What’s the most important thing when it comes to making a name for your company online? There’s plenty to think about. A good web design is obviously a start. Then you’ve got the right graphics in the right places, setting up an online store and making sure everything works and customers have an easy way of contacting you are all very important parts of making a website that people actually want to visit and more important, buy from.
However, if you want your website to constantly appeal to people and achieve good SEO without feeling like you are trying to hard, there’s one thing that’s both the most important and most overlooked part of running a website in the long term; the writing.
Why does writing matter?
Writing matters because it’s the cheapest and easiest way to create new content for any website, but more than that it matters because it gives you a chance to do something you couldn’t do easily without the internet: speak to customers. Not just customers you’ve already got, either. Good writing can appeal to people who have never heard of your company before, and can do more to attract customers and improve the reputation of your business than any ad campaign.
Flashy graphics look nice, but they get old fast. What separates an average website from an amazing website is how often the content is updated and how relevant that content is to the visitors. Simply making a static website might serve as a digital business card, but if you want to really utilise the vast market on the internet you need to do more than just sit back and relax after your site is finished. In fact, it’s best to never think of a site as ‘finished’ and instead see it as a constant work in progress; a book that you never finish writing.
The great thing about writing is it ties directly into how people manage to find your site. Google searches sites using an automatic tool called a robot, which picks up the content so that when people search for a keyterm they’ll find your article. Obviously chances are more than one person is writing about the same thing so the way Google searches is actually much more complicated than that, but the fact remains that writing new content will keep Google coming back and make your site more visible online.
Online writing tips
• If you don’t have time to write or you don’t feel you can write well enough, don’t feel pressured into trying to do so. Talk to an SEO agency that can help put you in touch with copywriters that are both great communicators and well versed in how to maximise the SEO potential of content without making it sound like it was written just to make Google happy.
• Be aware of formatting. It’s really important when writing online to make your writing as easy as possible to read. Don’t make massive chunks of text without breaks, put a line between each paragraph and try to make sure a paragraph is no more than 4-5 sentences long. Break up your writing with subheading and bullet points; not only do these help readers but they also help Google index your content.
• Don’t be afraid if you’re not completely unique. The internet has been around for 20 years and there’s a very high chance you’ll be writing about a subject that’s already been written about many times over. Instead of trying hard to create something completely new, instead try to find a different angle that hasn’t been explored before, or talk about something from a different perspective. Draw on your own experiences if you can, as these are totally unique and can provide great insight.
• Don’t start stuffing keywords. You might find this advice online but throwing in keywords to appeal to search engines will make your writing sound weak and more readers than you might think will notice what you’re doing. Concentrate on writing for real people and if you’re worried that your writing might not be having much of an impact or isn’t getting picked up by a search engine, talk to a reputable SEO agency.
• Branch out. Take a look at other blogs and internet users writing about the same thing as you. Subscribe and comment on their blogs, which not only makes you look like an active member of a community rather than a selfish blog owner who never leaves his own site but also lets you link back to your content. Talk to other blog owners and see if you can set up guest posts to get more exposure for your content.
• Stay relevant, but don’t get boring. Make sure you are talking about something relating to your company. It doesn’t have to be dry reams of information or lame sales talk, but try to stay on subject as much as possible and link what you’re talking about back to your company as often as you can. You don’t want your company web page to turn into your blog, and over time it can be an easy trap to fall into.
Hopefully with this advice you can start to create some interesting and original content for your website or company blog. If anything has confused you or you simply don’t have the time to constantly update your site by yourself, consider talking to an agency that can handle both SEO and copywriting for you. A good agency can be incredibly valuable when it comes to making writing that stands out and engages readers, and an agency will also have experience in making sure that content gets read by as many people as possible.