It's easy to forget, when graphics and images flash before our eyes, that it is the words that count. Google doesn't send out its algorithms to search images. It looks for keywords. And if those keywords are randomly stuffed into your content, you're going to look pretty inept. There's no denying that keywords are crucial to boost ranking. But those keywords need to be artfully placed in well-written copy that informs, entertains, persuades or motivates, depending on what you're selling or promoting.
And so when it comes to writing search engine optimised copy, it's worth remembering some of the golden rules of traditional creative copywriting. The secret to good copywriting is having a good writer. But there are some basic approaches you can adopt to ensure your writing is clear, lively and well-written.
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Research, research, research
It can't be said enough. As with journalism, the key to good copywriting is research. Do your research before anything else. From your research, ideas will spring. If you are copywriting for a specific product, then it is your duty to get to know that product inside-out. You need to know your competitors and the market. Think of it as the ‘iceberg effect'. The strength of your writing lies in the mountain of research that lies beneath. You need to get under your product's skin. And more importantly, you need to get under your customers' skin.
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Know your market
Copywriting is usually commercial. Its aim is to sell a product, persuade a customer, or inspire or motivate a client. As such, you need to know who exactly you are talking to. If you're company that holds focus groups, has message boards or encourages feedback, attend the focus groups, read the message boards and know the feedback. Who is your customer? What TV programmes do they watch? Do they love gardening or playing on their Nintendo? Once you have a clear idea who you're talking to, you can then ensure you write in the right tone. You can speak directly to your customer in a voice they relate to. A great example is the tampax add featuring a blushing schoolgirl with the slogan: 'Easily embarrassed? Wear a wotsit and no one will know you've got your thingy'. Talk the same language as your audience.
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The Editor's Pen
The editor's pen needs to be harsh. Write, edit and edit some more. When it comes to writing for the web, brevity is required. Users want the information they need and they want it now. They want to be led by the hand. Your text has to be intuitive to their needs. If you're from a company that offers mounds of information – all of which has its uses – ensure this information is accessible from the homepage but not on the homepage. Your words should lead the user to what they want, working as an introduction, a contents page and a conclusion in the first few opening paragraphs.
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Keep it simple
Simplicity is also important. Don't use complicated abbreviations, long words, and flowery language or clichéd metaphors. Keep your voice active by using the present or perfect tense. This will keep your words immediate and fresh. Sentences should be short and paragraphs shallow. Bullet points and lists help the eye navigate the page, and subheadings and titles help pages become ‘scannable'.
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Stickiness
Writing for the web also requires stickiness. You want to keep readers on your website and you want to ensure they keep coming back. For that, you need to offer them a website that includes some or all of the following:
a) A site that is useful and reliable offering up-to-date news and information
b) That contains expertise and kudos in the field you're in
c) Is entertaining
d) Has an element of interaction that is up-close and compelling, such as messageboards, customer feedback, quizes, competitions etc.
e) Offers an easy, hassle-free way to buy your products online - discounts and offers can help encourage online shoppers
Your aim is to nourish customer loyalty, improve sales and bring customer service to life.
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Be passionate and ambitious
It's something rarely mentioned. But in fact, if you are selling a product or service you need to believe in it, passionately. But this enthusiasm and knowledge has to be sincere. If you have sincerity, your copy will ring true. And creative copywriters need ambition too – brainstorm, talk to colleagues, bounce ideas around – you could hit upon an idea that makes your heart sing. And a good idea can turn your company from a undistinguishable product into a household brand.