content
content - The material that the Internet contains in such abundance that humankind no longer needs books.
Internet content, we're told, will replace books, schools, and entertainment.
In reality, content is the stuff that software developers can add to their websites to attract visitors. People visit content-rich websites to learn or to be entertained. While they're on your site, they may fall in love with your software.
Search engine optimization (SEO) requires that we organize our content carefully. Otherwise, Google and the other search engines will not be able to understand our websites' themes, and will not send us the traffic that we need to succeed.
context
context - The "big picture" view of your software.
When a prospect visits your website, you can't immediately tell them about the latest features that you've added to your software. Before you do that, you have to put your program in context. You have to tell them that you have a software solution to a problem that they've been experiencing.
Tell them right away what you're marketing, and how their lives would be better if they had your application installed on their computers. Tell them that you can save them time, or money, or help them relax, or help them leap-frog their competitors. If the first thing that prospects read on your site is your mission statement, then you're walking away from sales.
Make it simple for prospects to answer their questions:
Some of your prospects want to see screen shots. Some want to look at bullet points. Some won't buy a program unless they can read huge blocks of text about every function that the application performs. Your site has to have all of this info. And it has to be simple for each prospect to find what he or she is looking for.
Some of your prospects speak English as their first language, and some struggle with English as a second language. The way to reach everybody is to use common words to form short, simple statements. Avoid slang. Passive voice should be avoided .
Some prospects are technically proficient and some are newbies. It's not easy to create a program description that is understandable to newbies, and at the same time doesn't seem "dumbed down" to gearheads. Test different versions of your sales copy, and use what works best. Perhaps create a "Quick Start Guide" that techies will migrate to, while presenting an entry-level description to less sophisticated users.
You have to get prospects' attention in the first few seconds. When they arrive at your home page, they have to think "This is a website that can help me solve my problem". Make people feel at home. Give them the important information immediately.
Make an enticing offer. Ask for the sale. But first, put your application in context.
controlled circulation publication
controlled circulation publication - A trade magazine that is free to qualified subscribers.
These publications make their money by selling advertising space, by renting their postal mailing lists, and by creating and marketing opt-in email lists.
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