Writing Effective Website And SEO Copy

Many people spend a great deal of time and effort designing and creating a fabulous website that is aimed at impressing their customers and hopefully winning business. However, it is common for such people to overlook the single most important thing on their website, the copy.
Good website copy is important for two reasons. One reason concerns the search engines. Search engines continually scan your website in order to identify what the purpose of the site is and determine the type of customers who will be interested in using the site. They use this information in order to establish which searches your site should appear in and where in those searches it will be placed. For this reason your website copy needs to be Search Engine Optimized (SEO) and you will often hear people talk about SEO copy when they are building a website.
SEO copy is copy that has been written around a set of keywords. These keywords are the words that you feel your customers will be interested in, and therefore they are the words that you want search engines such as Google to associate with your site. For example, if you own a website that is selling paintings your keywords may be “oil paintings”, “oil on canvas”, “art”, “online art”, “online paintings”. These are the words that customers may type into the search engines and they are therefore words that need to appear on your site.
Once you have identified your keywords you will need to place them into the copy you use on your site. Some people believe that it is sufficient to place keywords in the keywords meta tag that is contained in the website code. This is simply not the case. Many search engine robots ignore the keywords meta tags as people in the past have tried to use them to gain placing in searches for keywords that are not truly related to their own website. The majority of search engines today therefore scan all of the text contained on a website and, for this reason, your copy needs to actually contain the words that you think define your products and services.
The second reason why good website copy is so important is because the text you include on your site is your biggest single opportunity to effectively sell your products to your customers. If you can grab the attention of your customers, they will want to read more about what you do and will be more likely to make a purchase or contact you for more information.
The biggest problem website owners face is generating copy that contains their keywords while still managing to effectively sell the product. People who are not truly familiar with how to write good SEO will often use keywords too often, at the expense of the meaning of the copy itself.
Writing effective SEO website copy that attracts search engines is very difficult and, if it isn’t done in the correct way, you will find that whilst you rank highly in the search engines your bounce rate (the speed at which your customers leave your site) will be very high. At the very least, poor copy will make your site look unprofessional and untrustworthy.
Consider hiring the services of a professional SEO writer. Many online writing services companies offer SEO writing and will have a team of writers who are experts in improving a sites search engine appeal whilst also maximizing the impact of the copy on the website customers. If you already have copy for your website you can ask such writing service providers to edit the copy on your behalf.