Powerful search engine optimized (SEO) website copywriting can have a tremendous impact on your sales and marketing. Here are 10 website writing tips to create a more effective website and dramatically improve the way you do business online:
1. Keyword Research – This is the first step of website copywriting. There are many great free and paid online services that you can use to identify what terms your target audience is searching for to find your competitors online. Keyword Research Targeting More Strategic SEO Website copywriting equates to better search rankings than your competition on Google and other search engines.
2. Title: The title is number two on my list, but it is number one for SEO website copywriting. You absolutely must include your keyword in the title. If it doesn’t, it’s like putting up a “For Sale” sign without indicating what’s for sale. For example, if you had a 2008 Black Honda Accord for sale but your sign said “Car for Sale,” how much are you not communicating?
3. Keyword placement: In addition to the title, your main keyword should appear in the first sentence or two, spread throughout the copy as much as possible without distracting attention from your message, and should be included towards the end of the page.
4. Home Page Copy – This is where we see some of the biggest issues with website copywriting. You’ve undoubtedly seen sites with two sentences on the home page, as well as sites with thousands of words on the home page. Both strategies fail. Too little text does not allow for the use of keywords and simply does not persuade a visitor to take action. Too much text can dilute important keywords and generally bores the visitor to click off the site quickly; a double whammy when you consider that your website copywriting goal was to attract the potential customer to your site with relevant keywords and then force them to take some action.
5. Persuasive Copy: “Why am I here and why do I care?” People are busy. No matter how good your site looks (put all the bells and whistles on it if you want), if the copy is not attractive they will be moved very quickly to a competitor’s site. It’s that easy.
6. Bullets: This is an often overlooked aspect of website copywriting. Search engines pay attention to bullets because they highlight important elements, so include a keyword or two in your bullets as well. Bullets break up chunks of text and make information easier to digest. Since many web users are skimmers, they might just read the bullets anyway, so be sure to include the key benefits of your products and services.
7. Customer-centric text: “What do I get out of this?” Your website visitors don’t care about you. It is the brutal truth. They care about their solutions to your problems. Your website wording should reflect this fact. How does your product / service benefit them? Do they save money? Weather? Get a unique product? Personal service? Give them the benefits before the features in your website copywriting and they will be more likely to take action.
8. Captions: Are your keywords in your captions? Search engines recognize that keywords in captions are more important, and like bullets, attractive captions help to divide your copy.
9. Strong call to action: Your writing is not complete without a persuasive call to action. Whether asking the visitor to contact you for more information or to purchase a product on your site, the call to action should specifically state what you want them to do in a way that reminds them of the benefits of your products / services. .
10. Metadata: Once you have completed your website copywriting, remember to provide your web developer / designer with the meta title, meta description and keywords to include in search engine code.
There is still a question to ask yourself: What do I want my website to achieve? Find out and you will learn about your website’s copywriting strategy.