Web Design Tips and Tricks

Essential Strategies To Make Your Web Copy Attractive To Your Target Audience

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Reading on the web is different than reading in all other formats. People approach it differently and you need to have strategies that capitalize on those differences so you can connect with your prospects. Creating website copy that attracts your perfect clients, holds their attention and gets them to take action and connect with you should be your only goal when writing your website copy.

The words, on your page create a portrait of the content you offer and they are read as a picture. People usually don’t read from beginning to end on web pages unless they have already made a connection with you and know they like what you have to offer them; instead they scan.

So you will need to create a picture that interests them by using short paragraphs, which they can scan through to see the items that resonate with what they are looking for. You can use bullets, subheadings, and lists to get your benefit driven message across. You want to start with the most important message at the top of the page, and make sure you answer the marketing question “what’s in it for me” so your reader can clearly identify the solutions you are going to provide them.

The internet is a vast place with lots of information. Creating a sense of credibility is one of the first things you must accomplish to keep your visitor from clicking onto the next website. You can do this by the look and feel of the website. Make it professional looking and make sure it reflects your unique style and the passion you bring to your business. Having your complete contact information at the bottom of every page is not only convenient but makes people feel comfortable. You are willing to take ownership of your business and offer a variety of ways for people to contact you including your email, telephone, and mailing address. This is also handy when people print out an article or other information from your website, because your contact information is also printed out making it easier for them to contact you or to pass your information onto someone else who will also know how to reach you.

You only have about seven seconds to capture someone’s interest when they come to your website. In those seven seconds you want them to feel comfortable, see information that interests them, know what actions to take next, and get them to be a prospect by giving you their name and email address so you can build a long term relationship with them.

By being very clear on who your perfect niches are you can provide information that interests the people visiting your website. They will easily be able to determine if you have the solutions they are looking for, if someone they know might find it useful or if this is not the right place to find what they are looking for. This saves everyone a lot of time and energy.

Now that your visitor has determined you have the solutions they are looking for, they want you to clearly tell them the best actions to take. You can do this by offering different resources, products, samples of your work.... This is where the dual purpose call to action comes in. Remember because you are not there in person you need to capture contact information about your new visitor so you can turn them into a prospect and build a relationship with them. So the intention behind your call to action is to get their name and email address, to give them value for taking action, and to start leading them down a path that will be a valuable relationship for you and them.

If you have a service business you could do this by giving them an assessment to help them get clearer on what their challenges are and what solutions would be best. If you have a product business you could give them a sample so they can see the value for them in the products you offer. Of course you would ultimately like them to buy from you right then and there so they could get value and you could get their contact information and a sale. But you need to remember that your perfect clients come to you at different stages of readiness. So you need to have calls to action and follow ups to them as your new prospect that will give them value every step of the way as they move from their initial stage of readiness to where they become a customer.

The tone and voice you use when communicating with your visitors needs to be interactive, friendly, and convey something of you. A website is flat and impersonal so it’s important that visitors can get a sense of who you are and your business style when making the decisions of staying on your website and finding out more or moving on. Your tone and voice will also lend to your credibility and your passion for your business and how you want to be of service; both are very important for getting your visitors to take action and build a relationship with you.

Attraction marketing is about building a relationship not just making one sale. By using strategies in your writing that set: Tone, Voice, Credibility, Niche, calls to action, solutions, and passion you will attract perfect visitors and turn them into prospects so you can use follow ups to connect with them at their different stages of readiness and create a customer for life.

Some simple suggestions

Well I don't consider myself an expert, I do have experience with working with larger datasets and there are a couple of things that I always do to keep queries performing well.

Optimize Queries with EXPLAIN

Explain is your friend, get to know it well. If you take the time to read thru the Explain documentation on the MySQL site, you will find some valuable information, some of which is hilighted below.

Optimizing joins

Single sweep what?

MySQL resolves all joins using a single-sweep multi-join method. This means that MySQL reads a row from the first table, and then finds a matching row in the second table, the third table, and so on. When all tables are processed, MySQL outputs the selected columns and backtracks through the table list until a table is found for which there are more matching rows. The next row is read from this table and the process continues with the next table.

Why is this important? Imagine a main table - tableA - with 80,000 rows of data. This table has a corresponding n:n table that maps entries in tableA with a locations table. A query could be written as:

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown'

Keeping the above quote in mind, MySQL will read a row from the first table and join the corresponding data from the joined tables for that row and then sweep thru the rest of the data, joining as it goes along.

This leads us into the following section.

Number of rows needed to execute a query

You can get a good indication of how good a join is by taking the product of the values in the rows column of the EXPLAIN output. This should tell you roughly how many rows MySQL must examine to execute the query.

From the above, you can determine that for a query on tables that have not been properly indexed, a join can quickly become unwieldy when dealing simply with three tables with records in the thousands (1000*1000*1000 = a slow query). See HackMySQL for a good example of this.

Reducing the number of rows needed to execute a query

So beyond indexing properly for joins, you can still end up with a query that runs in a way that causes a bottleneck.

Taking our example from above, imagine that we use a where clause that limits the tableA selection to half (tableA.foo = 'bar' below):

SELECT tableA.*, locations.location from tableA 
Left Join tableA2locations on 
tableA2locations.tableA_id = tableA.id
Left Join locations on 
tableA2locations.location_id = locations.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 40,000 rows of tableA data to examine. If there are a further 2000 rows from tableA2locations, thats 800,000 rows of data. Not astronomical, but significant. If this was a 3 or 4 table join, things could get ugly. What to do? The answer may be obvious to some: select first with the most limiting table:

SELECT tableA.*, locations.location from locations 
Left Join tableA2locations on 
tableA2locations.location_id = locations.id
Left Join tableA on 
tableA2locations.tableA_id = tableA.id
where locations.location = 'sometown' and tableA.foo = 'bar'

This starts us out with 1 selection from the locations table, then 2000 from tableA2locations. If the join between tableA2locations and tableA is indexed correctly, we are then left with an index join based on ID, rather then having to initially select 40,000 rows from tableA as in the previous example.

When I first started programming, it made sense to me to select from the main table (tableA) and join the lookups. But once you add some data to the mix and start to play with Explain, you quickly realize that selecting from the limiting table can make your server's life a little easier.

For further reading on the topic, I always send people to HackMySQL when they ask, so for more tips and tricks, be sure to have a read thru the optimize section of that site.

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