Marketing and Business Planning

Writing for websites

Writing for websites is an important part of your search optimisation strategy as well as your company's overall marketing.  Optimised website copy will help the right customers find you through search engines and good writing makes an excellent sales tool once customers find your website.  To get you started, here are a few top tips on how to write great optimised website copy:


1) Know what your website customers are looking for:

      - Why not ask them what they type into search engines to find you?

      - It might be your name (e.g. The Copywriters Company), or your

        service (e.g. website copywriting).

      - It might be associated services rather than your actual product or

        service.  We get enquiries from people who type in ‘website

        marketing’ when what they mean is ‘help writing text for the web’.

      - It might be general news and views on your sector rather than information on your specific product.


2) Think about customers as well as search engines:

      - Good website copywriting is about creating text that both people and search engines want to read.  That means advice and                        information about your market, as well as your products.  Good text can convert a curious browser into a buyer.         

      - Don’t spam!  While it might be tempting to just have a long list of your keywords on every page, search engines are quick to spot              this and customers find it irritating too.  Your keyword density should be between 4% and 6%, so that means that in every 100    

        words of website text, you should mention your specific words no more than 4 to 6 times.


3) Choose 2-3 keywords or phrases that your website text will focus on:

      - Check your keywords with a tool like the free Overture Inventory to see if people are searching on the terms you think.

      - Make sure the keywords are where search engines see them, in places like titles, menus, and links, as well as in code.

      - Check that your keywords are included in your META tags and where appropriate in your ALT tags too

      - Find creative ways to include keywords in your website copy, so for example by making them a footer on each page.


4) Remember that most people type a ‘string’ of words into a search engine:

      - That means that instead of typing in just ‘copywriting’, they’re more likely to type in ‘website copywriting Sheffield’.

      - Think of ‘action verbs’ people might use to find you: for example ‘writing web copy’ is more effective than ‘web copy’.  


5) Think about your website copy as part of your overall design and optimisation:

      - Your website should be easy to read.  If your headings don’t match your content, you’ll irritate your potential customers.

      - Search engines like extra information that’s relevant to your keywords.  That means for example that we’re much more likely to                  reach people with some ‘how to’ tips on writing optimised website copy than we are by saying ‘we do all sorts of marketing

        writing’ (although we do!).  If you’re selling antique jewellery for example, you could have a guide to buying antique silver or if

        you’re a conservation charity, you could have a guide to good walks.

       - Whilst copywriting is an essential part of search engine optimisation, you shouldn't regard it as a 'stand-alone' service.  You    

        will also need a web developer who understands optimisation so that your source code and in particular your title, description                   keyword and author META tags are appropriate to your website text and content.




Need more help with your optimised web copy or other writing projects? For advice from an experienced and qualified marketing and business planning consultant, email [email protected] or call us on 0114 2307723 or 07919 102699.