Website SEO Copyrwiting Tips

• Use bullets and lists—make it scanable. This helps website visitors get a quick idea of what the information is about. Lists should be compact, well-organized chunks of information.

• Power headlines, page titles, and headings—make these little pieces of micro content clear and succinct. They have to represent the whole article, even when seen out of context. Make the first word count—whether it’s a title, an opening sentence, or a subject line.

• Think like a search engine—Don’t start a title with articles like “the” or “a,” since it may end up alphabetized that way on a search list. Include common keywords. Use key points from headings, headlines, and page titles to tightly pack meaning into the tiniest phrases.

• Ration out the information—condense longer articles. Eliminate redundancies. You may have 200 pages of information, but it isn’t all going to be read by the general public.

• Short is best—break up paragraphs. Use concise words—common vocabulary words are best, since reading levels vary. You may even have to edit down info on graphs and charts

• Let the Pictures talk—well-chosen, custom graphics will draw website visitors in to the page. Graphics quickly convey information that might take a lot more time to spell out in sentences and paragraphs. Graphs, charts, and photos can do some of the talking for you. Put them to work.

• Bold, italics & font colors—use them within paragraphs, titles, or in headings. Carefully highlight key words to create a speed reading experience. Use these tools appropriately —not too distracting for careful readers.

• Get an editor—typos are bad enough. But disorganized, vague information is downright deadly to internet writing. Your word processing programs may have handy features, but it won’t read like an internet reader will. Hire a freelancer or editing service, preferably one with web experience.

• Smart headlines— Even the best-designed websites can flop with the wrong words. Honest, compelling headlines always make a website look and feel more professional. Also, choose topic names for the navigation bar carefully.

• Good information—only include facts, figures, and research that is relevant to the purpose (and audience) of the website. Who’s going to read this? What will internet visitors want from this website? What information do I need to give them?

• Deliver what you Promise—if you write an article entitled “5 Indispensable tips for dog training,” you’d better do some research and offer useful information. Otherwise, you’ll loose your readers’ attention before the end of Tip 1.

• Use numbers— instead of writing out the word (and adhering to printed style norms), just use the numeral. “4” reads a fraction quicker than “four.”

• Get Help— If you’re not a professional copywriter, there’s help within your budget. Hiring a team of a website content manager and a copywriter might produce the best website content. If you’re tight on funds, try one or the other. If even that’s beyond your budget, write it yourself and then hire a freelance writer or editor to “sharpen up” your existing writing.

SOURCES
“Dorsey’s 10 Rules of New Media,” by Bryan Dorsey and Nancy Bernard; Critique Magazine, Winter 1999, p. 90-96.
“Typefaces as Film Stars,” by Peter Bain; Communication Arts Design Annual 46, November 2005, p. 235-240
“Microcontent: How to Write Headlines, Page Titles, and Subject Lines,” by Jakob Nielsen. http://www.useit.com
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