Help Consumers Find You and Become Paying Customers: Building SEO into Effective Website Copy

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Before consumers can become customers, they have to find you online. Once users arrive at your website, the goal is to grab and hold their attention until they become leads. Vital to this process is effective messaging that is not only findable by search engines, but reads well to consumers. Thus, search engine optimization (SEO) and effective website copy are inextricably bound, making the partnership between web developers and copy writers crucial.

Main Benefits of SEO

SEO helps ensure your business appears at or near the top of search results by considering what people search for and how search engines (such as Google, Yahoo, and Bing) operate. Web developers will focus on both on-page SEO (settings, formatting, and coding of all text and internal links on each webpage) and off-page SEO (promotional pieces, social media profiles, and external links to your site).

Also, the easier it is for consumers to read about your services, the faster they are likely to become customers. So writers must create effective website copy that not only includes clear, concise, user-oriented descriptions of your services—telling consumers what you can do for them—but is based on SEO so visitors can find you in the first place. This requires frequent repetition of keywords and key phrases on each page. But don’t overdo it: well-written, high-quality content matters. Simply listing your services over and over will look self-promotional, not user-friendly.

Focusing on These Critical Factors

    1. Keywords and key phrases. Terms that describe your business as users would search for it (e.g., “Reliable Accounting Services”) should be used liberally on each page of your site, making up 2–3% of the copy. Also, terms that emphasize services you want to emphasize should appear with equal frequency (e.g., “Fast-Turnaround Tax Returns”).
  1. Titles, headlines, and links. Your individual web pages should have unique, obvious titles (e.g., “Services,” “About,” “Contact,” “Testimonials”), and your headlines and subheads—and even captions—should use key terms that users and search engines would look for (e.g., “Guaranteed Highest Tax Refund,” “Don’t Overlook These Deductions”). Similarly, links to internal webpages, blog posts, etc. should also contain these terms.
  1. Meta-tags. Developers build meta-tags—behind-the-scenes coding that search engines look for but are transparent to users—into every aspect of your site. These include meta-titles for each unique page of your site and meta-descriptions that reside below meta-titles and provide bits of information about your business. Meta-tags are also built into keyword-based text throughout your entire site.

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