Updated: June 28, 2009
Writing good copy for the web is not as simple as it may seem. There’s more to it than simple keywords, links, title tags and the like.
Web copy has to grab one’s attention and motivate them to act…simply slapping together some garbled text and putting it online may work great for short-term search engine optimization efforts but sales conversions will most certainly disappoint.
Read Optimizing Website and Landing Page Copy – A 10 Step Process, a blog article by Michael Eisenberg, a copywriting veteran who is the co-founder of FutureNow. He outlines a 10 step process that will surely improve not only the content’s appeal to the search engines, but bring conversions as well.
1. Headlines – The headline is the important attention getter. Readers use headlines to gauge what a page is about and whether they want to continue.
2. First Mental Image – Usually your headline and how it relates to the first few sentences and your first image if you have one. FutureNow has many insights about a powerful first mental image.
3. Message & Tone – Is your copy speaking to your readers about what matters to them? Differing personalities will interpret your copy and make decisions differently.
4. Check for We-We – Using your name or “we” in your copy will make it sound self-centered and not customer focused.
5. Remove Black Words – Avoid using words that do not portray a vivid, colorful mental image.
6. Reformatting for Readability – Be sure copy is formatted for online reading…many people simply skim through content, so the copy needs to formatted to maximize skimming and scanning
7. Improve your Verbs – Write in an active, not passive tone. Pumping up your verbs can always improve your copy.
8. Wording in Links and Calls to Action – Keywords in hyperlinks are very important from a search engine optimization standpoint but they have to be written so they naturally flow with the copy.
9. Words Exist in Other Places Than Just Your Copy – Check flash, images, video and audio content to be sure it’s written in a way that brings conversions.
10. When All Else Fails – Use The Sucking Wind Checklist
1. Do you offer a clear message and value?
2. Have you established trust & credibility?
3. Have you answered all the main objections?
4. Have you addressed the emotional “ownership” of the sale?
5. Have you substantiated your claims?
6. Have you made the next steps clear?
7. Could you have said the same thing in 1/3 the words?
Check out the search engine optimization knowledge center at SEO Advantage for more information on SEO copywriting and how it can accelerate your website.