SEO Blog

The actual content of a website is one of the most important aspects, both in terms of search engine performance and presenting your business to visitors. It is therefore essential that you choose your words wisely and make sure your pages are populated with copy that really represents you.

It’s easy to be flippant about any aspect of website development. Sometimes other aspects of the process take up more of your time or you attribute importance to one thing more than another. But you should never overlook copy, not at least if you want your website to succeed of course.

So what makes good copy?

Well it is a little bit subjective this. People respond to language in different ways, so a single piece of text can have a wholly opposite effect on two individuals. However, some basic codes are always well received.

First and foremost it should be accurate. Not only should you take the time to do a complete spelling and grammar check, but you should also steer clear of any factual inaccuracies. When it comes to writing you have to persuade a reader that you are reputable and trying to pull the wool over anybody’s eyes. When you come across a typo, the professionalism and credit of the site is diminished. We all know how easy it is to check for these things, so it also presents an image that you don’t care and aren’t bothered about getting things right.

Engaging copy will capture the attention of your audience. Always remember that you are selling your company to somebody who may, or may not have a clue who you are, so you have to gain their trust and undivided attention as quickly as possible. People want to know why they should use you, so it is your duty to tell them – as explicitly as you deem necessary – in no uncertain terms. This can be as simple as just involving them by using phrases like ‘you’ and ‘your’ rather than ‘we’ and ‘our’.

Make sure there’s plenty of it too, copy that is. In terms of SEO, this will allow you to show off exactly what you’re about to the search engine crawlers, which will help you to achieve better rankings for key terms. For people on the lookout for more information, you will be able to provide them with exactly what they need – helping to further endear your site to them.

Finally, don’t forget your call to action. It might be as simple as “call us now for a quote [insert phone number]” or “fill in our online form for a free…”; but essentially you want to tell them exactly what it is that you want them to do – more often than not this will be sales related of course.

Uniqueness is important too. Don’t go borrowing segments of text from here and there, write every page from fresh and try to ensure that each page has something on it for the spiders to crawl. It might sound simple, but there are penalties a plenty for plagiarism on the internet and you don’t want your hard work to be undermined by a little laziness.