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Killer Web Content: Make the Sale, Deliver the Service, Build the Brand [Paperback]

by Gerry McGovern
4.5 out of 5 stars  See all reviews (37 customer reviews)

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Book Description

November 27, 2006 071367704X 978-0713677041 1

Written by a corporate specialist in web development who has advised Microsoft and HP, Killer Web Content provides the strategies and practical techniques to make sure your web content matches your customers' needs. Accessible, concise and practical, this guide distills the information and insight major companies pay hundreds of thousands of dollars for and shows any website owner how to present your material in a compelling way which follows the accepted rules of layout and navigation that will keep site visitors on your site longer. The book also covers the complicated world of optimizing search results and explains how to integrate blogs, RSS feeds and email newsletters into your total web presence.



Frequently Bought Together

Killer Web Content: Make the Sale, Deliver the Service, Build the Brand + Content Strategy for the Web, 2nd Edition + Letting Go of the Words, Second Edition: Writing Web Content that Works (Interactive Technologies)
Price for all three: $65.24

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Editorial Reviews


"Content-not fancy graphics-sells your product on your website. Read this book and apply it. We did". Maurice Coleman, Head of Commercial Strategy, Aer Lingus "Gerry McGovern's "Killer Web Content" is a must read for marketing and communications professionals who crave the ultimate results for their online presence. Not only is "Killer Web Content" educational and informational, it's an entertaining and useful collection of tips and techniques where you'll find both insight and inspiration to create web sites that talk to your audience in a language they want to hear." Karen O'Brien, Siemens Corporation. Manager, Web Content "An easy read and I would recommend it as a helpful guide for anyone who wishes to conduct a critical audit of their internet presence... A sleeves-rolled-up, helpful book that tells you that a website is a specialised publication that requires just as much editorial care as a newspaper or magazine. Financial World (December 2006) 'This short, sparky primer uncovers value in a neglected business asset.' Director (January 2007)

About the Author

Gerry McGovern is managing partner at a consultancy that focuses on maximizing value from Web content. He has been involved in the Internet since 1994, and has worked on Internet assignments in 35 countries. Gerry has published four books on Web content.

Product Details

  • Paperback: 224 pages
  • Publisher: A&C Black Trade; 1 edition (November 27, 2006)
  • Language: English
  • ISBN-10: 071367704X
  • ISBN-13: 978-0713677041
  • Product Dimensions: 9.2 x 6.8 x 0.4 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (37 customer reviews)
  • Amazon Best Sellers Rank: #743,624 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews
105 of 113 people found the following review helpful
I'm a usability researcher who's looking to get some concrete suggestions about how to write better for the web. That's what I was hoping to find in this book--a guide with detailed suggestions for how to do this type of technical writing. Instead, there are very few concrete suggestions in this book about how to write well, other than vague platitudes about keeping phrases short, and providing users with the content they'd like to see. Duh.

I read this thing cover to cover in about an hour. Mostly I learned that "killer" rhymes with "filler." A lot. If it has not yet occurred to you that you might want to talk to your customers about what they're looking for on your webpage, then I guess this book would be for you and would provide you with that revolutionary insight. That's all the advice there is in this book--talk to your customers to find out the content they're looking for on your webpage, and then deliver that content to them in small, easily digestible phrases. Again, duh.

For people who are just starting out on this type of research, there's really no detailed advice on how to conduct this "talking to your users to find out what they want" research though (other than some more platitudes like "be a good listener."). If you want more detailed advice on how to do research like this, I'd say search the web for "wants and needs analysis" because that's basically what this guy is recommending. If you can't find enough things for free on the web about that, there is a good chapter in the book "Understanding your users" by Catherine Courage on this technique. That book is also great for giving you a wide toolset of techniques for usability.
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12 of 13 people found the following review helpful
2.0 out of 5 stars Not a book for the technical minded. April 19, 2009
I did like the author's writing style to some degree here, but I was very surprised to see a book on usability testing where no actual usability testing was performed as part of research for the book. I am a technical person and marketing books usually bore me. As did this one.

This book had no examples, and I didn't get the impression that the author had really done any actual usability testing at all. It seems he just took notes over a period of a time and then published them. Where is the hard work? Where are the examples? Tables of data? Proof of concept? How do I know what you are saying is good advice?

This book didn't "clue me in" to what is available to the world today. For example, no references to utilities that are available such as "heat maps" and "graffiti analysis", which today I can't do without.

I have 2-3 key recommendations for you for usability testing:

1. Make sure to check out and, these sites will help you solve almost every website issue you have for $20 a month combined.

2. Get the Ginny Reddish book "Letting Go of the Words." I left a sterling review for that book, as did over 100 other people. It is my #1 most referred web book. Any opinions expressed in the Reddish book are all backed up by over a hundred examples. Reddish explains that no one reads the web -- they BROWSE. Her book proves her own concept.
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7 of 8 people found the following review helpful
5.0 out of 5 stars Web content finally matures July 8, 2007
By mb99
I've read a few books about web content and website management over the years, including some of Gerry McGovern's previous works. Some are good, some ok, many terrible. This is the first book where I feel a real maturity has been reached. Gerry totally gets it. He focuses on the real issues impacting sites with pin point accuracy, and offers real, tested solutions to fix them. If you follow the suggestions in this book your site *will* improve, and by improve, I don't mean something fuzzy, but I mean help you achieve real, measurable business goals. I learnt a lot from this book and will no doubt continue to.

The back cover of the book says if you only buy one book, make it this one. I couldn't agree more.
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4 of 4 people found the following review helpful
70% of bloggers don't regularly blog after their initial burst of enthusiasm. I suspect many of them just felt they had to jump on the blogwagon, or be left behind.
It's the same way with the Internet. Many companies have tentatively embraced the Web because they don't want to be left in the brick & mortar world. Yet they don't realize a half-hearted foray without whole-hearted commitment and a culture that truly understands and embraces the Web, is doomed to deconstruct their brand in the most consumer-empowering medium of all.
Gerry McGovern's book is a wake-up call to those caught in ether limbo -- and a really useful how-to bible for those who truly want to craft a competitive edge online. Each chapter contains insights and compelling case studies -- all communicated in an accessible format that makes light of serious business-building stuff.
In short, it's killer book content.
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6 of 7 people found the following review helpful
5.0 out of 5 stars Web content management made simple July 15, 2007
I've been a Gerry McGovern follower for several years, and his work is always right on target. Killer Web Content, while amazingly simple in concept, is focused and effective. It breaks down the art of content management into bite-sized pieces that anyone can use to improve a website's ability to deliver exceptional value to customers, which should be the goal. Forget flashy, splashy, self-serving websites; create one that brings customers back over and over because you've got something to offer. McGovern's work provides guidance in a real world way.
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Most Recent Customer Reviews
5.0 out of 5 stars Still very relevant
I read this book in 2009 and thought it was really good, but I didn't have the experience writing for the web that I do now. Read more
Published 8 months ago by B. R. Tew
3.0 out of 5 stars Valid, but basic
I read this book for an assignment in an internet marketing class. I was hoping to integrate its concepts into my website [... Read more
Published 12 months ago by JJM
5.0 out of 5 stars Great book, lots of excellent tips
I liked this book a lot. It was a fun, easy read and was packed with great information. I'm sure I'll refer to it again.
Published 17 months ago by Dayna L. Dirienzo
4.0 out of 5 stars Killer web content review
I recently took a course on how to write really good website content, and purchased the book "How To Write Killer Web Content". Read more
Published on February 21, 2010 by Robert P. Ikerd
5.0 out of 5 stars Killer WEB Content
Its a simple compact informative read that does not blow your mind in a eureka style way but which focuses your thinking and teaches you when and how to grow content. Read more
Published on October 23, 2009 by Richard Smith
2.0 out of 5 stars A good reminder, but not concrete enough for beginners.
As a 12 year veteran on online marketing I found this book full of "Well Duh!" statements and information. Don't get me wrong. Read more
Published on July 6, 2009 by Christopher A. Clark
2.0 out of 5 stars long winded
book has a few key points, which could be summarized in few pages; no need for this long-winded tome. would benefit from more real-life examples of proper implementations.
Published on May 28, 2009 by KPS
4.0 out of 5 stars Solid Information
Killer Web Content is the most comprehensive book I've read on the subject. The author does an excellent job of giving the basics for an effective website. Read more
Published on May 28, 2009 by David D. Kline
5.0 out of 5 stars Killer book about content writing
Fantastic book! It will forever change how I write content for websites. I've been designing websites for 12 years and this is the best book on the subject I've ever read. Read more
Published on January 24, 2009 by Susan Lee
5.0 out of 5 stars A *must* for every web editor!
This book is an excellent resource for those interested in making a website profitable.
With a very clear, concise style, McGovern explains all the basics for content... Read more
Published on January 12, 2009 by Tana
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