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Kevin Proulx

Although they are not as flashy as videos, your website pages’ copy are of paramount importance. Indeed, they provide the majority of information about your products and services and should ultimately entice your website visitors to buy or at least to want to learn more. Unfortunately, too many companies write website copy because they have to fill their website pages and they are, for the most part, uninteresting monologues even if they are informative. Today, I will help you to write website copy that converts by giving you 5 tips that will get you there.


Your Website Copy is a Powerful Conversion Tool


Convert Button


1 – Be Concise in the Sentences You Write

If you are like me, it may be easy for you to go on a great literary boom and produce copy that can sometimes be too long or write sentences that contain more words than necessary.

To help you ‘’cut the fat’’ out of your copy, ask yourself if everything you wrote has value for an individual who wishes to know what your company is about. Remove superflous content and try to write sentences that have an average of 16 words in length, as recommended by the experts at HubSpot.

I know, it is not always easy to cut content when everything seems important, but doing this exercise with your copy will help you to get more conversions.

2 – Write Copy Intended for Your Potential Customers, Not You

When you are proud of your company, it is tempting to talk about you, what you do, your successes, etc. and this is quite understandable. The problem is that the primary purpose of your website should be to convert potential customers, not to promote yourself.

Thus, your copy should speak to your potential customers and written in a way that will engage them. For example, if you are a caterer, do not write ”We are a catering company with over 20 years of experience.”. Instead, write ” Make your guests experience an unforgettable dining experience with our personalized menu tailored to your preferences.”. Which of these two texts has piqued your interest the most?

Obviously, the second one is much more captivating and you must ensure that your copy is as enticing for your visitors.

3 – Add Subheads and Bullet Points to Your Texts

When you do some research on Google, do you read the entire content found on each of the sites you click on before deciding if it contains what you were looking for at the beginning of your research? Of course not.

When you want to know if the website you are on has the answers to your questions, your gaze moves quickly in search for clues and these clues are more often than not subheads and bullet points. If you cannot find some in seconds, you will certainly leave the site and your visitors will do the same if your copy does not contain any.

To facilitate the understanding of your business for people who visit your site, remember to put subheads and bullet points in order to show your information in an optimal way. Adjusting your content to this presentation format will have a positive impact on your conversions.

4 – Create Compelling CTAs

CTAs (Call to Actions), as their name suggests, encourages people to take action. Depending on what you are offering on your website, it may be making a purchase directly from your website, fill out a quote request form, or fill out a form to receive an ebook.

While your website copy should seduce visitors, CTAs will prompt them to take action. It is essential to include CTAs in your copy, because many people will not go further in the process if there is none, even if they read your copy with interest.

5 – Look at What Your Competition Does

It is always a good idea to look at what your competition is doing. Indeed, this allows you to compare your efforts with theirs to determine where you perform well and gain inspiration from the aspects in which they are performing better than you are.

Obviously, I am not saying that you should copy everything that your competitors do. What I am saying is that you should study their initiatives to see how what they do can improve your own website copy.

This concludes my article on the 5 tips that will help you to write website copy that converts. If after reading this article, you think you need a hand in drafting your company’s website copy, do not hesitate to contact Kezber. It is with pleasure that we will help you to write content that will bring you more conversions.

Kevin Proulx

(Note: This article has also been published on Immediatement’s blog.) For a local business, having a good level of exposure on Google is an important consideration. Indeed, in 2015, few people will look for a business by using a phone book. The vast majority of people will look for it on Google. It is therefore important for a local business to take the necessary steps to be found by people searching for them on Google. Today, I will talk about an easy first step that you can take if you have not already done it which is to register your business on Google My Business.

Google My Business is Free and it Will Give More Exposure to Your Local Business on Google

What is Google My Business?

Google My Business

Google My Business is a service that centralizes your local business’ information management in order to manage what will appear on Google search results pages, Google Maps and Google Plus. The service also allows business owners to add photos and virtual tours in addition to read and respond to reviews posted on Google Reviews.

To look at a video that gives an overview of what this service is about, refer to this article that I posted when the service was launched in June 2014.

How to List Your Local Business on Google My Business

Registering a business on Google My Business is relatively easy. Here are the steps to follow.

Step 1: Go to the Google My Business Website

Visit the service’s website (, and click on the Get on Google button if your company is not already registered on Google. If it already is, use the Google account that was used to register the company or claim access to the account to the person who created the registration.

Step 2: Add Your Business

After clicking on the Get on Google button, do a search to find your business by entering its name in the field. If the search does not give any results, click on Add your business.

Then, enter the requested information in the appropriate fields (Business name, Country/Region, Street address, City, State, Zip code, Main business phone, Category) and check the box confirming that you deliver goods and services to your customers at their location, if that’s the case. When you are done, click on Continue.

Step 3: Confirm the Information About Your Company and Accept the Terms of Service

The information that you just entered about your business is not complete. Indeed, you must complete them using your Google Plus page, since Google uses the information on this page to fill your Google My Business account.

For now, you need to confirm the information about your company and accept the terms of service by checking the appropriate box. When it is done, click on Continue.

Step 4: Verify Your Business

Google has set up a verification process to ensure that companies that appear on its services are legitimate. It consists in sending you the verification information by mail or phone. Choose what you prefer and proceed to the next step.

Step 5: Complete Your Business’ Information Using Your Google Plus Page

To start updating your information, press the red Edit button.
Then, you need to enter the following information so what will be displayed to people searching for you on Google is accurate:

• Business name
• Address
• Contact info
• Category
• Hours
• Maps & Search photos
• Introduction

When all this information is entered (some will already be because of the information you previously entered in earlier steps), your profile is ready to be seen by Google users. However, it is strongly recommended to take some time to do additional optimization work on your Google Plus page. You will want to, among other things :

• Choose a high quality cover and profile picture for your page
• Create photo albums that show your products, your services and your employees
• Add links to other relevant sites, like your blog, for example
• Etc.

This concludes this article on how to get free exposure for your local business on Google. Having good organic visibility on Google is not easy, so as a local company, you cannot afford to pass on the help that the Google My Business service will give you. If you would like to learn about other ways to increase your visibility on Google, read my article on Pay Per Click paid advertising. It is an excellent complement to your organic initiatives like Google My Business!

Kevin Proulx

Yesterday our partner Microsoft held a special event for its next operating system, Windows 10. The Redmond company used the event to unveil many Windows 10 features and some new products. In this article, I will summarize what has been unveiled at the event.


Microsoft Wants to Hit a Home Run With Windows 10


More Information on Windows 10

The main reason why Microsoft has invited the media to its special event was to give more information on its new operating system and that is exactly what the company did.

First, the Start menu will make his comeback in Windows 10, which should delight those who regretted his absence in Windows 8. Also, Microsoft showed an ”Action Center” similar to what is found in Android devices that will allow quick access to some useful settings such as Wi-Fi and Bluetooth. Then, the Continuum system optimizes convertible devices by instantly adapting Windows 10 to PC or tablet mode, depending on how the user is using it.

Windows 10

In addition, Halo fans and those who are heavy users of virtual assistants with speech recognition will be happy to learn that Cortana, Microsoft’s virtual assistant, will now be integrated into Windows 10 after a successful stint on the US company’s smartphones. Indeed, it can be found right next to the Start button and can respond to spoken or written requests. Cortana will also be integrated into the Maps application and is able to proactively send information to users much like Google Now does on Android devices.

Better Integration Between Every Devices Running Windows 10

One of the main goals Microsoft had with this new version of Windows was to better integrate all devices that runs on Windows 10. To do so, Microsoft engineers have optimized OneDrive, began working on a series of universal apps (such as the Office suite) and made sure their next smartphones is running under a full version of Windows 10 optimized for mobile devices.

Windows 10 on Smartphones

Project Spartan Takes Internet Explorer’s Place in Windows 10

Internet Explorer, which has been part of the Windows ecosystem for years, will be replaced by a new web browser in Windows’ next version.

Project Spartan

This new browser is currently called Project Spartan, a nod to the successful video game series Halo, just like Cortana is. It has some interesting new features such as a note-taking module, Cortana integration and a ”reading” mode that formats the web page that the user is reading to make it look like a book.

Xbox One Fans Also Had Something for Them

If you are a ‘’gamer’’, it is quite possible that you are the owner of a Xbox One, Microsoft’s latest gaming console. If this is the case, the following might interest you.

Xbox One Game Streaming

Indeed, Windows 10 will be launched with an Xbox app that will allow players to view data related to their Xbox Live account, much like what the SmartGlass app is currently able to do. However, the most interesting feature of this new application is certainly the possibility of playing a Xbox One game on a PC or a tablet by streaming it, similar to what is possible to do between a PS4 and Vita, for example.

Surface Hub or How to Have the Most Hi-tech Conference Room

The Surface Hub is a new product intended for businesses to optimize their conference room by promoting collaboration and information sharing.

Surface Hub

It is a large, 4K resolution touch screen (that can be used with a stylus) with cameras, speakers and microphones. The screen is also compatible with Bluetooth and NFC protocols and is available in 84” and 55” sizes.

HoloLens, Augmented Reality According to Microsoft

Microsoft surprised the media at the event by unveiling its virtual reality helmet and more precisely, its ability to create holograms with which users can interact.


HoloLens is a wireless virtual reality headset that does not need a phone or a PC to operate. According to Microsoft, the helmet is a computer in itself and with the help of sensors, allows users to create holographic images with which they user can interact with by moving, rotating and ‘’clicking’’ on objects, etc.

If HoloLens is able to realize its full potential, the applications will be multiple. To generate interest towards it, a demo video shows, among others, what Minecraft might look like while seen through the virtual reality helmet.

According to the Redmond company, HoloLens will be available in Windows 10’s launch window.

My Opinion on the Event

I think that many interesting things were shown during the event. First, Windows 10 seems to be the culmination of what Microsoft wanted to do with Windows 8, which is to integrate PC and mobile devices together. While Windows 8 was not unanimous liked by users because of some of the choices made with it, Microsoft has made many changes to satisfy PC users while continuing its work to achieve its original vision. Moreover, the idea of universal apps is, in my opinion, essential today as we use more and more devices to work. This is the kind of functionality that we will not want to live without once we start working with it. Finally, all of Windows 10’s improvements in addition to the ability to upgrade Windows 7 and Windows 8 to Windows 10 for free during launch year have raised my interest level to update my operating system, which was not the case during Windows 8’s launch.

Then, as a ‘’gamer’’ and owner of a Xbox One, I also cannot wait to see the spread of Xbox One game streaming in action in an uncontrolled environment. To me, if it works as well or even better than what is being done by Sony now, Microsoft could prompt more people to become Xbox One owners.

Finally, I cannot wait to try the HoloLens virtual reality helmet. Obviously, applications are what will decide if it remains relevant or if it becomes a bust. If Microsoft and other developers are able to create interesting applications for HoloLens, this product has the potential to be a product that can change the market.

This concludes my article on what was unveiled yesterday at Microsoft’s Windows 10 event. At Kezber, we cannot wait to get our hands on these new products to try them. What is your opinion on Windows 10 and the other products that were exhibited during this event?

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