Online Copywriting Essentials
Posted At: 03/08/2009 4:30 PM
Posted by: Caragh Murnin
Related categories: Online Copywriting
Online copywriting - to quote a famous football manager: "It's not like the brochures". It certainly isn't print. It's all keywords, SEO, metatags and writing for spiders.
So, is that all that online copywriting involves? Good online copywriting requires the above technical thought but with all the traditional pointers thrown in for good measure. Yep, online copywriting is a step beyond - a hybrid skill that still demands a fine knowledge of product positioning, branding, USPs and target audience.
Online copywriting can make a huge difference between a website which engages and converts versus one that stagnates and brings with it high bounce rates. For that reason we have decided to provide you with a recommended checklist of best practice copywriting. This is applicable to Web copywriters as well as bloggers etc.
- Your copy, particularly your sales copy should persuade the reader to take action. Landing page copy needs to gently push your visitor towards your end goal such as registering or purchasing.
- Headlines are vitally important for search engines and readers alike. Its best to be descriptive, match-landing pages to advertising copy, include keywords and above all monitor your headlines to see what's effective.
- Readability is important but findability is essential otherwise your web pages won't be seen. Give your pages appropriate tags so as google can find them. Google loves websites that has lots of tags.
- Focus on quality of visitor rather than quantity. Non-targeted visitors can cause you lots of money and are do not bring any benefit to the site. So focus on ensuring your copywriting is targeted at your market.
- There is no better way to optimise your web copy than to test, tweak and repeat. This applies to everything from your landing page headers to the introductory header on your homepage. Don't forget your product and check out pages are also key.
- Landing page content should provide just enough information to enable the customer to proceed through the sales pipeline, whether that is to register for a brochure or purchase a product.
- It is up to the copywriter to assist customers in fulfilling calls to action.
- Don't over optimise. Cramming as many keywords as possible into your article does nothing for search engines.
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