11 Feb How To Write Website Copy (for human readers, not SEO robots)
Sales Copywriting Comes First, SEO Comes Second
Ask any SEO specialist what’s important on a website, and they’ll tell you that you need to have:
- The right keywords and long-tail keywords that your prospects use to search, and;
- The right SEO structures to enable Google to rank you (Sitemap, Backlinks, Meta Tags, H1 Headings, etc.).
That’s all good SEO advice.
But that’s where the SEO benefit stops, and the human-needs take over.
Why You Shouldn’t Do Keyword Stuffing
What is Keyword Stuffing, you say?
Ever searched for something like ‘Sydney Digital Marketing’ only to land on a site that has the same phrase written everywhere?
The headline, the sub-headline, the opening sentences, the next paragraph, the closing statement, the enquiry box and even the footnotes?
All saying ‘Sydney Digital Marketing’, even though it doesn’t make any sense for them to be repeating themselves?
There is a better way.
How To Write Website Pages For Conversions (And Happy Readers)
Writing your website pages so that customers can read them easily and want to do business with you is simple – you need to follow a 5 step formula:
- If you offer plumbing, say ‘plumbing’ in your headline. Visitors need to know that they’re on the right page straight away (and Google will reward you for having a keyword in your headline – a H1 heading).
- Add a benefit, if you can.
By saying “Get your plumbing fixed in Sydney within two hours”, you’ve not only confirmed you’re a Sydney-based plumber (feature), you’ve also shown you can respond quickly (benefit).
- Use clean, short sub-headlines throughout your pages.
Many people skim-read (because they don’t have time) and don’t like big blocks of text (again, because they don’t have time). So write your page with sub-headlines in bold with great line spacing throughout the page. This breaks up your text while carrying the story & the benefits in case the reader isn’t reading anything else.
- Have a structure that makes it easy for them to follow.
Write your page in a way that covers three main sections: tells them about the problems you solve (so they can confirm you can help), how you solve them (what the process is), and why you do it differently (narrowing the choice to you). Again, do this by using your sub-headlines from #3 above. Add extra sub-headlines as necessary.
- Give readers a reason to get in touch – a ‘CTA’.
The most important part is the Call To Action or ‘CTA’. This can be something as simple as Get A FREE Quote, Book Your FREE Consultation Today, or Reserve Your Tickets Now. There are hundreds of different ways of doing this, make sure that yours is aligned with what your page is about, clearly tells them how to get in touch, AND what will happen next.
Just following these five steps will make a massive difference to your conversion rate.
How to write for SEO
Ok, so we’ve covered how to write so that people can get the answers they’re after quickly.
But what about writing for SEO?
That’s simple. Using a tool such as Ubersuggest, you can check your current pages (and your whole site) for SEO ranking quality and discover anything you need to fix.
Using this tool, you can also discover what SEO keywords you need to use on your site, and what your competitors are using to rank against you.
When it comes to writing, Google will rank you for words in things like your Meta Tags, H1 (main headings) and H2 (sub-headings). They’ll also rank for you for long-tail keywords within your copy.
> If you need help finding these things, talk with your web host or web designer, as they can show you where they’re located and how to fix them. <
Using Ubersuggest, you can generate a list of keywords and phrases that are commonly searched for and then
weave them into your copy so that you get ranked, but not so that you frustrate your readers.
Remember – you want your prospects to FIND you on Google (i.e. right keywords and SEO Structure), but you also want them to LIKE you too when they read your website (good writing that solves their problem clearly).
3 Pro Tips:
- Write the way you speak. Just like this article and the Get Copy website, conversational style writing makes a massive difference in how well people receive your message.
- Use lots of clean, white space. Don’t pack your text in too tightly – leave healthy line breaks and white space between sections.
- Use one or at most two, easy-to-read fonts. Keep the colours simple, the size readable and remember to space everything well.
Don’t have time to write your website yourself?
Get in touch with me for a chat about your business goals, and I’ll help you craft website, landing page and email copy that’ll boost your sales results. Quality sales copywriting isn’t cheap, but the return on investment can be highly lucrative. You can contact me at firstname.lastname@example.org – I’ll reply the same day.