Creating Effective Web Copy that Sells

żby: Nyall Bakk

Crafting Web Copy that Works

There is bound to be a time when every business will have a

low ranking. The precise cause may not be known, but a

solution is available. With some effort, any website can

be transformed back into the traffic generating machine

that it once was. With a little knowledge of how search

engines function and by using the right keywords, the

damage can be repaired.

To keep with the times, businesses need a web copy writer on

board that is highly experienced in SEO (Search Engine

Optimized) keywords. If you're creative enough, you can

take a stab at it yourself. Use caution though, you want

the content to be rich in keywords but not overpowering.

A few tips to consider...

First, whatever you already know about writing, forget.

Web copy needs to be written in a conversational style so

fragments and sentences ending in prepositions are fine.

Be careful to employ a font that doesn't hurt the eyes of

your readers. Fonts like Verdana, Arial, and Times New

Roman are good for web copy. And remember, you want the

content to flow so that the reader does not get confused

and need to reread things.

SEO Guidelines

A good thing to remember when writing SEO copy is that it

is better to use less to say more. Many surfers merely

scan the content for important points so there is no need

for long paragraphs. Leave out any language that makes you

sound like an intellectual and just use the basic commands

of the English Language.

Paragraphs: at least 3 sentences but not more than 5

Headers: 5-8 words

Sentences: should not exceed 20 words

Total words: 350

The keyword madness appears little more than a cruel joke

at times. What exactly are keywords and who uses them

anyway? What search engine should I employ?

Yahoo and Google are search engines that employ text

(keyword/keyword phrase) that is entered into a search box

to find web addresses. So, if you are looking for a

gardener, you would enter "gardening service" or perhaps

"lawn care provider" into the search engine. The search

engine will then scour the web and find all websites

associated with those phrases. Keyword positioning on

your pages are used to determine how quickly the search

engines find your site.

Prior to starting, you want to list all of the words that

could possibly be associated with the goods or services

sole on your website. These words need to be realistic. A

bona fide web copy writer can weave these words in and out

of the content so that the copy reads well and is

informative at the same time.

You need to make your home page the focal point. Headings

should have no fewer than 6 words but not exceed 8. Make

sure your keywords appear in the heading but make sense

doing so to increase your odds.

Acting as a sales letter, this page needs to be easy to read

yet clear and to the point. Introduce your visitor to your

business as if you were chatting with a friend. But, fill

the content will keywords that flow, weaving in and out of


Big Mistakes

Writing search engine friendly content takes time and

practice. The biggest mistake new writers make is jumping

into writing SEO web copy without a clear understanding of

how keywords work. The pages are full of words that make no

sense to the reader, and ultimately result in no hits.

Selling is about educating customers about the benefits of

buying from you. Don't waste time on the features, they

can learn about them in later pages. People always want to

know what is in it for them should they buy from you so

this is what you need to concentrate on telling them.

Not editing your web copy properly can also be a huge

problem. Grammar errors leave a poor first impression.

Rule of thumb is to have a second party review your work,

and be consistent!

Web pages are little more than a connected chain of

information. Every page prods visitors into probing deeper

into your site with the ultimate goal being to convince

them to buy from you. If the search engines are not

directing people to your site, you will never have a chance

to tell people about your great company and what it has to

offer them.

About The Author

Nyall Bakk is the chief writer at Advertising WorldWide it's one of the webs most up to date Business sites, their free newsletter is well worth signing up for too.

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