How To Write Copy For My Website

Let’s get one thing straight…building a website takes a lot of time and effort! What many first-time clients don’t understand is how much of this effort actually falls upon the client. In my experience, the number one factor that puts a website behind schedule is getting the client to provide information. We’re all super busy with our business and families; getting pulled in a hundred different directions. At the end of the day, these strenuous schedules make it tough to spend another hour or two on website work. One of the first questions I always ask my clients is who will be providing the imagery and do you know how to write copy for the website? More on this later…

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Before we get started, let’s go over the importance of copy on your website. Your website copy does more than just inform your website visitors about your business or brand. From an SEO standpoint, the most important part of website copy is how it will be interpreted by the search engines. In laymen’s terms, your website copy plays a significant factor in how well your website will perform in search results. When you are gettings ready to draft website content, there are 3 main points to consider

Formulate A Plan

It’s always a good idea to start any project with a plan. Creat an outline of what you want to say and the order you want to say it in. Write a short summary for each topic in your outline. Just a few sentences to get you started. You can expand upon each paragraph once you get the outline laid out. Try and understand who your audiance is and what they are looking for. Create a mission statement or goal for each page you write. This should help you focus on this page specific information and how you will be utilizing keywords in your copy.

Keyword Research

The first step in writing great copy begins with keyword research. What topics or search queries do you want to be found for when someone searches Google? Once you have a list of keywords that you want to rank for in search results, you can begin drafting copy around those keywords and phrases.

Keyword Research

Oftentimes, we hear clients say that they are having trouble identifying meaningful keywords. If you are having trouble coming up with this list of keywords, think about the following:

  • What would you type in Google to find your website?
  • What does your business have to offer customers?
  • What are your company’s core strengths?
  • Think about the niche aspects of how your business stands out.
  • Make sure the words you are using are not internal nomenclature…think of the words your customers will use to find you.

Preparing Your Text

Create an overview of your website copy and keep it to 1 or 2 primary keywords per webpage. We want to set up each page on the website with a focus. Decide, what is the purpose of your copy and what are you trying to achieve? Here are a few tips on how to write copy for your website.

  • Make sure your Page Titles match your keywords and keyword phrases.
  • Structure your copy so that it is easy to read. No drag on or complex sentences!
  • Develop a voice for your brand. Is it serious and professional or fun and playful?
  • Write directly to your core audience.
  • Try to write enough useful content to get at least 300 words per page.
  • Use your keyword or keyword phrase about once every 125 words. This gives Google something to “crawl” and helps your site get recognized in search results.
  • What are some of your favorite websites? What do you like or dislike about these websites? Take note of this.
Proofreading website copy

Proofread your website copy! Read your copy slowly and outloud. Check to make sure that your topic is clear and being presented in logical order. You can also have a friend or colleage read it and give you some feedback.

In conclusion, learning how to write copy for your website is a process. Writing about yourself or your business can be challenging. From a phsycological standpoint, many of my clients have a hard time writing to highlight their own successes. They see it as being prideful and many don’t want to boast about these successes. While it’s not a good idea to come off as bragging, it is necessary to convey how you can make a difference to the customer who is searching for your business. They want to know the successes! It helps them feel more comfortable with using your business and it’s your job to let them know that they are in the right hands.

If you have any questions on how to prepare copy for your website, please give us a call and we will be happy to give you some tip or review your prepared content.

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