Following on from my earlier blog here are some further hints and tips to help your copy cut through:
Know your audience
It sounds obvious but make sure you write copy that will appeal to your audience. Use phrases they use, not jargon and remember benefits not features! Your audience need to understand what you write and want to read more. Write for them, not yourself.
Try and include links to other web pages in your copy as this directs readers to other related and relevant articles that you've published. Adding links also allows your copy to remain concise as you don't need to explain everything. Reading them is optional too, readers can click through if they want to. Remember concise is good.
Add some personality
Often website copy has to be written in a certain way to ensure you have the correct amount of keywords for search engines and that your offering is presented in the most concise and simple way. Linking to articles or blogs can add some sparkle by injecting some personality. Letting your customers know a little bit more about you and your team.
Search Engine Optimisation
Now don't panic, SEO can be daunting, but you don't have to understand all the ins and outs, only those that impact on writing for the internet. The basic rule is the better a website is optimised the higher up the rankings it will come, which in turn should mean more enquiries and therefore more sales. A lot of SEO goes on in the background but your copy will still need to be of high quality.
This is a key element of SEO as the search engines rely on the copy to understand what the website is about. Websites with little or no copy do not tend to optimise well.
Keywords are what makes your site stand out against the billions of search queries every month. So you need to choose them carefully. Begin by researching what your audience would use to find your company on the internet. Understand what your audience are searching for.
Traditionally the formula is for up to three or four key words per page although some words may appear on each page. Using keywords in a pages’ headlines is encouraged and has been proved to be successful. For Corporate Innovations, for example, events and reward will appear on each page.
There are some useful tools to help you find relevant keywords and gauge how they would perform; Google Adwords Keyword Planner or Ubersuggest.
Some of the newest search engine algorithms put more emphasis on useful, high quality writing instead of high keyword usage. But, if you put too many keywords on a page you are guilty of 'keyword stuffing'. This is poor practise and search engines have been known to disqualify sites for this. Avoid this and instead use calculated, well placed keywords. A keyword density of around 3 - 5% is recommended, i.e. between 3 and 5 times in every 100 words.
More recently the trend has been to target one keyword or keyword phrase per page.
As it relates to SEO, this is included here. It needs to be easy for your audience to find their way around your site and remember the search engines need to navigate around easily too!
Remember maintaining a website is an ongoing task. SEO is usually optimised at website creation but your website won't stay at the top of the rankings forever. By keeping your website up to date and fresh your SEO ranking should not decline.
Hopefully this hasn't frightened anyone? These are just a few hints and tips but if you need assistance, please contact Corporate Innovations and we'd love to help you.