What to write on your business website

When you’re planning a new website, the most difficult aspect for everyone involved is usually the copy: the words that go on the website.

Having handed responsibility for the design and look of your website to a web designer, the ball will suddenly be back in your court when the designer wants to find out what you’re planning to do about the content.

Ideally, you’ll have the text for your website ready to go before any design work starts. It’s far better to have the designer creating the site using your content rather than you or a copywriter later writing content to fit the dummy text on a mocked-up version of the site.

So, what should I write?

Benefits

Your website copy should begin and end with the benefits of working with your business.

This is the stuff that matters to your readers, so make sure it is your priority when planning the messages you want to reach potential customers.

Your USP

Why would someone reading your website choose to work with you rather than a competitor?

Your website content is a great opportunity to make this crystal clear.

What you do

Your website should explain what it is you do, but always through the benefits-focused lens we’ve already mentioned.

The copy should be in plain language and avoid confusing people with unnecessary jargon.

The things that matter

In explaining what it is you do, try to distil the information down to the aspects that matter to your customers.

It’s important to have the detachment to recognise what’s exciting to you about your business and what will excite people outside the business. Often they’re not the same things.

The ‘Ronseal’ stuff

Don’t get too caught up in some of the myths surrounding search engine optimisation. What is worth doing is ensuring you use your main keywords naturally within the copy.

So, if you’re a painter and decorator in Dudley, it’s probably a good idea to mention that at some point.

Calls to action

What should somebody do after they’ve read your website content? Use your copy to encourage them to do just that.

Want help to write your website copy? Get in touch.

Why there is no such thing as an SEO copywriter

SEO copywriting: it’s a curious profession.

As far as I’m concerned, being able to write search engine optimised copy is no different from being able to adapt the style, tone and content of your writing to meet any number of other uses. It is akin to dismissing a journalist as a tabloid hack.

If you’ve ever attempted to write in tabloid pop-speak and do it well, you will know that it can be every bit as challenging as wordier broadsheet copy. You will also be aware that any journalist worth their salt could turn their hand to either style as required. Continue reading

Copywriting: probably the cheapest SEO product you will buy

Search engine optimisation is still a bit of an unknown quantity. It is becoming increasingly trendy to drop the phrase into conversation and even into job descriptions, but how much do you really know about SEO?

The problem with this emerging trade is the lack of professionals with tangible qualifications to support their bold claims. Any number of SEO company websites boast that they will get you ranking at the top/on the first page of Google for your chosen keywords.

I am always left pondering how there is ever any room left on the first page of search results if everyone sticks to their solemn promise! Continue reading