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Customer Carewords: Words on the Web that Make the Sale

Gerry McGovern
Thu., Dec 13, 2007, 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

You're familiar with search engine optimization and how there are a certain set of words that people tend to search with. But when people get to your website, a different set of words become important. These are "customer carewords."

Choosing the right search keywords will bring people to your website, but choosing the right customer carewords will bring them through your website—and complete the sale!

A university wants to attract more people to its executive MBA program. It knows that people search for phrases such as "executive MBAs." But what are the customer carewords once they arrive at the website? Through research, we have found that phrases such as "advance your career" and "prestigious well-recognized degree" really connected with people when they arrived at the website.

Understanding how people search is not enough. To truly make your website excel, you must understand what triggers positive behaviour once they arrive at your website.

If you are a marketing manager or content professional and you want to improve conversion rates, increase inquiries, and enhance customer satisfaction with your website, this virtual seminar is for you. One set of words to bring them to your website. One set of words to bring them through.

MEMBERS, PLEASE NOTE: Because of unexpected problems with the Acrobat Connect server during the broadcast, you will hear gaps in the recorded audio during the Q&A session.  When those occurred, we typed the question in the Public Q&A box for the audience to view while Gerry responded.  Apologies for any inconvenience this may cause!


Gerry McGovern has spoken in over 30 countries on web content, and has published three books on the subject. Involved with the Web since the early Nineties, Gerry is regarded by many as the leading international expert on helping organizations deliver value with their web content. His clients include HSBC, Novartis, U.S. State Department, Microsoft, and University of California, San Diego.

"Our colleagues at the Environmental Protection Agency were right: hiring Gerry McGovern to teach HUD web managers about web content was one of the best things we ever did!" Candis Harrison, web manager for U.S. Department of Housing and Urban Development (HUD)

"All the feedback I've received for Gerry's workshop has been glowing, and even some of my colleagues who have become somewhat jaded about web-related conferences and workshops came away enthused. You're the best!" Rick VanderKnyff, Manager, staff and student web portal projects, University of California, San Diego

"Gerry delivered a customised workshop to our web team that was enthusiastically received by all in attendance. After only a week we are already seeing benefits and we have now got a better long term picture of how to maximize the success of our site". Mark Baartse, Online Manager, Microsoft Australia

"Gerry has a gift for making the complex simple, the basics fresh, and the important compellingly so. This he accomplished with irrefutable logic, a dollop of wit, and a double serving of passion. The man knows his stuff -- and will make a believer out of you." David Shaw, Asia-Pacific Brand & Communications Manager, HP Services, Hewlett-Packard Company

Who Should Attend?

Marketing professionals at all levels in all industries. Gather your colleagues around a monitor in the conference room and have everyone benefit from the advice and techniques shared. After the program is over, you can discuss ways of using this information to improve your marketing.

What Will You Learn?

  • How to drastically improve your web content by changing from organization-centric language to customer carewords.
  • The differences between search words and customer carewords, and how to effectively combine these two sets of words.
  • A unique, tried and trusted technique for identifying your customer carewords that has been used by organizations such as Wells Fargo, Pioneer, Schlumberger, American Association of Ophthalmology, and Embry Riddle University.

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