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How to Write for Web Visitors and Search Engines

Visualize your site to achieve the best search engine results.

Now imagine how surprised you’d be if the copy of your well-ranked website jumped off the screen, lodged itself in the mind of every site visitor, and unconsciously made each of them take the action YOU want.

Think it’s rocket science?

Think again.

In fact, you are reading this type of writing sample right now. If you want to know how you can write your website copy while making search engines and your site visitors happy, read on. Writing for site visitors or writing for search engines are certainly not mutually exclusive.

If your web page is not first seen by potential site visitors by ranking poorly in the engines, it will never be read. But… if it’s only optimized for engines and doesn’t read well, people will click away without taking any action.

I want to achieve both and I’m sure you can too.

After reading this, you’ll understand how to write in a style that pleases the search engines, which will result in significantly higher rankings AND also get people to take the action you want. An action is usually buying something or filling out a form.

What Your Copy Looks Like:

First, let’s take a quick look at your copy layout. Because if you want people to stay on your site, read your copy, and take action, the copy needs to be very easy to read on a computer screen.

It’s really simple. Just use lots of white space. See, my ‘paragraphs’ are very, very short? Sometimes it’s just a few words. You should do the same. You can further break up your posts by using subheadings, bolded words, lists, bullets, and boxes. See how I made the box above? Everything in the box will be read, and it’s a great way to create white space.

Avoid large blocks of text at all costs.

The key to successfully formatting your web copy is to make it as easy as possible for people to scan and skim your text. People tend to skim over online copy, so the more you can break it down and differentiate what’s important, the better. Then always remember who you are writing for. Keep your reader’s vision in mind as you write. Choose and combine your words to each reader as if you were talking to them alone. Write like you speak.

Here are my other best copywriting tips:

– You used the word “you”. Do not write about yourself or your organization. Nobody cares.

-Use active voice, not passive voice. Use action verbs often and well.

-Applying to people’s emotions.

– Appeal to as many senses as possible. Take a picture.

-As the high school English teacher constantly preaches, “Show, tell.”

– Use stories to illustrate your point. People remember and remember stories.

-Describe how you can make your reader’s life easier or better.

-Actually ask them to buy your sales copy (or fill out a form).

– Always describe the benefits, not the features (features make people cry).

-Edit your work at the end so that it expresses what you want in the simplest and shortest way possible.

– Buy “Hypnotic Writing” by Joe Vitale. I used some of his ideas in this article. Great book, thanks Joe!

Today, search engine algorithms, especially Google’s, are now so advanced that the line between good search engine copy and good human copy is becoming very blurred. In other words, the better you write in general, the better your post will rank in search engines, all other things being equal.

Keep in mind that a large part of what makes page rank good is off-page factors, meaning that links pointing to your website and anchor text play a big role in determining your site’s ranking. But on-page factors, such as your copywriting, also play an important role.

So you write to rank well, convert visitors into customers or list members, and attract inbound links. Keep these three important goals in mind as you write.

Post on the page asking search engines:

Think of each page of your website as its own one-page school essay. If you remember in English class, your teacher will ask you to write an essay, and make sure you decide in advance what the topic or thesis of the essay will be. Each essay had a topic and an “about” the essay.

When it comes to web pages, think in terms of topics as well, but narrow down to one keyword. Each page on your site should have one keyword phrase that summarizes the entire page. This is the phrase you want the page to rank well.

When you sit down to write the copy for a particular page, first decide what its topic will be, and then narrow it down to a description and a short keyword phrase.

For example, if you set the theme of the page to be ‘all the chairs we sell in our furniture store are listed on this page with prices and descriptions’. The keyword phrase for this could be ‘wooden chairs with prices’.

Again, get into the minds of the potential people you want to visit and buy from you, and try to determine what keyword phrases they would choose to type into a search engine to find the specific page you’ve created.

Before starting to write website copy, the first step is to identify the main topic of the page using a keyword and then make a list of related words and phrases.

Grab some paper and pen or open Notepad and start making a list of these keyword phrases. Phrases that are two to five words long are best.

Then, use an online keyword tool to find variations and add good ones to your ever-growing list. The best tool in my opinion is Google’s AdWords Keyword Tool.

Now that Google’s Instant is live, you can simply start typing a phrase into the search bar and a drop-down box will appear suggesting ways to complete the phrase for you. Use some of these tips as well. You should now have a great list of words and phrases related to your main keyword.

Then the idea is to weave the words and phrases from your list into your website copy.

Think of it this way. When writing for your site visitor, try to use related words and phrases from your list while using the guidelines I mentioned in the bullet list above. Also, use synonyms, antonyms, rootings, plurals and different tenses, context words, auxiliary vocabulary and modifiers.

Let’s look at an example. If the main keyword phrase of my page is ‘antique wooden chair prices’, the first possible list I might think of is:

Aged, historic, vintage, traditional, vintage wooden chairs, antique rocking chairs, wooden chairs, recliners, vintage recliners, antique oak furniture, antique pine furniture, refurbished chairs, dining room furniture, tables, wood, cherry, prices, affordable , price , for sale, for sale, how much are wooden chairs

Get an idea?

So I try to use words and phrases from the list in my copy.

—————–

Looking for vintage wooden chairs or how much do antique wooden chairs cost online?

Below you will find prices for historic yet affordable antique pine, oak and cherry chairs.

Imagine finding the perfect vintage chair to compliment your home.

Look at the intricate carvings and woodwork as you approach it. Feel the polished oak arm in your hands as you lower yourself into the magnificent aged seat. Then hear your houseguests compliment you on such a glorious and rare find that you had the pleasure of purchasing.

You will find that our furniture return policy ensures that you take no risk when you buy antique wooden chairs from us.

You’ll find that each chair we’ve listed below has a price associated with it.

Click the ‘Buy Now’ button and in a few clicks you’ll have one of our popular antique wooden chairs shipped straight to your home in no time.

—————–

This sales copy will not only attract readers, but it will also please Google.

Thinking of people, I used the word ‘you’ a lot. I appealed to their feelings and emotions, explained how it would improve their lives, and clearly told them to buy now. I showed them how buying a chair can make their lives a little better and how easy it is to do.

Considering the search engines, I was sure that almost every word and phrase supports the topic “antique wooden chair prices”. I used many synonyms (antique, old, old-fashioned, historic), roots (cost, price), modifiers (affordable, glorious, magnificent), and contextual and related words (chair, furniture, home, house, woodwork, carvings, armrests ).

Writing for both search engines and site visitors is important, and now you know how. By following the aforementioned layout conventions, copywriting guidelines, and ways to keep search engines in mind when writing these outlines, you’ll be well on your way to pleasing both your visitors and the search engines.

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