A bit of an interesting title, given that although I am deeply altruistic, I do want you to come to me first for all your web content writing needs. The truth is every business is different.
From up and coming websites needing their first bit of text after ‘Hello World’ to e-commerce sites that just need to engage to become more than 'clicks and mortar', even to personal websites, content is a game that’s different every time, which is part of the reason why I enjoy it so much. The basics, however are still the same. Consider every angle for the best results.
What is web content writing and why is Google so important?
My Dad had an idea recently, bless him, that I sent out handwritten mailshots. For an industry where I need to specialize in web, this might be a bit of an error. It made me think of the misconceptions about what we do, web content writing, beavering away on content management systems when no-one else is looking. Often companies seem unsure as to what they are paying for and what 'web content' is.
Can't they just write their own webpage? So this is the hymn sheet from the top. An explanation in simple layman's terms of what web content is why you need to spend some time, and a bit of money making sure yours is great.
What Does Google See?
After the recent Panda/Farmer update from Google the official line that low quality content on a part of a site can impact a site’s ranking as a whole. This means that Google ranks lower the sites that are lower in quality- rather than just looking at keywords as one giant page. This includes websites that have the misfortune to have shallow content (not enough content to be useful), poorly written content, including copied, as well as ‘ non useful’ content. (More on this another time!)
Content that’s not useful is judged on key terms, links and SEO (your meta tags, meta descriptions and the behind the scenes PPC (pay per click) and link building campaigns.)
So you want to sort out your content. Is it as simple as typing out a about us and leaving Google bots to do the hunting?
Not if you want to rank, no.
Web Content Writing Tip 1 - Sort Your Structure
So okay, technically structure is a dev issue, but is the sister to usability, the mother of which is bounce rate (the speed at which people leave, unsatisfied with your site. You can check out your stats on Google Analytics.)
For an e-commerce site this is key – you need an excellent layout with an easy to navigate design. Morethanakeyword can advise you on how to do this using the right ‘h tags’ to capture Google’s interest.
Every link needs to be scrupulously looked at, with the right url, the best meta tags and descriptions, all backed up with engaging, unique content.
Web Content Writing Tip 2- Get The ‘Right Writer’
The right writer should blend seamlessly into content writing. Journalism seems at odds with SEO, but with practice comes perfection.
I mocked up these as examples of what can be done to a staid retail site.
“Can’t find the length to suit? Take a look at our petite section.”
Here's how you can use the right writing to engage with the customers and show you understand them for long term relationships- and use relevant keywords to really amp up traffic in the short term.
“If you’re a bit smaller than “’the norm’; you need your clothes to be cut with some extra love and attention. The More Than A Keyword petite range is designed to fit petite women in all the right places, starting from a size 12 and going up to a size 24 all from a 25” leg.”
The placement of this copy is another consideration. I’m exceptionally anti SEO keywords being lumped into a page,(especially ones that have been blended into the code) and I think customer’s never read this- meaning that even if it ranks Number one above Facebook and Yahoo (It won’t, by the way) that it is rendered useless by the time spent on site and the inevitable, poor conversion rate if your website’s the equivalent of a shouty salesman with garlicky breath in your face.
Product details should be as engaging as possible and copy should never come at the expense of SEO (Although I have had arguments over if anyone will reach the site without the right SEO….But that’s for another blog!
In a competing retail environment you need to get your niche. Your tone, your groove that separates you. Here on my own blog I have a colloquial style that I wouldn't use on say, the BUPA website. But I might sell smoothies with it, or even knitwear.
You have to engage with the customer, and this is where Facebook, Twitter, Analytics and keywords studies all come in, helping you target that audience.
So here’s some made up copy from Imaginary Company Inc.
“These Plain classic leg trousers have a longer length and an elasticated back. Made from 100% polyester.”
And here's how to use the maximum effort to sell not just what it is, but why your customer needs it and how it will improve their lives. That sounds cheesy, but really, why else would you buy something if it wasn't a trade up?
“These More Than A Keyword ‘Elaine’ pants are classic long trousers from the More Than A Keyword’s Summer Range, perfect for your Summer away or a stay-cation closer to home. Fitted yet comfortable, the Elaine long length trousers are perfect for the beach or a long romantic dinner. The tailored waist and cross belt loop details mean they great as flattering smart-casual trousers for work; but are equally comfortable casual trousers when you’re relaxing back at home. The secret to their comfort is the clever hidden elasticated back, for a little more ‘give’ after a hearty dinner (and pudding!) as well as the cooling and easy to clean polyester. For comfort and style, choose the More Than A Keyword ‘Elaine’ Trousers.
Web Content Writing Tip 3- Get a good identity - it sells itself.
In the above I have my brand, More Than A Keyword in twice, ‘Summer’ twice, The new buzzword Staycation, combined with clothes, ‘casual trousers’ ‘easy to clean’ ‘long length trousers; ‘flattering’ , ‘comfortable’ ‘smart trousers for work. It's also a great idea to have a fabulous about us, or a page dedicated to multiple brands if you can. Often you can jump on the coat-tails of these massive brand's names, just make sure you keep them happy with the right tone, and ensure you hit the key features the TA wants to know.
The idea of imparting the ‘secret’ makes the customer trust the copy and feel like the copy is a relationship. More of a sales feature than again, that weird garlicy salesman.
This can be helped even more with the help from add on products link and help cross and up sell across the site with friendly open words like:
- Customers also bought
- You may also like
- This goes with
- Have you considered
Web Content Writing Tip 4- Engagement is key.
You might have noticed my passion for engagement. And not just the shiny ring kind (The boyfriend’s not taking any notice.)
It’s so important to get link building with Blogging, News building and features that link in to the outside world, but it’s also key to create and inclusive environment for you and your customers using social networking.
Plenty do it wrong. Such is the pack mentality that you can no longer buy a a pack of butter without it demanding that you ‘Follow it on facebook’. The Blog community is thriving and although about 74 Fortune 500 companies actively maintain blogs to talk to customers you need to assess if your customers want one, if it will be maintained, and if that’s the best way to talk to your customers, informally – they don’t want spam in their living rooms.
You need to reinforce the two way relationship. I have found that customers are more receptive than you think to competitions, feedback, open use of social sites to complain, commend and engage. They want to see that you understand them.
Social media is not just for tweens on their school lunch hour, its for people on their smart phones to check in and find a shop, find a specialist, find someone who can answer their keywords.
And it’s not just ‘yoof’ either. More mature customers are actively using the internet to look for things and enjoy Facebook, Linked In and even Twitter.
Check out forums as well for an untapped resource in any specialist fields. You only need to looks at Mumsnet (backed up by some great banner advertising) to see how easily you can integrate smoothly into an online community, whatever the size or scope of your business.
Web Content Writing Tip 5- Impart Knowledge
Whatever you’re selling, make sure it’s good. You need to make a community, a link, a feed that gets the consumer or customer back from his home, logging on to you again. The weather, streamed news, a blog, a live twitter feed, guides, a forum, a Q and A, a review section- these are all ways to attract people back.
You want to be silently link building using real time, genuine information as a way to create traffic- without resorting to costly PPC campaigns.
In my last role I wrote over 130 guides for a company, that averaged well over 50,000 views per month with a great average spend.
The key to whatever you implement is to tell the shareholders that these are slow burners, and profitable over time. I've had guides and features of this kind rank #1 in Google for some very relevant key terms that businesses would kill to have so this kind of open information can be very profitable! (Although this took a year, any employer would suggest it was worth the wait!)
Let me know if you have any thoughts for a longer blog on any areas of web content writing that leave you more ‘eh’ than enlightened.
Happy Web Content Writing!
Elaine @ More Than A Keyword
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