“Web Site Tool Kit” Web Writing Package
What Is The "Web Site Tool Kit" Package?
This writing package delivers all the web writing that Robert Middleton describes in his product, the Web Site Tool Kit. Your web writer supplies full web site content designed and written to predictably deliver your target market to you as clients. This package of writing for the web is built on two things:
- The marketing principles taught by Robert Middleton of Action Plan Marketing (Marketing Ball, Marketing Syntax and Message, Audio Logo, The Currency of Marketing).
- Robert’s phenomenal product the Web Site Tool Kit where he provides a "map" telling you exactly what pages you should have on your web site, what content should be on those pages, and how to structure your web writing to predictably deliver exactly the clients you want to work with.
Why You Would Choose the Web Site Tool Kit Web Writing Package
There are many web writers and many possible choices for your web writing, but here are a few reasons why this web writing package might be the right choice for you.
You Want a "Robert Middleton Web Site Tool Kit" Type Site
You’ve been a fan of Robert’s for years. You’ve probably bought his Web Site Tool Kit. You might have been struggling for months—or even years—to get your web writing finished according to the specifications in that tool. However, the writing for the web that you’ve done just "lies there" limp and lifeless, and you know it won’t attract flies—much less the stream of clients your business needs.
You Want a Structured Methodology and Ongoing Support In Preparing Your Writing
You’ve put web sites together in the past, and you know what a struggle it can be doing it alone. You want a web writer to provide structure, accountability, collaboration, and strategic input. Knowing your situation and constraints, there’s no doubt that you would find it more efficient, effective and fun not to do this project alone.
You Don’t Want Just Web Writing—You Want To Build a "Marketing Machine"
It’s easy enough to get writing for the web done inexpensively, but don’t expect great results for your money. If you aren’t going to do it right, why spend the money at all? Invest a little more and create a predictable delivery system for new business.
What You Get From This Package Is More Than Just Writing
It’s true that what you get is the complete web writing for a "Marketing Magnet" web site. However, because of the unique methodology—combining marketing coaching, marketing writing, and business strategy consultation—what you get is so much more than just writing for the web. Here’s some of the things you get from this package.
We Delineate Your Niche and Make Sure It’s Profitable
During the time we create your web writing, your web writer delves deeply into your unique situation to discover a niche where you stand out and can command a profitable segment of the market. There are two aspects of equal importance:
- Carving out a niche where you’re significantly prepared to provide services.
- Aiming for a target market that will be predictably profitable for your business.
You Base Your Business Success On a Comprehensive Strategy
Instead of building your business on conjecture, hope and fantasy, your web writer makes sure you’re working strategically and taking those actions that ensure success. We craft every word of your web site to be strategic and position your business to capture the market you target.
You Get the Expertise of a Professional Robert Middleton Action Plan Marketing Coach
Every step of the way, we’ll be working with Robert Middleton’s Action Plan Marketing principles and incorporating those concepts into every bit of your web strategy and web writing. It’s easy to know Robert’s principles, but not always so easy to know how to incorporate them into your writing for the web. The specifics of your business are so unique that you need to consult with a web writer/marketing coach about your many ideas and concepts.
Though Robert’s principles are great, you do need someone to work with you on your specifics. I trained with Robert intensely for most of a year—learning his principles of web writing. Your professional Action Plan Coach/web writer will deliver writing for the web that conforms to Robert’s principles.
Through A Unique Collaborative Co-Writing Process, We Precisely Define Your Business While Creating Your Web Writing
You aren’t sitting in your office alone trying to work out how to describe what you do. You draft the content, but after that comes the fun. You and your web writer work together over the phone exploring all sorts of options for your business:
- We develop the language, words, concepts and offerings that precisely describe how you and your business work for clients.
- We clarify the target market, services and strategies that will be most profitable for your business.
- We put together your methods of delivery, explore passive income potential, package your services, and create value.
You Know What To Do At All Times To Get Perfect Content
This package provides a structured process to get you from where you are now to having all the web writing needed for a 24/7 web sales machine. This structured process works! It’s also a lot of fun. We go step by step in a logical sequence. One step builds on another. What you do in each step clarifies the next information we write. You experience consistent progress and the process of writing for the web evolves your business. Since we’re working together, you’ve got a partner (your web writer) to keep the project—and you—moving toward completion. The process of doing the web writing is a collaborative process that provides profound results.
How the "Web Site Tool Kit" Web Writing Package Works
Note to Site Visitors
If you’ve already read all the content about how the Web Site "Core Pages" Package works, the following content is exactly the same for the first seven steps. You can skip reading those first seven steps again by clicking on this link. Doing that will take you to Step Eight where you start to learn about the additional content and value that the Web Site Tool Kit Package provides, in addition to what is in the "Core Pages" package.
First You Buy the Service
If you still have questions and you’d like me to call you back, you can request me to contact you by using the contact form below. Once we’ve spoken and you’re ready to start, you pay for the service, and the process starts immediately. Here’s what you could expect after making that choice.
Step One—You Receive the Template to Write the "Who We Work With" Page
You immediately receive by email the template for the web writing of the first page of your site. This MSWord template is built specifically on the information Robert Middleton describes in his Web Site Tool Kit for that page—but the template is designed to elicit much deeper and more in-depth information than Robert describes. You get complete instructions about what information to provide for the web writing on this page.
You don’t have to be a good writer nor do you have to have skills at writing for the web. Using the template, you will be answering thought-provoking questions to help you come up with deeply detailed information. There are also areas in the template where you can copy and paste existing content from your current marketing materials or web site.You can simply do a “brain dump” into the template, giving information about who you want your web site to attract. Writing for the web becomes an easier process.
This effort can be a great exercise in helping you both clarify and upgrade your target market. Of course, the more information you give and the more specific you can be about who you want to attract, the better results you will get in attracting exactly those clients.
You take all that information, and using explicit directions, write up the first draft of web writing for this web page. You send it to me to review before our phone session. We schedule an appointment time for our first session.
Step Two—We Have Our First Phone Session (90 Minutes)
We spend an hour and a half on the phone working on this draft. This is a process of discovery where we delve deeply into your intended target market. We explore profitability, competitors, your preferences, your strengths, and the ease of closing a sale to the intended market. We do "reality testing" on any aspects of the web writing that are "fuzzy" or too generic. Our objective in your writing for the web is to get you clarity on such issues as:
- Who are ideal clients for you?
- What market will consider your background a "deal closer"?
- Which target market would allow you to play to your strengths?
- What do you do to position your business to capture a specific market?
- In what market would you avoid massive competition, yet it would still be broad and deep enough to be lucrative?
- What target do you have intimate and extensive knowledge of and expertise in working with?
- Who do you most enjoy working with?
- Who do you get the best results working with?
- How does this target market fit into your overall business strategy?
This session is provocative, revealing and inspirational. I am not just your web writer. I also interview, coach, and question you. You can "free associate" to get your answers. It’s common during this process of writing for the web for clients to both uncover and discover market segments that they hadn’t seriously considered before.
As you closely articulate your market—in "bits and pieces" of dialog—your web writer types furiously into the Who We Work With document to record the revelations and capture the concepts. As we do the web writing, I toss off possibilities for you to consider, and we have an animated back and forth. We tweak these ideas to your satisfaction. You don’t have to worry about capturing this writing for the web. That’s my job.We’re also recording the call.
After the call, your web writer sends you the following:
- The unedited notes from the call
- The MP3 of the call
Step Three—I Write My First Draft
When we’re finished with this process, I take all that web writing and craft, massage and manipulate it until it describes your ideal target market. This typically takes about three hours time.
- Once finished, I send you the following:
- Completed draft for you to review
- Change Request Form—You make a written list of any and all items you want to discuss for potential change.
- We schedule our next appointment.
Step Four—We Have Our Next Phone Session Doing Web Writing Of the Who We Work With Page (One Hour)
This session lasts an hour, and we work our way through any changes you want to consider. I suggest language, concepts and strategic ideas, and introduce these into the writing for the web. We go back and forth until we agree that the words and ideas are exactly what you want. Again, during this process, your web writer is typing and recording your final choices.
After the call, I send you the following:
- The unedited notes from the call
- The MP3 of the call
Step Five—I Finalize Your Who We Work With Page
While I am working to finalize your web writing for the Who We Work With page, it’s time for you to start working on the writing for the web —for the How We Work page.
- I send you the template for the How We Work page and you start on it.
- Once I have finished your final Who We Work With page, I send it to you.
Step Six—We Go Through the Same Process With the How We Work Page
We go through exactly the same process with this second page.
- I send you the template.
- You dump web writing into the template, answer the questions, and create a first draft.
- You send that to me and we schedule an appointment to discuss your writing for the web.
In this 90 minute session, I am questioning, interviewing and typing. The session is recorded. We discuss the following:
- What is the information about how you work that would compel your target market to want to work with you?
- What do they need to know about your working style? How could they expect you to behave when you work with them?
- What results will they get from working with you?
- What values underpin your business? How do they impact your target market?
- How do you approach your work? What do you aim to accomplish with your clients?
- What is it like to work with you?
- What makes you and your business unique?
Then, I take all this web writing and create my first draft of your How We Work page and send that to you for review.
- You review the draft of writing for the web page How We Work.
- We make our next appointment to discuss this page.
- You fill out the Change Request Form and send it to your web writer with plenty of time for me to review it before the call.
During our second call (one hour) about this page, we go back and forth perfecting the web writing until you no longer have any concerns. It’s fascinating to hone in on the exact words and concepts that the client feels are most authentic, while keeping the marketing and strategic edge needed for effective writing for the web.
After the call, I send you the following:
- The unedited notes from the call
- The MP3 of the call
- I send you the third template so that you can start working on the web writing for your Service page.
- Meanwhile, I write the final draft of your writing for the web page How We Work, and send it to you.
Step Seven—We Go Through the Same Process With the Service (or Program) Page
In his Web Site Tool Kit, Robert describes two possible ways to write your Service page. I recommend the sales letter style. This is because I believe that the sales letter format gives your prospects all the information that they need to know to make a decision to buy—all in one place in a logical sequence. Also, providing this level of detail forces you to meticulously describe all aspects of your service.
In doing the web writing for this page, we go through exactly the same process.
- I send you the template for the Service page.
- You put content into it, create a first draft and send it to me.
- We schedule our first phone session about this web page.
- During the phone session, (90 minutes) I’m typing, interviewing, and revising the web writing just as on the previous sessions. The call is recorded. We discuss:
- What problems do you solve with this service?
- What is the prospect’s experience of their problems? How is their life impacted and what troubles them?
- What solution do you provide? What would their life be like with that solution? Once they have the solution you provide, how could prospects feel and what would they say about the experience?
- What benefits does your service or program provide? This is focused on the value that clients receive, and can be quite extensive.
- How does the service work? This includes every detail of the process. You tell every bit of information that prospects need to know to decide to buy from you.
- What testimonials do you have from previous clients? Have you any pictures of clients? Do you have audio or video files? How do these support your service offering?
- What bonuses are you providing, and what do you want to say about them?
- What is your Call To Action? What do you want prospects to do after reading your information?
- Do you want a contact form on your service or program page? If so, what should it say?
- After the call, I send you the following:
- The unedited notes from the call
- The MP3 of the call
- After this session, I spend about five hours writing the final of the writing for the web description of your services. Note: This Service page is typically 5-7 typewritten pages long. It is complex. It is detailed. It is complete. It’s the "heart" of your business. There’s a lot of work getting this web writing right. After all, this page is the whole point of your web site. It takes much longer than any other page on your site.
- When it’s finished, I send it to you.
- You again use the Change Request Form to detail out any items that you want to discuss further with your web writer.
- You send me the form well in advance of our next call so I can prepare.
- We set up the phone appointment.
- During this final one hour phone session, we fine tune the words, concepts, and web writing until we have exactly what you want for the description of your service.
- I finalize the Service page and send it to you. Your web content is ready to go on your site.
Step Eight—We Work On Your Case Studies Page
Note: This step in the process is slightly different. Because of the intimate nature of the case studies, more of the web writing work must be done personally by the client. The work your web writer does on this page consists more of consultation and editing.
Often clients don’t "get" how to use the web writing on this page to bolster their credibility. Up to this point in writing for the web, you’ve told prospects what you do and how you do it. The next step, in effect, is for you to prove to readers that you have helped others achieve the results they desire. Ideally, you select case studies that demonstrate those same problems you’ve described on your Who We Work With page. You want to illustrate how you do what you do, using the lives of real people you’ve helped.
Ideally, you present a case study for each unique variation of your prospects’ problems—that you can solve. On the Case Studies page, we vary the process used on the other pages:
- Template and your first draft
- Phone collaboration
- The process likely might vary here because you’ll generally need to rewrite your draft to aim precisely and to provide all the intimate details. You send that to your web writer for editing.
- I clean it up and get it back to you.
Step Nine—We Do Your About Us Page
Many people have the tendency to gloss over this page. They’re exhausted by the effort expended in preparing all their web writing up to this point. They take a cavalier attitude toward this information, simply slapping together whatever they come up with and think, "It’ll be good enough." That’s a little like running a race and getting to the finish line and not crossing it.
When writing for the web, this page is the "deal closer". This is where prospects go when they are seriously interested in your services and they want to see if your background demonstrates your competence to deliver on the promised results. If they are not assured on this page, they will probably leave your site—never to return. You must provide the information that prospects need to feel confident in deciding to buy from you.
Working with your web writer, we present the information about you that validates every aspect of your business offering. You prove that you have the experience, training, background, skills and education to provide what you say you can do. You leave no mysteries nor do you distract with superfluous, unassociated information. Your web writer tells them what they need to know about you to buy your services.
We use the same process on this page—template, draft, co-writing.
Step Ten—We Create Your Contact Us Page
This page is easy, but again not to simply be "tossed off". What you want is for this page to feel safe and inviting to your prospects and, most of all, to get them to contact you. They must feel like they won’t regret contacting you. You need your writing for the web to be encouraging and provide no obstacle to prospects completing the task of contacting you. After all, you wouldn’t want to get them all ready to contact you and have some small thing in your web writing "turn them off".
- You draft the page and send it to me.
- I review it.
- We have a short call to finalize the copy.
Step Eleven—We Write Your Home Page
Your Home page is an overview and a succinct synopsis of your business designed to compel your target market to read the other pages of your site. If your Home page web writing does not grab and hole, visitors won’t stick around. We use the same process (template, draft, co-writing, two phone sessions) to create the content.
You may wonder why this page is done so late in the process. What I’ve found is that the process of writing all the content of your other pages profoundly changes what you end up saying on your Home page. If this page were written first, it would have to be completely rewritten by the end of the web writing process. The dynamic interaction of coaching, strategizing, and writing literally transforms the business. For some clients, the transformation is radical, and for others more subtle, but the words we start with are inevitably transformed as well. That’s why it makes sense to write your Home page after writing all the other major content.
Step Twelve—We Create Your Free Stuff Strategy
You want to provide consistently changing content so that there is reason to visit your site beyond the initial visit. Currently, for most clients, this ends up being a blog, though it could also be a static web page offering free content. We work out a strategy that you will find natural and simple to follow through on.
Here’s What You Get In the "Web Site Tool Kit" Package
You Get This…
- Fifty Hours Of My Time, Divided In This Way
- Sixteen hours in phone sessions
- Interviewing
- Coaching
- Strategizing
- Co-writing
- Thirty-four hours of web writing and editing (draft and final)
- Note: Since each project is different, in the case of a full web site, we apportion the time as the client and the project require. This division is approximate and will depend entirely on the needs and preference of the client. If the job requires more than fifty hours, additional time charged on an hourly basis. My experience has been that fifty hours is exactly what it takes—and I’ll keep us on track.
- Sixteen hours in phone sessions
- Complete Content for the Eight Pages of a Robert Middleton Style Web Site (As Robert Describes in His Web Site Tool Kit)—When we are finished, you have complete content for these pages of your web site.
- Who We Work With
- How We Work
- A single Service or Program page (sales page style)
- Case Studies
- About Us
- Contact Us
- Home
- Strategy For Your Free Stuff page
- A Web Writing Template for Every Page—These templates are based on the web writing ideas Robert Middleton describes for the eight pages in his Web Site Tool Kit. However, these templates are designed to elicit more complete and comprehensive content for your site.
- Notes (unedited) From All Phone Sessions—While we work on the phone, I am writing for the web—taking notes and jotting ideas, crafting concepts and "trying out" marketing approaches. When the call is finished, I send these (unedited) notes to you.
- MP3′s of All Phone Sessions—Our phone sessions are recorded. I send the MP3′s to you after each call.
Plus, You Also Get This…
- Strategic Coaching—Inevitably, in the process of working on your web writing, many questions arise about your strategy. Working through strategic issues can have a huge impact on the content of your web site. Likewise, the content of your site will necessarily evolve your strategy.
- Partnership In Creating Content—It can be a very isolating experience to work on a web site by yourself. Working with your web writer, you have someone "in your corner", constantly encouraging you and helping you accurately describe the specifics of your business. Rather than working by yourself writing for the web, you’re collaborating with an expert.
- "Reality Testing"—You have a marketing professional to run your ideas by and to get honest and valuable feedback from. You don’t have to guess.
- Accountability—Working with an efficient coach, you have someone to be accountable to and who will keep you moving forward with your web writing project.
- Robert Middleton Action Plan Marketing Coach—I’m a certified Action Plan Marketing Coach, so you get more than just a web writer and web writing. You get web content that implements the concepts Robert has spent a career developing.
If You Want A Robert Middleton Style Web Site…
Get Started Now!
If you’re specifically looking for a Robert Middleton style web site—designed to attract clients, sales and revenue—you’re in the right place. This web writing system has been put together to keep your costs down, not distract you from your revenue-generating activities, and maximize your results.
Decades of research, expertise and marketing experience are embedded in these templates to facilitate excellent writing for the web. Combine that with decades of marketing writing expertise and it’s a potent combination. The best part is that you’re going to spend less—time and money—and get the best results.
The next step is to contact us, discuss your web writing project, and get started. We’ve been described as “wicked fast” and (depending on backlog of booked projects) have extremely fast turnaround time once we start your work. We’re not overnight, but we are fast.
We take pride in keeping our clients “in the loop”. We stay in touch with you. You don’t have to wonder how long it will take or when you can reasonably expect your writing to be finished. You’ll have a clear idea…and if circumstances change (a rare event), you will know it in plenty of time.
Where to Next?
From here, you can explore each of WOW Factor Writing’s different services or go on to the About Suzi page to learn about the background, experience and training that qualifies me to deliver these services.
Click here to learn more about my Strategic Foundation service…
Click here to learn more about my Precision Target Market service…
Click here to learn more about my Knock Out Elevator Speech service…
Click here to learn more about my Whiz Bang One Sheet service…
Click here to learn more about my "Stellar Sales" Single Web Page service…
Click here to learn more about my Web Site "Core Pages" Package…
Click here to learn more about my Crazy Fast Books service…
Interested In the Web Site Took Kit Package?
Pick Up That Phone and Call, Or Fill In the Short Form Below!
If you’d like to talk about your Web Site Tool Kit service needs, or if you have questions, you can either click the Contact Us button or fill out the form below and we’ll connect with you to set up a time to talk.