Put your website to work
Creating content for the web demands great writing but also requires an approach that’s precisely tailored to the medium. People are more inclined to skim copy online, so writing needs to be concise, engaging and informative – if you want to get results. Your aim should be to:
- Deliver your content in bite-sized chunks and make a point in every paragraph
- Add links to provide additional relevant information but avoid the ubiquitous ‘click here’ strategy – always contextualise the link
- Make sure your site allows users to navigate easily, even if they don’t land on your home page
Go light on the hard sell
You want customers to buy what you’re selling, but if you’re in it for the long run, you’re probably also looking to build loyalty and establish a reliable brand, too. Which means that while you’ll have some pages devoted to presenting your proposition and associated costs, you also need to devote some time, thought and energy to providing customers with the content they deserve.
Stop thinking that your blog posts, white papers, news reviews and reports are sales pitches – they’re a valuable conduit between you and your target audience and will play an important part in helping to inspire trust. If you know your customers, you need to dig deep, discover their interests and concerns, and answer their questions – especially the ones they haven’t asked yet!
Don’t assume that consumers are simply looking for the lowest cost. They’re more likely to be looking for great value – the best quality at the right price. You need to provide the information your customer craves and you’ll want to tell them how your products and services will benefit them. If you can build a reputation as a trusted source, you’ll improve your rankings and put your business in the spotlight.
But what about search engine optimization (SEO)?
Everyone knows that all you need to do is research some keywords and then pack as many as you can into each web page, right? Well, not quite. Because Google is constantly developing new search engine algorithms, it’s important to recognise that what might have worked a few years ago, won’t necessarily cut the mustard today. One thing you can always take to the bank? High-quality freshly minted content.
If you research what your customers are discussing by connecting with them in social media and monitoring their comments on your blogs, you’ll discover the words and phrases they’re using to talk about your products and services. By utilising the same words, you’ll automatically optimize content because you’ll map directly into your customers’ search engine queries.
In a nutshell
- Focus on content not keywords
- Design pages for users, not for search engines
- Avoid tricks intended to improve search engine rankings
- Make your website stand out by giving your customers centre stage
If you don’t think you can communicate your proposition clearly, concisely and persuasively, you should delegate this important task to someone who can. Carefully considered web copy from Copywritten costs around £60 per page and will help you put your best foot forward on the most important platform you have. Why not call for a chat?