Writing for the web – don't get to the point, start with the point!

Words are the most important part of any website, but do empty clichés like world-class, best-of-breed, cost-effective or results-focused sound familiar to you? Unfortunately the traditional approach to website copy taken by marketers in the last decade has been to inflate the words on a page to make the company sounds more impressive than it is. This approach will no longer work. If people read copy that doesn't immediately grab them, tell them what they want to know, and then show them what to do next – they say "This is marketing – it is not important to me" and then either keep skimming or leave your website. They don't wait for you to get to the good part.

Some ways that we can help you improve your content

Tailor your content for modern audiences

People don't always read your content from top to bottom. What happens more often is they scan the pictures, read the headlines, then; if something catches their eye - they start reading. You have to hook them with interesting info that they are hunting for, and put it in bite sized chunks. We can simplify complex language and jargon and put it into words that customers understand.

Improve SEO

We make sure that the language that people use to find your website through search queries is represented in your content. There can be a difference between words selected for search landing pages and words that will guide them through the conversion process which we can explain to you. Read more about SEO Services here.

Match the writing style with your audience

It is important to be mindful of the message you want to deliver including what offers you are making, the tone of voice that comes through, and the reading level of the audience. We can help you choose a style that's appropriate for your company. You might want a style that is conversational (like this page), or it could be targeted to a highly technical crowd who can understand more complicated copy. A good writer will make complicated things easy to understand and eliminate waste.

Expand your content

If your brochure-style website currently only has a small amount of content on a topic you would like to rank for, you might be missing out on a lot of search traffic. Expanding your website with a series of posts, articles or a guide can give the search engines a bigger target to hit. Single web pages only have a certain number of keywords that can be effectively optimized, so the strategy here is to add more useful content for people to find and for search engines to sink their teeth into; raising the rankings of your site over time. Not a writer? That’s okay – we can handle that. We’ll discuss with you the types of content your customers are interested in reading plus do our own research. After identifying several topics around your keywords we’ll begin developing it by both writing it out and making sure the content has well researched keywords and phrases within it.