Google’s Guide to Website Copywriting
Posted on September 29, 2011 by Pure Ink | 1 Comment
Google’s Guide to Website Copywriting
Google’s Webmaster Guidelines hold all the information you need to be a success in the search engines and to have an accessible, interesting and effective website. In one simple sentence Google explain what they want from website owners when it comes to content…
“Create a useful, information-rich site, and write pages that clearly and accurately describe your content.”
So how can you apply this to your website copywriting? Find out more below.
Be useful
People use the internet to discover useful information and if a visitor has come to your website then their primary goal will be to find out what you do and what you can offer them. Although design and marketing techniques such as branding are important, nothing takes president over copywriting when it comes to telling your visitors about your company. So be useful and help visitors out by being honest, upfront and clear about what your company does and what you can do for them.
Be information-rich
Give away your knowledge on your website. Whether you’re selling a product or service online you’ll be able to share your unique knowledge about what you do to all your website visitors. If you promote your cafe online, why not let customers download recipes? If you run an online pet shop then give your visitors tips on caring for their animals. If you sell clothes online then offer free style advice to help customers choose the best outfit for an occasion. Whether you use copywriting, podcasts, videos, apps or a complete mix of marketing tools, make sure you give your visitors value when they come to your website.
Be clear and accurate
Visitors will decide whether your website is right for them or not in a few seconds so you need to make the best use of this time by getting straight to the point of what you do and what the benefits of using your products or services are.
Big brands do this well, take a look at these examples…
“Twitter is a real-time information network that connects you to the latest information about what you find interesting. Simply find the public streams you find most compelling and follow the conversations.”
Mint
“At Mint, we believe money is for living. So we make everything simple and streamlined. Sign up takes less than five minutes. Then Mint automatically pulls all your financial information into one place, so you can finally get the entire picture.”
Warburton’s
“From the wheat we grow to the flour we select to the bread we bake, we care because our name’s on it.”
By focusing on their key message, these brands tell visitors who they are, what they do and what the advantage of using their services or products are in seconds. Be strict with your website copywriting and cut out any waffle so each of your pages has a clear purpose and a clear message.
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