If you want your website to rank well in top search engines like Google, MSN, Bing or Yahoo, then it is vitally important that you take copywriting for SEO seriously. You need to ensure that you craft web content that will please your target audience.
Learning how to create copy that will hook website visitors is an art that can be learned; all you need is great writing talent and being able to observe certain SEO copywriting do’s and don’ts.
Why is Copywriting For SEO So Important?
If a visitor lands on your webpage, but immediately clicks on the back button, your website will not rank well on search engines. Thanks to the recent modifications in search algorithms, this simply means that your web pages are possibly being judged on just how valuable a visitor finds your webpage. If readers think that your website is good-for-nothing, search engines like Google will not want to rank your webpage high—your webpage could end up at the nosebleed section of search engine results. This is far from being a good thing, especially for those who plan to make a living from their website.
One way to ensure that you capture the attention of your target audience is by making use of well written copy. If you encourage more of your readers to engage in a desired action, which is ultimately the goal of copywriting for SEO, then you can count on having a more profitable website.
What Are The Top SEO Copywriting Mistakes to Avoid?
You may strongly believe that your writing is SEO perfect and that Google will not be able to resist your website content. But are you one hundred percent sure that your content does not have some copywriting mistakes that you are not even aware of? If you are creating content utilizing incorrect or outdated techniques, you may unwittingly be making search engine optimizing (SEO) copywriting mistakes.
Do not put your website content at risk. Here are some common copywriting for SEO mistakes to avoid.
Writing to Reach a Mythical Word Count
You should not write in order to meet a certain word count just because you think “it is how you need to do it for search engines”. This is a very common false impression. Most webmasters believe that their web pages need to be a certain word count in order to have a high Google ranking.
Your content does not have to be a specific number of words in order to have a high ranking. News flash: search engines like Google do not care about the word count. Google cares more about the quality of the content; you could write up to a thousand words, but if these words are pure gibberish, do not expect to get a high ranking. Copywriting for SEO involves writing content that fully explains the subject matter and encourages a desired conversation. There is a valuable Copywriting for SEO article describing how to create a plan using influencers in social media on Copyblogger.com.
Focusing Way too Much On Keyword Density Percentage
It is very important to understand that creating content and stuffing them with keywords or key phrases will only make Google snub your website. Let’s face it, it is impossible for an article to sound natural when it is packed with keywords. If you think that stuffing keywords into your copy is a great idea; it is not.
Uploading Crappy Content Just Because You Can
Yes, the Panda update did a pretty good job of downgrading lots of badly written, thin pages stuffed with keywords and key-phrases. But there are still many companies that have the nerve to upload blog posts that look like they were written in less than five minutes by a pupil in kindergarten. This will not help conversions. If anything, poorly written content will reflect badly on your company’s image. Yes, you want to upload new content constantly, but you must upload well written content.
Writing Sales Content that Clearly Focuses on a Product’s Features Instead of Its Benefits
Copywriting for SEO should basically focus on what is in it for the reader. If you choose to focus on writing about the product features and leave out the benefits to readers, you can kiss sales goodbye. People respond to emotion, so the copy you create will need to paint a picture that appeals to the readers’ emotional side. The more your content speaks to the heart of the readers, the more the readers will want to share the content with their friends, family and coworkers.
Providing Incomplete Information on Your Website
Your site will be there to help you make sales 24 hours a day and 7 days a week. Forget the notion that potential clients or customers will call or e-mail for more information they don’t see on your website. If the website is missing the information that they really need to see, they will not necessarily e-mail or call. As a matter of fact, they will probably click on the back button and go over to the competition instead. No, you do not have to write a book, but you do want to make sure that you provide sufficient information on your site.
Not Including Page Titles
Your first opportunity for converting visitors to loyal customers is to have a captivating title. You should include keywords and captivating headlines that will attract online users to click through to your website. There is a really great post on Moz.com on the 21 tactics of increasing blog traffic.
Writing Boring Copy!
You want to write content that will keep readers interested and not content that will send them to Snoozeville. Make your content fun, engaging and downright interesting enough to share. Add a little bit of personality into your writing and you will see how well your readers will respond.
When it comes to copywriting for SEO, understand that the trick is to create content that will make readers connect with you and your brand.
As time went on, businesses were beginning to pop up around the globe and a number of advertising-based professions emerged.
There was the advertising agent, the researcher, the commercial illustrator, the account executive, the creative director, and many more.
(If you’ve ever seen Mad Men, you’ve gotten a taste of many of these occupations in action.)
But out of all of the professions that arose from the early days of the advertising industry, it was the copywriter who would become the most highly regarded. As advertising icon Julian Sivulka put it in her book, Soap, Sex, and Cigarettes:
“It was obvious that the copywriter was the most prominent member of the advertising team, since illustrations and photography seem almost interchangeable.”
Following these early days, the copywriting profession began to take off. Copywriters like David Ogilvy and Leo Burnett became legends by helping generate hundreds of millions of dollars for major corporations like McDonald’s, Pepsi, and Rolls-Royce.
And yet, even as these luminaries paved the way for the future of copywriting, it’s still one of the most misunderstood professions in the world. That’s why we’re here, with today’s website copywriting for dummies guide.
What the Heck Is a Copywriter?
If you Googled that question, you’d get an answer that looks like this… That’s an awfully bland answer.
But the better way to answer this is to first ask the question, “What is copywriting?”
Copyblogger provides a much more intriguing answer for this:
So, in its simplest form: a copywriter is someone who uses the art and science of strategically delivering words in order to get people to take action.
[bctt tweet=”To put it simply based on @Copyblogger’s definition of copywriting: A copywriter is someone who uses the art and science of strategically delivering words in order to get people to take action. ✍️ @JuliaEMcCoy explains more.” username=”ExpWriters”]
What Type of Work Does a Copywriter Do?
Copywriting is such a broad profession that there are literally hundreds of things that a copywriter could work on or specialize in.
So, for the purpose of not being too broad, we’re going to focus solely on web copywriting.
As far as a web copywriter goes, you’ll find them working on things like:
But, while all of these tasks eventually require putting the fingers to the keyboard, writing is far from the only work that a copywriter engages in.
What Types of Skills Does a Copywriter Need to be Successful?
Unless you’re a part of a large copywriting agency with tons of resources, today’s copywriters need to be a jack-of-all-trades.
They research. They edit. They proofread. They track and report data. They manage projects and campaigns.
They do everything necessary to get to the point where they’re able to compile words that get people to take action.
Some of the skills that they need to be well-rehearsed in include:
And that’s not even the half of it.
5 Steps to Becoming a Copywriting Superstar
While it will take some time, anybody can become a top-notch copywriter.
Even if you’re not a solid writer, following through with the steps listed below can help you work your way towards eventual greatness in the field.
1. Focus on Research
Research is the foundation of great copywriting.
While authors and generalist writers talk frequently about their challenges with writer’s block, a copywriter is never unprepared to the point where they don’t know what to say.
Ogilvy understood the necessity of research before ever even thinking about the actual writing process.
He spent many of the early years of his career working for Gallup Polling, a market research agency.
From that experience, Ogilvy understood the power that extensive research gave him when it came to crafting compelling copy that could get people to take action.
How to Research Effectively
Researching effectively comes down to two things:
Gaining a deep understanding of your product or service
Gaining an even deeper understanding of your audience
In the Definitive Guide to Copywriting, which Neil Patel co-authored with Joe Putnam, they talk about the importance of understanding the product or service first.
In order to do this, Patel and Putnam advise that you ask yourself five main questions:
How would you describe the product?
What’s unique/special about this product?
What big benefit does it provide?
What pain does it alleviate?
What features are included and what are the benefits of each?
Defining and Understanding Your Audience
Not every project that a copywriter engages in is going to be aimed at getting the reader to immediately purchase a product or service.
But there’s little doubt that every project WILL involve the need to speak directly to a specific audience in a way that can get them to take action.
Maybe you want to educate or entertain them so they become followers of your blog. Or maybe you want them to join an email list.
Whatever the goal, defining and understanding your audience is crucial to achieving it.
Forbes contributor Jayson DeMers says that, in order to decode your target audience, you should ask six questions. They include:
Who are they?
What’s their most pressing issue, problem, or desire?
Where do they get their info?
What benefit of your product solves their problem?
What sets off their BS detector?
Who do they trust?
By answering these questions thoroughly, you’ll have the foundation you need to craft compelling copy.
[bctt tweet=”The foundation of good copywriting? Research. How do you do it? By understanding your product or service and your audience. @JuliaEMcCoy shares the questions you should ask to build your content foundation.” username=”ExpWriters”]
2. Shut Up and Listen
One of the greatest quotes you’ll ever hear about copywriting is by the iconic Eugene Schwartz. He said,
And he couldn’t be more right.
If you research properly, you’ll never have to worry about writer’s block.
But research doesn’t just mean typing a bunch of words into Google and taking notes of what you find.
[bctt tweet=”‘But research doesn’t just mean typing a bunch of words into Google and taking notes of what you find. It also means listening.’ – @JuliaEMcCoy on how to become a great #websitecopywriting superstar. ” username=”ExpWriters”]
3. Master the Headline
Headlines make or break your copy.
You probably already know that 8 out of 10 people will read your headline, but only 2 out of 10 will end up moving on to read your body copy.
[bctt tweet=”Headlines make or break your copy. @JuliaEMcCoyshares the most popular headline styles that can help you become a #websitecopywriting pro! ” username=”ExpWriters”]
4. Test, Test, and Test Some More
As Neil Patel says,
“…it’s critical to test all of your copy because it’s impossible to know how customers will respond to what you’ve written.”
We’ve already identified that a copywriter’s job is to get people to take action.
So, if your headlines and body copy aren’t getting people to take action, you’re not doing your job.
That’s where testing comes in.
When you’re writing a blog post, you can test headlines to determine which one generates the highest readership or generates the most shares.
When you’re trying to sell a product or service, you can test your CTA, your headline copy, your body content, etc. to determine what helps you generate the highest conversion rate.
The point is, you need to test. And you need to test a lot.
In the copywriting profession, the most common type of test is the A/B test (also called the split test).
The term came from the controlled experiment technique that medical professionals have been using for decades.
For more information about mastering A/B testing, ConversionXL contributor Alex Birkett put together a great guide on the topic.
[bctt tweet=”Website copywriting involves constant learning. You can’t easily determine which headline, CTA, content style and format, and graphics generate the highest conversion rate unless you do this one essential task: testing! ” username=”ExpWriters”]
5. Pick a Niche
Your job as a copywriter becomes much easier when you make the decision to specialize.
Before we move further, I should note that specializing DOES NOT mean that you won’t need the skills that we listed earlier.
You still need to know the fundamentals of writing, researching, editing, SEO, design, social media, email marketing, etc.
But, by picking a niche, you’re able to strengthen your fundamentals towards a specific type of copywriting and for the industry where your skills are best suited.
[bctt tweet=”Pick a niche. Doing so enables you to strengthen your fundamentals towards a specific type of copywriting and for the industry where your skills are best suited. ️ Know more about @JuliaEMcCoy’s #websitecopywriting tips.” username=”ExpWriters”]
Generalists vs. Specialists
It all comes down to the conversation about generalists vs specialists.
In the world of medicine, general practitioners get paid far less than their specialist counterparts.
Specialists also have a much easier time marketing to potential patients.
For example, someone with a heart condition is going to seek out a cardiologist, not a general practitioner.
And the same is almost always true in the world of copywriting.
A SaaS business that wants to build a high converting landing page is going to seek out a conversion copywriter that specializes in working with SaaS businesses.
Once you’ve chosen your niche, Patch suggests a simple formula for successfully positioning yourself as a specialist.
Now, if you’re just starting, it certainly doesn’t hurt to dip your toes in the water as a copywriting generalist.
Doing so will help you develop your fundamental skills while helping you decide what niche is the best fit for your interests.
But, as time goes on, it’s clear that choosing a niche can be a much more effective way to make a successful and lucrative career out of copywriting.
6. Seek Constant Improvement
As Robert Greene, author of the New York Times bestseller, Mastery, says,
Greene’s words ring true in the world of copywriting.
Copywriters that commit to constant improvement, and learning new skills and information about the craft, are the ones that will succeed in the future.
Set your sights on constantly gaining knowledge. Never stop learning. Work your way towards mastery.
[bctt tweet=”‘Copywriters that commit to constant improvement, and learning new skills and information about the craft, are the ones that will succeed in the future. Set your sights on constantly gaining knowledge. Never stop learning.’ – @JuliaEMcCoy” username=”ExpWriters”]
The Ingredients to Become a Master Copywriter
Focus on research
Shut up and listen
Master the headline
Test, test, and test some more
Pick a niche
Seek constant improvement
These are the ingredients that can guide you towards becoming a master copywriter.
Sure, it won’t be easy. But, if you put the effort in, it’ll most certainly be worth it.
At Express Writers, we have our fair share of expert copywriters working their way towards mastery. And, if you need some assistance getting your audience to take action, we can help. Give us a shout. You won’t regret it.
Web copywriting is not rocket science, but it’s not as easy as it sounds either. There are no hard and fast rules, but there are things you have to avoid. Sounds confusing? At first, it must be. However, there are ways to circumvent this confusion and turn it into something good. Here are some secrets to great web copywriting.
Web Copywriting Starts With Proper Research
And no, I don’t mean just knowing about your product. I mean knowing about why people would buy your product, market trends, competition, the nitty-gritty, that kind of stuff. You need to know what will cause your customers to buy your products and what will cause them to turn away. In other words, not only do you have to know the strengths of your product, but you have to know its weaknesses as well. Don’t write your content with SEO in mind, because there are currently SEO problems in Google that even you can’t circumvent.
When you delve into research, not only will you find out what your customers want and need, you will know how to speak their language. That is something that effective web copywriting is successful at.
What is the most successful way to find out this information? Why, ask them yourself! Customer surveys are a great way to gather information, as old-fashioned as it may seem.
Begin by asking them the basics. Age, job, where they live, lifestyle, preferences, etc. These things will sound simple but they will tell you a lot about the demographics about who might be interested in your products and, more importantly, how you should write about your products. Remember, you are writing FOR them.
1) Find A Unique Selling Proposition
Your product must be unique in some way, or else why sell it? Find an angle that you know will sell and sell it that way. There are two steps you need to take here:
Define the problem: what do customers want fixed? How do they want their problems to be fixed?
Explain the uniqueness of your offer: what is in your offer that your competitor doesn’t have?
For this part, you have to have an intimate knowledge of your competitors.
(See what I meant about research?)
Let’s face it, you didn’t just re-invent the wheel, did you? Of course your product is unique, but just how unique is it? You have to find an angle that your competitors haven’t thought of yet and that is where you will strike.
The best way to incorporate your unique selling proposition into your website is through a value proposition. A value proposition explains the benefits and values that the customers can get by availing of your product. Of course, a value proposition isn’t just a chunk of text that you put on your website. There is a format to it.
First, there is a headline. This is where you talk about the end-benefit of your product. It’s a one-liner that should grab the reader’s attention. Then there’s a sub-headline. The sub-headline is a 2-3 sentence paragraph that explains what your product does and what problems it fixes.
Next, put three bullet points. These three bullet points should be the points that your customers told you about in your research. You should list the most important benefits of your product here. Keep it to only three bullet points to make it short and sweet.
Lastly, put a visual at the very end of your webpage. Web copywriting that uses images can increase customer response significantly. Content is important , but so are images. Images will attract users and it will make your site more attractive anyway.
2) Be Human
Don’t write like a robot. The best way to know if your content will be read is to write the way that your customers do. Are they upbeat, funny, enthusiastic? Or are they laid-back, relaxed? If you did your research, you should know this by now.
Avoid jargon as well. Write the way that your customers would. So avoid jargon unless you are writing for a very specific group of people. If you work in the technical field, for example, then maybe you can write highly technical articles if you are writing for technical people. However, if you are writing for laymen, write like laymen do.
Web copywriting has transitioned from simple web content writing to now integrating social media such as Facebook and Twitter. Use these tools wisely and they will serve you well.
3) Be Grammatically Correct
Nothing will turn off readers more than bad grammar. That will show them that you are not credible at all and that the information that you are presenting can’t be trusted. After all, if you are selling a high-end tech gadget and you can’t even speak proper English, how can they trust that they gadget that you are selling is indeed authentic? Know what you are writing and how you are writing it. Also, mind your punctuation as well. Don’t put too many exclamation points!!!
It will sound off as if you are screaming at your readers, and that is not something that you would like to do.
4) Stay Focused On Your Consumers
I know you’re trying to sell your product, but you’re trying to sell to customers, so focus on them instead. Focus on how it will benefit them instead of focusing on your profit. Once you add value to your product, profit will follow flawlessly. Stay focused on what you are trying to give instead of what you are trying to get. This will pay off enormously in the long run. It’s better to give than to receive, as the saying goes.
5) Don’t Be The Salesman
Refrain from being too much of a salesman. Instead, be a friend and strike a conversation. Be a consultant and take a friendly tone for your web copywriting. It will pay off. A conversational tone is always preferable to a robotic tone of voice in any situation. This goes for web copywriting as well. They don’t want to hear you sounding off statistics like it was doomsday. Instead, talk about how it will benefit them, like how a friendly consultant will talk to you about your finances and how it will help you stay focused.
In school, our teachers work hard to make sure we become grammatically correct through proper use of punctuation and styles of writing when we write essays and other articles. But what may not have been realized then is that these rules may not apply to a copywriter and thus, abiding by these rules for writing marketing materials, ads, and commercial copies will not work in reality.
Why School Learning Doesn’t Apply to Copywriting?
This is because marketing materials and business copies are not aimed at showing a high standard of writing skills, but to help market a business and its products or services. In order to do this, a connection must be made with everyday people who, more often than not, don’t speak and write with proper English. Thus, for copywriters to put out good marketing material, they have to speak the language of the people and connect with them on a level that they are comfortable with. That is, copywriters should be willing to stray from the hard rules of correct English writing and concentrate more on effective marketing pieces rather than correct ones.
Tips for Copywriting that Bend the Rules
1) Write In Third Person?
It is a highly-regarded trait to write articles in third person, especially for professional writing; but ditch this standard rule, as it should not be used in copywriting if you want to be successful at it. Think of yourself as more of a salesperson when writing a marketing material, and write in second person so you will be talking directly to the person reading the material; because, in essence, you really do fit that role as you are trying to persuade people to buy the target business’ products or services.
Use words like you, your, yourself and even write in first person where appropriate, keeping away from third person writing style, unless you believe it is absolutely essential for the particular article.
2) Get To The Point!
Another deviation from proper English writing is to use command language and not worry about hinting or implying things. Get straight to the point and give out instructions, orders and persuasive wording to get the readers to do what you want them to. For example, you can use teasers like ‘look inside’, ‘read immediately’ or ‘be quick’ to make them curious. Also, try commands like ‘read on’, ‘turn to the next page’ or ‘complete and mail today’ for order forms. This is crucial because people do not have the time to read carefully and figure out what you are trying to get at, so getting directly to the point and telling them what needs to be done is the best way to go about it.
We are told that using complex sentences that connect two or more sentences should be used often in articles. However, research has found that readers cannot grasp the full idea of long sentences in one go if it is too long. Usually a sentence should be less than 16 words long and not have too many points in it.
3) Keep Short Paragraphs In Mind
Another great tip is to stay away from long paragraphs. It is acceptable for educational articles and professional ones, but for marketing pieces, sticking to short paragraphs is the way to go. Short paragraphs are more attractive and will not discourage the readers from continuing on. To add more flare to the article, add a one-sentence paragraph every now and then. Have a look at some newspapers to get an idea as they also use this tactic to get readers interested on newspaper clips.
4) Advisable Prepositions
Preposition usage is another area that deviates clearly from proper English usage, but one that works for copywriters. The idea behind this is that copywriters must write in a more freestyle way, like the way people normally talk. It is advisable to write as if you are having a conversation with some people and not adhere strictly to written language. In doing so, incorporate words that people use often when talking such as ‘sure thing’ or OK for example.
5) Using Redundancy Effectively
Use of intelligent redundancy is also something that would be frowned upon by English teachers. For example, keeping it simple with phrases like “call anytime for a free booking”, “get a free quote today”, etc., will not go down well with proper English users, but it does work with the average person who reads the article.
6) Writing Headlines
Headlines are very important for an article or blog. In fact, it has been found that it is the most important part of a marketing piece as readers are attracted to read the rest of the article based on how persuasive the heading is. Using punctuation on headlines is not advisable, as it commands the reader to pause and in this little time, the reader could be dissuaded from reading on. Grammar should not be strictly adhered to, but it does have to make sense nonetheless.
7) Learning The Arts
Finally, keep in mind that copywriting is an art form and like any other art, it requires free will and creativity and should not be bound by standards. You do not have to be a good writer and adhere to the laws and norms taught to you in English class, but should have the basic writing skills which are more than enough. What you must have is creativity and be able to think like a salesman, communicating on the same level as the target audience for your marketing material.
More Information and Assistance
For more great tips on copywriting and improving your skills in this area, visit the very popular Copyblogger site. If you are in need of a professional copywriter’ assistance in brewing up your next marketing plan through some quality material for your website. A guide to copywriting in 10 slides is a great place to start. To check how well your articles or any other marketing material work for your business by the amount of traffic it brings to your website, get the right analytical tools from Moz. They are experienced in handling this sort of thing, so you are sure to get the great information from them.
There are some blogs and websites out there that stand out for their awesome content, catchy headlines and creative personality. We all strive to be like them, but it’s hard to crack open the code and know just how to offer your readers that same genius website copywriting. While there are literally hundreds of steps you need to take to offer SEO-dominating content, there are a few essentials that you need to know now if you plan on boosting your content for the future.
11 Website Copywriting Secrets (That We Will Tell)
1. Quit Being So Complex
Why is your website so complex? It’s unlikely your readers are that complex. Using abstract statements, hidden meanings, and confusing your audience with irrelevant fluff isn’t going to keep them coming back. People like it simple. In fact some of the best website copywriting is ridiculously simple. When you’re writing your core message to your audience, convey your message, but do so without your readers needing a thesaurus to figure out what you’re saying.
2. Show Your Readers, Don’t Just Tell Them
You must show your readers through dialogue, pictures and facts. No matter how great your opinion is or how knowledgeable you are, you still need to show your readers there’s salt to what you’re spouting off.
Write personal stories and share your experiences with readers. Use case studies (if applicable) to show how others see a product or service you’re writing about.
And, use credible statistics—don’t just pull numbers from thin air.
3. Be Super, Not Superlative
There’s nothing more distracting that sentence fluff. Superlatives and adjectives don’t drive as much punch as you would think, instead, they distract the readers from your core message. Use facts, images and figures to add that extra “something” to what you’re saying.
4. Write About What You Know, Only What You Know
Great website copywriting is written that way because it is well researched and thoroughly thought out. Even the best writers have to research. You’ll get a stronger message and teach your readers more if you write from expertise.
5. Take the Imaginative Road
The Internet is teaming with sites that don’t offer much creativity. In fact most are drowned in facts and boring language, which makes the average Internet user click through to find something else. When you’re thinking up your copy, be imaginative and step out-of-the-box. Look at your competitors sites and avoid doing the same thing they’re doing. Offer your readers something out of the ordinary and something creative. According to the Custom Content Council, 61 percent of consumers buy from companies that showcase personality and uniqueness above the competition.
6. Be Organized and Think Ahead of Today’s Post
There will be days your creativity isn’t there or you can’t come up with something brilliant and that’s okay. If, however, you’re not organized those days are going to hurt your content strategy. Awesome website copywriting starts with organization. Create a content calendar that outlines what topics and days you’ll post those topics. When you’re feeling creative, write more than one post a day—tackle those topics—and get ahead. That way, if you have a slow writing day you’re not hurting your content or your readers.
7. Quit Using the Exclamation Points! No One Likes to be Yelled At
A well-written sentence doesn’t need an exclamation point to deliver a powerful message. In fact, using too many exclamation points can ruin the message you’re trying to say and it’s downright obnoxious.
Website copywriting is all about using the right words and understanding when exclamation points and punctuation matters. Punctuation should enhance a message, but it shouldn’t be the boat that delivers the message.
8. Deliver the Unsayable
A website copywriting professional is hired to say what cannot be said. They speak to the reader, articulate and deliver a message that was otherwise undeliverable. If your website copywriting doesn’t deliver the right message, it won’t be as powerful. In fact, according to Social Media Today, one of the top five reasons people follow companies and brands on social media is because they write entertaining content.
9. Don’t Skimp on Quality
Whether you’re writing the content or hiring out, quality matters. Low-quality content not only discourages readers from continuing on, but it can impact your search engine ranks too. High quality website copywriting is free from errors (including grammar and spelling) and offers readers quality information. In addition, it isn’t copied. Copied text (that copied/pasted from other websites) can damage your website’s rank.
10. Compare Yourself to the Rest
Good website copywriting is honest, even when it means comparing yourself to the rest. If you’re going to compare your company, product or service to the competition, you need to be honest. Naturally you want to mention the differences that put you ahead of the competition, but don’t short change the competition or make up negatives they really don’t have—that tells the reader they can’t trust what you have to say.
11. Edit or Hire Someone to Edit for You
Poorly-edited website copy can be the death of your website. No one wants to read things that don’t make sense or that is riddled with typos. Sloppy content just puts your website and company in a negative light. If you’re not the best editor, hire someone or ask a friend for assistance.
Website copywriting is certainly a skill, but not an impossible feat. There’s nothing wrong with trying to write your own content and plenty of website owners write their own content. As long as you follow these tips, you just might have the best content on the virtual block.
That’s an awfully bland answer.
