Writing website copy which appeals to both your website's visitors and search engine robots is part art, part science.
Over the next few weeks we we detail a step-by-step process for creating effective copy on your
technology business website. This is not a guide on writing award-winning taglines and catchy phrases. It is, however, a step-by-step formula for writing copy that compels visitors to act while helping you get ranked highly in search engine result pages.
Step 1. Determine your overall goals for the site. Many B2B companies do not conduct online transactions, however, there should still be clear visitor goals for the site. Are you trying to educate customers or trying to get them to call your business development team? Are you attempting to increase the perceived value of your company or products? It’s crucial at this stage to determine if catchy copy or search engine rankings are more important to your overall goals, because at times during the copy writing process you might have to choose one over the other.
At this stage also determine which pages on the site you would like to be the top landing (entry) pages. Having clear positioning goals for the site will result in more effective copy.
Stay tuned for Step 2...Compiling the best keyphrase list.Labels: copywriting, Internet marketing, website copy
Check out
Carrie Hill's great advice this week on
writing copy for search engines. There are some simple tips such as using tildas instead of pipes or dashes on a web page title to stand out from the organic search crowd. Carrie also offers some great advice on formatting pay-per-click (PPC) ads.
Labels: carrie hill, copywriting, lseo copy, pay per click, ppc, search day, search engine optimization
Anyone who builds websites knows the scenario: a big launch is inevitably delayed waiting for the content. In
a recent article on A List Apart, Pepi Ronalds makes a compelling case for specifically using editors rather than copywriters on web projects, to combat what she calls “Content-Delay Syndrome.” Not only will a trained editor keep the process moving, especially if employed on a project from the start, an editor will also leave the power of developing the content in the capable (and often willing) hands of the client, the presumed subject matter expert.
Labels: copywriting, editing, website development
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