How to Optimise Your Website CopywritingNovember 10th 2011 Sally Ormond search engine optimisation, SEO copywriter, website copywriter, Website copywriting
Search engine optimisation can seem like an unfathomable language at times.
Working our what your keywords should be, organising your site structure and building back links are all part of this, at times, mystical art. And, there are no short cuts because you need all the elements if your strategy is to work.
When it comes to your website copy, the best course of action is to hire a SEO copywriter, but if that’s not something you’ve budgeted for, here are 7 quick tips to help you optimise your web copy.
It doesn’t matter what you’re writing your copy for, your headline is always going to be important. If it doesn’t grab your reader from the outset, they’re not going to waste their time reading the rest of your copy. Basically, it’s got to be powerful and eye-catching enough to sell you, your company and your products and services.
2. Looks are everything
Once you’ve grabbed their attention, the rest of your website must be spot on and not disappoint.
Your first paragraph must be strong enough to keep them on your page. It must be relevant and interesting, otherwise they’ll be off.
3. What’s in it for me?
That is the only thing your reader cares about. They’re not bothered about you and what you can do, they just want to know how it will benefit them.
Get your benefits in immediately – that doesn’t mean the features, but what it is that your product/service will do for them – save them time, save them money, make them more attractive, make them healthier etc. Something that they will value (that’s why it’s so important you know who your customers are and what they want).
4. Easy on the eye
Your web page must be readable. No one likes reading from a screen, so it’s important the information is as accessible as possible. To help your reader use lots of headings and sub headings, white space and bulleted lists. Use images to help get your message across.
To help you out, here are Bryan Eisenberg’s 5 R’s of Search Engine Marketing :
- Relevance (make sure your copy is relevant to your market)
- Reputation (great content will build your reputation and encourage links)
- Remarkable (only truly great copy will build your reputation)
- Readability (use the right HTML, tags, headlines, bullets, sub headings, font size etc.)
- Reach (don’t cast your net too wide)
If your web copy is riddled with ‘we’, re-write it.
Your copy must focus on your reader and that means writing it in the second person. As I mentioned earlier your doesn’t care about you, they care about what you’re going to do for them.
The tone of voice that you use is very important. The information you provide has to be accessible so avoid jargon. Also to make it more readable avoid using the passive voice. Be active and involve your reader in your text.
7. Other wording
Also think about your ALT tags, captions, banner text etc. Are the words here really adding value?
There you go, a very quick and simple guide to help you hone your website copy so that it attracts visitors and boosts your conversion rate.
How many are you missing on your website?