| By :
Derryck Strachan
Web copywriting serves two distinct and equally important purposes. 1. Your SEO copywriting needs to be strong enough to help establish your site at the top of the search engines on defined keywords and keyword phrases. 2. All website copywriting should justify user click through. It's important that your web copywriting delivers the kind of informative and positive experience that inspires visitors into taking positive action. Put it this way. What's the point in having amazing content if you're at number 86 on Google. Likewise, there's no point in having a weak, uninteresting site on page 1 of Google. Strong web or SEO copywriting is the stone that will kill two birds. You will enjoy successful placements AND turn prospects into customers. Here are a few tips on how to maximise the effect of your web site copywriting • Remember you have only a couple of seconds to engage your readers. Keep your copy relevant and keep it tight. ◦ Keep paragraphs short and sweet Break your pages up with bullet points, ◦ Use headings ◦ Use sub-headings. Break your content up. It's easier to skim and shows search engine bots where important ranking information is. • Make your copywriting informative, sticky and compelling. Regularly updated content encourages repeat visits from both readers and search bots. • Not to dry, not too uptight. Use accessible, friendly copy with enough personality to add colour but not so much that you might scare people off. Show that you care, that you have an informed opinion and demonstrate your expertise in your niche. The last thing the world needs is another online sales brochure. Remember your website exists to fulfil business objectives that can only be met by satisfying your clients' needs, not yours. It's your customers who are the stars of this show not you. Loosen up and let go a little. Work to build interaction, engagement and to develop community where people take a personal stake or interest in your site. • Build your SEO copywriting around carefully researched keywords and keyword phrases. Many of the more common keywords – travel, money, SEO - for example might prove difficult nuts to crack through organic search and seriously expensive PPC-wise, but you can extend the reach of your natural search through long tail search terms. • Make your web copywriting target audience specific – you've done your research and identified the terms that your audience is searching for. Now write your content in a voice, a tone and in a language that your audience can relate to. You want to establish a virtuous circle, with high quality content inspiring inbound links, legions of followers and lots of search-engine friendly comments. The higher up the search returns this drives your site the more chance you have of your circle creating its own forward momentum. Remember though that this won't happen without properly considered website copywriting in the first place, with the smart money always on a professional UK copywriter to get the ball rolling.
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