Your website is usually where your business makes a first impression. Trouble is, the internet is a crowded space, so it can be challenging to even get noticed, let alone get traffic.
And if people do visit? Well, you want them to look around, then leave their details, make a call or place an order. You don't want them bouncing off to a competitor.
That's why it's so important to have a website that prospects, customers and search engines will love. The key is (plenty of) content that captures the attention of visitors, gives them what they need, and offers some added value as a bonus. For that, you need a quality website content writing service.
If you want your website content to be successful, it has to appeal to two distinct target audiences: humans and search engines.
Humans are not only your current and future customers. They're also your other stakeholders such as journalists, job-seekers and potential investors. Search engines like Google and Yahoo! visit your site as well and, unless they like what they find, they're not going to rank your content.
That will make you pretty hard to find by humans, which kind of defeats the object of the exercise.
Good website content is not just about getting ranked highly by search engines. It's about communicating instantly with your visitors. This means your website content must follow these best practice guidelines:
Now, there are lots of ways an experienced copywriter sets about achieving this, from strong headlines and powerful calls to action to the strategic placement of keyword phrases. Plus other cool things that we writers love to do to make our writing readable, like using the active voice, creating rhythm and flow, and nixing unnecessary jargon.
At the end of the day, writing good website content is not a job for amateurs. So now that's clear, let's move onto a closely related topic: website content strategy...
"Content strategy isn’t just deciding what you’re going to include. It’s deciding what you’re going to leave out."
What frustrates a website copywriter more than anything? When a client makes the 'writing the content' phase the very last phase of a website project. I've lost count of the times I've been asked to write the content for a website after the website has already been designed for the website. Then I'm informed the site is due to go live in just a couple of weeks.
Creating high quality website content can't be done at the drop of a hat. Skilled copywriters may make your content look incredibly easy to read and understand, but don't let that fool you into thinking it can be written in between cooking the dinner and putting the kids to bed. Believe me. Even for experienced copywriters, it takes time to write content that is concise and that results in visitors taking action.
The earlier you involve me (or any copywriter) in your website project process, the easier it is to write high quality content that results in visitors taking the action that you want, whether that's making an online purchase, leaving you their name and email address by downloading a white paper, or submitting a request for information.
By getting on board early with the rest of your team (brand manager, designer, content strategist, information architect, SEO, etc) , I can help them judge the effectiveness of the proposed content regarding business and user goals.
It also reminds everyone that your website content is a critical business asset in its own right and shouldn't be left as an afterthought.
Before picking up a pen or tapping on a keyboard, there are several things I like to know about any website I'm creating content for, and I'm pretty sure I'm speaking on behalf of all experienced copywriters:
Once I have a good understanding of your website objectives, I can get down to work. I collect existing material and data, interview subject matter experts (if needed), carry out desk-top research and carve out creative time.
Only then can the writing begin. First drafts are dispatched so you can do your review and approval rounds.
(For a more in-depth look at web content strategy, check out 'How to Plan for, Create and Publish Online Content for Maximum ROI', by content marketing experts Kristina Halvorson and Joe Pulizzi)
Writing content is a collaborative process, and that's certainly the approach I take here at Write for Business. Your team and I will need to work together.
Fortunately, I've designed a process that makes it as streamlined, logical and reassuring as possible:
It's also good to know that, if your team likes to communicate via a messaging system like Slack or to use a project management tool like Trello or Microsoft Office 365, I'm happy to join in if technically possible.
If you think it's time your website stood out from the crowd and connected with your target audience, I'd be happy to discuss your website content needs. Just drop me a line at email@example.com or call me on 360-525-8277.
Once I have a clear idea of the size and complexity of your project, I can send you a proposal without further obligation.
Enter your name, email address and phone number below to request a call. Then check your inbox for an email from me.
Your Privacy is protected.