by Elle Ray | Jul 12, 2013 | Website Content
Ray Access’ Secret Service: Website Content
When we say that we’re “content providers,” most people — even some technical people — give us the deer-in-the-headlights look. We’re never upset or surprised. Providing content is a reasonably new field, and we’re always eager to explain what it is we actually do.
Fewer people hear “content providers” and immediately make the association that we write blog posts. They understand that businessmen and women usually don’t write their own blog posts, even if they do come up with the topic.
Providing Content Means More
But as content providers, we’re proud of all the services we perform. One of the most popular at the moment, in a trend that even took us by surprise, is writing — or more frequently, rewriting — website content.
The words on your website have a lot of work to do. They have to positively influence search engines to help deliver a high page rank for the keywords that are important to your business. Website content also has to attract the attention of those real people who find your site, either accidentally or on purpose. Perhaps most importantly, they have to tell your story.
Put Website Content to Work
If you find your website slipping in page rank, all the signs indicate that updating your content should be a first step. It’s certainly less expensive and longer-lasting than an all-out pay-per-click marketing blitz. Remember, the best traffic to your site is organic — that is, the people who find you through a search or a referral, not through an ad.
Revising your website content, checking for the keywords you need, even redesigning the site are all ways to freshen up a stale site and reinvigorate your online presence. Every time you change or add content to your website, whether through a rewrite or a blog, you force the search engines to re-index your site. And that’s usually a good thing.
Gradual Change for Best Results
So think about what you want from your website in the next year. Then start putting the pieces together to make it happen. You don’t need to complete this project overnight. In fact, it may be best to approach it piecemeal, making small changes over time, keeping those search engines busy.
When you’re ready to start work on improving your website content, consider turning to the pros. That would be us, here at Ray Access. Contact us for a free estimate for your site. Join the many other satisfied clients who have seen positive change just by updating the text on their website pages. It works!
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | Jun 28, 2013 | Content Marketing
Ray Access and Search Engine Optimization
First, let us state that we are not in the SEO business. Our core business, however — writing blog posts, press releases, and especially website copy — can directly effect a website’s page rank. The problem for many online marketing professionals, SEO firms included, is that Google continues to tweak its algorithms for what it values … and what it punishes.
Past SEO Practices
It used to be that you could load up on backlinks — essentially, links back to your site from other sites, reputable or not — and enjoy a high page rank. No more. So here are some SEO tips. As CopyPress.com recommends, “create a compelling site (i.e., engaging content)” and “use social platforms to increase [your] visibility organically.”
At Ray Access, we see the new paradigm as a positive development. What is SEO after all except the process of positioning truly useful websites at the top of applicable search results? Google wants you to use its search engine, and so it works hard (too hard, say some) to deliver useful results every time.
Creating a Compelling Site
Again, advice from CopyPress.com, so you know it’s not just us making things up:
With so much content created everyday online, it’s not enough for a company to mass-produce dull copy and then push it heavily on every social site with a heavy paid social campaign. If you’re satisfied with a quick spike in your social traffic that will disappear as soon as your budget does, then by all means you should continue.”
Indeed, as we’ve been saying since Day 1, quality content will eventually win the SEO wars. Quality content attracts both search engines and potential customers. Quality content — without tricks or hidden costs — increases your website’s page rank organically.
Increasing Your Visibility
How does quality content do all that? People online often want answers. If you can deliver those answers in your particular field, people will find you, learn to trust you, and share your content. Yes, Virginia, quality content has “shareability,” and it’s a trait every business wants.
“Shareability” means that your content can go viral. It increases your reach on social media outlets as well as in search engine results. “Shareability,” in other words, increases your website’s visibility. And it all starts with quality content.
To learn more about how your company can benefit from the kind of quality content that we develop at Ray Access, contact us. We’re always happy to discuss our passion: clear communication.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Jun 19, 2013 | Writing
How to Master the Art of the Article Opening
Two of the most common openings we see for blogs, newsletters and marketing blurbs are:
“Well, here it is summer again and the kids are calling to come out and play, but we’ve got work to do…”
And
“I can’t believe it’s summer again and time for my next newsletter…”
Beginning an article is one of the most difficult aspects for unprofessional writers. Once they get started, however, the words seem to flow a little more seamlessly, and they can get to the point. Unfortunately, by then, many if not most of their likely readers (except for friends and relatives) have moved on to something … anything … better.
When Linda started on her first newspaper gig, her editor almost always cut the first line of her submissions. That first line tended to be mundane and uninformed (like the sentences above) or were filled with words she’d fallen in love with. (Don’t worry; she’s learned her lesson.)
Putting words on paper is one way to start a writing project — a task many people we know dread as much as public speaking. So take a page from Linda’s editor and start writing however you can, but then cut the first sentence or two. You’ll probably find the meat of your topic by the third sentence.
Write the Way You Talk
The next tip is to quit trying to impress your readers with your three- and four-syllable words, unless they’re college professors, medical doctors, or simple politicians. Do you normally talk that way? Probably not. Write like you talk and you’ll find the process so much easier. And your audience will find your writing so much easier to read.
You can get your message across without torturing your readers. If you have important information to impart, the last thing you should do is write really, really long sentences that cause readers to stop and ponder your meaning. Write crisp, clear sentences. Help your readers understand, especially if you’re writing an online article.
In the long run, through many trials and errors, even after overcoming my fear of not being good enough and trying to get it right the first time, trying to make it perfect and then even when I try, it seems I don’t get anywhere quickly, then I begin to feel like I can write a sentence that makes sense, especially when the words just don’t seem to come very easily and I understand how writers feel when they are blocked and can’t write anything. That’s hard.”
Ugh. Even though you may find this kind of run-on sentence in a daily newspaper or so-called professional magazine — don’t do it yourself. It may be counter-intuitive, but it’s much more difficult to make information clear and concise than to run on forever. Bite-size information is more palatable. Just like a good meal, you don’t swallow the whole thing in one gulp. You take your time and savor each bite. Let your writing be that way. Your readers will appreciate your brevity.
We Are Writing Pros
For professionals like us here at Ray Access, writing is an art, a skill and a talent. It’s our passion. We sit down at the keyboard and don’t stop until we’ve produced a great article anyone can read and understand. The writing task that you might agonize over, we long for. The words that you struggle to put down on paper, we can twirl and twist and type out with flair.
Our best writing tip? Either brush up on those dormant writing skills so you can compose straight, clean prose … or let us help you get it right. Words matter, whether you’re writing an online blog or marketing brochure. Don’t lose your audience before the final period.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | Jun 13, 2013 | Press Releases
What a Press Release Can Do and What It Can’t
Like blog posts, press releases often get a bad rap. “It’s tough to get noticed,” say some. “They are a waste of money,” say others. We’re here to set the record straight. It is tough to get noticed, but press releases aren’t a waste of money.
What’s a Press Release?
First, let’s define our terms. A press release is an article sent to the media by a company or organization wanting attention for something it considers newsworthy. There are two types of press releases: online and real-world. Both have pros and cons, of course.
Real-World Press Releases
A real-world press release gets sent to actual people: reporters, news station managers and magazine editors — those with a print edition product or a television or radio show. These are the people who decide what goes into print or out on the airwaves.
Ideally in this scenario, the business owner or public relations professional develops a relationship with the people working in the media. Then, when a press release is needed, it goes directly to the right person, who may view it more favorably than a cold call letter.
Obviously, real-world press releases work best for local news, where those relationships can flourish with the personal touch. Sending a real-world press release to a national audience is difficult without a public relations firm backing it. These firms exist because they have developed nationwide relationships with members of the media.
Online Press Releases
A press release directed to the Internet is a different animal altogether. Using a paid distribution service instead of a personal relationship, these press releases can gain worldwide access overnight. Better still, these press releases often remain visible (or at least searchable) for months or years or even longer.
The disadvantage is that they are impersonal and reach sometimes dubious outlets. Without a real person championing the release, they may be picked up by media desperate for any kind of copy at all — like business journals that reach mere hundreds of people… nationwide.
The Purpose of a Press Release
A press release, however it is distributed, should trumpet actual news. It should be directed to a select audience who might be able to use that news, or at least find it interesting. Often, that means a regional audience.
For example, a promotion to president of a nonprofit would interest business and nonprofit audiences. A new product that cures prostate cancer while restoring a full head of hair, on the other hand, would be of interest to roughly 50 percent of the world’s population.
Numbers Add Up
Furthermore, firing one press release into the media jungle will not likely gain you instant recognition. If your company or organization produces worthwhile news, it may still take time to get noticed. Develop relationships with your local media correspondents. Be prepared to wait.
Eventually, you will gain their attention. Eventually, you will be perceived as a reliable source. Eventually, your press releases will be published by the mainstream media. Eventually, your press releases will find their audience.
Before you blast a press release into the air, onto the page or into computers everywhere, consult a marketing or public relations professional. Make sure that the release is well written and targeted to the appropriate audience. Distribute it to the correct media. Finally, don’t expect the world to beat a path to your door.
For more advice about blog posts and press releases, contact us.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | Jun 6, 2013 | Blog Writing
Ray Access Works with You to Write Blog Posts
A common question we get asked is: “How do you go about writing blog posts for a new client?” Before we answer this very good question, let us provide some context.
What’s a Blog?
Blogs — originally called “weblogs” — began in the late 1990s as online diaries. Individuals wrote about their thoughts or experiences. They may have followed a theme or written free-style.
What made blogs different was that they were available to anyone through the Internet. In other words, these diary entries were public. Public and personal.
Business Blogs Arrive
So when business blogs eventually appeared, they had to go through several transmutations. What could a business say in a blog that would remotely seem personal? Businesses initially struggled with that question.
Business blogs matured into vehicles for outreach, consumer education, and industry insight. If they are well written and useful, these blogs reflect the personality of the company. They offer value and provide a place for interaction with some company personnel.
Today, a good business blog attracts search engines and potential customers alike while cementing the company’s authority in its given field. A useful blog benefits the company’s bottom line.
How We Work
So how does a third party, like Ray Access, even attempt to write blog posts for a company? What can a business owner expect from the process?
When we are hired to write a series of blog posts, we meet with company representatives to discover their target audience and dig into their field of expertise. Then we brainstorm a list of possible blog titles or topics. We present this to our client, who approves or selects enough to get us started. The company may also add to the list.
From there, it’s a straightforward process of research, writing, and editing. The first blog post we prepare requires a bit of back-and-forth with our client to refine the tone and the language, but we always present drafts well in advance of our deadlines for just this sort of issue.
Extra Credit
The blog posts we write contain keyword phrases as naturally as possible. Our goal is to prepare blog posts that people can read. Search engines, while important, are not the primary audience. We can also supply an image with the article for no extra charge.
Once our client accepts the blog post, it is usually the company’s responsibility to publish it. Then the cycle repeats itself, getting faster and faster with each iteration. When we run out of approved topics, we brainstorm another list. We will never run out of ideas. Never.
Now that you know how we work, try us out! We’ll even provide an estimate to write your business blog.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | May 28, 2013 | Writing
Tips from Professionals for Website Writing
Make it short.
Make it hot.
Make it memorable.
The new breed of reader doesn’t go in for long, drawn-out sentences. They don’t want complicated explanations. They want answers, plain and simple.
It’s possible many readers never really enjoyed having to decipher their information before digesting it. It’s possible readers tolerated digressive writing only with the mantra: “The next sentence will have the answers I seek, the next sentence, the next…”
On the other hand, maybe poor writing and lack of clarity is one of the driving reasons for low levels of literacy in America and worldwide. Until the World Wide Web, most information-based writing was boring, long-winded, and academic. In other words, reading was a chore.
Reading Online
Modern Internet readers often seem to be in a hurry. They have twitchy fingers just itching to swipe or click to the next page. If you want to get a message across to readers of your web page, you’ve got to connect with them in the first few seconds — or you will risk losing them, permanently. There’s always another website waiting to give them what they want.
Internet readers are not going to wait for your perfectly set-up payoff. They want information, and they want it now. Successful journalists often make the best web writers because they’ve learned to give readers answers at the top of each article. Bury the lead, as they say in the newspaper business, and you lose your readers.
An article with a good lead will hook readers, drawing them in to read, and learn, more. Craft a good lead, and your readers stick around to discover your more in-depth information. At Ray Access, we know how to write for the web. We can make your website lead the pack.
But Wait; There’s More
While many people rely on the Internet to research topics, others use it like a phone book. They too want it now, and they don’t want to have to search for it. Make it easy on them — provide your phone number, email address, or location right up front.
You don’t have to sacrifice quality for efficiency. At Ray Access, we know how to incorporate the important information like your address and hours of operation into the first page and still hook your audience to they keep them reading. The writing has to be so good, they’ll want to know more. The page has to be so well organized, it’ll be obvious where to find everything.
So give your readers what they want, whether it’s your mission statement or your physical address.
They’ll stay.
They’ll look around.
They’ll learn something.
They’ll come back for more.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | May 16, 2013 | Announcement
Ray Access Offers Something for Everyone…
Linda and Mark, the principles at Ray Access, have been refining their list of services recently, and two things became clear:
- It was time to spread the word about all the good things we do, and
- It was time to offer a discount on our most popular service: writing blog posts.
Sprinkling of Services
For the full list of our services, visit our page for businesses or for agencies, but let us share with you here what we love to do:
We can also come up with blog ideas for you if you’re stuck gazing at an empty page. We are really good at brainstorming and thinking outside the carton. We guarantee you will want to develop some of the titles and topics we send you. Or you could hire us to write them too!
For New Clients Only
Now is time for savings! Normally, four blog posts for your business normally cost about $300, depending on their length, but now Ray Access is offering those four blog posts for only $199. That’s better than a 33 percent discount.
What’s the catch? You have to be a new client, one we’ve never worked for before. If your business has a website, and assuming you have a blog or want to start one, you are eligible for our new client discount. Simply contact us through the website and tell us you want the four-blog special, and we’ll contact you to arrange everything. What could be easier?
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Mark Bloom | May 10, 2013 | Editing
Write in Plain Language; It Helps Everyone
There is a movement gaining traction across America: writing in plain, understandable English. Plain language is, as William DuBay said, “a literary style that is easy to read because it matches the reading skill of the audience.”
Government agencies are adopting the tenets of plain language. Lawyers are hiring editors to “translate” their legalese into English that anyone with an eighth-grade education can understand. And more and more businesses are gradually coming around to the benefits of using plain English in their communications.
A New Wrinkle in Communications
In retrospect, it seems obvious that easily understood writing would help everyone — from those with a message to relay to those trying to read that message. The plain language movement’s goal is to make the written word easier to comprehend. Given that we are all inundated with messages throughout the day, making those messages clearer can make life simpler for many people.
Still, it has taken a surprisingly long time to get everyone to agree that documents should be written in plain English. Detail-oriented lawyers in private and public practice wanted foremost to close loopholes. Business writers assumed their audiences were highly educated. Training in clear communications did not exist.
The Movement Gains Ground
This is not a new phenomenon. Way back in 1972, President Richard Nixon issued a decree that the “Federal Register be written in layman’s terms.” The government — and future Presidents — have mostly continued to push for clearer and simpler written communications.
Like any grassroots democratic cause, the plain language movement has gradually gained momentum. People tired of the confusing status quo and asked for simpler content. They weren’t lazy; they needed to find meaning quickly so that they could make important decisions. Today, we can see the changes… in some places.
Writers still have work to do, but the benefits are becoming clearer as more research is done. For an introduction to plain language, check out the Plain Language Association InterNational (PLAIN) website. You can find cutting-edge information about and examples of plain language in the Wikipedia.
How This Affects You
Ray Access believes in plain language. We apply its principles in all the writing we do, matching our style to the reading skill of the intended audience, as Mr. DuBay recommends. We write for people, not search engines. Our writing is geared to attract more human eyes to your business, which can translate into more sales, greater visibility, and customer satisfaction.
In the process, search engines take note, too, which increases your website’s page rank. It’s truly a win-win scenario.
If you are ignoring your website, it’s likely ignoring you. Get the best value from your online assets. In plain English.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Apr 16, 2013 | Editing
Grammar Matters — No Matter What You Write
Of course we believe that grammar is important; we’re writers, after all. But what if we loosened our standards:
Its time to talk to you about a day-to-day and week-to-week issues. And im not about to talk about the talk every one know does no good. Let me explains that now.
We could go overboard, too, thinking that everyone has a 16-year education:
Inferring the textual concept of proper grammar and punctuation, noun and verb agreement, correct spelling, and all the other tenets of the English language that make it a difficult, yet succinct form of communication among those who have a clear and concise message to deliver and require a medium that appropriately tackles the task at hand, you would think it would be performed accordingly.
Yikes. Please stop us.
The Problem Is Rampant
Since we’re writers, we read a lot. In our research, we have to peruse 100 or more websites a day, so we see it all the time. This kind of writing is rampant. You know it too if you’ve tried to find a quick recipe or picked up a newspaper lately. Sometimes, it’s impossible to get “just the facts.”
Given this dilemma, we’d like to share a bit of good news. There’s a movement afoot called “plain language” that aims to make government documents and legal papers easy to read and understand. But even they get bogged down in trying to look smart by using big words and long, drawn-out sentences. We know — we’ve edited some of their work.
Everyone Loses
One problem may arise from alluringly inexpensive writing services that contract “English language writers” overseas. But we fear most of the errors are due to being either lazy or cheap. Perhaps publishers don’t take the time to read their own copy before going live with it, or maybe they are too tight to pay someone to proofread for them.
As a result, everyone loses. The reader quickly moves on to another webpage or forces herself to read the copy over and over until she understands its meaning. It’s tedious work, and in most cases, unnecessary.
Don’t do that to your customers and your readers. Please stop.
Get Professional Help
Before you publish that article, that press release, or that webpage… contact Ray Access. We’re professionals. We not only do this for a living; it’s our passion as well, so you know we want to do it right the first time.
If you don’t think you can afford us, call for a free estimate. If you want to keep all your work in-house, at least read your copy out loud before you publish it. If you’re not sure, get a second opinion. Give it to a fourth grader to see if she gets it. Sleep on it and then see if it still makes sense in the morning.
Whatever you do, make sure your prose is clear and to the point before you publish it. If it’s wrong or long or poorly edited, it can damage your reputation once it’s published. It may cause your customers, clients or readers to go elsewhere, which is likely the exact opposite reason you wrote it.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
by Elle Ray | Mar 29, 2013 | Website Content
Spend Your Work Time Running Your Business
When you’re in the groove, doing what you do best, you feel energized. Everything seems to fall into place, and time passes so quickly that you barely notice. It’s why you got into business for yourself — to follow your passion, to turn your avocation into your vocation, and to follow your bliss.
Unfortunately, owning a business requires entrepreneurs to engage in all sorts of activities that have nothing to do with the core of the business. You have to market your products and services to let customers know you exist. You need to do the books, pay the bills, write your blog, send out press releases, find suitable employees, and manage your time.
A Smart Solution
So if you’re smart, you turn to outside contractors. Using a third party to do those things that you aren’t very good at anyway can be a wise investment. Hiring local professionals to use their expertise to solve your challenges also supports the local economy. It’s not only big corporations that create a trickle-down effect to the local economy; entrepreneurs like you also drive those economics.
According to the Small Business Administration, hiring an outside contractor can save you money in the long run, too. The projects that you don’t want to do actually take you longer to accomplish, and you could be much more productive in those hours, doing what you do best. Because you only pay outside contractors for the work they perform for you, you have no payroll or tax issues to worry about.
Added Benefits
In addition, the project is more likely to be successful because you’ve hired an expert to do it. We were so pleased this year to find a local accounting firm where we could just deliver our pile of receipts and return a few weeks later to sign the tax returns. We’ve all done taxes ourselves in the past, and while we did a good enough job, we learned that the time involved wasn’t worth it. In the hours it took to figure out all the codes on the various self-employment forms, we could earned twice as much money as it cost to hire the accountant.
At Ray Access, we’re writers. Our passion is writing and editing. It’s what we often do when we’re not even working. Our heads spin with ideas on topics to write about and angles to take them in. As writing professionals, we can save you time and money by writing your web content and your weekly blogs. Jot down all your notes, and we’ll put together a marketing strategy or business pitch you can present to your clients in readable plain language. It’s all part of what we do.
Since your time is money, spend it doing what you do best. Hire us to do what we do best. You follow your passion, and we follow ours. Everyone wins.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
