Struggling to write engaging website copy to capture the interest of potential customers?
Yes, it can be very hard to write about your own business.
(I admit it was a tad tricky for my own website too…)
But if you’re procrastinating about the copy and your website never goes live – well, that’s not exactly ideal, is it?
So, let me help.
I can produce effective, engaging, and expert SEO-friendly copy to drive your ideal customers to your website. And encourage those calls, emails, and sales.
I’m here to save you time and release you from your writer’s block.
Improved engagement on your website is likely to result in improved rankings.
So you want to ensure your content is clear and enjoyable to read!
Here are some tips:
DO – Have a clear page breakdown via the navigation bar
The standard pages to include in your navigation bar are: Home, About, Services/Products, Testimonials, FAQs, Blog, & Contact. You can have sub-pages beneath each of these – especially if you offer a long list of services and/or products.
Always ensure that ‘Home’ is first and ‘Contact’ is last. (Far right). Ultimately, you want people to contact you and the eye is drawn to this placement.
DON’T – Have more than one word for each page
It’s much cleaner to have only one word per page in the navigation bar.
Also – try not to branch too far from the standard headings as outlined above. People are less likely to click on them if they don’t know what they are.
DO – Have one key phrase per page
When putting together your website content, consider the long tail keyword phrase you want to link to each page. Then think of the synonyms.
Incorporate these words in the webpage – ideally in the main and subheadings. Also ensure they’re added to the ‘Focus keyphrase’ section in the website backend.
DON’T – Keyword stuff
‘Keyword stuffing’ is when you repeat a phrase constantly with the obvious plan of ranking well for that term. However, Google has become quite savvy to this and it won’t work.
You’ll actually rank a lot worse! If you’re unsure if you’ve repeated a term too many times, ask someone else to review your content and provide feedback.
DO – Ensure you have an About page
A topic close to my heart – but so many websites don’t have one. Or they only feature the company’s history.
The About page should be about the people. The people behind the brand. You need to show the human side – and don’t be afraid to include some personality!
It’s your opportunity to ‘network’ with potential buyers so they know who they’re really dealing with.
DO – Include a photo of you and/or your team
Following on from the tip above, photos help potential customers connect with you.
DON’T – Feature too many stock images
A couple are okay, but you don’t want to make your website seem too generic.
It’s well worth the investment at some point to get professional photos done.
DO – Outline the problems + Provide solutions
If you don’t already have a client avatar in mind, it’s important to consider this before you start to write the content. Because this will impact how it’s worded.
Consider what problems they have. And include these in the copy. I love featuring hypothetical questions to make people answer ‘yes’ in their head and make them want to proceed.
Then outline the answers.
There is a particular formula which is very powerful in marketing copy and you might have heard of it – the PAS formula.
Problem, Agitate, Solve.
You start by outlining the problem, agitating it further, then explaining how you can solve it.
DON’T – Be ‘salesy’
You probably hate being sold to – so don’t use salesy copy on your website!
Think about the conversational language you’d use if you were on the phone with a potential client.
DO – Include external and internal links
To improve your SEO ranking, you want to embed as many links as possible.
For example, if you mention a service on the homepage, provide a link to its webpage where you can find more information.
While you might not want people to leave your site by providing an external link, if it is relevant (ie an industry related site), it will actually help Google understand how your website should be categorised. It’s all by association!
This is where guest blogs come in. You might write a guest blog for someone and include the link on your site and vice versa. It all helps your SEO in the big scheme of things.
DO – Add the Yoast plugin
If you have WordPress, get the Yoast SEO plugin. It is great for providing guidance around how to structure your content.
DON’T – Place too much focus on the green light!
However – DO NOT place too much focus on the green light! It’s just a tool. Just a guideline. Even the founder regrets introducing the traffic light system as it’s not a real indication of whether a blog or website page will rank well.
Just think of your potential customers first. Google bots second.
Just make it engaging and it will work.
DO – Check your site speed
Ideally, your website should take less than 3 seconds to load. Otherwise, you’re at risk of people giving up and checking out a competitor’s website.
You can try a free site speed tool like UpTrends to check out yours.
A website’s loading time can be improved by making images smaller and changing your website host.
There are other elements as well – but it’s best to ask your website designer or SEO consultant about the best solution for your website.
DON’T – Plagiarise content
Google knows if you’ve just copied from another site and will punish you by not ranking you.
It’s okay to collect inspiration from other websites – but you need to rework the content to make it your own. Or include links to the resource. I.e for definitions or if you’re talking about a Government or industry policy.
Use a tool like GradeProof.com to conduct a plagiarism check. It’s also great for checking your grammar, spelling, repetition, and phrasing. And it is run by a couple of guys local to the Hills District. 😊
DO – Break the content up
Include short sentences for easy reading, plus sub-headings, dot points, occasional bold font for emphasis, and imagery.
DON’T – Waffle on
These days, people only skim websites when they’re reading them. And they have short attention spans.
DO – Have a blog
The most important ‘Do’ of all is to have a blog! Find out more about business blogging here
Here are some additional thoughts on web-copy –
- Write Time Marketing Blog – SEO advice from Kate Toon
- Write Time Marketing Blog – Know your audience and speak to them
- Write Time Marketing Blog – Why you need to keep your content relevant
Yay! I’m excited to work with you too.
Packages start at $2,000+GST for a 5 page website (e.g. Home, About, Services, FAQ, and Contact)
– Including briefing, research, 400 words (approx.) per page, and 3 rounds of free editing and proofreading
Contact me to find out more
“Highly organised and a great writer “
“I’ve worked with Leanne on a number of collaborations between Yik Yak Creative and Write Time Marketing.
Leanne supplied quality copy for the marketing material and websites on time and to brief, she is highly organised and a great writer and we are pleased to have her on our team.”
“She was extremely patient & listened to all my suggestions”
“Leanne recently helped me with my new website. English is my second language so I really needed someone who would understand exactly what I was trying to say. She was more than that. She was extremely patient, listened to all my suggestions and made sure everything sounded like how I would write it myself!
She also did everything very quick. Super professional! Highly recommended! Thanks Leanne!”