Ready for this week’s web copywriting tip? Here it is:
Forget about search engines.
I know, I know. I’m an SEO copywriter, for crying out loud. Why would I tell you to neglect search engines when writing content for your website?
There’s a very good reason, actually.
When writing web copy—or blog posts, press releases, social media profiles and other online materials—to market your business, your first priority should be your target audience. Too many folks get so caught up in optimizing their content that they forget to write for readers. You know, those folks who can pull out a credit card the moment they’re drawn to your products or services.
I’m not saying the search engines aren’t important. They help you get found, after all, and you definitely want to infuse good keyphrases wherever possible.
But even the best keyword research is going to be a failure if it’s wasted on web content that causes your prospects to hit the “back” button.
So before you put together your next webpage or blog post, spend some time on a few simple steps that’ll make your copy shine:
Put yourself in your prospect’s shoes.
Before you even begin to think about keywords for your website or topics for your blog, do a little research. Answer questions such as:
— Who are your ideal clients or customers?
— What keeps them up at night? How can your product or services put them at ease?
— What kinds of topics are they talking about in forums, on Facebook and elsewhere on the web?
Write to Their Needs
Next, take a look at your answers. Is there a need your prospects have that your product can address? Focus a web page on how they’ll benefit from it. Do they face a challenge you know how to solve? Make the solution a topic for your next “how to” blog post.
Add Your Keyphrases Last
Yes, it’s important to include keyphrases in your website. But only when they fit naturally into the web copy you’re writing for your target audience. If you take the steps above, and if your keyphrases are ones your target audience is already searching for, then working them into your web copy should come easily.
Bottom line: Put yourself in your prospect’s shoes and write to them first, before infusing keyphrases where they fit naturally.