Web Analytics and Qualitative Insight: Listen.See.Smell.Taste.Touch

PS. In the following is an attempt by an expert to demystify Web Analytics. While most often heard is why or the quantitative and that which tends to excite, herein is what or the qualitative insight--i.e., the other side of the coin.

"2 Simple Steps to Finding Your Website's Voice" @ GrokDotCom: byHolly Buchanan

Posted in Branding and Advertising Rants | Persuasive Online Copywriting | Articles | Persuasive Copywriting | Customer Experience | Copywriting | Relationship Building

"When you have a conversation with a human being (as opposed to having a conversation with a cat, which if you've ever owned one, you know how well that goes) you get a sense of that person's personality. The clothes they wear, their tone of voice, how they move, the words they use - all of this gives you insight into who the person is.

Every website visit is a conversation. Think about it. The web is an interactive medium. Every time you click you ask a question. You interact with the company or brand. What kind of answers are you getting? Do you get a sense of whom you are talking to? Do you have any sense of who the company/brand is?

I'm hearing a resounding answer of, "Not so much."

Your design, images, and copy all combine to convey your company or brand's personality. Of all of these, I would argue that copy is perhaps the most important element for conveying your website's personality or voice. As a copywriter, there are two things you must do:

1 - Have a clear understanding of your personality, brand or voice
2 - Convey that personality, brand or voice to your audience

Here are suggestions for how to accomplish this.

Step One: How to clarify your company's personality, brand or voice ...

Step Two: How to convey that voice in your copy ...

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