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Your website copy may be too hard to read; these services help

(REAL ESTATE MARKETING) Your website copy may be too dense, unreadable, and turning away sales. Here’s some tech to help you out.

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Man browses website on tablet with a cup of coffee nearby.

You’ve got a killer product or service you’re about to unleash on the world. The bank accounts are made, coffee pot is running, and you’re ready to start reeling in the sales. With your slick new website, you just know your phone is going to start ringing off the hook. But then, it doesn’t.

What gives? Bad UI? Typo in the phone number? One possible reason you’re not getting DM-ed may surprise you – your web copy.

Developing the clear-as-water copy that is going to get you hired or your product sold can be a toughie. Those words you loving poured your time and energy into might be making your potential leads mash the back button. Why? If you or one of your employees wrote the website, you can know your subject too well.

That expertise and familiarity, which makes you amazing at your job, can make it difficult for an outsider to understand what you do. The more difficult you make that understanding for your reader, the less likely you’ll turn a sale.

Case in point: Most people browsing the internet spend less than 15 seconds on a website. That means you have less than 15 seconds to hook your potential client before they remember they have a cat video to finish.

Many a great business has died on piles of jargon, dense sentences, and trendy buzzwords. But never fear! Since hiring an army of copywriters is cost-prohibitive, we’ve got some suggestions on services you can use to make that copy do work.

Clarity Grader

Clarity Grader allows you to put a website’s full text into its grading portal or even analyze a url. What you get is a free plain language report and clarity score emailed to you. Of course, if you want the ultimate features, you’ll definitely have to pay for them.

But Clarity Grader’s paid options runs hundreds of checks on your copy, including spell checking, broken link checking and consistency checks. Plus, there’s a free trial to figure out if you want to spend the dough on the premium features for this nifty proofreader.

Jargon Grader

If you’re more worried about relying too hard on jargon, Jargon Grader is a free web-based service without many bells or whistles. Just paste the concerning text into the text box and it’ll run checks and highlight which words detract from your writing. Jargon Grader also reminds you “that some over-used words may be acceptable in context.” A quick run through Jargon Grader, and you’ll be zapping all your buzzwords in no time.

Hemingway Editor

Hemingway Editor isn’t just for fiction writers. Another free web-based service, Hemingway Editor helps you emulate the bold and concise style of Ernest Hemingway. It flags words and phrases for readability, passive voice and conciseness. Hemingway Editor even highlights adverbs to keep you crystal clear.

If you’re trying to make a sale, web copy shouldn’t hedge or hide under lots of needless words. Run your words through Hemingway Editor and be bold.

Grammarly

The Big Daddy of web and desktop freemium apps, Grammarly is a must for any small or solo enterprise. Grammarly does seemingly countless grammatical, spelling, and clarity checks on what you write. It does paywall some of the clarity features, but by cobbling together all the other services plus free Grammarly, you should be covered.

And, bonus, the extension can be installed in almost every facet of your business (email, web-browser, phone apps). That means no one will be confused by how your website reads crystal clear and how your emails read like a ransom note.

So whether you’re a broker trying to save coin or an army-of-one real estate tech freelancer, arm yourself with a few nifty tech tools, and you’ll start improving your lead generation efforts.

Alexandra Bohannon has a Master of Public Administration degree from University of Oklahoma with a concentration in public policy. She is currently based in Oklahoma City, working as a freelance filmmaker, writer, and podcaster. Alexandra loves playing Dungeons and Dragons and is a diehard Trekkie.

Real Estate Marketing

Turning your blog posts into tweets: Marketing or distracting?

(MARKETING) Wordpress has unveiled a new feature to turn your blog posts into tweets. But just because you can’t doesn’t always mean you should.

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Blog post being written on laptop in front of colorful TV

If you’ve got both a WordPress blog and a Twitter account, it’s now easier than ever to share content between the two platforms. Just recently, WordPress introduced a new feature that allows you to turn entire blog posts in tweetstorms, with “just two extra clicks.” The question is, should you?

The tool will automatically break up your post into Twitter-sized chunks, and will do it’s best to start a new tweet at the end of, rather than mid-sentence. However, it will also let you see a preview of the tweetstorm before you publish so that you can make sure you agree with how the content has been broken up. Videos and images in the post will also be added to the Twitter thread. You can add an introduction, if necessary, and a link to the original post will be included at the end of the thread.

You’ll need to connect your Twitter account to your WordPress, if it isn’t already. The feature can also support multiple Twitter accounts so you can post in multiple places at once. However, the feature only works on new posts – you can’t go back and turn an old post into a Twitter thread.

The reverse process – turning tweets into blog posts – has already been available on WordPress for quite some time. When you embed a tweet into WordPress there is an “unroll” option that imports the full tweetstorm into your post.

While some bloggers have responded positively to this option, Twitter users seem less than thrilled that their feeds may now be flooded with lengthy tweetstorms.

One user, @theregos, sarcastically tweeted, “Can’t wait for food bloggers and their 87-tweet threads on a recipe.” Another, @elliottrains, said, “Your scientists were so preoccupied with whether or not they could, they didn’t stop to think if they should.” Many people love Twitter precisely because its word count limit forces creators to be concise and feel that Twitter is no place for longform content.

Meanwhile, marketing experts question whether there’s much use in diverting traffic away from your site and onto Twitter, where you can’t as easily assess metrics or monetize your following. If you have an enthusiastic Twitter audience, it might be worth it, but otherwise you’re just giving more traffic to Twitter instead of to your own site. As one AG editor put it, site owners will be “cutting off their traffic nose to spite their marketing face.”

What do you think? Is this new feature more helpful or harmful?

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Real Estate Marketing

This new “no-fuss” customer support tool focuses on privacy

(MARKETING) Letterbase’s website widget lets customers send a quick email to businesses without worrying about who’s looking at or selling their info.

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Letterbase is a contact form widget to help customer support

Giving your website users a timely, low-friction way to talk to your business is essential, yes? Live chat can be cool for customer support, but do you really need it? If it feels like overkill, check out Letterbase’s email-based tool.

The website widget for facilitating customer feedback was designed to be “simple, fast, and privacy-friendly.”

Through a branding-friendly, customizable box that can appear on each page, customers can quickly send an email initiating a conversation. They don’t have to wait around for a chat reply before clicking off the site; they get a response in their inbox. Businesses don’t have to use a separate tool to respond and log conversations; the person monitoring email does that. Hence, the “simple.”

The “fast” comes with what they promise is lightweight script installed with a quick copy and paste.

It’s that “privacy-friendly” part that maker Richard Chu says prompted the idea for the product. After combing through messaging apps’ privacy policies, Chu says, he found the “spying” and data sharing to be intrusive.

You might not be aware of how much data collecting some website messaging and chat apps do – and that they sell that data to third parties. Capturing users’ IP addresses, monitoring their browser history, setting cookies, collecting personal information such as drivers license numbers, even tracking users’ location, can all come with a site’s chat or messaging platform – unbeknownst to users.

Having a chat or messenger widget prominently on a website shows that a company cares about customer support and service, but there are things to consider with Letterbase and similar apps.

Some good points:

  • Privacy friendly: Letterbase’s privacy guarantee should allow website owners to assure users that their data is not being collected or sold – a potentially huge trust-builder with customers.
  • Data ownership: Website owners own the data and Letterbase doesn’t store any user conversations.
  • Easy to use: Letterbase should be an affordable customer support tool for small businesses and groups who don’t have dedicated IT people or a high knowledge of tech.
  • Simplicity over analytics: There are no frustrating chat bots that don’t really understand customer questions, and no paying for complicated analytics bells and whistles like sentiment analysis, which requires a team of people just to understand.
  • Trust: Sending an email directly feels better than contact forms, which are often perceived as a communication “black hole.” Users need to trust that they will get a quick reply.

Things to keep in mind:

  • Data collection: If users are being tracked, website owners can assume at least some of their own data is being tracked, too. Read any tool’s privacy policy and contract carefully.
  • Privacy policies: Do you need to alert users that you have an app that is collecting, sharing and/or selling their data? It’s not clear, but being transparent about privacy assures users that their data is safe is a huge potential trust builder. If a company is selling their data, it could quickly become obvious when a user starts to see targeted ads based on your conversation – a potentially huge trust-buster.
  • Security: If conversations might contain any sensitive information, like phone or credit card numbers, make sure your email client offers end-to-end encryption. This also can protect your company network from malware.
  • Response time: You need a crack email monitoring person who will be conscientious about timely responses and categorizing, analyzing and storing conversations. Consider auto-generated responses if that person can’t monitor all the time.

Currently, Letterbase has a 14-day free trial, then an early adopter price of $9 per month.

According to their public roadmap, they plan to eventually integrate with Slack.

It’s clear Letterbase could work for small businesses or groups that care about privacy and want a simple, no frills way for customers to ask questions or request support. Privacy is a the top of mind now, so lack of tracking could be a real benefit.

Sure, understanding and targeting customers through tracking what they do online is pretty much the foundation of digital marketing. For many businesses, though, simple email conversations could be all they need. Plus, it shows they care about privacy by not adding another layer of data surveillance in messaging, which could be the nudge that pushes a prospect to the next step in the customer journey.

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Real Estate Marketing

Old SEO myth busted: Google dev confirms there is no max length on title tag

(REAL ESTATE MARKETING) The title tag has been a hard and fast rule for a long time according to many SEO experts, but this Google dev recently busted this hard-n-fast rule.

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Picture of a screen with HTML code written on it, showing the title tag and a sign up button.

The SEO industry and SEO websites have long recommended your title tag length be approximately 50 to 70 characters long. But during a Google Off the Record podcast, Google’s Gary Illyes says there’s no limit on a title tag length and those numbers are “externally made-up metrics.”

The 50 to 70 character limit is something the SEO community created as a standard because it’s the length of text that a search engine results pages (SERPs) on Google will display. Also, the character limits are based on how the titles appear on desktop and mobile devices. By keeping the title within that range, it prevents the full title tag from being cut off.

But, Illyes says a title’s tag length doesn’t have anything to do with indexing purposes. And when asked if there is value in having longer title tags than what can be displayed, Illyes’ response was “Yes”.

“The reason why I try to steer people away from thinking about concrete numbers is it’s not even about how we display titles, but rather, how we construct our serving index and how we tokenize the page itself,” said Illyes. As with anything, he says there is a limit, but it isn’t a small number.

Illyes’ advice to people is to “try to keep [the title tag] precise to the page.”

“I would not think too much about how long it is and whether it’s long enough or way too long,” he said. “If it fills up your screen, then probably it’s too long, but if it just one sentence that fits on one line or two lines, you’re not going to get a manual action for it.”

While, according to Illyes, Google has no title tag length, Google does have some guidelines to help you create good titles. According to the company’s tag developer support page, titles should be descriptive and give users a “quick insight into the content of a result and why it’s relevant to their query.”

If you’re worried about creating the “right” title for your page, you can visit Google’s tag developer support page for more information. And, remember, there is no need to worry about the title tag length.

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