The Knowledge Translator

Too many home pages read like damp doormats. Instead of inviting web visitors into the site, they push them away by using a writing style that’s impersonal and indistinct.

Your website should attract your audience to you with a unique, powerful voice. The words shouldn’t just lie on the page—they should sing out with the personality and strengths that define your brand.

Why do so many websites, especially those of science-based or tech-based companies, fall flat? 

The reasons might surprise y…

Hope, we know, is not a strategy. And yet too many startups anchor their marketing efforts in web copy that’s based on mere hope. They hope that mimicking content they admire on someone else’s website will produce jaw-dropping results. 

But there’s more to crafting compelling web copy than trying to keep up the Jones’s. Just because a site features content that reaches out and grabs you by the collar doesn’t mean that copying it will work for your company or your audience. 

Some of the most en…

This is the chicken-and-egg dilemma faced by many startups. With limited resources at hand, where should you invest your few marketing dollars? If you don’t have the in-house capacity to produce your own website, whom should you call first—a web developer who can design and build the site, or a web copywriter who can flesh out the copy?

The answer is neither. Before you start to create your startup website, your first step should be to find a conceptual thinker who can help you envision your si…

Wooing readers online doesn’t happen as spontaneously as two characters falling head over heels in a rom com. Yet when you’re creating a website, it can be easy to fall into the trap of putting all your effort into attracting readers through a seductive home page. 

Few site visitors will fall in love with your offerings instantly, as soon as they scroll through your Home page. No matter how gorgeous your page design and how stunning your copy, not many of the web surfers who turn into customers…