Websites that work for search engines AND human beings

You don’t have to get all your keywords into the home page repeatedly. You can optimise the home page for one (or two) keywords/phrases, and optimise other pages for other keywords.

Keywords can be in headings, sub-headings, picture captions and links as well as in body copy. Part of the skill in copywriting is to weave keywords in seamlessly so they are picked up by search engines without being clumsy and repetitive for human beings. The real measure of success is how many people pick up the phone to call you, not where you are on Google.

Readers don’t care who you are until they know what you can do for them.

These days, people use the Internet to search for information and for entertainment, so the best websites also offer added value. For example, articles about problems that you can solve or how to choose a good supplier can be keyword-packed while showing personality, demonstrating expertise and generating goodwill.

Testimonials are also a great way to squeeze in more keywords. It’s also important to include logos for any professional associations you belong to, as any external endorsements give reassurance to potential clients. FAQs are another good way to develop reassurance and embed geographically specific keywords e.g. ‘Q. Where is your [type of business] located? A. I provide [type of services] from my base in [where], easy to get to from [list places here].’

I don’t write any copy before I talk to you about everything you offer, who your competitors are and who your clients are. I can then write in a way that represents your uniqueness and makes you stand out from the rest while appealing to your target market and triggering the desired response. Oh, and pleasing search engines at the same time. Remember, once you have your website you need to promote it offline as well as online (I can help with that too).

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