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Crafting Web Copy that Works

By: Vlad Ehrsam

There is bound to be a time when every business will have a low ranking. The precise cause may not be known, but a solution is available. With some effort, any website can be transformed back into the traffic generating machine that it once was. With a little knowledge of how search engines function and by using the right keywords, the damage can be repaired.

Given these times, a company needs a copy writer familiar with using SEO (Search Engine Optimized) keywords. With a little creativity, you could try yourself. But be careful, you want keyword rich content without overdoing it.

Some tips to remember are:

First, whatever you already know about writing, forget. Web copy needs to be written in a conversational style so fragments and sentences ending in prepositions are fine.

Be careful to employ a font that doesn't hurt the eyes of your readers. Fonts like Verdana, Arial, and Times New Roman are good for web copy. And remember, you want the content to flow so that the reader does not get confused and need to reread things.

SEO Friendly

People visiting websites are not known for their patience and often only scan the content to see if it is something they are interested in. With that in mind, less is more so be sure to keep paragraphs short and to the point. Just stick with the basics and don't even try to sound smart as it is likely to irritate readers.

Headers: 6-8 words only Sentence length: 15-20 words on average Paragraph length: no fewer than 3 sentences, 5 maximum Word Count: approximately 350

The keyword problem seems like an unending vicious cycle that can make you ill at times. What are keywords anyway? Who uses these keywords and what search engines would it be best for me to use. And on, and on....

Yahoo and Google are search engines that employ text (keyword/keyword phrase) that is entered into a search box to find web addresses. So, if you are looking for a gardener, you would enter "gardening service" or perhaps "lawn care provider" into the search engine. The search engine will then scour the web and find all websites associated with those phrases. Keyword positioning on your pages are used to determine how quickly the search engines find your site.

Before you begin, carefully create words that are associated with the product or service you sell. Keywords and keyword phrases should be realistic. A true web copy writer can weave the words and phrases into the web page content easily.

Your focus is your home page. Headers should consist of no more than 8 words and no less than 6. Strategically place your keywords within the headline. This will increase your odds.

Acting as a sales letter, this page needs to be easy to read yet clear and to the point. Introduce your visitor to your business as if you were chatting with a friend. But, fill the content will keywords that flow, weaving in and out of paragraphs.

Mistakes to Avoid

Crafting effective web copy takes time and a lot of practice. It is a huge mistake to take a stab at writing web copy without an understanding of how keywords actually work. Your pages will have a lot of keywords but make no sense and people will not visit your site.

Selling is about educating customers about the benefits of buying from you. Don't waste time on the features, they can learn about them in later pages. People always want to know what is in it for them should they buy from you so this is what you need to concentrate on telling them.

Failing to edit your copy for grammar and spelling errors can lead to problems and lost customers. If possible, have another person read over your copy to get a fresh perspective.

Web pages are little more than a connected chain of information. Every page prods visitors into probing deeper into your site with the ultimate goal being to convince them to buy from you. If the search engines are not directing people to your site, you will never have a chance to tell people about your great company and what it has to offer them.

Article Source: http://www.simplepetcare.com/pet-articles

About the author: Vlad Ehrsam is the chief writer at Full Info on Business, there's a wealth of knowledge on the website, plus why not sign up for the free Business newsletter.
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