I’m going to make a controversial statement here. You don’t have to agree with me, but…
All too often, clients don’t seem to care about the words on their website.
You disagree with me, don’t you?
Just bear with me for a minute, and I’ll try to explain.
A lot of business owners will spend hundreds (often thousands) of pounds on a beautifully designed website with frills galore, but they don’t invest in the words on those pages.
The job of an SEO copywriter is to bridge the gap between the website design and functions, and the information your target audience will expect to find on your website – in such a way that the website climbs those search engine rankings.
Imagine, if you will, you are going to buy a car from a dealer.
You visit them, take a good look at the cars on display and you narrow it down to one or two.
The car you will buy is dependent on the benefits and features it will give you, and you discover this information by talking to the salesperson, and reading the glossy brochure.
It’s the sales talk that will swing it for you – in verbal or written form.
And it’s the same when it comes to your website.
The products and services on offer are likely the same as countless other websites, it’s how they are spoken about that will convince a visitor to become a customer.
One mistake is to create content that will appeal soley to search engines, but these days they rank visitor experience first
That’s why a good copywriter well versed in search engine optimisation, will have a good understanding of how search engines rank websites, along with the ability to write copy and content that appeals to readers.
It’s a careful balance between gaining interest through tone, language and topic matter, using keywords and long tail phrases correctly and naturally throughout the text, and formatting for optimal effect.
Ideally, this is all written as the website is being built, and there is a close working relationship between the web design team and the copywriter.
Unfortunately, the copy is often considered as an after-thought.
It’s often not until it is discovered that the shiny new website isn’t actually making much difference to sales that the words are thought about.
A website is unlikely to make a good return on investment if it can’t be found easily in search results – which is why copy and content is so important.
In a nutshell, any writing that is destined to be read on the internet needs to be optimised for search engines so it can be found, and read!
The cumulative effect of this means your website will rank highly overall, and you’ll receive more traffic and more customers as result.