Great Web Site Copywriting Helps Your Company’s SEO
Writing great Web site copy is more important than ever to get your company found by search engines and people alike. You not only have to know how to write Web copy that Google, Bing, Yahoo and the other search engines like, but also copy that is meaningful to humans.
And since the big Google crackdown on article farms and other former “green light” strategies with it’s latest “Panda” update, it’s even more important to create quality content on your own Web site. That means having topnotch thought leadership content that you can share with your information-hungry audience that will draw them to you and for which the search engines will reward you.
The Buzz Factoree has always written this way. As former journalists with master’s degrees in writing, we research our subjects, interview our clients and write high-quality, keyword-optimized copy that you can be proud of publishing anywhere — on your Web site, in sales materials or in professional journals. Your reputation is at stake, and we treat it with the care and respect it deserves.
We don’t put your name on anything that we wouldn’t want our name on, for that’s exactly what we are doing. Our names and reputations are as stake, as well, with every writing job we complete. We want every client to be completely satisfied with our work, and we’ll continue making changes until you are fully satisfied.
When we take on a Web site project, we will either work with your Web designer or we will suggest a quality Web designer with whom we have previously worked. Working in tandem, we will create a site map or outline, from which the page headings and subheading will evolve. We will work with you to fill in those pages with information about your company or nonprofit that you want to feature, sometimes deriving that material from an existing Web site, brochures or booklets, interviews with you or staff, or sometimes research from similar Web sites.
We Look at Web Site Copy Writing With a Marketer’s Eye
Along the way, we will ask you these questions:
- What is your unique selling proposition?
- Why should someone seek out your services or products rather than someone else’s?
- Other than to make money, why are you in business?
- What is your company’s brand story?
- Can you provide employee and customer testimonials?
- How do you prove customer satisfaction?
- What is your overall marketing strategy?
These questions are not meant to put you on the spot, but they are important considerations in building what will become your most important marketing tool, and if you don’t know the answers, even a Web site — as important as it is — will not work. A Web site is not a marketing plan! It should be the outgrowth of a well-thought-out marketing plan.
All of the pertinent information is then compiled and written into new copy in a style and voice that represents your business alone. Like you, we want your Web site to stand out from every other competitor so that your unique selling proposition shines through loud and clear.
After the Web Site Comes Ongoing SEO
Many people think that once the Web site it done, that’s the end of the marketing! But be aware — it is just beginning. Every Web site needs search engine optimization — SEO — to get found by potential clients. There are many techniques for this, but one of the best is by updating your Web site regularly with new copy and by adding a blog.
In addition, you need to have your site professionally optimized by an SEO expert. We do not perform that service in-house but work with a number of such experts and can guide you to someone who can help. How important is SEO? Well we tell people that developing a Web site and then NOT optimizing it is like building a billboard in the desert. It may be a beautiful, backlit, multi-color billboard with movable parts, but if there is no traffic going by it, it’s not going to do anything to improve business. Or, another way of saying it: If a tree falls in the forest and nobody hears it — did it really fall? Maybe, but does it matter?
Get SEO for your Web site.
Photo: by Nils Geylen