Why is my copy choppy

www.BeyondIndigoPets.com

Why is my Copy Choppy

Jeani NugentBeyond Indigo Project Manager

[email protected]

877-244-9322 x320

http://www.beyondindigopets.com/


Upcoming Veterinary Webinars: They’re FREE!Sign up at beyondingopets.com

Asking Clients to Write ReviewsJune 11, 2014 ~ 11:00-11:30am CSTIt’s not uncommon to feel uncomfortable asking your clients to write positive reviews for you. Many veterinarians and business owners simply refuse to do it at all, but for those who take the plunge and find a way that feels natural, it becomes a great way to keep people talking about your clinic and referring friends, relatives, and even strangers! Join us as we talk about how to grow comfortable asking your clients to write reviews.

Making Print Materials For YouJuly 9, 2014 ~ 11:00-11:30am CSTAs you begin your digital marketing journey, you are probably looking more at ways to connect and engage with your clients online. But did you know that you can use traditional marketing approaches to supplement your digital marketing? In this free, 30 minute webinar by Beyond Indigo, you’ll learn how to incorporate business cards, signs, brochures, and more into your digital marketing strategy!



Upcoming Veterinary Webinars: They’re FREE!Sign up at beyondingopets.com

Your Website Image: Choosing the Right PhotosAugust 6, 2014 ~ 11:00-11:30am CSTChoosing compelling images is one of the most important parts of creating a great website. The right images attract attention, set the tone, represent your practice, and educate your users. The wrong images can confuse and annoy your visitors. Join Elyse Phillips, one of Beyond indigo’s Project Managers, to learn: Tips for choosing photos for your website People and places and things: when to feature each When should you use stock photos?



BeeFree Cloud-Based Softwarewww.beefree.beyondindigopets.com/webinars.html

Do You Know Your

Key Performance Indicators In Real Time?

June 4, 2014 ~ 7:00pm CST

The sad and true fact is most hospitals do not know the real-time numbers that drive their business. For example, do you know your average

transaction cost as of today? How many new clients have you had in the past two weeks? How many active clients do you have as of now? Do you know where your clients live? These are some key indicators that you can

see immediately when you use BeeFree. Why? They are on your dashboard. Sign up for this webinar to learn how to access these key indicators quickly

per doctor and for the hospital overall. It is time to start looking at the numbers daily.

Presented TONIGHT!



Check Out Beyond Indigo Past Webinarswww.youtube.com/user/beyondindigopets

Website Essentials

EASY SEO-BECOME AN AUTHORITY

What is Being Said About

Your PracticeIs Your Veterinary Practice

Pinteresting?

It’s Better With Blogging Why Should Worry

About Online Reviews



Print vs. Website CopyPrint Content

Examples: reports, articles, client handouts





Read word for word, start to finish






The expectation is for the reader to look at copy as a whole, from start to finish







Website Copy

79% of readers scan websites







Website Copy


Most users will skip long paragraphs







Website Copy



Only 16% of web users will read a web page word for word, start to finish







Website Copy



Only 16% of web users will read a web page word for word, start to finish

Readers will look for key sentences or phrases



So How DO People Read Websites?

User-driven Medium Clients want to “click” things instead of reading long

passages





passages

Lots of Competition Millions of other pages out there, so if your client can’t

find what they need quickly, they’ll leave





passages

Lots of Competition Millions of other pages out there, so if your client can’t

find what they need quickly, they’ll leave

Mobile Between 46-50% of Google searches

are mobile Number of exclusively mobile

searches increasing



Choppy Copy

Choppy can be good!



Choppy Copy

Choppy can be good! Bullet points



Choppy Copy


Effective headlines



Choppy Copy


Effective headlines

Short, simplified content



Repetitive Copy

Repetition can be good!



Repetitive Copy

Repetition can be good! …and this warrants repeating…



Repetitive Copy


Repetition can be good!



Repetitive Copy


Repetition can be good! Users may never see your home page



Repetitive Copy



Visitors from Social Media links (Facebook, Twitter, Google+, Pinterest)



Repetitive Copy



Visitors from Social Media links (Facebook, Twitter, Google+, Pinterest)

Visitors from Google searches for your services (boarding, pet dental, spay/neuter)



Good Web Copy

Avoid technical jargon



Good Web Copy

Avoid technical jargon Example: say “chronic kidney disease” instead of

“chronic renal failure”



Good Web Copy



Write at an 8th grade level, this is the level your most of your audience reads at



Good Web Copy




Be specific



Good Web Copy




Be specific Back up superlative with facts



Good Web Copy




Be specific Back up superlative with facts

Instead of Best Veterinarian use “Voted Best Veterinarian by XYZ Organization in the ABC area”



Good Web Copy

Make it about your clients needs



Good Web Copy

Make it about your clients needs Skip the mission statement



Good Web Copy


Discuss specific services that you offer



Good Web Copy



Don’t be afraid to upsell!



Good Web Copy



Don’t be afraid to upsell! Point out you have products your patients can purchase

when talking about nutrition or flea and tick prevention



Good Web Copy

Home Page



Good Web Copy

Home Page Ideally 150 words Brief description of you Links within content to important pages



Good Web Copy


Internal Pages



Good Web Copy


Internal Pages 250-500 words Bullet points and lists Brief paragraphs Call to action Catchy headlines



Good Web Copy


Internal Pages 250-500 words Bullet points and lists Brief paragraphs Call to action Catchy headlinesHeadlines



Good Web Copy


Internal Pages 250-500 words Bullet points and lists Brief paragraphs Call to action Catchy headlinesHeadlines Less than 80 characters Should contain key phrases that users are scanning for



So…let’s look at some examples



Questions?

Feel free to ask now: Audio Chat function

Contact me later at [email protected] 877-244-9322 x320

mailto:[email protected]



Questions?

For additional help with your company’s positive-based marketing, including content, reach out to our Marketing and Sales Manager Melissa Neff at: [email protected] 877-244-9322 ext 100




Technology

Why is my copy choppy