The Point

Posts Tagged ‘website’


Can Your SaaS Copywriter and Content Marketing Consultant Do This?

SaaS Copywriter

Are you considering hiring a SaaS copywriter and content marketing consultant? You’ve come to the right page.

If you’re looking for the “how to” type of posts I generally write I understand if you skip this one and trust you’ll come back soon.

That said, if you have a SaaS brand or manage marketing for a software company, you’re bound to find this post valuable. The conversation here today (er, monologue) is about what a SaaS copywriter can do for you.

Most of my clients sell subscription-based software and rely on my experience to help generate leads, increase conversion, and foster loyalty. Based on my online travels and 30 years of producing marketing content, here’s what I think a SaaS copywriter and content marketing consultant can do for you.



20 Ideas for Your Website Homepage Content [Infographic]

ideas for website homepage

Planning, creating, and publishing website homepage content is no walk in the park. In fact, it presents the most difficult—and important—decisions a digital marketer must make.

Everyone seems to want to know the exact formula for getting it right. But no such formula exists. So the process of getting homepage content published often paralyzes marketers big and small, experienced and novice.

I have the “What should I put on my homepage?” conversation with clients nearly every day. The answer could be:

(a) Content that best positions your company as the solution to a specific problem

(b) Content prospective buyers are looking for

(c) Both of the above

Clearly, (c) is the optimum answer. If your website’s homepage is doing its job effectively it guides visitors one step deeper into your website. Better yet, it guides the right visitors to the next page, or the content they seek.

See, your homepage, your content, and your marketing in general, shouldn’t aim to engage everyone. Though it may seem counter-intuitive, it should deflect the wrong people. Your conversion depends on engaging the right people, right?

You’ll find great ideas for your SaaS homepage copy, content and design here. 

This website homepage content checklist should help

Your homepage content options are many. After consulting with a ton of clients about their homepage strategies, I decided to create a checklist of 20 ideas—a planning tool. (more…)


21 Ornaments to Hang On Your Website


‘Tis the season not only to be jolly, but also to forge plans to create more effective online marketing programs, where, of course, your website serves as the hub.

Has your website stagnated a bit? Oh sure, your blog or news section gives it a sprinkling of newness each time you post, but you should be doing more than simply expanding your content. You should be promoting it. Thinking customer-centric thoughts and doing what you can to make your website more useful and engaging. Giving your readers a heap of reasons to click around, stick around, come back often and tell their friends.

Consider hanging some new ornaments on your website—the types of things that make it a more compelling social experience. Tools and ideas to increase sharing, engagement, lead generation, credibility, the quality of the content and the usefulness or utility of your online properties are everywhere.

Here are 21 of them to help make your website sparkle in the coming year.


Social media chicklets

social media chicklets

My chicklets are simple, but colored to complement this website.

“Chicklets” is a nickname for the mini-logos of popular social media sites and services. You’ll find thousands of basic or fancy options. Feel free to select artistic ones that complement your site, but don’t let the design obscure the intent—and don’t hide them. Place your social chicklets in an easy-to-find location all across your site to encourage interaction.

Blog comments

I’ll admit blog comments are sometimes hard to get, but you’ll get zero if you don’t make commenting possible with the necessary plugins. Plug one in. WordPress has an easy native solution, which also allows you to offer your readers follow and subscription options.

I use Disqus because it enables users easy sign-in options, a notification system for users to follow discussions, and also displays the commenter’s photo, which helps inspire commentary. Many swear by the feature-rich Livefyre. This article offers a nice roundup and compares features of comments plugins.


Disqus offers a great set of features including a set of suggestions for additional reading — along with comment highlights from the selected articles. Smart stuff for increasing “time on site.”



Copywriting Tips for a More Effective About Page



Copywriting tips series: 3
A more effective about page.about us page

So far in my copywriting tips series, I covered how to write a more effective home page, the hub of your marketing in this new media era. Following that post, I did a sequel on writing a more effective landing page, your key to conversion.

Next up in this series: how to write a more effective about page. It’s sure to be one of the most visited pages on your website, but commonly, it’s a serious snoozer. If your analytics show your about page is a leading exit page, you’re going to want to heed the advice I have for you here.

The about page is a challenge.

About pages scare even veteran website copywriters. The thing that makes the “about” page the trickiest of them all is the confusing—contradictory, actually—subject of the page itself. You’re tempted to write about yourself or your company. And that’s fair. But if that’s all you do, you’ll risk losing your reader.

Remember the purpose of the visit. What the reader really cares about is him or herself. Your about page needs to be about how you can help him or her. (more…)


Effective Online Marketing: Free eBooks from Feldman Creative

Help yourself to these eBooks to understand how to become a more effective online marketer.


Have you taken advantage of these helpful resources? 
Download any or all these online marketing eBooks to learn how to be more effective with your online marketing and achieve your business goals.

> The Plan to Grow Your Business with Effective Online Marketing

I wrote this 28-page eBook to help you understand the essential elements of online marketing and how you piece them together to drive traffic, leads and sales.

In addition to a series of short overviews, The Plan includes key research findings and a long list of suggested content formats to enrich your media, help you expand your reach and increase your influence.

If you’re just getting started with online marketing, you’ll find The Plan extremely eye-opening and useful.

>> Download “The Plan”

> Strike a Chord: Lessons for Making Your Web Content Resonate

Strike a Chord is 40 pages of show and tell. The eBook showcases a variety of content types, provides a look at (and link to) each example, and a succinct explanation of the WHY the content works.

Read Strike a Chord to learn how to deliver compelling content that draws your prospects closer to your brand.

>> Download “Strike a Chord”

> 21 Pointers to Sharpen Your Website

21 Pointers to Sharpen Your Website is just 6-pages, but packed with the tips you need to know to create a website that inspires visitors to click around and stick around.

Whether you’re creating your first website, replacing your current one, or sharpening the assets on your current site, understanding the principles in this brief eBook will help make your efforts more effective.

>> Download “21 Pointers to Sharpen Your Website”

> Find the Right Copywriter: Helpful Hints for Successfully Concluding Your Search

I’ve been writing marketing and advertising copy for 25 years (yikes) and written for thousands of companies big and small. Believe me, I’ve learned which skills matter most.

The key to your online marketing success is engaging your readers. Find the Right Copywriter is an 8-page eBook that addresses the 11 factors I believe you need to considerwhen making the important decision to hire a copywriter.

>> Download “Find the Right Copywriter”


Content Marketing Isn’t for Everybody

Content marketing goals

I shouldn’t recommend content marketing to everyone. It’s dangerous. And not everyone has the skills to cut it.

But I can’t stop myself. I believe in content marketing. It works. So I write about it and deliver free seminars on the subject. But to do it effectively, it’s you that has to believe in it.

Mr. Big Mouth…

I suppose I don’t beg my clients to get into it. I suggest it.

Then, typically, I answer questions about what content marketing is and how it works. I cite examples of how some brands are rising above the noise, enjoying the benefits of search success, expanding their community, and making money because of their efforts.

And then I get the green light. And then we go. And then we stall. And then we stop. And then we’re forced to admit, we wasted time and money.

So I wish I had kept my mouth shut.

A great website isn’t the key to the treasure chest.

Most of these ill-fated forays into content marketing begin when I get contacted to create a new website, which is often. I consult with my client and we forge a plan to make a great website. I refer often to my eBook on the subject, “21 Pointers to Sharpen Your Website,” and use it as a guide to the strategies we’ll pursue.

sharpen your website

Along the way, it’s nearly impossible to avoid subjects such as blogging, search, social, and some of the other tricks of the trade. Why? Because the best website in the world won’t make you a dime unless people come to it and find themselves engaged with the content there.

There I go again. I can’t stop spouting the gospel.

I want my clients to understand the key to effective online marketing, or any marketing, is to get customers to know, like and trust you. That’s a high bar seldom achieved with a heavy dependence on ad or brochure-like communications.

Ugh. Stop me now before I talk you into doing content marketing against your will.

There are good reasons to do content marketing and there are bad reasons. Let’s get to the bad ones now.

Bad reasons to do content marketing.

1. Content marketing is where marketing is at right now.

Most big brands, your household names, are pouring it on with blogs, magazines, apps, video, eBooks and all kinds of compelling content aimed at being educational and/or entertaining. Done well, the content draws the company and customer closer together, emotionally speaking, and loyalty and word of mouth is ignited in the process.

So, yeah, content marketing is en fuego. That doesn’t mean you need to do it too.

Don’t do content marketing because it’s hot. Don’t do it because that’s where media is going. Don’t do it because your competitors are doing it, your friends are doing it, your mom’s doing it, or the crowd’s doing it.

Content marketing isn’t for followers. It’s for leaders.

2. You don’t have to buy media.

True. No doubt, it’s incredibly intoxicating to startups, smaller companies, or any company attempting to rein in the spending. Though there are certainly exceptions, most companies are seeing their return on investment in advertising, direct mail, and the gamut of “outbound” marketing wither away and die.

The sting that comes from burning money—or the job insecurity that comes from flimsy results—tends to grease the skids for joining the great content craze.

Sure, in content marketing, you dial-down or eliminate the traditional media spend. However, you can’t escape the need to “use” media, for lack of a better word. So you have to make media, be media, or earn media.

There’s a learning curve. And guess what? You never reach the top of it. Though you may master the tools in reasonably short order, you’ll never be able to stop investing in learning. Translate: content marketing requires expertise. Expertise takes time. Time is money. The discipline isn’t as free as it may seem.

And what about earned media? It’s even more important than “owned” media (what I was writing about before). To get people on your website to do business with you, you have to make yourself known elsewhere on the web—in the news, on other blogs, throughout social media and social commerce.

There’s a secret to all this earned media stuff. Your content has to be great, as in worth publishing, worth sharing, worth praising.

Content marketing isn’t for media amateurs. It’s for professionals.

3. You want to join the conversation.

A brand is essentially the sum of what people say about it. We’re connected and social now. And that’s not all. We’re hypercritical, hyperactive and so hyper-online, we’re barely offline when we sleep. Scheduling our content to publish while we’re snoring is easy. There are apps for that.

So once again, this bad reason comes with a major league disclaimer because it’s a good reason too. If you’re not a part of the conversation, you are indeed going to miss out on some opportunities.

But joining the conversation is a commitment. You can’t just talk. You have to listen. It’s not enough to be there. You have to have presence.

Content marketing isn’t about adding words. It’s about adding value.

Will you take this stuff to heart?

For a few years now, the research reveals marketers two biggest challenges in the content marketing arena are (1) lack of budget and (2) producing enough content. You could make a case these are two versions of the same thing.

But I want to challenge the said challenges. Don’t get me wrong, I’m not attacking the integrity of the research. If the research is flawed, I believe it’s because one challenge has been left off the list of choices:


If you think about any of the things you do well, stick to, get satisfaction and rewards from, you’re going to conclude they’re the things you truly believe in—the things your heart is in. And where your heart goes your brain will follow.

You shouldn’t go down the content marketing path with doubt, trepidation or hesitation. Go down that path if you believe it’s worth the effort, if you believe you’re going to get good at it, and if you believe it will become a part of your corporate culture for the long haul.

Content marketing isn’t for you for the reasons you think. It’s for you if you believe in it.

[If you believe content marketing you want to get serious about content marketing, help yourself to “The Plan to Grow Your Business with Effective Online Marketing,” offered free here.]

The plan to grow your business with effective online marketing

 And here’s a look at some of the things you might accomplish if you’re serious about content marketing.


The Plan to Grow Your Business with Effective Online Marketing

The Plan to Grow Your Business with Effective Online Marketing

This must-read 28-page eBook clearly and simply presents the strategies you need to create magnetic content, make your website a customer attraction force field, and convert visitors to customers.

Download Now


21 Pointers to Sharpen Your Website

21 Pointers to Sharpen Your Website

Don’t create a new site until you’ve read this insightful series of to-the-point pointers to help make your online marketing far more effective.

Download Now


12 Sharpened Websites = More Effective Online Marketing


The eBook is the Stud in Your Content Marketing Stable

Content Marketing Institute and Marketing Profs collaborate annually to produce a heap of research findings they call “B2B Content Marketing Benchmarks, Budgets and Trends.” This year’s report just came out last month. (Presented on SlideShare here.)

In a section that probes respondents about what they perceive to be their biggest challenges, the top three results were: (1) producing enough content (2) producing content that engages, and (3) lack of budget.

Repurposing quality content helps overcome all these challenges.

If you don’t repurpose your best content, it’s time to start. And if you merely dabble in the practice, you’d be wise to step it up. The top three reasons why align with the challenges above in a big way.