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Published 5 July 2018

Adrian Fowler

Adrian Fowler
Managing Director

For those of you that can write articles, after reading this you will be better positioned to write search engine friendly web copy and achieve your goals online.
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Website copy writing guidelines

The grail to writing effective SEO based website copy. If you follow these guidelines, you will remain consistent with your efforts in achieving the desired results online.

A guide for writing good SEO based copy for humans that search engines can also enjoy

The trick behind creating good website copy is to find a natural balance between using keywords, the number of keywords, the positioning of the keywords, the internal and external linking of key phrases and the overall number of words being used.

Master this and you will always write copy that will give your website a northerly shove up the search engine rankings.

First, we need to plan our document. What is it about? And what do we intend to achieve when the reader reaches the end of the document.

Website copy writing guidelines

Call to action

In most cases, our website copy needs to produce a result which could include a phone call, an email enquiry or a sign-up to a newsletter. We need to think about this when we begin planning our written copy and decide how soon we wish to convert the reader and what further steps they can take.

If for example, the website copy is purely educational, then an obvious call-to-action would be to send the reader on a pathway to further reading within the website. The further reading could include similar related topics or a page within the website which might present a service or product designed to assist them with their particular line of interest.

Another example could be where the website copy is sales related, for example, Cloud Data Backup, whereby the document could address the concerns most business owners have regarding the particular subject of data backup and disaster recovery. When the visitor has finished reading the document, the next step would be to encourage them to fill in a form, pick up the phone or engage with a live operator using a chat widget.

Whatever our chosen result, we need to write the website copy whereby it will build a desire within the reader to take the next step.

Decide on your keywords for your website copy

When writing the copy for the website, you need to consider which keywords and phrases you intend to use. These should include the actual topic of the document. In the case of this particular document, I already decided my keywords should be:

  • Website copywriting guidelines (long tail keyword)
  • SEO based copy for humans (long tail keyword)
  • Good website copy
  • Written copy
  • Website copy
  • Call to action
  • Document (I sometimes use in place of) Website copy

I intend to spread these throughout the document in such a way that it is natural for the reader and works with the search engines.

The trick here is to be consistent. Our language allows many ways for us to describe a particular task, in this case, this piece of writing could be a document, website copy, copy, web copy, written text, a text document, website text and so on. It is best to try and narrow down your choice of phrases and regimentally stick to maybe three or four.

URN, URI, URL and page titles

Quite possibly one of the most, out of many important considerations when composing your website copy is to think about the structure of your URL and your page titles.

An informative article can be found here which covers off some of the basics (although I cannot help smile at Google’s own URL for this document).

You need to consider the page title as the human version of the URL, so both must include keywords. The human will not concern themselves too much with the URL, this is just a locator for the document, but it is an important ranking factor when search engines crawl your website copy.

A search engine needs to see the correlation between the URL, the page title and the website copy which is consistent with the keywords you have previously chosen.

Obviously, you can only have one URL to address a web page, and ideally, you can only place on the main title on the page, but the use of categories and subtitles can help considerably with getting the keywords you need into the document to assist it in ranking well.

Join me next week for part two of Website copywriting guidelines.

Or if you can’t wait that long, subscribe to our blog (below) for further updates.

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