Website writing projects come to us usually in one way, after the content is written and the site is launched. Today, most business owners believe everyone can write, and there’s nothing special about putting two words together. Plus, why spend money on someone who doesn’t know their brand when they’ve got a tone of people wanting to get their hands on new marketing projects.
Writing For Website Is A Skill
Today’s website needs brand storytelling, keywords with leadership thought, all wrapped up in SEO. Let’s take a closer look at these essential elements for your website.
Content Writing and SEO
Content writing and SEO are not the same tactics, but SEO works better with more content and content helps SEO perform better. The second point to remember here is that not all content writers understand SEO, most will depend on their website designers or won’t bring it up because it’s not their skill-set. However, the reason to write for the website is to optimize your site, if not, then it’s not worth doing at all. Invest in Google AdWords and call it a day!
Content is Still King
Even with all of Google’s algorithm updates and changes, one thing hasn’t changed is content. Lots of content! Best to start by planning out the topics, type of content you feel your visitor will be interested in receiving and goal for content marketing. Type of content ranges from blogging, case studies, press releases and upcoming events. When planning on your content marketing strategy, also highlight on the necessary content to nice-to-have content.
Great Content Sells
Great content is engaging and shareable. It still needs keywords, but you’ll need to carefully weave keywords here and there throughout your blog posts or main pages of your website that sounds natural and effortless. Do not stuff keywords on every or any page!
Website Content Needs Flow
When writing for your site, you need to build it with the user in mind. Website content should flow with the aim to complete a task. Your goal is to keep your visitor moving down the sale funnel. Optimize the content for the desired action.
- Value: On each website page, define the specific value you’ll provide to the visitor
- Offer: Provide the use and value of the offer.
- Show: Add proof of expertise with testimonials, case studies and of course, blogging.
- Clear: Always add a call to action, make it clear what action needs to be taken by your visitor.
But People Don’t Read?
There are tricks to the writing trade that will make it easy for your visitor to want to stay longer on your website. For example, we’ll make the text scannable, meaning we’ll create engaging headlines, write short sentences and add images and bullet points.
Every page on your site should have all the following details.
- An exciting headline and a first sentence
- Original content, no copy, and paste from the competition!
- Written in a consistent tone and branding
- Organized and well presented
- Keyword density
- Anchor text
- Outgoing & internal links
Revamp Old Content To Increase SEO
No time? We get it; it takes a lot of time and effort to write-up a page that needs over 1,500 words. Plus, once we’ve some research on which page is ranking best for your site, this little gem would be worth the time to revamp and add fresh content. Significant additions for SEO include augmenting the keyword density and increasing the word count by adding new sections.
Back Link The Customer Journey
Internal or back-linking is very important for SEO. It’s also important when you write content for your website. The first thing you should know is what page should link to other pages on your site. And, it starts with your customer journey. When your visitor stops by your site, you need to think of “what next?” In other words, you need to link to the most relevant post your visitor is interested in reading. But not too many links, that’s a big no-no for SEO!
Most Blogs Fail
Most blogs are boring, and content is usually stingy. However, just because writing for your blog isn’t a skill set that someone has in your company should not mean you shouldn’t take advantage of having a blog. It is one of the most influential marketing tools we have today ever. And there’s more good news; you can hire an agency to write for your blog.
Outsourcing your blog or content marketing doesn’t mean it will cost you a fortune to hire us; it does mean you’ll get best practices when it comes to writing for your website.
7 Writing Tips For a Great Blog Post:
- Write long copy instead of many short ones
- Create value in each blog post, based on expertise, interviews or research
- Add creativity or surprise in each post
- Remember the customer journey and do your back-links
- Include resources, if you wrote a blog post by researching and using content influenced by other people’s materials
- Identify influential bloggers in your industry
- Promote your great content to these bloggers
These are just some of the tactics you can add to your website to help with visitor engagement and SEO. We realize content marketing isn’t easy, and it does take a lot of time, research and testing to get it right. If tackling the content marketing program doesn’t sound like something you to do in-house and prefer to outsource your content marketing, we’re your team!
If you need some expert advice on how to improve your SEO strategy and increase organic traffic? Contact us, and we’ll help you.