As an SEO webmaster, I am continuously “scolded” by copywriters. I don’t mean Internet copywriters, I mean copywriters, those who write for print. “Writing for websites”, I tell them, “is not the same as writing for print.”
What’s their usual response?
I’m not writing for SEO, I’m writing for the readers! I’m not manipulating my words just to meet some SEO rules.
That’s the usual response I get, something like that. And I have to tell you, I just smile and think back on all the copywriters who have told me that over so many years. How tried writing for their clients’ websites only to come back several months later saying that they are having trouble getting the websites on the search engines.
I know it’s not easy to change, but I have to tell you (copywriters I mean) you’re not giving up your artistry, if anything, you’re being challenged to be even more artistic with your writing. Writing for websites is not just about writing for SEO, it IS about writing for the reader AND the search engines. It takes a very crafty, smart writer to be able to combine the two.
Writing for websites can be rewarding in so many ways. Not only are you (the copywriter) writing something that potentially millions of people will see, you are also providing your client with a means of gaining revenue. The ROI (Return On Investment) on the writing you do for a website will be much greater than the ROI for a brochure, or a sales ad. Why? Because that ONE article that you wrote can be translated into many different languages, placed in many different directories, press releases, websites, blogs, ezines and more. The viral effect of the Internet is amazing. And it’s long lasting. I continue to receive new visitors to my websites because of the articles that I’ve written as much as 2 years ago!!
So, just take a deep breath and think about it. Writing for websites can be a wonderful skill. Here’s how I do it.
1) I’ve got the keyword phrase that I’m going to use. This is usually provided by the SEO firm.
2) Let’s say the keyword phrase is “custom name tags“.
3) The copywriter is going to write an article about “custom name tags”.
4) The title includes the phrase, the phrase is placed in the body 2-3 times, the phrase should be at the bottom of the title, and you want to try and bold the phrase at least once.
That’ it. Your writing style remains fairly intact. Your creativity is challenged by the mere fact that you are writing ABOUT a certain keyword phrase. Your techniques and skills are also challenged as you integrate your artistic side with your technical side!
It’s a Win Win situation! For you and the client. Believe me, the first time you get a phone call from a client saying that he just made “x” number of dollars or “x” number of sales because of what you wrote, you’ll be hooked. It’s an amazing feeling when you’ve helped a business owner achieve a goal – all because of what you wrote!
Writing for websites is NOT giving up of yourself and your personal style. Integrate these new skills and both you and your clients will be better off!