Set Yourself Apart From The Ordinary
I have written at length about the need to anticipate your visitors' needs. I have talked about how the first screen of the homepage needs to connect immediately and directly with the task each visitor has on his or her mind. I have talked about finding the search words and phrases people use to find your site, so you can use these same words on your homepage. And so on and so on.
And I think it is all good advice. When visitors arrive at your site for the first time, the best outcome you can hope for is that they think, "Excellent, I'm in exactly the right place. I can find what I'm looking for right here."
The problem is, the more you write the page to suit the needs of the reader, the less character it has.
There is a danger that you will become like that person at a party who roams from group to group, agreeing with everyone and simply reflecting back everyone's opinions and views. People like that are boring and ultimately very irritating. They never risk expressing opinions of their own.
The same thing can happen with a website. The more you try to please people, the thinner the character of your company or organization becomes.
The web has always been a place where strong views and opinions are highly valued. Think about the newsletters you subscribe to and the discussion lists you take part in. The most valuable contributions are those that express real character, where people take a strong position and are not afraid to express it and stand by it.
So there is a balance here. Yes, write your homepage to appeal to the reader, but also let some of the character of your organization shine through. This doesn't mean adding the mission statement, or shoveling the latest corporate sound bites onto your site. Heaven forbid.
But you can express some character. You can say what you believe. You can take a position and let people know what you stand for, and what you stand against.
The benefit? You'll differentiate your site from others in the same space. You'll stand out from the crowd. You'll be recognized. You'll earn respect for taking a position. You'll catch people's attention. You'll make them want to tell their friends and colleagues about your site.
You don't have to take it to extremes. You simply need to write in a recognizable voice.
Enough to set you apart from the ordinary.
Nick Usborne is a copywriter, author, speaker and advocat of good writing. You can access all his archived newsletter articles on copywriting and writing for the web at his Excess Voice site. You'll find more articles and resources on how to make money as a freelance writer at his Freelance Writing Success site.
Nestlé aggressively pursues online sales, predicting a 'rebound' in e-commerce, rise of 'channel-less commerce' - FoodNavigator-USA.com
Nestlé aggressively pursues online sales, predicting a 'rebound' in e-commerce, rise of 'channel-less commerce' FoodNavigator-USA.com
Live shopping set to shake up ecommerce Retail Dive
Coveo Relevance Cloud™ Named Winner for Ecommerce Innovation by the UK Ecommerce Awards - GlobeNewswire
Coveo Relevance Cloud™ Named Winner for Ecommerce Innovation by the UK Ecommerce Awards GlobeNewswire
Changes to B2B ecommerce coming fast Digital Commerce 360
Black Friday 2022 e-commerce reaches record $9.12B, Thanksgiving $5.3B; BNPL and mobile are big hits - TechCrunch
Black Friday 2022 e-commerce reaches record $9.12B, Thanksgiving $5.3B; BNPL and mobile are big hits TechCrunch
FYST Announces Launch of Pioneering Payments Consultancy for Cross-Border E-Commerce Businesses - EU Reporter
FYST Announces Launch of Pioneering Payments Consultancy for Cross-Border E-Commerce Businesses EU Reporter
Alibaba launches ecommerce platform in Spain Tech in Asia
Ecommerce industry’s Black Friday performance hurt by inflation Digital Commerce 360
The State of eCommerce: Pre- and Post-Pandemic (2022) Influencer Marketing Hub
Kroger Needs to Up Its E-Commerce Game The Wall Street Journal
Searchspring Honors Its Outstanding Ecommerce Partners at Third Annual “Partner Cheers!” - MarTech Series
Searchspring Honors Its Outstanding Ecommerce Partners at Third Annual “Partner Cheers!” MarTech Series
SafeOpt's guide to maximizing your ecommerce traffic Marketing Dive
Ecommerce Product Releases: November 15, 2022 Practical Ecommerce
Quantifying the global e-commerce slowdown TechCrunch
TikTok has launched an in-app ecommerce feature Search Engine Land
12 Online Business Tips for Your eCommerce Store to Enhance Customer Experience & Drive Sales - Customer Think
12 Online Business Tips for Your eCommerce Store to Enhance Customer Experience & Drive Sales Customer Think
What E-Commerce Is Teaching Us About Returns SupplyChainBrain
Campari and Moët Hennessy buy e-commerce site Tannico The Spirits Business
Alcohol e-commerce sales to rise by 34% The Spirits Business
Because Of Rising Adoption By Ecommerce Companies, The Product Analytics Market Is Expected To Reach $20 Billion By 2026 As Per The Business Research Company's Product Analytics Global Market Report 2022 - GlobeNewswire
Because Of Rising Adoption By Ecommerce Companies, The Product Analytics Market Is Expected To Reach $20 Billion By 2026 As Per The Business Research Company's Product Analytics Global Market Report 2022 GlobeNewswire
Global eCommerce Transactions Expected To Grow 15% During 2022 Holiday Season, Showing Optimism - Business Wire
Global eCommerce Transactions Expected To Grow 15% During 2022 Holiday Season, Showing Optimism Business Wire
Mobile Ecommerce Success Calls for the ‘Instagramification’ of the App Experience - Retail TouchPoints
Mobile Ecommerce Success Calls for the ‘Instagramification’ of the App Experience Retail TouchPoints
Grocery e-commerce sales fall 3% in October Grocery Dive
In fashion: Chinese ecommerce on US shores The Hustle
Etsy and eBay escape the worst of the ecommerce downturn, but Wayfair and Peloton aren't so lucky - Insider Intelligence
Etsy and eBay escape the worst of the ecommerce downturn, but Wayfair and Peloton aren't so lucky Insider Intelligence
Ecommerce Leaders Mamenta and Zonos Announce Partnership MarTech Series
15 Best E-Commerce Stocks to Buy Now Yahoo Finance
Mirakl-Powered Marketplace Sales Outperform eCommerce with 53% Year-over-Year Growth During Cyber Week 2022 - PR Newswire
Mirakl-Powered Marketplace Sales Outperform eCommerce with 53% Year-over-Year Growth During Cyber Week 2022 PR Newswire
How To Set Up E-Commerce In 2022 RealtyBizNews
18% Of U.S. Ecommerce Transactions Were Suspected Fraudulent During 5-Day Holiday: TransUnion 12/01/2022 - MediaPost Communications
18% Of U.S. Ecommerce Transactions Were Suspected Fraudulent During 5-Day Holiday: TransUnion 12/01/2022 MediaPost Communications
Logistics Automation Global Market Report 2022: Booming eCommerce Industry Fuels Growth - ResearchAndMarkets.com - Business Wire
Logistics Automation Global Market Report 2022: Booming eCommerce Industry Fuels Growth - ResearchAndMarkets.com Business Wire
Russian e-commerce giant Ozon sees ‘window of opportunity’ for Chinese cross-border sellers - South China Morning Post
Russian e-commerce giant Ozon sees ‘window of opportunity’ for Chinese cross-border sellers South China Morning Post
How AI is improving ecommerce sales by analyzing product images for audience relevance - VentureBeat
Ecommerce Merchandising Software Market to See Massive Growth by 2028 | Nosto, Apptus, Oracle, SAP - Digital Journal
Ecommerce Merchandising Software Market to See Massive Growth by 2028 | Nosto, Apptus, Oracle, SAP Digital Journal
4 Ways to Personalize Upsell and Cross-Sell in eCommerce Customer Think
Flipkart partners with Polygon to to set up a Blockchain-eCommerce Centre of Excellence - Moneycontrol
Flipkart partners with Polygon to to set up a Blockchain-eCommerce Centre of Excellence Moneycontrol
10 Last-minute Holiday Revenue Boosters Practical Ecommerce
Customer experience and the cost of living: how ecommerce brands can do more with less - Charged Retail
Customer experience and the cost of living: how ecommerce brands can do more with less Charged Retail
Integrating Crypto Payment to Ecommerce Cryptonews
The End of the E-Commerce Hype Train Is Bad News for Planes The Wall Street Journal
EY announces global alliance with Shopify to build a new market for regulated products and deliver enterprise-ready e-commerce services - Ernst & Young
EY announces global alliance with Shopify to build a new market for regulated products and deliver enterprise-ready e-commerce services Ernst & Young
How India Plans to Reinvent E-Commerce The Wall Street Journal
Fake goods rampant on e-commerce platforms VnExpress International
What are the 6 e-commerce security strategies? Rebellion Research
How to Start E-Commerce Business and Make Money on Amazon Etsy Business Insider
Ecommerce fraud among consumers rises as online sales fall across Europe InternetRetailing
Cybersecurity Tips For Holiday eCommerce mitechnews.com
11 Ways Your eCommerce Company Can Fight Back Against Inflation The Epoch Times
18 Alternatives to Twitter Practical Ecommerce
Batteries Plus names new digital head, plans e-commerce revamp Chain Store Age
Samsung Flips Black Friday eCommerce on Its Head with New Reverse Auction | LBBOnline - Little Black Book - LBBonline
Samsung Flips Black Friday eCommerce on Its Head with New Reverse Auction | LBBOnline Little Black Book - LBBonline
30 Under 30 Retail & E-commerce 2023: Meet The Young Entrepreneurs Reshaping The Retail Industry - Forbes
30 Under 30 Retail & E-commerce 2023: Meet The Young Entrepreneurs Reshaping The Retail Industry Forbes
Ecommerce Personalization Software Market Share, Size, Growth, Opportunity and Forecast 2022-2030 - Taiwan News
Ecommerce Personalization Software Market Share, Size, Growth, Opportunity and Forecast 2022-2030 Taiwan News
Smartisan founder Luo Yonghao offering cross-border e-commerce training in China: report · TechNode - TechNode
Smartisan founder Luo Yonghao offering cross-border e-commerce training in China: report · TechNode TechNode
Why Ecommerce Is the Future of Business Entrepreneur
Is Google Making Another Push Into Ecommerce? Search Engine Journal
Pandemic's E-commerce Surge Proves Less Persistent, More Varied International Monetary Fund
Ecommerce Brands Raised Money During The Pandemic But Are At Risk Now That Consumer Spending Is Down. - Forbes
Ecommerce Brands Raised Money During The Pandemic But Are At Risk Now That Consumer Spending Is Down. Forbes
A Tale of Two Revolutions - Ecommerce: A Historical Perspective
The World As It Then WasThe dynamic economic growth of the late 19th century placed greater and greater demand on horses to deliver manufactured goods between train and local destinations. Horses pulled stagecoaches, buggies, omnibuses, cabs and even shipping barges in canals.
Ecommerce Comes from Customer Satisfaction
Online shopping is convenient, but many companies whose web sites do brisk sales often leave consumers wanting. That's according to ForeSee Results, a research company that studied customer satisfaction among Internet shoppers.
Your Readers are Publishers Too
Too often we charge ahead and treat the web as if it were just like any other medium. We know it isn't, but somehow we just can't resist retaining complete control of the creation and publication of our website and newsletter content.
Credit Card Merchant Account Basics
Knowing which credit card merchant account to get can be very confusing. There are thousands and thousands of banks, merchant account providers and third party sales teams that can offer you all kinds of incentives.
Conducting Business through B2B E-marketplaces
Businesses, which are still sitting on sidelines and not doing business on the Internet, should think seriously about their position! If you are one of them, chances are there, that you have to pay dearly for your indecision as you might lose significant market share to your more proactive competitors in a very short period of time.Apart from the fact that e-commerce is growing at the rate of more than 25 percent a year, the use of online features can bring efficiency to virtually every aspect of business process, be it supply chain management or customer support management.
How To Eliminate Credit Card Refunds From Digital Thieves
Can you encounter the number of times where a Credit Card Sale was generated, only to receive a "Refund Notification" from your contracted e-commerce processor on behalf the "customer"?Welcome to the electronic world of "cyber-shoplifting".Unscrupulous surfers, disguised as potential "customers", systematically opt to ordering goods (using credit cards) in electronic form of delivery, only to request a refund minutes or days later after receiving the product.
Your Affiliate Web Site Is Built - Now What?
When I first got my web site built, I thought I finally hada presence on-line. Wrong! I soon found out that I needed someone to host my site, and I needed a domain name.
How Measuring Key Performance Indicators Can Improve E-Commerce Strategy - Part Two
Why time spent on your site is importantAll websites regardless of type should measure this KPI, simply because all websites can use it as a gauge to see how compelling their offers are as well as check web site performance. It doesn't matter whether you're running a content portal or an e-commerce sales operation, time spent on your pages is an important metric to measure.
Short Story: The Benefits of Shopping Online
Maria's new lifestyle: Short story about the benefits shopping on the Net has given to a dedicated artist.I've got this strange friend; her name is Maria.
How To Start An Internet Business - Site Layout
The fourth step of how to start an Internet business involves the layout of your site. When organizing it, two audiences must be considered.
Ecommerce Marketing Plan
Concept of ServiceThe current work deals with marketing offer of e-commerce service. It highlights the essential steps of marketing of a brand-new firm offering services of website construction, design, programming, development, and promotion.
Guide To Safe Online Shopping
Online shopping can be a little frightening to people who are new to the internet,but as long as you follow a few easy rules you should have no problem shopping online.What are the rules ?First before buying from an online store find out what that online stores return policy is.
How to Start a Business on the Internet
So you want to start a business? Good for you. Really, I mean that sincerely.
Do You Need A Merchant Account?
Deciding when to get your own merchant account for internet sales can be a confusing and expensive venture. If you have a small to medium sized business and only sell a small amount of products then having your own merchant account may not be the answer for you.
Is Your Website Credit Card Friendly?
In my last column I discussed the process of credit card enabling your brick-and-mortar business. I pointed out that research has shown that accepting credit cards can help increase revenue and enhance cash flow.
Intranet Project - RAD or Waterfall?
Building BridgesI have often used the analogy of building a bridge to explain to business colleagues the difference between Rapid Application Development (RAD) and Waterfall.Let's say that we are in the middle ages and the Mayor of Kingston-upon-Thames is evaluating whether or not to build a bridge over the river to the north side, to replace the current ferry.
Chinas IT Industry to Maintain Fast Growth
China's IT industry is expected to see a sales revenue of 2.68 trillion yuan (US$322.
Business Online - Blind Hunt
Do you sell something online? Do you have a business in the Internet? Have you read the "How to generate more traffic and convert it to sales" articles? Have you played the "Be #1 in SEO" game?Now, you are ready to believe - nobody knows how to do it absolutely right.Nobody can know everything.
Cheap Cigarettes, Discount Tobacco and Cigars Online - Is It Legal?
Many people online today still believe that buying tobacco products via the Internet is an experience that is doomed to failure. Either, the package will go astray, or the HM Customs and Excise storm troopers will smash down the door and abseil from the roof to collect the pennies that they are allegedly due for "tax evasion".
Home Sweet Home Page
"Your home page is the world's introduction to you and your company. Make it COUNT!" - Heidi RichardsThink of your home page as the cover of your brochure.
|home | site map|