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The Framework for Effective Website Copy

Jul 26, 2019   |   Web Design and Promotion
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The Framework for Effective Website Copy -, Milestone Inc.

Content may be king, but the content has to be good to develop an audience. It includes not only the best topical optimization but also the strategic usage of user sentiment for each page.

But how exactly do you structure the page? In this article, use this framework to display just enough to get your point across without over developing your content.

Learn how Milestone uses this framework to develop and deliver digital content for its customers.

  1. For each page consider 4 elements: Headline/Opening, Story, Rich Media, Climax/Call to Action.
    1. Headline/opening consists of the following:
      1. Start with great headlines. Header (aka H1) – This should grab attention, and explain what the content of that page is about. Do not add fluff. It should be phrased simply and clearly. You can test headlines by doing an A/B test in your email newsletter.
      2. Intro or synopsis – Give a quick overview. Allow the user to emotionally connect. That could be done by setting up the scene. Identify the problem or the need of the customer. Make a promise that your hotel can solve that need.
      3. Set the tone – The voice of your content needs to match the audience.
      4. Content must be scannable and engaging.
      5. You have about 3 seconds to convey all of this and engage your reader.
    2. Create the story:
      1. Use subheadlines liberally (aka H2s)
      2. Body content – This goes in deeper with the introduction paragraph. Intensify the problem and how the hotel can meet the need by showing proofs, benefits and features. Do not talk about features without explaining how the guest will benefit from them.
      3. Use short paragraphs of 3 sentences or less.
      4. You have about 7 seconds of attention span to achieve this.
    3. Add rich media:
      1. Use numbered and bulleted lists
      2. Include images, original images are better
      3. Add videos
      4. Use graphics
    4. Create the motivation to take a next action:
      1. Body content – As long as you set up the exposition and the story well, the guest should say yes, I want to book even before they get to your call to action.
      2. Call to action – Make sure you have one. Whether it is a book now button, request for proposal, or a phone call, there must be some purpose to that page. Don’t ask or assume the guest will know what to do; rather, be straight forward. Example “Click here to book your vacation today!”
      3. Change your tone – Create a sense of urgency, value, scarcity, and immediacy.

Website content should be less formal in most cases and get to the point fast. All website pages have just seconds to turn a visitor into a fan.

Content needs to be clear, have a purpose, and be organized in a way to sell to show how the visitor will benefit. Any other extraneous content will hinder chances for conversion.

See some of Milestone’s award winning sites in our portfolio.


Figure 1:

Sample Content 1 -, Milestone Inc.

Figure 2:

Figure 2 content -, Milestone Inc.


Contributed by Nelson Toriano, Sr. Account Manager

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