Why is my copy choppy

www.BeyondIndigoPets.com
Why is my Copy Choppy
Jeani Nugent
Beyond Indigo Project Manager
jeani@beyondindigo.com
877-244-9322 x320

Upcoming Veterinary Webinars: They’re FREE!
Sign up at beyondingopets.com
Asking Clients to Write Reviews
June 11, 2014 ~ 11:00-11:30am CST
It’s not uncommon to feel uncomfortable asking your clients to write positive reviews
for you. Many veterinarians and business owners simply refuse to do it at all, but for
those who take the plunge and find a way that feels natural, it becomes a great way to
keep people talking about your clinic and referring friends, relatives, and even
strangers! Join us as we talk about how to grow comfortable asking your clients to
write reviews.
Making Print Materials For You
July 9, 2014 ~ 11:00-11:30am CST
As you begin your digital marketing journey, you are probably looking more at ways to
connect and engage with your clients online. But did you know that you can use
traditional marketing approaches to supplement your digital marketing? In this free, 30
minute webinar by Beyond Indigo, you’ll learn how to incorporate business cards,
signs, brochures, and more into your digital marketing strategy!

Upcoming Veterinary Webinars: They’re FREE!
Sign up at beyondingopets.com
Your Website Image: Choosing the Right Photos
August 6, 2014 ~ 11:00-11:30am CST
Choosing compelling images is one of the most important parts of creating a great
website. The right images attract attention, set the tone, represent your practice, and
educate your users. The wrong images can confuse and annoy your visitors. Join
Elyse Phillips, one of Beyond indigo’s Project Managers, to learn:
 Tips for choosing photos for your website
 People and places and things: when to feature each
 When should you use stock photos?

BeeFree Cloud-Based Software
www.beefree.beyondindigopets.com/webinars.html
Do You Know Your
Key Performance Indicators In Real Time?
June 4, 2014 ~ 7:00pm CST
The sad and true fact is most hospitals do not know the real-time numbers
that drive their business. For example, do you know your average
transaction cost as of today? How many new clients have you had in the
past two weeks? How many active clients do you have as of now? Do you
know where your clients live? These are some key indicators that you can
see immediately when you use BeeFree. Why? They are on your dashboard.
Sign up for this webinar to learn how to access these key indicators quickly
per doctor and for the hospital overall. It is time to start looking at the
numbers daily.
Presented
TONIGHT!

Check Out Beyond Indigo Past Webinars
www.youtube.com/user/beyondindigopets
Website Essentials

Print vs. Website Copy
Print Content
 Examples: reports, articles,
client handouts

Print Content
client handouts
 Read word for word, start to
finish

Print Content
client handouts
finish
 The expectation is for the
reader to look at copy as a
whole, from start to finish

Print Content
client handouts
finish
Website Copy
 79% of readers scan
websites

Print Content
client handouts
finish
Website Copy
websites
 Most users will skip long
paragraphs

Print Content
client handouts
finish
Website Copy
websites
paragraphs
 Only 16% of web users will
read a web page word for
word, start to finish

Print Content
client handouts
finish
Website Copy
websites
paragraphs
 Only 16% of web users will
read a web page word for
word, start to finish
 Readers will
look for key
sentences
or phrases

So How DO People Read Websites?
User-driven Medium
 Clients want to “click” things instead of reading long
passages

User-driven Medium
passages
Lots of Competition
 Millions of other pages out there, so if your client can’t find
what they need quickly, they’ll leave

User-driven Medium
passages
Lots of Competition
 Millions of other pages out there, so if your client can’t find
what they need quickly, they’ll leave
Mobile
 Between 46-50% of Google searches
are mobile
 Number of exclusively mobile
searches increasing

Choppy Copy
Choppy can be good!

Choppy Copy
Choppy can be good!
 Bullet points

Choppy Copy
Choppy can be good!
 Bullet points
 Effective headlines

Choppy Copy
Choppy can be good!
 Bullet points
 Effective headlines
 Short, simplified content

Repetitive Copy
Repetition can be good!

Repetitive Copy
 …and this warrants repeating…

Repetitive Copy

Repetitive Copy
 Users may never see your home page

Repetitive Copy
 Visitors from Social Media links
(Facebook, Twitter, Google+,
Pinterest)

Repetitive Copy
 Visitors from Social Media links
(Facebook, Twitter, Google+,
Pinterest)
 Visitors from Google searches
for your services (boarding,
pet dental, spay/neuter)

Good Web Copy
Avoid technical jargon

Good Web Copy
 Example: say “chronic kidney disease” instead of “chronic
renal failure”

Good Web Copy
renal failure”
 Write at an 8th grade level, this is the level your most of your
audience reads at

Good Web Copy
renal failure”
audience reads at
Be specific

Good Web Copy
renal failure”
audience reads at
Be specific
 Back up superlative with facts

Good Web Copy
renal failure”
audience reads at
Be specific
 Back up superlative with facts
 Instead of Best Veterinarian use
“Voted Best Veterinarian by XYZ
Organization in the ABC area”

Good Web Copy
Make it about your clients needs

Good Web Copy
 Skip the mission statement

Good Web Copy
 Discuss specific services that you offer

Good Web Copy
Don’t be afraid to upsell!

Good Web Copy
Don’t be afraid to upsell!
 Point out you have products your patients can purchase
when talking about nutrition or flea and tick prevention

Good Web Copy
Home Page

Good Web Copy
Home Page
 Ideally 150 words
 Brief description of you
 Links within content to important pages

Good Web Copy
Home Page
Internal Pages

Good Web Copy
Home Page
Internal Pages
 250-500 words
 Bullet points and lists
 Brief paragraphs
 Call to action
 Catchy headlines

Good Web Copy
Home Page
Internal Pages
 250-500 words
 Call to action
Headlines

Good Web Copy
Home Page
Internal Pages
 250-500 words
 Call to action
Headlines
 Less than 80 characters
 Should contain key phrases that users are scanning for

So…let’s look at some examples

Questions?
Feel free to ask now:
Audio
Chat function
Contact me later at
jeani@beyondindigo.com
877-244-9322 x320

Questions?
For additional help with your company’s
positive-based marketing, including content,
reach out to our Marketing and Sales
Manager Melissa Neff at:
melissa@beyondindigo.com
877-244-9322 ext 100

Why is my copy choppy

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