Whenever you’re writing website content it’s important to think about who your audience is. 99.9% of the time (if not 100% of the time) your audience is the person you’d like to attract to your website. Your audience is your the customer you’re trying to sell a product or service to or a reader that you’d love to see subscribe to your RSS feed. Your audience is always a PERSON, not a search engine or a social network.
Yes, people find website content by using search engines and social media, but your writing is ultimately going to be read by a PERSON and that person will make the decision to keep reading your website or to move on. The search engine, Twitter feed or Facebook page is simply the tool that directed the person to your site.
Are search engines and social media networks important? Of course they are! They drive people to websites so you definitely have to keep them in mind, but you should never take your focus off of your true audience: Real People. Real people who want to read interesting website content.
A key to successful website copywriting is to create written content that is easily recognized by search engines and shared on social networks as well as content that meets the needs of your target audience. Whether you are writing to promote a product or service or to offer your knowledge to the world, you need to write in a manner that your audience appreciates.
Thankfully, most SEO copywriters today understand the value of natural copy that is written for the reader and not the search engines.
You see, if you write in a natural style about a particular subject, the keywords will appear and at a level that you would expect. The result is great information that is easy to read and that will help your on-screen SEO strategy.
SEO is important and search engines can send a lot of traffic to websites. However, if someone visits your site and finds it filled with nothing but randomly-placed keywords and awkwardly-written content, that person likely won’t spend very much time on your website and that person will leave with a very poor image of you and your company.
You want to increase traffic while increasing audience interest and satisfaction. A million visitors that leave your website almost immediately mean very little and they won’t increase your business at all.
Well-written, interesting content is shared on social networks. It is emailed to friends and posted on Facebook walls. It draws visitors into your site and causes them to spend more time looking around. It lets people know that you are an expert in your field and gets them to trust your products and services. It informs people of exactly what you do. Strong website content is the key to drawing targeted website traffic to your site and growing your business and it all begins with writing for your audience: Real People.
For more information on website copywriting, please contact me.