I borrowed another book The Complete Idiot’s Guide to Starting a Web-Based Business by Steve Slaunwhite. Steve is an expert on copy writing and provided his advice on starting a web-based business and writing good marketing material.
Compared to the other books, his take on improving website presence was brief and skimmed only the surface. But thanks to him, I realised I needed a more business focus on my website. I guess at the end of the day, no one is really interested in you. Sob.
One essential step is to find out the keywords people are using in their searches. Apparently Google offers this free service via Google Keyword Tool. So I discovered that in relation to travel, high frequency phrases used locally are Travel Deals, Travel Guides, Travel Itinerary and Travel Help. Travel planning didn’t seem to be to something Singaporeans are interested in.
In addition, it was necessary to focus every web page to prompting visitors to a particular action be it to register for a newsletter, sign up for a service or purchase a product. To do this effectively, the web copy needs to highlight not only features of products and services but also how they benefit or solve a client’s problem.
Several marketing ideas appealed as well which I have diligently put onto my business plan aka project task spreadsheet.