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Your Web site (blog, microblogs, et al) is a place and we understand the essence of what it means to surf through the Internet. One can jump from page to page via hyperlinks, watch movies by clicking, and more. Repeating these redundancies can, in effect, insult your customer. Keep in mind that your customer already knows what she wants when she enters your Web site, the key is to allow her to walk through the doors with efficiency and ease.
The solution is to blend your hyperlinks into your writing style so that the reader knows that link is important. Save the call out for a postscript beneath your summary. Here are just a few examples of what you might have now and how to make it better:
Example 1: You’re authoring a blog entry for cat behavior
- Current: Click here to read Why Good Cats Behave Poorly.
Could Be: The behavior of Scent rubbing and spraying is used primarily to claim ownership of something, although unlike male cats, female cats do not usually spray.
Example 2: You’re authoring a blog entry for healthy eating habits
- Current: Learn more about eating healthy.
Could Be: While America begins to demonize Traditional Southern Cooking, I still love watching my favorite celebrity chefs on the Food Network as they make the art of cooking seem effortless. Additionally, the groundbreaking health benefits demonstrated in Change Your Brain, Change Your Life by Daniel Amen, MD. are insightful, practical, and cutting edge.
Example 3: You’re authoring a blog entry for wedding floral arrangements
- Current: See beautiful DIY flower arrangements here.
Could Be: As Jeff Leatham of The Knot films behind the scenes of the Summer Issue, his mantra is to begin with the vase first, flower second. One would think flowers set the scene, but vases are the most important fixture as they set the height of the scene. Is the flower arrangement to be a centerpiece for a table surrounded by seated people? If so, one might consider an extremely tall clear vase to allow a peek through or a tiny frog with a single stem orchid for zen lightness. Both options as well as inventive and unexpected centerpieces avail themselves to livelier conversation.
Expanding your thoughts from a one sentence quickie into an informative observation will provide your customer with a reason to return again. Leave some comments below and let me know how this demonstration has made an impact on your readership success.
P.S. Remember to remove and replace your links by blending with high quality content. If you would like Lisa to audit your collateral for branding cohesiveness, please contact her.