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Website Copywriting Guide

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There are two types of website copywriting. The first refers to copywriting for existing customers or website visitors with the purpose of encouraging action, usually to buy a product. It can be used for all marketing material, ranging from direct mail to websites.

The second type of copywriting is often termed search engine copywriting. This is the process of writing website content with the primary purpose of achieving high rankings in search engines. This involves accommodating keywords and keyword phrases into the content.

Naturally these two types of copywriting are not mutually exclusive. There’s no point having content written purely for the search engines if it’s not going to make any sales when people actually visit your site. Similarly, you can have the most persuasive content on your website but if no one is visiting it you’ll make no sales. Therefore the art of copywriting is often being able to combine the two – persuasive copywriting which also accommodates relevant keyword phrases.

Many people say that if you’re in business then you’re likely to have competent writing skills. So why spend money on recruiting the services of someone to write or reword your website? Quite simply, because they know how to sell. Professional copywriters know what works and what doesn’t, thereby making your marketing more efficient through converting more potential customers into actual customers.

However, small businesses aren’t renowned for having plenty of cash and are likely to have more pressing concerns initially. Therefore if you are in charge of writing the content on your website follow the basic ground rules below:

  • Step into the shoes of the visitors to your website. Why are they visiting? What do they want? Write the content to meet these expectations and explain why they should use your site.
  • Related to the above point, far too many web sites talk about themselves, how they’re based in nice new offices, and have been around for the last 5 years. Why do your visitors care? They don’t. Make the content on your website customer-focused, talking about their needs, not your achievements.
  • The key word – YOU. All the content on your website should be written in such a way that it appears as if you are speaking directly to the visitors of your website.
  • When describing your product or service focus on the benefits rather than the features. For example, if you’re selling a skin care product don’t say that it’s rich in vitamin D and as a consequence is good at removing wrinkles. Tell them that they could look 10 years younger.
  • For search engine copywriting don’t forget your visitors. Every other word does not have to be a keyword. Just write the content as you normally would and then add in appropriate keywords at the end.
  • If you have a logo strapline reassess whether it correctly portrays your business as people look at straplines almost as much as the logo itself. If you don’t have a strapline consider introducing one.

If the copyrighting is for your website then this should be just the start of making your site more productive. For a range of other ideas check out our 26 ways to increase your website’s conversion rate.

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