Bad vs. Good: Writing for The Web

What makes ideal web content? Here's an example of the bad vs. the good on our own website. The foot notes explain why each element is bad or good.

What makes ideal web content?  Here’s an example of the bad vs. the good SEO writing on our own website.  The foot notes explain why each element is bad or good.

Original (Bad) Content:

Check Out the New SageRock Institute!   [rl1]

SageRock has been implementing world-class web marketing for our clients since 1999. We have worked with some the largest brands in America. Many of the SageRock team speaks nationally on a wide range of topics in web marketing.   [rl2]

We have now officially launched The SageRock Institute to offer you hands-on training of all the skills we possess here at SageRock. The SageRock Institute will completely train you and your staff on the ins and outs of web marketing including topics such as Advancements in Banner Advertising; Google Tools: Website Optimizer and Beyond; Online Branding; Paid Search – Advanced ROI Refinement; Search Engine Marketing – C-Suite; Search Engine Optimization Tactics and Trends; Social Media in the Corporate Environment; Vertical and Local Marketing, etc. [rl3]The list goes on and on. If you are ready to take the next step in search engine marketing you need to seriously consider the web marketing classes offered at the SageRock Institute.     [rl4][rl5]

[rl1]Headlines should be informational, not “clever.”

[rl2]Intro or Micro Paragraphs should orient the user to where they are in the website by describing page content exactly. This is non specific and non objective.

[rl3]Always use bullets when listing elements.

[rl4]Content should be concise, objective, informational, and offer drill down hyperlinks for more information.  This content offers none of that.

[rl5]This is a weak and non directive call to action.

Re-Written as Good Content Example:

SageRock Provides Training   [rl6]

SageRock Inc. is launching the SageRock Institute, offering you and your staff custom training from our experts.    [rl7]

Click Here For Sign-Up Details    [rl8]

Topics Include: [rl9]

  • Google Tools: Website Optimizer and Beyond
  • Paid Search – Advanced ROI Refinement
  • Search Engine Optimization Tactics and Trends
  • Social Media in the Corporate Environment
  • Click Here For Additional Topics [rl10]

Classes are taught by members of the SageRock team that speak nationally on their expertise in digital marketing.    [rl11]

Read Our Instructors Bios:     [rl12]

  • Sage Lewis
  • Joe Abraham
  • Greg Habermann

[rl6]Informational Headline

[rl7]Proper use of Micro Content – Direct and Descriptive.

[rl8]Clear and Directive Call To Action.

[rl9]Proper Use of Sub Heads

[rl10]Use of Bullets and proper use of hyperlink drill downs for more info (keeping this text concise).

[rl11]Objective Language use in the marketing message.

[rl12]Additional use of sub heads and bullets with hyperlinks for additional info.

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  1. Nice analysis, Rocky!

    I think that’s the first time I’ve ever seen footnotes incorporated into a blog post 🙂

    But there’s no reason to leave footnotes out of all the blogging fun.

    I find it interesting how Web writing is still such an unknown in the writing world.

    For all the incredible power the web has achieved in such a short amount of time you would think universities would take a more serious approach to incorporating it into their curriculum.

    Nice post, Rocky!

  2. I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you down the road!

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