Composing the most effective text on your website – think such things as your product descriptions, articles, blog posts and other written copy – is a task that you may find intimidating from time to time. After all, it’s an element of your online presence that needs to be carefully crafted to appeal to both human users and search engine spiders.
But that doesn’t mean you need to give in to the dreaded ‘writer’s block’ when you’re trying to rustle up some text for your site. Follow our advice below, and you can maximise your chances of writing content that engages your target audiences and bolsters natural search engine performance.
Come up with an outline before you start
Sometimes, simply doing what your English teacher would have told you to do at school can be a brilliant formula for generating high-quality written copy.
It can greatly help, for example, to first devise an outline of what you want to write about in a given piece of text on your site. What are the key features and benefits of a product for which you are writing a description, or what vital points must your next blog post address?
Don’t worry too much about saying everything in an ordered or organised way at this early stage – just get it all out on the page.
Follow the ‘expel, then excel’ principle…
In the same spirit as the previous tip, when you come to actually write down those first few sentences or paragraphs, just focus on writing. Throw all of your thoughts down on the page, no matter how ‘stream of consciousness’ it might be.
Once you’ve got a lot of material written down, you’ll be able to then edit and refine it, including in line with the keywords you intend to use, to rustle up something polished, pleasurable to read and effective in attracting high search engine rankings.
…as well as the ‘keep it simple, sweetie’ one
The KISS principle works so well in many areas of life, but especially when you’re writing. Don’t use overly complicated or specialised language, unless your brand voice requires this.
Make your written content readable and engaging for your target audience, and they’re more likely to stay around on your site, trust you and make use of your products or services.
Produce seasonally appropriate content
Those lulls of time during the year between the really big ‘flashpoint’ events – Christmas, Easter and so on – can really drag.
That’s why it may greatly help to put together a ‘content calendar’ that will provide a template for what kind of content you will be writing and uploading to your site at certain times of year. For example, you may time some of your content to coincide with birthdays, anniversaries or events that are important to your sector, or provide general advice that makes sense in the given season.
Did you know that your site can benefit from such services as keyword research, on-page optimisation and blog content writing when you take advantage of one of our SEO marketing packages? When you contact the Piranha Designs team, we’ll talk to you about how we can best address the needs you have for your firm’s online presence.