Do You "Really, Really Care?"

Some thoughts on Web writing.

1. Website writing is now an art and science.  It is a science, because the site needs to be written with optimization in mind.  It is an art because it still needs to be written in a crisp and engaging manner.  Remember...the "science" gets people to your site; the "art" inspires them to interact.
2. The way it should work is the SEOer (I may have just made up a word) should provide the writer with relevant keywords.  The writer should review the content with the SEOer before the client sees it, to make sure the content is rich in keywords and will enhance SEO efforts.
3. Of course, the SEOer could go overboard.  So if you are doing a Website for a bowling alley, for example, the SEOer might tell you to make sure the phrase bowling alley shows up, like, a million times.  The writer as artist needs to determine how much is too much.
4. On the other hand, the content should be keyword rich.  That is good, because the more keywords you have, the less room you will have for those self-serving adjectives and adverbs (best, fastest, prettiest, newest, experienced, etc.) that nobody but you cares about.
5. Which leads to the next point.  The purpose of your Website isn't to gratify your ego by going on and on by how great you are.  People go to your Website to learn how you can help them, and why they should choose you instead of your competitors.  This is best done concisely and objectively, without superfluous hype.  You don't have to say you are great.
6. On the other hand, third party endorsements are wonderful.  For example, for a hospital to say it is great is not appropriate.  But for a hospital to say it is on the U.S. News and World Report Top 100 Hospital list is significant.
7. The most important page, of course, is the home page.  Keep the copy short.  Detailed descriptions of your services...employee profiles...your approach...these are all appropriate for subpages.  But keep the home page simply to what you do.  And try to keep the copy "above the fold."
8. And I would be remiss if I did not mention two of the most overused phrases on the Web.

• "We care."  That, folks, is assumed.  The fact that you care (even that you "really, really care") does not differentiate you.  If that phrase sounds gratuitous, that's because it is.
• "We customize solutions."  No you don't.  You sell products and services that help your customers meet a need.  You may even package some of those products and services together in a way that will best meet those needs.  But you sell stuff.  Don't insult your prospects' intelligence by saying otherwise.

I hope you found this of value.  Because I really, really care about you.

Seriously, I welcome and comments or thoughts.