which say:
- Websites should contain multiple pages.
- Each page should serve its own function (e.g., services page describes your offerings and about page describes YOU, etc.).
- All web pages should be independent of each other. You never know what page a visitor will land on first — it’s not always your home page.
- Web content should sell the sizzle right away, not contain too many details, and focus on a strong call to action.
Now that you know the rules, let’s see two examples of professional website content that break away from the norm and have a strong storytelling appeal.
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Personal Website Examples Extravaganza
Friday, October 21st, 2011
You’re here because you want to know if you need a personal website. You want to know what your personal website should look like. You want to know if you should just have a blog instead. At the bottom of this post you’ll find a list of some awesome personal website examples. But first, let me answer your questions.
What’s the difference between a personal website and a personal blog?
Put simply, a blog is a journal of sorts that usually encourages conversation, while a website is a static set of pages that informs. Not a lot of talky talk going on within a website.
Your personal website could include a blog or not include a blog. Either works fine. Take, for example, SaraLancaster.com. This is an example of a personal website without a blog. Whereas my husband’s site — JasonLancaster.com — does have a blog.
Big Brands with Personal Blogs: Corporate Blog Examples
Wednesday, October 5th, 2011
Big brands are run by board members, divisions, mission statements, annual reports. . .you get the point. It’s hard for an outsider to see the personal side of a big company, because hundreds or thousands of people get lost behind a corporate identity. And it’s hard to sell a corporate identity, especially in this time of transparency and social marketing.
Big brands need to use their blog to reveal that personal side. A blog is a chance to showcase the fact that a company isn’t only a bunch of suits looking to build on the bottom line. Most people behind most big brands actually care about their business and the people that support it. That’s what I call personal.
Check out these three examples of corporate blogs with that personal angle.
Why an Online Media Center Means Good Feng Shui
Tuesday, September 6th, 2011
A media center contains all the basic information that a traditional journalist, blogger, or marketing pro would want to know about your business or organization. And it’s all in one tidy section of your website.
Not all businesses would benefit from a media center (also called a news room or some other variation). However, if you field calls from the media or if you would like to field calls from the media, then a media center could provide incredible benefit. (more…)
My Web Designer Says My Web Content Sucks. Now What?
Tuesday, August 9th, 2011
Many website owners approach No. 2 Pen after their web designer tells them they need to hire a copywriter. At this point, one of two things has happened.
1) The site has been designed and the designer is patiently (or not so patiently) waiting for the words to fill in the blanks.
2) The owner of the site wrote the copy and the designer had to be brave and say that the writing stinks. (more…)
Apple as a Modern Website Content Example
Thursday, July 21st, 2011
Every new No. 2 Pen client gets to work through our branding/website content questionnaire. The whole idea behind the questionnaire is to help us understand the client’s business, marketing goals, and vision for their website content. Any quality website content writer would want something like this. It’s hard to do your job well without it.
One of the questions on the form reads: Are there other websites with content that you like? Please provide the URLs for those websites and state what you like about each one.
Disclaimer: We don’t ask this question so we can copy the content. Never! A website content writer simply wants to know the style of writing that the client is drawn to. Do they want conversational copy? Corporate-sounding copy? It’s much easier to point to what you like than it is to imagine it up on your own, especially when your job doesn’t have anything to do with writing website content. (more…)
Restaurant Website Examples: Happy Hour Niche
Wednesday, June 29th, 2011
This week’s example of a business website with sharp content belongs to Goosetown Tavern here in Denver. There are three main reasons why I wanted to use this website as a restaurant website example.
1. The people behind the website tell the story of Goosetown Tavern. There really were geese that inspired the name of this joint. Website content writing is story telling.
2. Goosetown Tavern wants to be known for its spectacular happy hour, and so they make their happy hour the focal point of the site. Having a niche makes it easier to market your business and set yourself apart from the rest.
3. The website has a clean design with easy-to-read copy. Crisp!
Restaurant Website Examples: Three Margaritas Only
Wednesday, June 15th, 2011
There’s a Colorado restaurant with margaritas so good they’ll only let you have three of them. If you’ve gone to college at any of the major state schools here or ever sought out a quality Mexican meal in Colorado, then you know what place I’m talking about.
The Rio Grande a/k/a The Rio. (more…)
Benefits of Clogs and Testimonials: Business Website Example
Wednesday, June 1st, 2011
After I graduated from college I toured Europe for three months. When I returned home I needed work. Fast.
During the day I searched for writing gigs and at night I worked with various promotions companies in Denver. Since that little adventure, I always take a flyer or a free sample when it’s offerered to me.
Why? Because the person handing out those items can go home when all the items are gone.
When I stumbled on the website for Zag Marketing I quickly reflected back on my days in promotions…because that’s similar to what they do. The series of jobs I held was a great learning experience for me. It taught me about people. It taught me about marketing. It taught me that a pair of Dansko clogs will prevent sore feet and blisters.
A Case for Numbers: Real Estate Website Example
Thursday, May 19th, 2011
Starting today, the No. 2 Pen blog is getting a content lift. I usually blog about online marketing advice and how-to’s related to writing. These posts will remain and a few more along these lines will find their way on the blog from time to time, but the blog will mainly focus on examples of excellent website content.
After talking with a few of you, I realized that you’re not looking for advice on how to write; you’re looking for inspiration on how to conduct business online. As a result of that feedback, you can expect to see bi-monthly posts that feature quality websites across all industries. The goal is to show you how successful businesses present themselves online.
With that out of the way, let’s look at the first example of great website content. This comes from our client e3 Real Estate Group.
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