As a website copywriter, it is important to be able to please everyone, and by everyone, we mean website visitors and search engines. Major search engines, such as Google, Yahoo, and Bing have all publicly stated that they love to see spiderable content on your website, however a visitor looking to buy, does not necessarily want to read lengthy product descriptions †human visitors prefer bullet lists or condensed product descriptions. As a website copywriter, it can be difficult to balance both requirements, giving your client the copy they desire while making it SEO friendly enough for the search engines to pay attention to. Furthermore, each industry segment requires different elements in their content to sound knowledgeable and convincing. E-commerce sites need to be able to convince a reader quickly that their product is worth buying, technical sites need to provide a lot of information that needs to remain vibrant and engaging, and the list goes on. Below are some tips for writing effective copy for your website, making it a wonderful experience for your users as well as properly optimized for the search engines. Copywriting for E-Commerce sites Short, sweet, and to the point †that’s what visitors to e-commerce sites want. They want to see phrases like â€Free Shippingâ€, â€Reduced Pricesâ€, and â€Best Quality.†But how do you get the message of an e-commerce site across to the visitor, while supplying the search engines with enough unique material to accurately rank the sites? The trick is all in the way you present the information. Make sure that all of the selling points are â€above the fold†or in a place where the visitor won’t have to scroll down to see them. Below the fold, however, and preferably far below a picture of the product, you can write a more extensive, keyword optimized description (see Amazon’s product page listing formats). This allows the casual customer to see the items that will make them respond favorably right off the bat, while providing the necessary information to both the user and the search engine lower on the page. Copywriting for Technical Industries The dilemma here is writing copy that is intelligent enough for technical readers to see value and expertise in, while incorporating high traffic keywords that might not be so technical. A very effective trick to incorporating high traffic keywords in with extremely technical writing is to include a glossary or reference point at the bottom of the article. Another idea would be to include an alternate way of saying the technical phrase, such as (this, also known as that). Here you will maintain a very well written article, showcase your industry knowledge, but make it keyword optimized for some lesser technical, but higher traffic keywords. Writing Link-worthy Content Last but not least is writing content that is worthy of backlinks. More important than product descriptions or long technical articles, content that the average visitor will find useful and link worthy is where you can really differentiate yourself as a copywriter. Depending on the audience of the site, you must be able to write humorously without offending readers, knowledgeably without sounding like a showoff and briefly without skipping too many details. Writing content as link bait is a daunting task that requires a good understanding of the website’s current audience; therefore, a little more research must be done when drafting this article. Increasing your effectiveness as a website copywriter will help to land you more work and to have that work be more effective for the client. If a client sees consistently well written copy coming from your desk, they will be more inclined to hire you again, refer you to friends/clients, and you can potentially charge more since your writing gets better results.
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