Search Engine Copywriting: Quality, Clarity, and Optimization

Quality search engine copywriting, on the other hand, actually provides well-written information, and by information, I mean things that the consumer would actually want, or need, to know. The success of your copywriting depends on its quality, clarity, and optimization; if you find that you don't have the time or the skill, go ahead and bring in the experts – it's worthwhile, I promise.

Quality

Your copy should speak to the reader. What types of things do they want to know? If you're not sure, all you have to do is ask them. Your customers will be more than happy to give their feedback about what's missing from your site.

Depending on your niche, you may need to use either a friendly or an expert tone; however, you always want to relate to the reader with a little humor and a focus on their needs, not yours. Customers don't want to know what you can offer but how they will benefit.

Clarity

How you write is just as important as what you write. If your copy is confusing or poorly written, then a customer's opinion of your company could deteriorate. I know that I've read websites in the past and written off the companies just because the copy was poorly written and littered with typos. My assumption is that the company doesn't pay attention to details. And if they don’t pay attention to details on their website, how do I know they’ll take care of the details when remodeling my home?

Optimization

Copy optimized for search engines should never look like copy written for search engines. Instead the copy should read as if it was written for the consumer, because that's your real audience. Search engines bring people to your site, but they only stay if you provide content worth reading.

Bring in the Experts

If writing just isn't your thing, call in the experts. It's better to purchase well-written copy than to create a second-rate website that will turn off prospective clients. Even product descriptions need to be written in a way that will entice consumers to buy. Along with one-time writing services, some companies also offer content management services to update your site on a regular basis. Clients often contract with my company for content so that they can upload several new pages of content each month.

Great Copywriting is Essential

Keep in mind that your customer's needs are your needs. Put yourself in their place to determine what they want and need to know. Consumers and businesses love finding companies who truly know their most important needs and are prepared to meet them effectively and efficiently. Be that company and you will be successful.