By Doug Williams – June 14, 2011
Writing website copy is different than writing for print. Writing for the web is brief and to the point with shorter paragraphs, shorter sentences and fewer words.
SEO is about optimizing a website for people that use search engines. It is this human side of search engine optimization. Use keywords as a central theme in your messaging, your page headlines and your hyperlinks. It is about establishing relevance to what your visitors are searching for.
Targeted keyword phrases are weaved into marketing text so search engines take note of the important phrases. Your writing must be convincing to both website visitors the search engines.
Your words need to grab a reader’s attention and direct them toward a specific action. Good content writing entertains, educates and convinces your audience. People rarely read web copy. Instead they scan and pick out individual words and sentences.
Your page headline should grab your reader’s attention and contain keywords. Body text should stimulate interest and assure your reader they are in the right place. Are you clearly addressing the “burning question” that your ideal buyer will have? Write in a customer focused style.
Good, logically presented information presented in a convincing way does not get near the results as web copy written with emotion. Get the visitor involved emotionally with what your product or service will do for them.
Psychologists have identified five “Great” motivators, and virtually all good web copy creates sales by catering to one of these forces. These include fear, exclusivity, guilt, greed, and the need for approval. When our custom copywriters tap into these basic motivators, you will see your sales increase dramatically!
In addition to these five great motivators, the consumer is also motivated by what is referred to as “soft” motivators. The soft motivators are convenience and pleasure. These are utilized best when combined with one or more of the five great motivators.
Go through your website and test it against each of these writing tips. Remember that your home page is the most important page to do. You only have a few seconds to make that perfect first impression.