Words are a critical component of the English language, and the way you string said words together conveys a thought. Follow me? Naturally, SEO should take a back seat to the quality of your website’s content. Words aren’t little rocket boosters to elevate your website to the first page of Google. They inform your public, establish your authority and have the power to persuade a teetering potential customer/client.
Keywords undoubtedly play an important role in the Web copy universe, but saying you’re “a computer repair business offering computer repair services at a low computer repair cost is not a good look.” If this is your approach to optimized Web content, I implore you to stop trying so hard. It’s embarrassing. You’re wasting the reader’s time. SEO success is not enjoyed by reducing your writing to dumb-dumb status.
As writers kneel to the omniscient robot that is Google, it’s high time we shake ourselves out of the SEO trance and remind the world that words communicate what the heck your business does and why you’re different from the competition. The art of copywriting existed long before Google, and it’s essential to keep a few basic tenets in mind when constructing Web copy.
For your enjoyment, I’ve assembled five SEO-free copywriting tips I’ve found to be helpful.
It’s all in the details: No matter how mundane you believe your business is, be descriptive about what you do- especially what you do best. List all your services (with bullet points, if necessary). Do you have a specialty or popular product? Write it. These details will help set you apart from competitors and convey your expertise. Just make sure to avoid copying content from websites similar to yours. Be original.
Use facts and figures, if applicable: Consumers are savvy. Many can read through self-praising “fluff” and gauge how legit your brand is. Bolster your content with facts and figures that apply to your industry and/or business. Examples: We’ve provided computer repair for more than 10 years. Malware affects nearly X percent of PC computers. Routine computer maintenance reduces the likelihood of a crash.
Relate to consumers through a snazzy “About Us” section: Tell your story. Your tale is unique to you, and potential clients want to learn of your beginnings, repertoire and qualifications. This is doubly true in service-based businesses where you may visit or send employees into someone’s home. Humans are emotional beings, and sharing your experiences may ease a skeptic. Just be sure to employ good writing practices when crafting your About Us section. No need to be fancy- simply write clearly, concisely and with detail. The LWPR blog is chock full of posts with writing tips, should you need assistance.
Share good reviews or testimonials: Constructing your Web copy is no time to be humble. So go ahead, devote a section of your site to those glowing reviews of adoration written about your business. Praise from an outside source is invaluable. If you need more of said praise, consider hiring a PR firm.
Use good grammar. Please.
Here’s the kicker: do you remember those business details I mentioned above? And that line about figures? And that thing about producing well-written, original content? Google bots eat that junk up. May’s rollout of Panda 4.0 has generally rewarded sites with strong, unique Web copy. So even if you can’t unglue your mind from Google’s looming judgment as you construct or edit your website, just remember: Google likes good writers. And so do your readers.