How To Get A Handle On Website Copywriting (SEO)

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How To Get A Handle On Website Copywriting (SEO Copywriting)

When I learnt that I can generate income from website copywriting and make a living out of it, I developed a special liking to it! It did not take me too long to realise that it is a restrictive form of writing that follows high standards of scholarly work in order to rank high on Search Engine Results Pages (SERPs). And the ways in which one learns how to get a handle on website copywriting are determined by 3 factors:

  1. Research
  2. Optimization
  3. Social Publishing

Researching Content and Context

Research is a fundamental and time-consuming part of the writing process because it helps writers develop their message. I know how writers openly joke about the “writing process,” because there isn’t any. But, research helps marketers find their message, voice and style of writing, depending on who they target their content to.

As a marketer, of course, you are not expected to write a novel or a short story on the level of John Grisham’s, but to sell a product or service to the right person and at the right time through purposeful content that helps a reader solve a problem, find a solution or capitalize on an opportunity.

To do so, one needs to understand the following about website copywriting:

#The_Buyer_Persona_Write_Pilot A Semi-fictional representation of your customer based on market research

The target Audience and 'Buyer Persona.'

The buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about existing customers. Understanding them is no easy feat, but the way to go about it is to develop a set of questionnaires for your buyer persona or conduct one-on-one interviews with existing and random customers to simply unravel the challenges they go through and the obstacles they face in business and their daily lives. 

A marketer’s task is to then determine the trends and areas of commonalities and similarities arising from this study to leverage, influence, target and shape consumer preferences and decisions.

A marketer’s task is to then determine the trends and areas of commonalities and similarities arising from this study to leverage, influence, target and shape consumer preferences and decisions.

I remember in one of the interviews I conducted with a Scottish Tourist Agency, I was intrigued to know that they organise special tours around observing the migration of birds to a group of middle age citizens of affluent backgrounds. At that instant, I jumped to inform him that Jordan is witness to the largest migration of birds twice a year and from the widest variety. Wouldn’t it be interesting to cater for that audience to promote Jordan, for example?

The second important thing is to understand the different stages of the buying cycle

The customer's buying cycle and user intent

I bet people in my generation, even older or younger go online to search for information. They search in their micro-moments of virtual wanting for relevant,useful and trustworthy information on what they want to buy, what they want to do, where they want to go and what they want to learn about to solve or frame a problem. By targeting content to those needs and aligning it with the three stages of the searcher’s intent; awareness, consideration and decision-making, the website copywriter will then be able to drive qualified leads to targeted websites.

In one of the functions I attended for an NGO working with children with Autism, I noticed that mothers were eager to know if their child really had Autism; some were confused, others were in denial, but a good example of content to satisfy their curiosity would be to list the possible symptoms of a child with autism. Educating your public persona and addressing their problems, needs, wants or fears is a good way of creating compelling content that resonates with them.

#How_to__a_handle_on_webisite_copywriting SEO copywriting step-by-step guide

Product or service?

In an article I once read on the 5 basic content types customers need, the writer analogises content to food! Rather unusual, isn’t it? Naturally, humans need a variety of food combinations to maintain a healthy lifestyle. These are: grains, fruits, vegetables, protein and dairy. A regular and balanced supply of all of the above ensures that one stays healthy and fit.

By contrast, in order for content marketers to stay relevant and useful, they need to provide readers with a regular and balanced diet of content that is comprised of: product/service information, customer FAQs, how-to’s, styling and customer rating reviews. In doing so, they will provide an all-around experience around a product or service that would make for a sizzling blog.