Website Content Archives - Writer to the Rescue

Will AI Tools Replace Me? 6 Reasons Humans Beat AI in Marketing

April 21, 2023May 11, 2023 Joan Koehne 1 Comment

Wonder Writer Joan Koehne at her computer writing about AI vs. human murketing.

I just participated in a webinar that shocked me: “Will AI Tools Replace Salespeople?” AKA “Will AI Tools Replace Content Marketers like Me?” If it takes 15 minutes to write a blog versus 2 hours, why write a blog? Artificial intelligence allows you to type in several prompts which the bots use to churn out a first draft in moments. With a few more prompts, AI edits the blog to your liking. It’s like having a copywriter at your side – a writing assistant with access to more knowledge than you could ever comprehend.
My mind raced: Should I use AI to write marketing content? Why not? How? But the thought that shocked me even more was this: Will my clients use AI instead of me? Is human writing, either ghostwritten or byline copy, now obsolete? Will I be out of a job?

AI Churns Out Marketing Material

In case you’re new to AI, its use is already widespread. The webinar I watched focused on ways AI is used in sales. AI completes tasks like researching prospects, developing personas, and taking notes at virtual meetings. Additionally, AI produces content marketing material. For example, AI drafts emails, website content, social media posts, customer letters, product descriptions, blogs, proposals, marketing presentations, and on and on. AI can develop everything from a catchy subject line to a 600-word blog. Where does that leave me? Instead of fighting AI, it’s best to leverage it instead. Let computers do what they do best, and humans do what we do best. Instead of comparing my worth to a computer’s, I need to look at what value I bring to the table as a human being.

The Value People Bring to Marketing

First of all, as a professional writer, I understand the nuances of language. Because of this quality, my blogs and website content have a conversational tone. My writing encourages readers to settle in for a good read and hopefully, join the conversation. Words aren’t used out of place, which is a telltale sign of computer-generated text. Second, my instincts allow me to write and structure text in a way that flows, transitions, and reaches the audience on a personal level. After 15 years working in journalism and marketing, I developed the intuition for writing in a way that people want to read it.

Original, People-First Content Writing

Third, my writing is original, not duplicated in hundreds of other places online. The anecdotes and brand messaging are mine or my client’s, not computer-generated and impersonal. Google loves helpful, reliable, and people-first content. According to Google, original content is one of the key best practices to improve a website’s Search Engine Optimization (SEO) and ranking on Google Search.

Creativity & A Personal Touch

Fourth, creativity is another advantage I have over a computer. Of course, marketing content isn’t written like a poetry book or spy novel. Yet compelling creative writing trumps automated text every time. A human touch helps to engage a human audience. Along those same lines, a human writer builds rapport with an audience. From what I see, AI language models are getting really good at word flow and tone, but AI always struggles with personalizing content for a small businesses and organizations. Unlike AI, I can have a conversation with clients to get them thinking about a target audience, theme, and first-person accounts. I know my clients and their businesses, so I offer them a personal touch. Truly, that’s a big advantage I have over AI. AI can’t understand the person or organization I’m working with the way that I can.

Trustworthy & Authentic Interactions

When readers see my byline month after month, they feel a connection. As a writer and reader, we form a relationship. Of course, anyone in business knows the value of relationship-building. Computers can’t show empathy or camaraderie like we can as humans.

Lastly and probably most importantly, is trust. Trust plays such an important role in starting and maintaining relationships. People buy from brands they trust, and authentic, personal interactions build that trust. AI isn’t always good at differentiating between true and false information. I can ask AI to write an article, but the information in the article might be totally wrong. Erroneous information damages a client’s credibility and destroys trust.

AI is a Tremendous Tool But Not My Replacement

So, despite my knee-jerk reaction, I’m confident that I won’t become a dinosaur in the age of artificial intelligence and machine learning. AI presents tremendous tools for small business marketing and management, but AI isn’t a replacement for the human marketing teams – or little ol’ me. That’s a relief! Let’s get together, human to human, to talk about content marketing.

Questionnaire for website content

June 30, 2021June 30, 2021 Joan Koehne Leave a comment

Content writing for websites is a little bit like going on a blind date.
Anyone who has been on blind date knows the importance of asking good questions – because the alternative is awkward silence. Good questions lead to good rapport, good conversation, and perhaps, a meaningful relationship.
Here is a list of questions I developed as a starting point for writing website content, especially for the Home page and About Us page.

1. Name of business?
2. Meaning behind the name?
3. Name of Owner/s? Website content in browser
4. History of the business?
5. What problem do your clients face?
6. What solution do you provide?
7. Owner’s experience?
8. Certifications?
9. Training/Education?
10. Insured and bonded?
11. Mission statement/goals?
12. Motto or catchphrase?
13. Advertising messages?
14. Key words people might use in online searches?
15. Selling point: why different than competition?
16. What’s the approach you take with clients?
17. Primary target audience?
18. Secondary target audience?
19. Service area?
20. Locations (home office, branches)?
21. Directions to home office/branches?
22. What do you want customers to do? Call? Email? Visit you in person? Something else?
23. Number of staff members?
24. Selling point of staff members: What makes the staff stand out?
25. Service/product offered? What are their four top benefits or features?
26. What’s your price point? How does your price compare to the competition?
27. Advantages of working with you (quality product, save time, better than do-it-yourself, etc.)?
28. Hours or by appointment only?
29. Awards and recognition?
30. What did I forget that’s important?

I’ve found this questionnaire to be a great place to start when I develop website content for a client. Follow-up questions help to clarify the information, and additional research helps to add detail and industry-specific language. My goal is to engage readers in content that’s meaningful to them, making them more likely to act in a way that meets my clients’ business objectives. Good content can increase traffic to a website and reduce bounce rates.

Berry Good Website Design

July 8, 2020July 10, 2020 Joan Koehne Leave a comment

website design elements lead Joan to pick strawberries and make strawberry shortcake

One of the highlights of summer is strawberry picking. Unfortunately, because of winter injury, my neighborhood farm (Berryland in Abrams) had a short season, and I missed it. What to do? Hop online to find another strawberry farm in Northeast Wisconsin. I checked several websites and Facebook pages. As I shopped around for a strawberry patch, I thought about the website design elements that caught my eye and motivated me to pick berries.

First, website design needs to make visitors feel comfortable

Simply put, a well-organized website is inviting. Easy navigation builds confidence for visitors, knowing they’ll find the information they need without searching. The ability to get around a website can make or break a user’s experience.

In my search, I was looking primarily for three things: farm location, hours for picking, and price per pound. Easily finding that information gave me positive vibes about the strawberry farm.

Second, website design needs to be attractive

A Home page with great visuals shows that someone cares. The business is concerned about its brand and reputation. A Home page with lackluster images or a mishmash of text and graphic elements creates a negative first impression. It may appear that the business doesn’t care about other aspects of its operation, either.

website design elements of vibrant visuals — Strawberries are so vibrant and colorful, a vivid, colorful image catches my eye when I’m searching for a strawberry farm.

Third, website design needs a clear call to action

The call to action draws attention to the next step you want visitors to take. It guides visitors on their journey to buy products, schedule an appointment, or contact you. An effective CTA stands out on a web page.

website design element of call to action — The phone number was easy to find, so I could learn about current picking conditions.

Lastly, website design needs exceptional text

A website’s written content incorporates the mission, motto, and message of a business. The writing is informational and conversational. Additionally, it’s easy to read, both in word choice and font style, size, and color. By the way, content writing is my specialty at Writer to the Rescue.

Websites achieve specific, identifiable goals

These are four basic elements of effective website design. Packerland Websites builds upon these elements and more to create websites that achieve specific, identifiable goals for clients. I’m happy to report that I achieved my goal of finding a strawberry farm. Based on my online research, I found a good place to pick. Best of all, my strawberry shortcake is lick-your-plate delicious!

5 Ways to Develop your Brand Image with FAQs

September 5, 2019September 16, 2019 Joan Koehne Leave a comment

When creating content for a website, I often recommend that clients create a Frequently Asked Questions page or FAQs blog article. Why are FAQ pages so valuable?

Rich in Keywords

First, FAQ pages are rich in keywords. By asking and answering questions related to your business, you use keywords specific to your industry. These keywords help a website rank higher on Google and other search engine results pages.

Resonate with Your Audience

Second, FAQs let your brand speak for itself. By incorporating your company’s authentic personality and voice, you create messaging that resonates with the audience. Not every question/answer needs to be serious. People love a good laugh. Don’t be afraid to add a couple of fun or offbeat questions and answers, if you think your audience is open to them.

Build Credibility

Third, FAQs show the audience that you’re a knowledgeable authority in your industry. Credibility is important when clients make purchasing decisions.

Differentiate Your Brand

Fourth, FAQs differentiate your brand from your competition. By emphasizing what sets you apart, you describe the value of working with you, not someone else.

Save Time

Fifth, FAQs save you time. Once clients sign a contract, schedule an initial consultation, or register for your services, you can refer them to your FAQs page. Here they’ll learn more about you and what to expect as your client, thus saving you the time answering the same questions over and over.

FAQs in Action

Lastly, let me show you how this works – by creating an FAQ page about FAQs!

Q: How many FAQs to a page?

I suggest that clients pick 6 or 7 questions to answer. What do people really want to know about your business? Include questions that clients are actually asking.

Q: How do I arrange FAQs?

When arranging your questions, group similar topics together. This arrangement creates natural transitions between questions and improves the flow of information. As a result, readers are more likely to engage in the content, which is just what you want because engagement leads to action. You may even want to add subtitles to divide questions and answers into scannable content.

Q: How do I write FAQs?

Questions and answers should be written in language that your clients will understand, so avoid jargon or complex information that leads to more questions. Keep the FAQs simple and straight-forward, with answers written from your client’s perspective. Try to answer questions in a positive way, telling the audience what to do, not what to avoid. When feasible, add images to help explain your words.

Q: How do I format FAQs?

Make them reader-friendly. Don’t make your readers work to find the information they want by scrolling through long paragraphs. Instead, I recommend a jump feature or an accordion design. The questions are visible, and when a user clicks on a question, an answer appears. The FAQs expand and contract like an accordion. Additionally, questions can be formatted in bold or underlined to separate them from the answers.

Q: How do I promote engagement?

Promote engagement by linking the questions and answers to articles or web pages related to your topic. You’ll also want to end the page or post with a Call to Action that encourages visitors to take the next step. Be sure to update the page or post regularly to keep your content fresh and emphasize what’s new at your business.

Q: How can Writer to the Rescue help with FAQs?

By working with Writer to the Rescue, you receive professionally written and formatted FAQs that are ready for publication. FAQs are an important part of a comprehensive marketing strategy. Contact the Wonder Writer at 920-639-1865 to get started.

How good content builds your customer base

July 9, 2019September 16, 2019 Joan Koehne Leave a comment

I previously worked with a client who needed fresh content for his revamped website. As it turns out, the text on his old website had been “borrowed” from another company. Needless to say, it didn’t reflect my client’s products, brand identity, or way of doing business. It was just a quick way to fill a page. Copycat content certainly is never a good idea.

Website pages are more likely to engage the audience by being authentic, original, and conversational. Above all, this is what builds customer trust. The audience will be pulled into the message as a result. They’ll see the company as a solution-focused adviser and expert.

Emotionally connect with the audience

The goal of good content writing is to emotionally connect with the audience. This involves sharing useful information that answers the customers’ basic questions. Furthermore, the focus needs to be on the consumer’s desire to learn “What will this product/service mean to me?” and “How does this make me feel?”

Focus on your customer’s success

Here’s an example of a shift in focus, from company-focused to consumer-focused. The first example is written from the perspective of the marketing company, working for a manufacturing firm.

“Company X is a team of marketing and branding professionals based in Janesville, Wisconsin. We help manufacturers tell their story and build their brand. Our customer-focused, proven strategies allow manufacturers to develop a comprehensive marketing campaign at a small price.”

Write from the customer’s perspective

In contrast, the second is written from a customer-focused angle. It describes what the marketing services will mean to the client (growth and success). This example also spikes an emotion: anxiety. It also provides a solution (simple, understandable strategies).

“Company X, Janesville, helps manufacturers grow and succeed through smart marketing and branding strategies. We understand the marketing anxiety manufacturers face. That’s why we offer a full scope of simple, understandable strategies. We provide everything a small manufacturer needs to present a “big company” presence.”

Most importantly, the second example shows a concern for the client’s success. It has a “We’re in this together” feel of a partnership rather than a top-down approach.

Build relationships via written content

Essentially, relationships are at the heart of sales conversions. Building these relationships through clear and compelling content is the key to developing loyal customers. Certainly, original content that tells a company’s unique story is a good place to start.

Work with a marketing professional

For website content that builds a loyal customer base, contact the Wonder Writer, 920-639-1865 or Joan@WriterToTheRescue.com.

How to Write a Wicked Website Page

March 28, 2019July 12, 2023 Joan Koehne Leave a comment

In order to make a sale, the text on your website needs to written with purpose. It needs to punch through the online clutter and deliver a clear message to your audience. When writing a page of website content, I use a multi-step process. First, I contact a business owner to learn about his or her business. Second, I follow up with online research to learn more about the industry. Third, I identify keywords, key phrases, and key concepts. Finally, I begin writing. As you can see, a website page isn’t whipped together willy-nilly. It requires a clear strategy. Here’s my approach to writing a web page.

State your solutions to their pain points

I start by answering the question: “What challenges do your clients face?” I put myself in the shoes of the client and clearly state their pain points. Then I offer a solution that really makes sense Here’s an example from a Writer to the Rescue client: “I’d rather put my head in a blender than write a video script.” Writer to the Rescue is passionate about writing and content marketing. The Wonder Writer will take your vision and ideas and craft a video script that’s camera ready within a week.

Use keywords to improve SEO

I follow up with a product description, instructions for use, and examples of how it makes life better. To improve search engine optimization (SEO), I weave keywords into the website page. I also highlight keywords in subheadings to give the keywords more weight. When someone types in a query, Google or another search engine will index the Internet to find a suitable answer. I want my web page to rank as high as possible, so people are more likely to click-through to my website.

End with a call to action

Each web page ends with a recap of the main point and a call to action. Here’s an example: “Contact Writer to the Rescue today for a quote.” For better conversions, this call to action links to my contact page.

Write web pages with intention

To keep the reader engaged, a web page needs to have a tone that’s understandable and conversational. It should be free of grammatical and spelling errors that undermine your professional reputation.

To improve readability, I intentionally use:

Active voice
Transitions
Readable sentences
Short paragraphs

Increase traffic to website

A well-written website page increases traffic to a website and keeps visitors engaged longer. Bounce rates go down, and conversions go up. For strategically written website content, contact me for a free quote, 920-639-1865.

Why Inbound Marketing Fits Today’s Advertising Landscape by Being Attuned to Your Clients

January 4, 2019September 16, 2019 Joan Koehne Leave a comment

At Writer to the Rescue I interact with a lot of savvy entrepreneurs who know how to generate leads and make sales. One of my newest clients mentioned “inbound marketing” when he contacted me about blog writing, e-newsletters, and website content. What exactly is inbound marketing, and how can it help me grow my business?

Inbound marketing is less about transactions and more about relationships.

Gone are the days of selling products by touting their advantages. People today shy away from the overt advertising and hard-sell techniques of outbound marketing. Instead of using direct tactics, you want to blend in. You don’t want to look salesy.

Inbound marketing relies on creating valuable experiences and making positive impressions.

The foundation of inbound marketing is content that provides value to customers, builds relationships, and forms connections. For example, when blogging for a wedding venue, my message needs to answer the questions the bride is asking. A blog about decorating explains who’s responsible for set up and clean up, what decorations come with the venue, when the venue is open for decorating, how many decorations are needed, and other information specific to the wedding. The bride isn’t looking for general tips–she’s probably pinned tons of ideas from Pinterest. She’s looking for a personalized guide to one, specific venue. You want a blog article geared to brides who are detail-oriented and motivated to organize as much as possible before their big day. When choosing a venue, the bride wants to know the venue is attuned to details large and small.

Inbound marketing can be modified to fit your business and target market.

So, now it’s time to consider your own business. What will provide value to the clients you serve? Do you have insider tips to share? Concepts that seem ordinary to you may be something new and interesting to your clients. They visited to your website or read your blog post because they have questions, and they leave with answers. More importantly, they leave with a fuller understanding of how you do business. Create content that addresses their questions, and you build credibility and trust for your company while attracting interested prospects.

Is your website content turning people away?

November 28, 2018September 16, 2019 Joan Koehne Leave a comment

If your website content is too short, too wordy, too repetitive, or lacks critical information, it may appear that you don’t want people’s business. Your text needs to show that you are the one to trust for your product or service. Quality website content can express your values, explain the benefits of working with you, and set a precedent

website content

of high expectations. Having clear, well-conceived content on your website is one indication of how well your business operates. The more readable the content, the more inviting it is for visitors to do business with you.

Website content needs to resonate with readers

When developing written content, consider how to make your message resonate with your readers. You want readers to have a comfortable experience. You want to give them the information they need, and make it easy for them to find. People aren’t going to your website for leisure reading; they’re looking for details about your brand. What are your hours? Your phone number? Your products and services? Most importantly, how do these products and services work for me?

Make a good first impression

Headings and subheadings contribute to a solid first impression. Website content also needs to impress returning visitors. Visitors gain confidence in you as a trusted source of information. They know they will be satisfied they have the information they need when they visit your site.

Foster relationships

You want to encourage visitors to stay connected. Building a relationship with readers improves their overall experience with your company. You want to create a positive experience they’ll remember. A visit to your website should lead to conversions like online orders, phone calls, or in-person consultations. Website content that is sparse (or long-winded), poorly written, or outdated casts a negative light on your business. The better your information, the more inviting it is to readers. Your readers will be confident that they’ll find what they need and the products and services they can rely on as well.

Is it time for fresh content on your website? Contact the Wonder Writer today.

5 Reasons why you should hire a ghostwriter

May 29, 2018September 13, 2019 Joan Koehne Leave a comment

Writer to the Rescue is a ghostwriter for blogs, website content, articles I often hear this comment from clients: “I’m not a writer. Can you help?” That’s when I become their ghostwriter. I take their thoughts and ideas, organize them, and write them down. Ghostwriting is a well-established and well-accepted practice in the age of digital marketing.

Why hire a ghostwriter?

Here are five reasons why you should hire a ghostwriter:

It saves you time. Managing a business requires time and attention, and outsourcing some of the work to a ghostwriter lets you focus on your core business. Businesses have hired marketing professionals for years, and today’s digital marketing material includes website content, blog articles, and social media posts.
You don’t have to be a talented writer. The business owners I write for are great communicators, but they don’t always have confidence in their writing. As a ghostwriter, I am the bridge between ideas and words.
You don’t have to be a techie. Clients rely on Writer to the Rescue to post their blogs, upload their website content, and do other techie work. I work with a “league of superheroes” at Packerland Websites who are digital media professionals helping you get found on the internet.
You have input from start to finish. Before I write for you, we will meet at your business (if possible) and have a long talk. Collaboration helps the content ring true. In my writing, I will try to convey your voice, attitude, and style, so the content is authentically yours. Before posting or distributing, I will send you a draft to review and revise.
No more procrastinating. A key to increasing business revenue is to create a compelling marketing message that addresses your prospects’ needs. Business owners know this, but they don’t always set aside the time for regular follow-through. When you work with a ghostwriter, your blog will get done. Your website content will get done. After years in journalism, I am good at meeting deadlines.

End goal is conversions

The job of a ghostwriter is to engage the audience, convey your brand, and build your authority and expertise in your industry. The end goal is conversions. Contact me to get started as your ghostwriter for articles, press releases, website content, blogs, and marketing materials.

Writing professionals and freelancers at Untitled Town

10 Tips for Freelancers: Writing Is A Lucrative Business

April 25, 2018September 13, 2019 Joan Koehne Leave a comment

At the Untitled Town Book and Author Festival last weekend I gained inspiration from the writing professionals who told their stories of success. Writing can be a lucrative business. Here’s what they recommended:

Have confidence in your writing abilities: Writers have a marketable skill. Everyone can write, but not everyone can write well.
Be inquisitive: Always be looking for good topic ideas to pitch to clients. Pitch ideas based on what you know, who you know, what’s trendy, and what deserves attention. Find something from your background that relates to the topic.
Match styles of writing: Read the blog or publication before you write your articles to get a feel for their content.
Value your time: Charge what you think you’re worth, not what you think the customer expects to pay.
Set your price: Narrow down the scope of the job and estimate the time it’s going to take before you set a price. Offer to revise your content twice before charging an additional fee.
Build your reputation: Pay-per-click ads on Facebook can be effective, but nothing compares to word-of-mouth referrals. When you complete a project, ask your customers to leave a review.
Meet deadlines: Writers who miss deadlines frustrate their clients. Plan ahead, set a schedule, and use your time wisely. Hit your deadlines every time.
Set goals: Have a target in mind to reach, like quarterly sales or the number of projects completed in a month. Goals give you something to work toward.
Develop an effective website: Your website is your storefront, so make sure it represents you well.
Get entrenched in a niche: By specializing, you can have a longstanding and profitable relationship with a client.

Try out some of these ideas to earn some money for your writing.