Writing Copy for SEO Results Isn’t Easy
Writing copy for SEO results isn’t easy, but it is absolutely critical to the success of your website. Words are how people know who you are and what your company has to offer. Words should convince your audience to take an action. However, you need to balance this with what pleases the search engines so that those users can find you in the first place.
Your content needs to be organized and structured for maximum effectiveness. You just can’t wing it and hope for the best.
Writing for the web is different than writing a college paper. The basic rules of sentence structure and grammar still apply, but understand ~ your audience is not captive, has a short attention span, and you don’t get the immediate feedback of a grade or applause. Consider this:
The attention span of a goldfish is 9 seconds.
In 2013, the average attention span of an adult was 8 seconds and shrinking.
This is what we are dealing with people!
What do you want people to do when they land on your website?
- Buy products online?
- Contact You For a Consult?
- Request Information About Your Brand?
- Be Entertained?
Answering this question determines how you write your copy and which information is most important to convey. Your website is a tool to get others to take an action. It’s a means to an end, not the end itself. You need to make it crystal clear what you want a website visitor to do so that they engage and don’t move on.
Next Up: Plan Your Website Pages
Write your copy for users, but with search engines in mind. Write only for your audience, and they might never find you. Write only for the search engines and it will be horrible copy no one will read. The art is in striking the difference and we know how. Here are some tips:
- Choose keywords and phrases carefully
- Use your keyword/phrase in a meta description.
- Each website page should have a minimum of 300 words.
- Strive to make each page on your site a stand alone sales piece that compels someone to take action.
About Your Home Page
This page is your first impression to the world. Do not take it lightly. Cut to the chase and offer a clear snapshot of what your company offers and the problem you solve. Further, point out why they should choose you over all other options. It’s a tall order, but every successful website measures up to that bar.
It seems nutty, but so many website #FAIL because they do not include the basics. Here’s your checklist of content that must be on every Home website page:
- Phone Number
- Hours of Operation
Do not burden visitors with having to search your site for the basics. So many website miss the mark with these elemental matters.
The About Page
We believe in showing the people and passion behind the brand. On the contact page it is acceptable to be a little personal. Share insights on your company, staff and industry accolades. It’s ok to brag. We advise refraining from getting too cozy. No one is coming to your website to hear about your children or love of boating. Lastly, a fresh, fun and relaxed photo shoot of the team players for every new website launch is mandatory.
3 Tips for Your Contact Page
- Reiterate hours of operation, phone number, location (map if you are a brick and mortar store) and other vital data.
- If you have multiple employees responsible for different functions, list them and their contact information.
- If all website inquiries go through a single channel, make absolutely sure that person responds in real-time.
Extra Service & Product Pages
If you offer different core services or products, consider making a dedicated web page for each so every thing you sell has a unique url. This gives you the opportunity to craft descriptive copy, a keyword, meta information and a clear call to action for each. It also makes it easy for people to link to and share the offering with other prospects.
Writing high performing SEO is both an art and a science. If you want to see results that matter and have impact, get some training or put your project in experienced hands. Otherwise, you’ll waste time, spin your wheels and become frustrated.