Optimizing Content for the Web
Writing is hard, and writing copy for your website can be even more challenging. There’s a lot to think about when writing copy for a website: keywords, layout, word count, SEO, jargon (use it? avoid it?), static or dynamic content, bullet points, benefits. . .the list goes on and on.
I can help you improve the content on your website so you can spend less time thinking about whether or not you’re using the right keywords and more time focusing on your business.
I will provide you with a tailored strategy to help optimize your content for your market. The typical steps required to develop a strategy specifically for your business include:
- Targeting the keywords. I use powerful keyword tools, including Google Analytics, to determine which words have been working on your site and your competitors’ sites.
- Long-tale and short-tale keyword research.
- Market research to determine what kind of language is used among your potential clients and customers.
- Meta-content creation – some of the most powerful SEO content isn’t what you see on the page.
- Optimized layout of content – with your keywords weighted throughout your pages and posts to help improve search-engine results.
Based on the results of the preliminary work I complete on your content, I can then offer suggestions on how to improve your social media marketing efforts and/or how to improve the use of your blog.
How to write compelling copy for your website.
Whether you use my services, go at it on your own, or hire another company, here is what to look for in your online content:
- Put the important stuff first – particularly within the first three sentences.
- Lead with the benefits to your clients or customers, not with a lot of copy about yourself or your business’s history.
- Keep it short. Use at most two to three sentences per paragraph.
- If you have a lot of copy on one page, use headlines and bullet points to make the page easier to skim.
- Avoid clutter on your page(s).
- Don’t limit your keywords to your own perspective – sometimes your clients will search for your products or services using keywords that are completely different from what you might expect.
- Use a keyword tool to see what kinds of keywords get traction on a competitor’s website, and to measure the efficacy of the keywords you’re using.
- Don’t over-stuff your lead copy with keywords just for the sake of SEO. Clients and customers won’t connect with clumsy content, and a mass of keywords can look like a spam website.
If you’re having trouble writing content for your website, let me help you. I’ve revised and optimized content for large corporations like Technicolor, Harvard Maintenance, and B&H Photo, and have also helped entrepreneurs get their first business-related websites up and running.