June 17 2021

Without great website copy your business will never have the presence on Google you need. Freelance journalist and blogger Andy Hirst reveals some tricks of the copywriting trade.

Excellent website content is all about getting your words in exactly the right order ... but how many websites come across as a jumbled mess to Google?

Excellent website content is all about getting your words in exactly the right order ... but how many websites come across as a jumbled mess to Google?

Website content specialist, blogger and freelance journalist Andy Hirst

Website content specialist, blogger and freelance journalist Andy Hirst

No matter what industry you’re in, your main ‘shop window’ these days is your website so your content must have the power to reach out to your customers and draw them in.

That’s why the words on your website are absolutely crucial to every business, large or small – you have to make every one count.

When it comes to writing high quality website content always bear this in mind. You’re not writing it for you, you’re writing it for that customer or client you’re eager to get. It has to be all about them – what’s in it for them? What do they get by using your service? How will your product or service help them to make their lives easier, better or more efficient?

In short, think what you look for in other websites when buying something and then make sure yours ticks all those boxes too.

It may be experience, quality or price – or many other reasons. Know your target market before you write a word and get into your customers’ mindset. Research is key. When they are looking for a business like yours what will they be wanting from it and what would lift you above your rivals?

Make sure the information is all there and easy to find and navigate so you’ll need at least a home page, About Us, Products/Services, News, Testimonials, Contact.

Every time someone uses a search engine they’re trying to find, buy, solve, learn, fix or understand. Are the words on your website really answering those basic questions? Search engines place web pages in their results that answer these questions in the best way and the better they do that, the higher up the rankings they’ll go.

So, here goes, the complete guide to writing great website content.

Research is key

You’re not just writing content for a website, you’re writing content to try to lift that website high up the Google rankings and the only real way to do that is through keywords and search engine optimisation. Think of the phrases your customer will use while looking for a website like yours and make sure they are in your website content. Also, step back and think of all the questions they could ask about your product or service. Is your content answering them?

Your website content MUST be better than your rivals. Look at their websites and what they’ve written about themselves and their products. Then write something better on yours and by that we mean by using keywords more effectively. Don’t be tempted to over-write – people simply won’t wade through a mass of detail. It has to be readable. 

Keywords are king

Make sure your keywords are in the page title, headline and the opening words and by that I mean the first 100. It’s vital. The copy must also have plenty of words in it that are related to your keywords as the content as a whole has to match the search term. Ensure your keywords are in the URL for the page and are also in image captions. Never just throw keywords in for the sake of it … they have to be a genuine part of the information that people will want to read.

Keep it simple

Your content must flow naturally and be quickly and easily read. There’s no point using 10 words when five will do so make every word count and get straight to the point. Bear in mind that many people will skim read and they won’t want to backtrack to read something again they didn’t immediately understand. Write with energy and passion in short sentences and paragraphs and make it good to look at as well as read by including sub-heads to make the main points stand out along with photos and bullet points. Always avoid technical jargon and abbreviations.

Get the tone right

Write in exactly the right style for whatever you’re promoting. There’s a time to be straight-down-the-line and serious and there’s a time to fill the copy with cracking one-liners, quips and humour.

Grab the attention … but don’t get too carried away

Write attention-grabbing headlines that will make people want to carry on reading. Normally, only one-in-five people tend to go on and read the copy after reading the headline. Always back up claims with proof including facts and figures, testimonials or case studies.

Case studies

People love to read content which has a human interest angle so it would be great to include as many case studies or testimonials as you can to show exactly how your product or service has helped someone. It will show potential customers how it could help them too. If you’re looking to buy something, would you try to find a review on the internet? Probably. Well, that’s what your potential customers will be doing too so the more positive reviews, testimonials and case studies you can get the better.

Try to keep the reader on the website

Include a ‘call to action’ on each page such as a link to more information on your website or a direct link on where to buy.

Website content is the absolute foundation for your business so make sure every word count. For more advice contact website content specialist Andy Hirst at AH! PR (https://ah-pr.com/) by email at andy@ah-pr.com or phone him on 07985 654822.