Quality website copy represents perhaps the single best PR and marketing tool any business has access to. It can also be uniquely cost effective. Whether investing in professional copywriting services or working with your own in-house copywriter, the ROI is largely unbeatable.
Which begs the question – what makes the difference between superior and substandard copy? What are the most important rules to follow for anyone looking to step-up the quality of their website?
Effective copywriting must always begin with comprehensive keyword research. Which is precisely why it typically pays dividends to source expert website copywriting services. The copy produced for your website from start to finish will be based almost entirely around the keywords selected for SEO purposes. This is the first and most important step in the production of quality web copy.
Once your chosen keywords have been identified, you need to ensure that they are used both strategically and carefully. Organic SEO matters, but not to such an extent that keyword stuffing becomes part of your strategy. Along with discouraging those reading your copy, keyword stuffing can also lead to penalties from the major search engines.
This is essentially the only thing you need to do to keep your readers coming back for more. If you satisfy their expectations and keep them happy, why wouldn’t they? The key being to focus on the user experience and the overall quality of the written content you publish, over and above everything else. With every sentence you script, ask yourself – “what kind of value am I offering the reader?”
It’s also important to factor in the incredibly short attention span of the average web user. Whatever it is you want to say, do your best to say it as clearly and concisely as possible. From sentences to paragraphs to pages in general, shorter is usually better. If it’s necessary to provide extensive passages of text, ensure they are broken up into smaller chunks.
It’s been proven time and time again that web copy accompanied by imagery or visuals improves engagement and sharing. If possible therefore, bring a mixture of media into your copy to enhance its impact and appeal.
The only thing worse than posting no copy at all is posting irrelevant or valueless copy. It’s simple really – if it doesn’t hold genuine value and relevance for the reader, don’t publish it. Consistency is something all web users respond positively to. Posting simply for the sake of it is never a good idea.
For web copy to work, it needs to be as complete, accurate and technically flawless as possible. Factual errors, omissions, typos, flawed grammar and so on will all see your perceived authority and value take a nose-dive. If it’s not 100% flawless, it’s not ready to be published.
Last but not least, proofreading is important for obvious reasons. But as you’re perhaps the worst person to judge the quality of your own work, a fresh pair of eyes should be sought. Before sharing your work with the masses, have at least one third party give it a thorough inspection. Their honest input could prove both insightful and invaluable.
If you require a professional copywriting service to create informative, accurate and relevant content that helps your business speak directly to your target market, let Imagefix help. Give us a call today on 01525 715608 to start the process.
Also published on Medium.
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