This presentation gives you some tips on how to plan and write your webpages and blog posts (whether they are for business or personal use) to gain your audience's attention. Search engine optimisation and keyword research is also touched upon.

1. Copywriting for
Web, Blogging,
and SEO
Daniel Jauk
Web: danieljauk.com.au

2. Reading print versus web

3. Search engine optimisation (SEO)
“SEO is the practice of improving and promoting a
website to increase the number of visitors the site
receives from search engines.” – Moz

4. SEARCH ENGINE OPTIMISATION
How to improve your website’s ranking
 Update your website through regularly
publishing blog posts
 Research popular keywords and repeat in
headings and body paragraphs without
sacrificing readability
 Incorporate links – internal or external
 Improve your on-page SEO through plugins
such as SEO WordPress by Yoast
 Eliminate your high bounce rate.
More info: slideshare.net/LaurenBenedetti/intro-to-seo-for-wordpress

5. Examples of keyword research

8. But what about content?

9. Copywriting
“Copywriting is writing copy for the purpose of
advertising or marketing. The copy is meant to
persuade someone to buy a product, or influence
their beliefs.” – Wikipedia

10. COPYWRITING
Planning your webpage
 What is the purpose of my webpage?
 Who is my target audience?
 What is my perspective on the subject I am
writing about?
 What are the reasons the audience should
believe me?
 What keywords will the audience enter into
a search engine to arrive on your page?

12. COPYWRITING
Planning your webpage: example
HOBART BOOTS
 Purpose: To spread the word, make the website rank
higher, and sell products
 Audience: Employees in the engineering,
construction, and mining industries
 Perspective: Hobart Boots are relatable
 Reasons:
 (Logical) The boots have unique, advanced
features. The quality ensures that the boots will last
longer than others in the market, validating the cost
 (Emotional) Hobart Boots is committed to producing
only the best quality work safety boots because their
employees actually wear work safety boots
 Keywords: “work safety boots”, “work safety PPE”,
“PPE toolbox”.

13. COPYWRITING
Writing your webpage
 Research what your competitors are doing
 Identify your features; highlight your benefits
 Focus on your unique selling points
 Provide a call to action
 WIIFM: What’s in it for me? Use of second
person (“you”).

14. COPYWRITING
Writing your webpage: example
HOBART BOOTS
 Features and benefits in the unique selling point:
“They [the boots] are constructed with
performance foremost in mind, using only the
highest quality raw materials and components,
such as genuine full grain leather and HOBART
EVA cement sole technology. This ensures that
our work safety boots last longer than most other
work safety boots in the market. It also
guarantees that they are comfortable from day
one and stay that way”
 Call to action: “Shop now”.

15. Blogging, or blog writing
“A blog is a frequently updated online personal
journal or diary. It is a place to express yourself to
the world. A place to share your thoughts and your
passions. Really, it’s anything you want it to be.” –
BlogBasics

16. BLOGGING
Planning your blog post
1. Decide whether your content is going to be
new/timely/relevant or evergreen
2. Research what else is out there (subscribe to
newsletters and blogs; explore Google News
and Google Trends). Alternatively, make
notes of anything interesting you’ve recently
learnt or something you’ve recently done
3. Brainstorm ideas on how to make your blog
post unique
4. What keywords will the audience enter into
a search engine to arrive on your post?

18. BLOGGING
Planning your blog post: example
WORKING ON A CHROMEBOOK
1. Type of Content: Timely
2. Research: Make note of personal
experience using Chromebook
3. Uniqueness: Personal experience of using
Chromebook. First person perspective
differentiates from Enigma Digital’s other
blog posts
4. Keywords: “Working on a Chromebook”,
“Can you use Chromebooks in a business”.

19. BLOGGING
Writing your blog post
 Consider following a
structure, such as the
inverted pyramid
 Have a strong (and, if
possible, attention
grabbing) title
 Start with a lead
 End with a broad statement.
If you want to read an alternative perspective on the inverted
pyramid, go to: http://blog.hubspot.com/marketing/inverted-
pyramid-business-blogs

20. BLOGGING
Writing your blog post: example
WORKING ON A CHROMEBOOK
1. Inverted pyramid: Chronological progression of
time in describing working on a Chromebook
2. Lead: “Over the past few weeks, I’ve been
working on a Chromebook to complete all of my
copywriting and blogging tasks at Enigma Digital,
and I want to share my experience”
3. Ending: “If you look at the figures, people across
the globe are gravitating towards buying
Chromebooks … with such competitive pricing
and the rise of cloud computing as a concept, I
think we can expect to see this upward trend to
continue”.

21. Tips and tricks

22. Tips and tricks
 Write, then rewrite
 Accuracy, brevity, clarity
 Don’t sacrifice readability
 Use images and infographics
 Sign up to Google analytics
 It’s okay to break the rules!

23. Final Thoughts
“There is no such thing
as an attention span.
There is only the quality
of what you are
viewing … People have
an infinite attention
span if you are
entertaining them.” –
Jerry Seinfeld