Writing website copy which appeals to both your website’s visitors and search engine robots is part art, part science.
Over the next few weeks I will detail a step-by-step process for creating effective copy on your business website. This is not a guide on writing award-winning taglines and catchy phrases. It is, however, a step-by-step formula for writing copy that compels visitors to act while helping you get ranked highly in search engine result pages.
Step 1. Determine your overall goals for the site. Many B2B companies do not conduct online transactions, however, there should still be clear visitor goals for the site.
- Are you trying to educate customers or trying to get them to call your business development team?
- Are you attempting to increase the perceived value of your company or products?
- Are you trying to get visitors to watch a demo or join a webinar?
It’s crucial at this stage to determine if catchy copy or search engine rankings are more important to your overall goals, because at times during the copy writing process you might have to choose one over the other.
At this stage also determine which pages on the site you would like to be the top landing (entry) pages. Having clear positioning goals for the site will result in more effective copy.
Stay tuned for Step 2…Compiling the best keyphrase list.
