Smart Copywriting To Drive Traffic

By | March 1, 2011

“Content is king” is the catch-phrase when you’re building a website, and it is completely true. Without content, your website might as well not exist. Your content should be written to cater to two different things: your target audience first, and search engines second.


Content Is King

On websites, content is king. Without content your website is next to worthless, and no one will find the site since the search engines won’t be pointing any traffic to it. Even if they did manage to get to it, they wouldn’t be there long. Engaging content keeps people on your site longer and increases conversion rates, and SEO helps search engines to rank your site higher, sending you more traffic.

If you put in the effort, your content will pay off in various ways, such as:

  • Increasing the chance of your site being ranked higher when found by search engines
  • Driving more traffic your way
  • Boosting your chances of getting linked from other sites, which improves your SEO (search engine optimisation)
  • Building your brand

Remember To Write For The Search Engines

You should definitely write for your target audience first and foremost, but while doing so be sure that you also write so that the major search engines (Google, Yahoo!, Bing) will find an index your site and rank them as high as possible.

You should craft your content to be engaging to the reader and to include relevant keywords (which are the words people type into a search in search engines). By incorporating keywords into your article, search engines will decide that your website is relevant to those keywords and your chances of getting that high ranking will be much increased.

What you need to do when crafting your article is to determine which keywords you need to incorporate. This can be done using a combination of your marketing knowledge and keyword analytical tools provided by most search engines. This will help you to identify the keywords that people commonly use to search for the content of your website.

Make sure that you include keywords not only in your body text, but also in your titles, labels, header tags and alt descriptions for images. You can also include them in image titles, anchor links and the file names on your site.

Don’t just use single word keywords. People type phrases into search boxes, so you should include those phrases in your content. If you’re writing a piece about fishing, use keywords like “amateur bass fishing” instead of just “fishing”.

Make Sure To Include Call To Action

On every page of your website, make sure you encourage your reader to actually do something. Whether you’re trying to get them to click to another page, use an interactive tool on your page, sign up for a newsletter or to buy something, make sure you tell them to do it.

When you’re including a call to action in your content, offer them benefits for doing so, and use verbs and commands that convey urgency: “Sign Up” and “Buy Now!”

You can also use this as another opportunity to embed the keywords you picked out earlier. Example: “Sign up for our newsletter on amateur bass fishing!”

Write For the Internet Reader

When people are reading content on a website, they tend to skim the page looking for the information they’re looking for, be it an interesting word or picture. Write to cater to this style of reading.

  • Write short sentences
  • Keep paragraphs short, readers hate chunky paragraphs
  • Use subheadings so your reader can easily find what they’re looking for
  • Use lists, such as this one, to make your content easier to read

Avoid long webpages that force your reader to scroll. If you have a long piece of content, break it into short pieces and link them, allowing your reader to read your content more like a book.This will give them a choice, instead of seemingly forcing them to read every word. They can put it down at any time, like a book.

This article was written by William from homeloanfinder.com.au. Visit HomeLoanFinder to compare home loan interest rates and find the right loan for your next home.