The content on the website has several functions: they present the services we provide, build the image of the brand, educate customers, give the site saturation with positioned phrases. Creating the content of the website seems to be a simple matter for most internet entrepreneurs, but it should be treated as the same priority as preparing the layout, planning the structure, and choosing attractive graphics.
Writing texts for a new website is the biggest challenge. How should the copywriter approach this project, and how should the owner of an internet domain?
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Valuable SEO texts on the website
The texts published on the website must be written so that they play two roles at the same time:
they supported website positioning – they contained searched keywords and their variants, were optimized for search engine requirements, properly formatted,
they provided users with valuable information – in an exhaustive, attractive and convincing way they described the business, services rendered, products sold.
Very often, the contentious issue related to planning and creating content is the length of the texts.
Website owners are more and more often above all about the readability, transparency, and minimalism of a website, which is often equated with a small amount of content. This approach, in turn, does not like SEO specialists who care about extensive articles, well-rated by search engine robots.
With the right layout of the site, you don’t have to compromise on the length of the content on the website. Using appropriate boxes, formatting content nicely, using available Widgets, fields, and segments on a website, we have the opportunity to fill it with valuable content optimized for SEO. Therefore, the inclusion of texts at the stage of the website mockup is the best solution.
And now let’s get to the specifics – how to write texts for a website that will be created? I considered this problem from two points of view: the site owner and the copywriter.
Website owner perspective: writing texts for a new website
The ideal solution, which I have already mentioned, is to plan a place for content at the stage of designing a website or a new subpage added to the structure of the site. The content of the page (including the length of the published content) will depend on several factors:
● the purpose to be created by the subpage,
information that should be provided as part of it – here it is worth considering which questions about the service or product potential customers may ask, what issues may interest them, which convinces them to make conversions,
phrases (and their difficulties) on which the given page will be positioned.
Much depends on what you want to achieve with the new subpage.
For example, on the Contact, we show the customer contact details and this is enough. On the other hand, the Offer must thoroughly describe how we provide our services, what are its advantages, and what makes us stand out. You can also present substantive information related to the scope of our business, so we will explain what the user pays for.
When designing content on a website, it’s always worth thinking about how we can expand it in the future, what texts may interest users. Consider the following additional content forms:
● Expert opinions
● User comments
● Manual user instructions,
Once you plan your content structure, the next step is to develop it. You should prepare it yourself because you know your business well, you know what interests your customers, what information is crucial for them. Do not worry that you do not have sufficient language skills or a light pen – you can always undergo professional proofreading of your text sketch.
You also have the second option – you can entrust writing to an experienced copywriter. Remember, however, that the person creating the content is not in your head and will certainly have a different vision on content. Therefore, if you do not prepare any guidelines for it, you must consider the need to amend, expand certain issues, shorten others.
Examples of copywriter guidelines:
● Form of return to the customer – for you or you,
● Content style – official, loose, so-called lifestyle, highly technical, expert,
● Issues that should be included in the text,
● Length of content,
● List of positioned phrases,
● A list of forbidden phrases that you would not like to put in your texts.
Be sure to also provide the copywriter with materials – e.g. information about how long you have been operating in the industry, what experience you have, certificates obtained, etc.
In an ideal model, you should work with a copywriter on every text – give opinions on them, openly say what you like and dislike. Feedback is important when collaborating on content because it allows the content creator to know your way of thinking and perceiving the world. And this gives you a chance that you will receive texts that will kidnap you and your clients.
Copywriter perspective: writing texts on behalf of the owner of a new page
When writing texts for a website that is just being created, you must demonstrate great creativity, knowledge of the industry, and the ability to empathize with the needs of the target group of the website owner. Developing new content is not an easy task, especially when the client does not provide any guidelines and the only information is a list of phrases. In this case, you should first ask for the content requirements. If you don’t get a specific answer, then:
● Familiarize yourself with the content of the website and the style of published content,
● Look what texts the competition prepared, what issues they raised, what arguments they use to convince consumers to convert,
● Use tools such as Answer The Public to check which questions users enter in the search engine related to your topic,
● Get in the shoes of the owner of the site – think about what in his place you would like to emphasize on the website,
● Start writing and be ready for corrections.