Great website copy is an integral part of developing a company's brand. Website copy shares knowledge of your company's core values, its mission and values. Website copy informs and directs visitors, and will boost SEO efforts if implemented properly.
It takes more than throwing in a few keywords and randomly generated content to create web copy that will garner repeat traffic. Website copy must be engaging and well written. Investing in anything less won't enhance the value of your site or improve your page ranking.
There are 8 key elements of excellent website copy that ensure a page's quality is top notch. Invest in your business and make sure your website has the following:
Pages should have Purpose
Before writing content, it's important to decide what you want to write, why you're writing it, and who you're writing it for. There is no way to measure the impact of a page that has no purpose.
Adding filler that doesn't make sense or have any direction will only hurt your sales in the long run. Make sure your pages have a clear direction so that you don't cause your readers to be confused.
Content should be Consistent
Develop a strategy and stick with it. Copy should always have a clear tone and that tone should be maintained throughout the site. Pages that switch from a conversational tone to a formal tone make it seem like the site may have some sort of psychological issues.
Error Free is the Key
If your copy is littered with multiple spelling errors and grammatical errors it may send the wrong message about your company. Multiple mistakes are hard to read and will make you look lazy. Readers will wonder about your customer service skills.
Content must be Relevant
Find out what your customers want to read and write accordingly. Take polls and consider trends with buying cycles in order to determine what type of copy should be written. Adjust your content to follow sales and marketing trends.
Keep it Interesting and Informative
The layout of your page is just as important as the content it contains. Use images, bullets and headers to break up the copy so that it's easier for the eye to follow. Hook readers in with thought provoking questions and a strong call to action. Interesting copy should resemble conversation in order to be lively and engaging.
Optimize Your Content
Your content should always be relevant and informative in order to appeal to customers, but it should also be optimized to be in line with pages keyword strategy. Using Google Keyword Estimator will assist you in identifying the most relevant keywords for any page. Your goal will be to inject each of these keywords into the page without compromising the pages quality or content.
Add a Social Element
Customers should be able to easily share your content with their friends on social networks. By making it easy for them to share your content, you'll be increasing the instances of inbound links and increasing traffic. Your page's ranking will increase exponentially.
Keep it Fresh
Fresh content will keep your most engaged customers coming back for more. Rotate content and link it to any of the latest sales and discounts. Search engines take note of fresh content and by keeping your site current you will improve your page's rankings with major search engines.
Not everyone has the time and energy to provide fresh and engaging copy on a regular basis. It takes a great deal of time and energy to run a business. Don't over commit and start something that cannot be maintained. Content that isn't maintained is a liability, not an asset.
The writers at Scripted are experienced professionals who know how to write engaging copy. Concentrate on your business and let our writers provide your readers with great content at reasonable rates.