Copywriting


Overview


Copywriting is a vital piece of the online marketing puzzle. After all, without the words to go with the ideas, you’re pretty much at a loss. Copywriting is necessary for search engines, but it’s not just about getting words on the online page. There’s an art and science behind the words you use and how you use them.

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Who Needs Content?

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If you have a presence online (and you should!), you need content. Content is what drives visitors to your website and what will keep them there. Content provides value to your audience and educates them about your products and services and your industry in general. You can use your website content to teach your visitors about what you do, how you do it and what’s in it for them.

Who Needs Content?

If you have a presence online (and you should!), you need content. Content is what drives visitors to your website and what will keep them there. Content provides value to your audience and educates them about your products and services and your industry in general. You can use your website content to teach your visitors about what you do, how you do it and what’s in it for them.

Take our own website as an example. We know that SEO is a difficult concept to grasp—it’s taken us years of work, research and trial and error to become the experts we are today. Not only do we know what we’re doing, we want you to be more informed about our work and our processes too. Knowledge is power, after all, and we think if we equip you with enough knowledge, you’re going to come back for more. Now, that doesn’t mean we’re giving away all our secrets. That would put us out of business. And we’re not suggesting you do that either. But provide your audience with value in your own voice. And if you don’t think you have the time or expertise to do that, we have professional and experienced copywriters who do!

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CMS

Your content management system can help you organize, publish and manage all your content in one seamless system. Sounds a lot like the back-end of your website, right? Only partially. Depending on the size and scope of your website, managing its content can be much more complicated than simply logging into your website’s dashboard.

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Content Consulting

Business owners are a special breed, and rightfully so. You’ve developed your company and brand from the ground up and it’s important to stay involved in the public end of your business. We understand. Our copywriting experts will consult with you on content best practices, work with you to create a content plan and allow you to implement that plan through your own marketing department or develop a timeline and scope of work so we can implement your content plan for you.

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Copywriting Experts

You have a business to run and you know how to do it, and do it well. But when it comes to creating content for your website or blog, you’re at a loss. Why? Well, we’d never try to replace the breaks on our car or set a broken bone in a cast. We could follow a YouTube video on the process, but we’re just not experts and would probably end up hurting someone. The same is true for you.

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Copywriting for SEO

Copywriting for SEO is a special beast. You need to ensure that the content on your website is useful and compels your audience to do something while using your keywords. Your SEO depends on it. When content is useful—whether it’s on your website, blog or social media pages—people will share it. And when your content gets shared, you are seen as an authority by Google, Bing, Yahoo and other search engines.

Content Management Systems

Your content management system can help you organize, publish and manage all your content in one seamless system. Sounds a lot like the back-end of your website, right? Only partially. Depending on the size and scope of your website, managing its content can be much more complicated than simply logging into your website’s dashboard.

Your website is a living, breathing being that’s made up of many documents, or pages. A content management system can help you keep track of each page, its location on your website and the changes it’s undergone over the course of that page’s lifetime. It allows you to set up tiers of accessibility on your site’s back-end so you know who changed what page and when.

Of course, as content manager and experts in SEO, we have our favorite CMSs. However, there are many factors to consider when choosing a system. The size of your website, the number of users, the type of content you plan to publish, the amount of support you’ll need are all factors when choosing your CMS. We’re here to help you navigate decisions like this, decisions that could make or break your website success.

Consulting

Business owners are a special breed, and rightfully so. You’ve developed your company and brand from the ground up and it’s important to stay involved in the public end of your business. We understand. Our copywriting experts will consult with you on content best practices, work with you to create a content plan and allow you to implement that plan through your own marketing department or develop a timeline and scope of work so we can implement your content plan for you.

Content development doesn’t always involve copywriting. Videos, graphics and other images can also enhance your content to make it easier to access for your visitors and more readable. We also look at ways to break up your text, using bullet points and numbered lists. And we have to find ways to get people to start reading—using creative headlines, social media push and of course best SEO practices. Whether you hire us to take your copywriting and run or to simply give you a plan or ideas you can implement, our consulting services will help you stay involved while letting the experts do what we do best—write!

Copywriting Experts

You have a business to run and you know how to do it, and do it well. But when it comes to creating content for your website or blog, you’re at a loss. Why? Well, we’d never try to replace the breaks on our car or set a broken bone in a cast. We could follow a YouTube video on the process, but we’re just not experts and would probably end up hurting someone. The same is true for you.

Do what you do best—run your business—and leave the copywriting to an expert. Copywriting experts know how to utilize keywords effectively in content and develop a content implementation plan that keeps your website copy fresh and engaging for visitors.

Our copywriting experts are good at what they do. They know how to create content that converts website visitors to customers or opt-ins and how to engage the reader so you’re top-of-mind. And best of all, they’re consistent. They work with our SEO staff to implement content strategies that will boost your website in search engine results pages.

Copywriting for SEO

Copywriting for SEO is a special beast. You need to ensure that the content on your website is useful and compels your audience to do something while using your keywords. Your SEO depends on it. When content is useful—whether it’s on your website, blog or social media pages—people will share it. And when your content gets shared, you are seen as an authority by Google, Bing, Yahoo and other search engines.In fact, Google’s ranking algorithm puts trust and authority as the most important component in your content at 23.87 percent. This is closely followed by link popularity (22.33 percent), anchor text of external links (20.26 percent) and keyword usage (15.04 percent).

Exceptional copy isn’t the only thing that the search engines and your audience are looking for. Headlines need to grab the readers’ attention so they will click on your link and a quality meta description gives a tidbit of information that makes the reader want to find out more. Learn more about how to write copy for SEO on our SEO Copywriting page, where we give away just a few of our secrets to exceptional content.

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Using Keywords

Again, one of the most important pieces to the science of copywriting is using keywords. Search engines will crawl your website, looking for words on your website that are relevant to a search. If they don’t find them on your website—in your text, in headlines, in alt-text tags—your site won’t appear on search results. So you must identify your keywords and use them within your content.

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Engaging Your Audience

In today’s technology-driven, fast-paced society, humans have evolved to have very short attention spans. You have to engage your audience and, once they’re reading, keep them reading! And how to do this will vary depending on your industry. For highly technical organizations, content must be written for the layman. Make it readable so someone and easy to understand—tell a story or use examples to get your point across. Visually, make your content easy to look at by including subheadings, graphics and bullet points where appropriate.

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Copywriting Sells

Let’s face it: You have a website because you have a product or services you want to sell to others. Even if you’re not actually selling something, you still want your audience to do something with the information you provide on your website and in your blogs. Quality copywriting includes persuading the audience to do something, getting them to act on your content.

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Quality over Quantity

The benefits of quality content far outweigh the quantity on each page (or over your entire website). For optimal SEO, there is a formula that lets us know what the ideal word count is, however it makes little difference if the content is unreadable or doesn’t provide value to the visitor. With talk of keyword density, there’s a temptation to keyword stuff your site in hopes that the search engines will find you. Not only will this make your text unreadable, it’s counterproductive as search engine crawlers can identify when text is unreadable—and they won’t include your site in their list of results. Instead, write your content for those who will consume it: real people.

Using Keywords

Again, one of the most important pieces to the science of copywriting is using keywords. Search engines will crawl your website, looking for words on your website that are relevant to a search. If they don’t find them on your website—in your text, in headlines, in alt-text tags—your site won’t appear on search results. So you must identify your keywords and use them within your content.

This often leads writers and business owners to stuff content so full of keywords that the text is unreadable, by humans and search engines alike. This is called keyword stuffing, and it’s a bad practice to get into when writing copy for your website. Instead, there’s a specific formula that we use for keyword density. We make sure your keyword appears in the first 150 words of your content, whether it’s a website page, blog or other online content. Then we add social sharing buttons to the page so visitors can easily share your content, giving you more authority online.

Engaging Your Audience

In today’s technology-driven, fast-paced society, humans have evolved to have very short attention spans. You have to engage your audience and, once they’re reading, keep them reading! And how to do this will vary depending on your industry. For highly technical organizations, content must be written for the layman. Make it readable so someone and easy to understand—tell a story or use examples to get your point across. Visually, make your content easy to look at by including subheadings, graphics and bullet points where appropriate.

Your audience also wants value in what they read. They came to your website for a reason—provide them with the information they seek. Again, you’re not giving away all your company secrets, but you are educating your audience and giving them nuggets of information to help them make an informed decision. Remember, too, that engagement is much more than opt-ins, bounce rates and the amount of time visitors spend on a page. Sure, that’s important, but if you want your potential customers to grow to know, like and trust you, it’s vital that you engage with them intellectually, emotionally and personally. Great copywriters are experts at this.

Copywriting Sells

Let’s face it: You have a website because you have a product or services you want to sell to others. Even if you’re not actually selling something, you still want your audience to do something with the information you provide on your website and in your blogs. Quality copywriting includes persuading the audience to do something, getting them to act on your content.

First, you need to get your audience to your website, through the use of quality keywords and meta descriptions. Now, you need to keep them there. Breaking up website text using headlines, pull quotes, bullet points, subheadings and other tricks of the trade will encourage visitors to keep reading and act on your copy. And as they’re reading, they’re gleaning valuable tidbits of information from you and your content.

Quality over Quantity

The benefits of quality content far outweigh the quantity on each page (or over your entire website). For optimal SEO, there is a formula that lets us know what the ideal word count is, however it makes little difference if the content is unreadable or doesn’t provide value to the visitor. With talk of keyword density, there’s a temptation to keyword stuff your site in hopes that the search engines will find you. Not only will this make your text unreadable, it’s counterproductive as search engine crawlers can identify when text is unreadable—and they won’t include your site in their list of results. Instead, write your content for those who will consume it: real people.

Another temptation when creating website content is providing so much information and content that the reader doesn’t know where to start or the reader just stops caring. This goes back to website development and navigation, but it also means that your content must be of high quality so readers can find what they’re looking for.

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