Do the Web Write: Writing for and Marketing Your Website


The hardest part of making a successful website isn’t “making” it—you can hire someone to do the design and coding. The hardest part is writing great content that will attract readers and keep them coming back. Do the Web Write is a complete guide to writing (and running) a successful website. This is not a book on how to code your website, but a book on how to determine what pages you should have on your website and how best to write them. The book is written in plain English and covers many different types of ...
See more details below
Paperback (1st Edition)
$17.20 price
(Save 13%)$19.95 List Price
Other sellers (Paperback)
  • All (10) from $1.99   
  • New (4) from $11.66   
  • Used (6) from $1.99   
Sending request ...


The hardest part of making a successful website isn’t “making” it—you can hire someone to do the design and coding. The hardest part is writing great content that will attract readers and keep them coming back. Do the Web Write is a complete guide to writing (and running) a successful website. This is not a book on how to code your website, but a book on how to determine what pages you should have on your website and how best to write them. The book is written in plain English and covers many different types of websites, including blogs, corporate websites, social networking sites, and small business sites. Online technology will change each year, but what remains constant is that a website needs great content, written in an engaging and web-friendly manner, to make it a success. This book takes you step-by-step through every essential page you’ll need on your website and demonstrates how to write each page.
• Learn the fundamental elements of a successful website• Format your website in an order that’s user friendly• Write attention-getting blog posts• Create helpful FAQ pages to generate more traffic• Write press releases that get attention on the web• Write successful “landing pages”• And much more!
Read More Show Less

Product Details

  • ISBN-13: 9781551808321
  • Publisher: Self-Counsel Press, Inc.
  • Publication date: 11/15/2008
  • Series: 101 for Small Business Series
  • Edition description: 1st Edition
  • Edition number: 1
  • Pages: 1
  • Product dimensions: 8.40 (w) x 9.80 (h) x 0.50 (d)

Meet the Author

Entrepreneur Dan Furman runs a successful writing and marketing consulting company out of his home. For the past 20 years he has run several home businesses, and has helped countless others with marketing and running their own. Dan knows firsthand what makes a home business succeed.

Read More Show Less

Table of Contents

Let’s Start at the Beginning xv
What Do I Mean by “Now What?” xvi
Okay, Who Am I, and Why Should You Listen to Me? xvii
What This Book Is xviii
What This Book Isn’t xxi
About the Pictures xxii
A Note to Web Designers xxii
A Few Disclaimers xxiii
Say It Again, Dan … xxiv
1 Understanding Website Conversion and Targeted Traffic 1
Website Conversion Basics 1
Hits versus visits 2
What is an “action”? 2
Establishing your conversion rate 3
So what is an acceptable website conversion rate? 3
How to Use Conversion Rates 4
Let me tell you a quick website conversion story 5
Website Conversion Rates are a True Indicator of Success 6
vi Do the web write
Targeted Traffic 7
What is targeted traffic, and why is it important? 7
How do you get targeted traffic? 7
Wrapping up targeted traffic 12
2 The Fundamentals of a Successful Website Today and Tomorrow 13
The Early Days 14
How the Web is Currently Used 15
Okay Dan, So How Exactly Do You Let Visitors Know They Should Use You? 15
Laying the Foundation of a Successful Website 16
A Successful Website Answers Six Basic Questions 16
Who you are 17
What you do 17
Why someone should do business with you 18
What locations you service 18
How someone goes about using you 18
When? 18
A Successful Website is Simple to Use, and Does Not Frustrate Users 19
A Successful Website is Easy to Read 22
Font size and style 22
Formatting 22
The writing itself 23
The “Furman 21” Website Questionnaire 25
To whom should you give the questionnaire? 25
So what do the answers mean? 26
3 Page Order and Information to Include 31
A Word on Navigation 32
What Type of Website Will You Have? 32
Service websites 33
Product websites 33
“Informational” company websites 34
Information (Pages) Needed for the Three Types of Websites, and the Page Order 34
Contents vii
Page order and page information for a service website 35
Wrapping up the service site 41
Page order and page information for a sales website 43
Wrapping up the sales website 48
Page order and page information for an informational website 48
4 Dan’s 11 Rules of Effective Website Writing 50
Rule 1: Web Copy Must be Scan-able 51
Headlines 52
Subheadings 56
Bullet points 61
Rule 2: Use Short Paragraphs 62
Rule 3: Don’t Dwell (Keep Your Pages Short) 69
Formatting 69
Content style 71
Rule 4: Throw Out the English Rule Book 74
The way we are taught to write is wrong (for business) 75
How many rules does your reader know? 75
Write like you talk 76
Okay, so what rules of English do you need to know? 76
Commonly misspelled words and misused phrases 77
In closing 77
Rule 5: Do Not Preach to the Choir 78
Targeted traffic revisited 79
What’s your problem? 79
What are they expecting from you? 80
Rule 6: Keep Your Audience in Mind, but Don’t Alienate Anyone, Either 81
Write so your audience understands you 81
Don’t alienate anyone 82
Dancing between the two 82
Lose the corporate jargon, again 85
Rule 7: Write with Confidence 85
Confident words and phrases 86
viii Do the web write
Rule 8: Use the Word “You” a Lot 89
How often to use the word “you” 90
One more “you” myth dispelled 91
Rule 9: Bolds, Italics, Underlines, Parentheses, Dashes, and Other Formatting Tricks 91
Bolds and italics 92
Different color fonts 93
Highlighting 93
Underlining 93
Dashes 94
Ellipses … 95
Overdoing punctuation 95
(Parentheses) 95
Why asides are important 96
In closing 96
Rule 10: Lots of Escape Hatches (Calls to Action) 96
Rule 11: Be an Oreo® 98
What do I mean by “be an Oreo®?” 98
Intermission 101
Short Recap 102
Moving Forward 103
5 Writing for Your Home Page 104
The Three Main Things the Writing on Your Home Page Needs to Address 105
Tips on Layout 105
Keywords and Keyphrases 111
Wrapping Up the Home Page 112
6 Writing for your About Us/Why Use Us Page and your Products/Services Pages 113
Your About Us/Why Use Us Page 113
Straight about us page 114
Using a why page also 115
Products/Services Pages 116
Contents ix
Services page(s) 117
Products pages 119
7 FAQ You 120
Frequently Asked Questions (and Answers) 120
8 SEO and “Traffic”-type Writing (Blogs, Articles, Press Releases, Pay-per-click Ads) 126
SEO (Search Engine Optimization) 126
SEO Explained 126
The keyword myth 126
Beware of SEO companies 127
SEO Writing 129
Press releases 129
Articles 135
Blogs 138
Some final thoughts on SEO 140
Pay-per-click (PPC) Ads 141
A very quick primer 141
Writing PPC ads 141
9 Alternate Landing Pages and Microsites 143
The Concept Behind Alternate Landing Pages and Microsites 143
Alternate Landing Pages 144
Alternate Landing Pages and PPC Ads 145
Microsites 145
Other advantages of using microsites 147
Domain names and hosting for microsites 147
10 Dan’s Bonus Chapter (Even More for Your Money) 150
Why All of This Website Conversion Stuff Matters 150
Do Not Put Up Roadblocks 151
Stop Hiding Your Phone Number 151
Stop Scolding Me About Copyright When I Right Click 151
If You Aren’t in a Band, Don’t Play Music 151
x Do the web write
Keep Dates Updated 151
Answer Your Email / Quote Form 151
Turn Off Your Spamblockers 152
Make Sure I Can Do Business with You From Anywhere 152
Re-Read Chapter 4, Rule 7 152
Join and Participate in Online Forums for Your Industry 152
Write and Post Articles 152
Look At (and Learn From) Your Competition 153
Be an Oreo (Again) 153
Give Something Away 153
Internet Success Comes in Small Increments 153
Keep the Focus on Your Website Visitor 153
Check Under the Hood Often 153
Understand the Changing World 154
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)