Copywriting is nothing more than using words to advertise your ideas, products or services. Traditionally used in print media or television and radio spots, copywriting has evolved to encompass online marketing campaigns. Like traditional copywriting, online copywriting must be written with the sole purpose of persuading the reader to take some action, be it purchasing a product or service or filling out a form. The underlying principles of traditional copywriting apply to online copywriting; however, by utilizing specialized techniques, typically called Search Engine Optimization (SEO) Copywriting, writers can create copy that will serve not only to persuade the reader but also to rank the site higher on search engine result pages.
These techniques include the use of targeted keywords to build site relevance, keyword by keyword. The meta tag and title tag are especially important primarily because spiders compare this text with other websites to decide which website is the most relevant. It is equally important that the copy be unique and include keywords and links to be considered quality content. However, it is a mistake to focus solely on the goal of achieving high search engine rankings. Good online copy should be driven by the overall goal of persuading the reader.
Being found on Google, Bing and Yahoo is critical to any commercial website. Well written content that is well syndicated is critical to Backlink generation; backlinks are inbound links coming from a website directly into your website. Well written content, syndicated through relevant online publishing sites can generate highly relevant, naturally occurring Backlinks which play a huge role in the ranking algorithms used by Google et al.
With all of this in mind, a copywriter should follow several important guidelines when writing content.
1. Language and Grammar Matter: It cannot be stressed enough how important excellent grammar and English is when writing online copy. Spelling and grammatical errors are a sure way to lose potential customers. Remember, chances are there are several websites offering your product or service and your site must stand out.
2. Avoid Black Hat Techniques: Some less than ethical copywriters resort to using ‘black hat’ techniques. These techniques, like hidden text and keyword stuffing, are designed to trick spiders into ranking a site higher. Unfortunately, these techniques often result in a nonsensical website that does not appeal to the potential buyer. They will also get your site banned from most search directories.
3. Keep on Point: The material contained in your copy should all be relevant to the topic at hand. It should be directly aimed at your potential audience and contain clear, factual information about your product or service. Extraneous or irrelevant information should not be included in your copy.
If you are not a talented writer or are not comfortable writing, hiring an online copywriter is in order. While there are several companies in existence that offer this service, a more economical method for finding a copywriter is searching for a freelance writer. There are several on-line services that facilitate this. Be sure to pick a native English speaker and work closely with them to get the best possible copy.
If you opt to write your copy yourself, it is a good idea to at least have the copy proofed by a professional. Use spelling and grammar checkers. Read it out loud. If it flows out loud, it will flow when it is written. This will ensure the copy is error free and easy to read.
Good copy can seriously impact your bottom line. Think of it as your call to action, the thing that makes your customers open up their wallets and buy. Online marketing through the use of copywriting can be the basis of a successful advertising campaign.
If you need help with your copywriting efforts, we can help! Take a look a our copywriting services.
March 3, 2010
