Infinite Path

A large part of search engine optimisation involves fairly technical work, particularly with regards to link building and assessing the value of websites which may provide links back to your site. However, with regards to managing a company’s online reputation and attracting potential customers, content optimisation is equally, if not more, important.

It’s all very well attracting proportionately more visitors to your website as a result of gaining a high rank in search engines but, ultimately, it is the content that will either make them stay or look elsewhere.

Style

Companies often make the mistake of believing that the best way to attract new business is to sell themselves through clichéd corporate talk. These companies will think nothing of boasting about their previous successes and promoting themselves as the best in their field in a shameless, and frankly embarrassing, manner. Far from attracting new customers, this technique only serves to disenchant people, who do not want companies to preach at them about how great they are.

Good copy should be written in as natural a style as possible. After all, websites are viewed by real human beings. They should therefore be written in a manner which appeals to real human beings. The concept of conversational economy should be followed at all times. Individuals want engaging, down-to-earth copy that does not stick to a preconceived formula.

It is actually more difficult to write in corporate speak than it is to write in a more natural style. The key is to be yourself. Don’t think that your personality is split into two, with one part suitable for life outside the office and the other suitable for life inside the office. Write in such a way that would make you feel comfortable if you were visiting your website. Cut out the jargon and write in a relatable manner. Visitors to any site are far more likely to stick around if they actually understand the content.

As a general copywriting rule, it is better to use shorter words rather than rambling phrases. This not only makes the copy easier to read and scan through for important information but will also make it more memorable. Short and snappy buzz words stick in the mind. Long, elaborate phrases do not.

Avoiding deception

Whilst it is important to speak on a personal level with visitors to your website, it is also important to remember that you are trying to sell or promote a product or service. As such, it is not appropriate to ramble for several paragraphs about your latest night out in the pub. Rather than appealing to visitors, this could introduce an element of dishonesty into your relationship and this, obviously, is not desirable. Instead, be upfront about what it is that you are trying to convey. Honesty is key in this context.

Make your copy relatable

In your written content, you should try to make your service or product as relatable and practical as possible. Talk candidly about the potential benefits of your service or product and the ways in which it could directly impact upon the everyday life of a typical website visitor. You can talk about the features and individual aspects of your service/product later in the copy.

As a general rule, consumers are far more likely to be interested in products which are presented in a practical manner. Products which are discussed in a theoretical or abstract way will not appeal as much as products which are described as being directly beneficial in the real world.

The same rule applies to language in general. Using confusing concepts can make language lose its original meaning. Try to make what you say accurately reflect what you think. Abstract concepts can make companies seem remote and inaccessible to the average website visitor.

Structure

Long, uninterrupted paragraphs intimidate visitors. Make sure you make your website as user-friendly and aesthetically attractive as possible. Use obvious and clear sub-headings, bullet points, lists, and highlighted excerpts of text. Visitors to the website will be far more inclined to read the entirety of your site if it is easy and manageable to do so.

Furthermore, individuals will be more likely to revisit your site in the future if they think they will be able to find important information quickly and easily. Your website could easily become a reputable authority on your given subject if you make it easy for visitors to find important information time and again.

Interaction

Encourage interaction in your written content. Include questions in your copy and actively ask visitors to leave comments and feedback. Do not ignore this feedback. Instead, provide useful answers and solutions and make it seem like you care. Do not be afraid to admit that you and your company are fallible and can be constantly improved by the input of other individuals.

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