I will improve your online search rankings, generate more leads, and close more sales.
I can also design, create, and host your web site.
Traffic And Traction.
Let’s get you on the first page of results when people search for your product or service, and keep improving that ranking.
Connect And Engage.
We’ll clarify and amplify the message on your website so that prospects really want what you have to offer and will take action to get it.
Copywriter, Copywriting, and Site Development
I help organizations grow their customer or member base by writing SEO-tuned copy for websites, blogs, emails and more. I also write offline content like white papers, business plans, and brochures. I can help develop your content strategy and write copy to fulfill on it. And I can design, develop, and host your website or landing pages.
Having an awesome message and a great call to action is important. Having people to read that message and respond to your call to action is key.
Let’s drive more traffic to your site.
Reducing Bounce Rate
When someone comes to your web site then leaves, we say that they have “bounced”. The longer people stay, the more they see and do, and the better your chances for conversion and higher rankings.
Let’s reduce your Bounce Rate.
Increase Conversion Rates
Conversion [kuh n-vur-zhuh n]
A change in attitude or belief. In marketing, the point at which the recipient of a marketing message performs a desired behavior, like responding to a Call To Action.
Get more site visitors to respond.
The Organic Aisle
Organic methods are those that occur, well, organically. Let’s take “searching”; the most common way of finding something on the web. You type a word or phrase for what you’re looking for. If it works, there will be a list of possible websites for you to visit. At the top of those results, you’ll frequently find a few that are paid for as advertisements. Depending on how you feel about what you’re looking for, you may skip past the ads and go to the first non-paid result that appeared.
Those remaining non-paid ads are what we call organic results.
Organic Results are Relevant
Organic results are present because the search engine (like Google) ranked it highly. Its ranking was high because it’s content was relevant to your search, and it had authority as a site with credible information. The relevancy comes from well-written copy that speaks directly to the topic being searched for. Judicious selection and use of keywords and phrases and sentence construction are important for relevancy. Engaging your visitors and keeping them on your website for awhile is also a key factor in relevancy. So things need to be well-written by your copywriter.
Organic Results are Authoritative
Authority comes from referential linking. Also referred to as “backlinks” or “inbound links”, these are links to pages on your website that come from other websites. The quantity and quality of these backlinks determine the level of authority. Quality arises from being linked to by other popular, high-authority sites, and these are very valuable. Getting backlinks is a tedious process and can be time consuming. One way that we do this is through competitive backlink research.
Doing Competitive Research
When we find a competitor that’s ranking well in the search engines, we perform an analysis of the pages and domains that are referencing the competitor’s site. This analysis gives insight into what types of referrers are pointing at the site, and they we can get to work building links back to our own site. This involves finding a way to contribute to the referrer sites in such a way that they will link back to you. We also perform an analysis of what keywords and keyword phrases are used to optimize the site for relevancy, and then we look for unique keywords and phrases that will shift your site outside of the competitor’s space but keep you relevant.
Now To Implement It
Are you taking notes? Don’t bother. I’ll do all of this for you because that’s what I do so that you can remain focused on doing the awesome thing that you love. If you’re like most of my clients, this copywriting stuff is interesting – for about 37 seconds, then your entrepreneurial brain goes back to working on your own stuff. That’s perfect, it’s how you know what you love; and you should only do what you love; you’re better at that.
You’ve been to the big box store where someone welcomes you and, in some cases, they ask if they can direct you to what you’re looking for. The concept is the same for your website except that there won’t be an actual person there. The “greeter” will be a tag line or opening statement that entirely summarizes what you’re about and what visitors can expect. Sounds simple, right? It can be and, frequently, in an effort to be clever or sound more impressive, people beat around the bush or are not explicitly clear about what it is that they offer.
If I can’t figure out what you do within 5 seconds, I’m gone.
The Greeter’s Message
Reducing your bounce rate is a matter of delivering the same message to visitors on your website that they used to search and ultimately click on the search result that brought them in. If the search results for your site, for example, say that you provide fitness training, when someone clicks that result and the first thing they see is the sale of fitness equipment, they will likely bounce. Instead, if they see a schedule of fitness classes, they will likely stay and investigate. It is important that your copywriter establishes a relationship with your visitors immediately when they arrive on your site.
About Landing Pages
Depending on your main website structure, you don’t always want to drive traffic to your home page. Instead, you can use a separate “landing page” that focuses entirely on one aspect of your business where you can capture that lead with the intent of marketing directly to that prospect. This is highly valuable because that person specifically opted-in after reviewing all of your information. When someone has provided you with their contact information (usually name and email), we call that a “conversion”. More on conversion in another section.
Truth and Clarity
In all of your online messages, regardless if on a landing page or your main site, you want to be direct, truthful, and clear. You have a valuable product or service that someone wants. So, just be exquisitely clear about what it is, what they can expect, and what they need to do next. Think about all the times that you’ve gone to a website that you’re pretty sure had the thing you wanted, but you could not get enough specifics or it wasn’t clear what you needed to do to place an order. It’s frustrating and you’re likely to bounce right out of there.
Once Upon a Time
People love stories; relatable anecdotes through which the reader can see himself or herself accomplishing something. The key is to make it relatable – sharing an experience that readers want for themselves. A good example of this is the “restaurant scene” at Katz’s Delicatessen in New York from the movie When Harry Met Sally where Meg Ryan convincingly demonstrates a very public and persuasive orgasm to the quiet astonishment of all around her. When she was done, a woman at the table next to her, played by the director Rob Reiner’s mother Estelle, grabs the waiter and exclaims “I’ll have what she’s having”. That’s relatable.
The Marketing Funnel
You may have heard the term “Marketing Funnel” or “Sales Funnel” before, but what exactly does it mean? In many ways, the marketing process is more like a sieve, albeit a funnel-shaped one. The concept is that many people fall into the funnel-sieve, and only a few come out the bottom. So, in sieve-like fashion, most people ooze out of the side of the funnel-sieve and just drop out of the process. OK, maybe that’s not the nicest description, but you get the idea. Let’s talk about what happens on the way down.
Every prospect goes through a marketing funnel.
It’s Really a Portal
Let’s acknowledge that the funnel exists and it’s important. However, it should be noted that this sales/marketing funnel is most certainly not the whole story of your customer’s journey; it’s only the entry point – a portal into your business. Let’s also acknowledge that there are some online businesses where the funnel is the business, and the only purpose is to endlessly pull people into the top of the funnel and run them through to purchase. In this model, there’s no customer retention going on, so as soon as the prospecting slows down, the business slows down and will eventually grind to a halt.
The Rings of The Funnel
Terminology for the funnel rings varies depending on who you talk to, but it all comes down to the same notion that first Awareness is created for a campaign, prospects become Engaged in the concepts, begin a journey of Discovery about the offerings, culminating in a Purchase (which is not always monetary), and finally become loyal followers that are Retained in some way.
You Need Fierce Loyalists
Serious business owners understand that impulse buys rarely create the kind of client base that will sustain the endeavor. It’s not cliché to state the obvious that happy, loyal customers are the life-blood of any business. You will not find a successful business without fiercely loyal constituents that rally around the business, sometimes akin to a religious fanaticism. So how do you build this level of engagement? It’s not difficult to do, but it takes knowledge and discipline. Your copywriter forms the foundation of this process.
My clients come from broad and diverse industries and organizations. While having expertise in specific fields is always a feather-in-the-cap, most of what I do as a copywriter is to create engaging communication for my clients. When there are areas of technical concern, my skills as a researcher are of great benefit to the project. Often, this is a critical component because even my clients may not be current with the state-of-the-art in their own businesses.
I was formally trained as an electrical engineer with specializations in microelectronics, telecommunications, and software. As a member of the technical staff in the former Bell System, I was called on to create massive amounts of documentation; consequently, I learned how to effectively present topics. I have since been an entrepreneur, having started 5 companies, a certified USA Cycling Coach, and a real estate investor.
Please explore the disciplines below in which I have actively worked as a copywriter. This is not an exhaustive list, as many of my clients have fit into a niche or a sub-discipline of what’s here. Consequently, if your specific practice is not among what’s listed, contact me to see how I would approach copywriting in that area. I am certain that I can create winning copy for you to enhance your organization or business.
Real Estate Sales and Real Estate Investing
As the former co-owner of the Madison (Wisconsin) Real Estate Investors Association (REIA), and a property rehabber, I have intimate knowledge of the process of investing in real estate. I am also a technical assistant to a Wisconsin Licensed Real Estate Agent, and have a great deal of knowledge about residential sales, including understanding the legal and contractual documents that are necessary for real estate transactions.
My clients include REIAs for the structure and content creation of their web sites, email communications to members for upcoming events and regular membership communications, the creation and development of training courses both for the general public and the Madison real estate investor coaching program (for which I was also a coach), and the development of content and campaign strategies for the organizations.
I also consult for individual real estate investors, creating web sites, landing pages, and business materials for the development of their businesses.
Fitness Center and Training, Yoga, Coaching
If you are an independent fitness or yoga coach, or someone operating a facility, you need to connect with people at their pain points; offering solutions to both the mundane and the complex issues surrounding fitness. I have both the writing and the experiential background as a copywriter and USA Cycling coach to clearly express your offerings to prospects, and to communicate effectively with your members and clients.
Speaking to people in clear, non-technical terms with an emphasis on what they most want for mind and body is the best way to connect and nurture your client base. We will highlight your offerings in unique and compelling ways to draw in prospects, and offer real value to existing members to make them feel cared-for in ways they have not experienced before. Treating your discipline as a vital service to the happiness and longevity of your prospects and members will make your offerings invaluable.
Bicycle Shops, Cycling Centers, and Coaching
As both an avid cyclist and USA Cycling Coach, I understand the joy and fitness benefits of this sport on a level that few other copywriters do. From 2005-2011, I founded and operated a company that developed and implemented Cycling Performance Centers inside of select bike shops in Northern Illinois. Based on the original CompuTrainer platform, these centers opened the door to professional training that could be enjoyed by all levels of rider from the beginning novice all the way through amateur and semi-pro competitors.
I was one of the cycling coaches for the U.S. National Youth Triathlon Championship Team founded in Geneva, Illinois. One of those youths from Geneva saw his way to U.S. Olympic participation in the 2016 Rio Summer Olympics, where he was in first place overall on the bike. Other individuals of the 57-member team have gone on to various professional and semi-professional sports disciplines.
As your copywriter in this field, I understand the operations of bicycle shops, cycling centers, and cycling coaching at a level that gives you a clear advantage in establishing or enhancing your practice.
Business Coach, Life Coach
Coaching in the hands-off, heads-on discipline requires an understanding of human psychology and behavioral sciences. Part of my USAC training included the psychology of athletic training and, after starting and operating 5 companies, I have a pretty solid understanding of business practices and the roadblocks that entrepreneurs will face as they build their business. I can write with confidence about your offerings with the understanding of someone who has been on both the delivery side and the receiving side of this coaching.
Where you will be effective is in developing sets of approaches to various scenarios, then effectively communicating those approaches, explaining how you deal with each. For example, in the business world, how to deal with the unexpected loss of project funding, and how to quickly recover. We will work together to understand the full range of your offerings and how to best position each for both SEO-tuned searchability to attract prospects and the value proposition for your clients.
Spiritual and Energetic Healer
An emerging and rapidly growing field of healing is in the spiritual and energetic realms. I have direct experience with a wide range of practices in this discipline, and my life partner is a powerful spiritual and energetic healer in her own right. I have created websites and written copy for those sites and for subsequent emails that communicate with existing clients of these practices. What is important to this community is thoughtful contact and spiritual insights.
As your copywriter, I can review your website (or create one), optimize the content to attract prospects that are interested in spiritual and energetic healing, and advise you on how to position your offerings to best suit your healing strengths. It has been my experience that, more so than other clients, spiritual and energetic healers have more interest in how something feels and how it lands for their clients and prospects; I am well-versed in listening for, and acting on, that guidance in the creation of that work.
Building and Construction Trades
Relating to the real estate sales and real estate investing disciplines, the building and construction trades are very familiar to me, both from the perspective of working closely with trades in my real estate investing practices, and in developing content and web sites for small-business providers. I understand the terminology and I am able to express complex concepts in the trades to the general public in such a way that the value proposition is clear.
One of my concrete construction clients was looking for additional work at the beginning of the 2017 pouring season. He was especially interested in combination tear-out and flatwork projects in the Madison, Wisconsin, area. I developed his website and a Google Adwords campaign in late March that booked up his season through November in about 3 weeks. We had to terminate the Adwords campaign prematurely because he could not handle any more business.
This is one of this areas with fall-out niche work; for example, business and property insurance is a natural progression from the construction trades, and I am able to write about and develop materials for insurance that serves this industry. I have clients in the field of real estate investor insurance and business liability.
Business Plan Writing and Patent & Trademark
As someone who has written a handful of business plans for his own businesses, and someone who has co-authored a highly successful Internet patent, U.S. Patent #6,112,246, I am qualified to assist you with the development of the copy necessary to work with patent attorneys, and the process of filing.
Frequently, my engagement as a copywriter for business plans is to either wordsmith the finished product, or create the marketing/engagement section, or a combination of both. I can, and certainly must be, very flexible in such an engagement, as the scope of this kind of work varies wildly. I think it’s safe to say that I can consult, construct, or contribute to the creation of this business material.
Who we are
Our main website address is https://www.portal608.com, and we are located in the Madison, Wisconsin area. Our incorporated name in the State of Wisconsin is Portal608 Techworks, LLC.
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