Website Quarterback (WQB) Content Creators
Keyword Rich Optimized Web Copy Creation
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BRAND MESSAGE OFFER
Keyword Rich Optimized Copy Creation
Keyword Rich BRAND | MESSAGE | OFFER
Website Quarterback (WQB) Club – Masters Clinic
Web BRAND-It-UP
Keyword Rich BRAND | MESSAGE | OFFER Copy Creation
3 Key Elements: BRAND, MESSAGE, and OFFER are the 3 key elements needed for a web page to be effective.
Aligned and made Keyword Rich for each of your leads’ delight.
Add images.
IF any or all elements are missing or not aligned properly to each other the webpage will not perform to its potential.
IF all three elements align and address the following three questions:
The FIRST THREE THINGS Every site visitor wants to know:
- Who are you? BRAND
- What do you do? MESSAGES
- What can/will you do for me? OFFER
- NOW! Call to Action (CTA)
Let us look at each key element individually:
BRAND: Who Are You?
BRAND is more than a company name, logo, tag line, brand message or supporting messages, it is everything that is meant to answer every prospective client’s initial question about ‘Who are you?’ Keep in mind that this will be from the website visitor’s perspective not yours.
The English Rock ban The Who is likely one of the more recognized instances of this primary question. This example is used here to emphasize the real-world harshness of this, potentially one of the most fundamental questions that Humans have been asking Humans.
In the Who song Who Are You – at the climax, they would wail …
“Oh, WHO THE ‘BLEEP’ ARE YOU?”
This may be one of if not the singular most important questions that have been being asked since anything was ever asked. ‘Who are you’ for the website visitors and ‘Who are you’ to yourself are both important questions. Here we are focused on the answer to prospect and client questions.
Anyone who knows a little about dogs… they are asking who each other is in their way too. ITS PRIMAL. Website Quarterback Club believes words work better on the web. If you agree…
GET YOUR ‘BLEEPING’ WEB WORDS RIGHT!
MESSAGE: What Do You Do?
The Primary Brand MESSAGE is at the top of the brand copy mountain. The Brand Message must have great support Messaging and images in place to lift and hold the top of the mountain on top.
All site copy and messaging have multiple duties on the web that must be set up properly, details in place, and precisely aligned to create consistent clarity for Google approval to get the Google Juice flowing.
Some of the web copy is for visitors (prospects, clients, vendors, reporters, etc.) and that copy is also adapted and built into the web platform and page structure for the Google Search Engine to understand each website. Great messaging will confirm what is available for the visitor, to help each visitor decide if they wish to continue to engage with your website and social presence.
If they decide to take another step, great messaging will line up the user flow paths to guide visitors to the appropriate next step. Visitors quickly see what value is offered and it is what they are looking for to solve their problem.
Amazing creative content will set accurate expectations for everything.
The MESSGES will help provide guidance for the visitor flow sequences they take on as they investigate a Company or Product Brand online.
MESSAGES must also provide choices with the appropriate options for new or returning site visitors, so they know just what to do.
SECOND of THREE THINGS
- Who are you?
- What do you do? MESSAGES
- What can/will you do for me?
- NOW?!? Call To Action (CTA)
- Or later when I’m really, ready later?!?
What Can/Will You Do For Me? NOW!?!
- Who are you?
- What do you do? MESSAGES
- What can/will you do for me? Call to Action (CTA) OFFER
- TODAY!?!
- Or later when I’m really ready?!?
The Call to Action (CTA) OFFER is the point of the page and may or may not be the whole offer. A CTA is to guide the visitor to the appropriate next step and offer a clear decision to do this or to do that. All CTAs are to create an action that moves the visitor to their right next step.
CTAs can be very strong for example. Buy Now, Shop Now, Purchase Today. And CTAs can be lower key. Got Questions? Need more information? Do you want to stay updated? Etc.
Much will depend on how the Brand and Brand Messaging line everything up. This can get brutally complicated really quick so instead I will finish the introduction overview with this nugget:
You only have between 6-12 seconds to let visitors know the three keys and even then, they still need to get through their internal verification and is this website phony or not external validation.
If you don’t the first three keys right no one will open your web door.
Success Sessions are to get thoughts and ideas moving!
- The success sessions are focused on finding words written that accurately describe the business driving essence.
- Great if you have your offer already. It’s also great if you are working out the details, or even if you have too many ideas.
- Create clarity and accuracy with statements about the direction and value of your branded messaging.
Message statements will be arranged to support the target and value-added in unique, special, and balanced ways. The messages will be what you share with the people who want to find you.
Grab what you got figured out, a couple of pencils or pens, and LET’S GO.
These BRAND-It-UP and WORD-It-Up exercises are to start developing your messaging muscles and WRITE-It-Out style.
Write a brand direction out to hear if it’s right.
GOAL: Get the words to a point that it is ‘It’s Right for Today,’ to be able to say ‘Yes that’s the right direction’ for the initial Brand Statement.
- Write the supporting messages and offer.
- Write it out and edit it down again, and again.
- What doesn’t need to be included? Rip it out.
When you do shout it out tonight, please don’t hesitate to let us know. Let us know and we will send a link for our Player-UP Celebration Video… complete with confetti! I promise it will be silly and quickly made! Progress over perfection. RIGHT?
The Goal of BRAND | MESSAGE | OFFER
3 QUICK STEPS For a BIG WIN:
1) Align Brand Statement directionally with company attitude, style, and objective.
2) Craft Clarity and Consistency: Brand Message with Supporting Messaging Statements.
3) Organize the Call to Action (CTA) to guide site visitors as they decide.
BONUS FOR THE WIN – SHOUT IT OUT LOUD!
And now… shout it… Shout It… SHOUT IT OUT LOUD!
Seriously if you aren’t excited about it and it doesn’t sound or flow out loud.
It will be better you it from you first, then you may adjust until it hits the right chord.
And then again… shout it… Shout It… SHOUT IT OUT LOUD!
Link to PDF here…
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