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Putting Words to Work: Write Your Own Website Copy

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A website without words is missing a key element — it’s unlikely to be indexed favorably by Google, and it probably isn’t communicating to customers and clients. Words are an important part of website building, but it’s tempting to focus on images and development and leave text as an afterthought.

YOU’LL LEARN:
How to incorporate keywords into copy
How to utilize existing marketing materials
How to get help when you need it

Published in: Marketing
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Putting Words to Work: Write Your Own Website Copy

  1. 1. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Putting Words to Work: Write Your Own Website Copy #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
  2. 2. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Putting Words to Work: Write Your Own Website Copy
  3. 3. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Today’s Speaker Carrie Rollwagen Communications Director 3
  4. 4. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Why Do Words Matter? 4
  5. 5. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) What We See 5
  6. 6. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) What Google Sees 6
  7. 7. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) What Google Sees 7
  8. 8. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Start Now! (The earlier the better.) 8
  9. 9. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Make a Plan 9
  10. 10. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Research •Evaluate your current materials •Pull all text from your current website •Get your keywords if you want SEO •Check out your competition 10
  11. 11. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Find Your Voice •Casual or formal •First person or third person •Direct address or indirect address •Stick with brand messaging if you have it 11
  12. 12. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Best Practices •Active is better than passive voice •Pick a comma style •Pick a dash and ellipses style •Make your content “evergreen” 12
  13. 13. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Define Your Audience •Experts •Novices •Potential Users •Loyal Customers 13
  14. 14. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Define Your Audience •What do people want to see from your website? • Short, to-the-point content • No jargon • Easy-to-navigate site •What does Google want to see from your website? • Lots of copy • Keywords • Specifics about your location • Fresh information 14
  15. 15. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Compromise for Google + People •Break up text •Use subheads •Add a blog to incorporate extra content •Use design to put key information in easy-to-find places 15
  16. 16. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Get Organized 16
  17. 17. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Outline •Have your site map? Work from there •Don’t have a site map? Start with common pages 17
  18. 18. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Common Pages and What They Need •Home: keywords, CTA, overall description •About: SHORT history section, address or link to contact info •Bios: parallel construction, possibly use a questionnaire •Contact: address, map and phone number •Products/Services: original product descriptions, easy-to-navigate services •Blog: links to other blogs, in-line links, lots of SEO 18
  19. 19. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Start Writing 19
  20. 20. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Get Organized •Work from a site map or detailed outline •Create a text document to work from •Save each round of edits separately •Set reasonable length goals (you can always add more copy) 20
  21. 21. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Writer’s Block Blockers •Work from an outline •Write a little and then add more later •Try writing in your email or writing by hand •Dictate using voice memo carrierollwagen.com/how-to-combat-writers-block 21
  22. 22. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Edit Your Work •Edit in a word processing client if possible •Use tools like spellcheck and grammar check •Have your team and managers edit in a text document •Recruit a proofreader 22
  23. 23. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Make Google Happy 23
  24. 24. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) SEO •Go easy on the keywords — don’t keyword stuff •Write your metadescription •Pay attention to heads and subheads •Incorporate keywords into taglines and slider text 24
  25. 25. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Connect Your Website •Be liberal with links •Create CTA buttons and in-line CTA •Always be leading to something else; don’t let them just close the page 25
  26. 26. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Last Lunch & Learn of the Season! October 19 Video For Beginners: Basics Of Making And Posting Video 26
  27. 27. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Like what you learned? Let us know! We’d love a review on Google+ “Quick response time when issues arise and resolution times are fast." “Our experience with Infomedia was superb! They built an ecommerce web portal for a client of mine last year.” 27
  28. 28. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook) Give Us a Call! 205.823.4440 28

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