Creating Effective Web Copy that Sells
Eventually, an Internet company will suffer from low
rankings. The cause may be unknown, but the solution is that
with a little work, websites can easily improve rankings.
By understading how search engines operate, and by using
the right keywords, you can drive targeted traffic to your
site.
Given these times, a company needs a copy writer familiar
with using SEO (Search Engine Optimized) keywords. With
a little creativity, you could try yourself. But be
careful, you want keyword rich content without overdoing
it.
A few tips to consider...
Forget everything you learned about writing, to put yourself
in the right frame of mind. The web copy you write should
be in a conversational tone. That means 'fragments' and
sentences that end with 'prepositions' are ok.
Try using a font that is easy on the eyes. Webmasters tend
to prefer Times New Roman, Verdana, or Arial. Also, the
content should flow.
SEO Guidelines
A good thing to remember when writing SEO copy is that it
is better to use less to say more. Many surfers merely
scan the content for important points so there is no need
for long paragraphs. Leave out any language that makes you
sound like an intellectual and just use the basic commands
of the English Language.
Headers: 6-8 words only
Sentence length: 15-20 words on average
Paragraph length: no fewer than 3 sentences, 5 maximum
Word Count: approximately 350
The keyword dilemma is a never ending vicarious cycle that
leaves you feeling numb at times. What are keywords? Who
will use these keywords? What search engines should I use?
And the list goes on.
Google or Yahoo (search engines) use the text (keyword/
keyword phrase) typed in the search box to locate websites.
For instance, if you're looking for a maid, you would type
the words "maid service", "maid", or "housecleaner" in the
search engine. The search engine then finds all of the
websites associated with that word. Keyword positioning on
your web page will determine how fast the search engines
locate your site.
Before you begin, carefully create words that are associated
with the product or service you sell. Keywords and keyword
phrases should be realistic. A true web copy writer can
weave the words and phrases into the web page content
easily.
You need to concentrate on your home page. Headings should
have at least 5 words but no more than 8. Make certain
that your keywords are positioned within the header as it
will increase your odds.
Remember, the home page is just a glorified sales letter so
you want the copy to flow but get straight to the point. A
conversational tone is important here so write just like
you were talking with an old friend. Still, be sure that
the content has those keywords placed throughout it so that
the information still flows.
Common Errors
Crafting effective web copy takes time and a lot of
practice. It is a huge mistake to take a stab at writing
web copy without an understanding of how keywords actually
work. Your pages will have a lot of keywords but make no
sense and people will not visit your site.
Selling is about educating customers about the benefits of
buying from you. Don't waste time on the features, they
can learn about them in later pages. People always want to
know what is in it for them should they buy from you so
this is what you need to concentrate on telling them.
Not editing your web copy properly can also be a huge
problem. Grammar errors leave a poor first impression.
Rule of thumb is to have a second party review your work,
and be consistent!
Recall that web copy is just a series of informative pages.
Every page should prod visitors to the next. The goal is
to convince surfers to make a purchase from your company.
But, you are never going to get the opportunity to tell
people about the benefits of your company unless the
search engines can reach you.
Nyall Bakk is the chief writer for, and editor of Advertising WorldWide
visit there today for the latest Business advice, and
their free newsletter is well worth signing up for too.
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