Website Copy and Optimisation

Website copy is not only important for sales communication to potential clients, but essential for search engines to rank, rate and understand the topic of your website. In this section we discuss essential sales copy techniques for capturing the interest, and ongoing relationship with potential clients.

We will also discuss "Website Copy Optimisation" which is the process of incorporating keywords and key phrases into web page copy, at a specified frequency, to guide search engines on where to locate your website upon the web, and to assist ranking.

The Sales Pitch Copy Technique

Intuitive Marketing recognizes that potential customers use feelings and emotions in the decision process, therefore the emotional "experience" provided by your website, can greatly influence your visitors buying decision.

The "sales pitch" is a commonly used writers technique of sales professionals and media advertising copy writers, whom usually have only seconds to make an impact in a Radio or TV Commercial or Sales Presentation.

As a sales and marketing tool, it is recommend that your website copy emulate a sales pitch, i.e. your writing style should include "benefits" not just features, to switch your audience on emotionally.

The use of captions helps to segment copy and give your busy readers a birds eye view of content. A good rule of thumb is to be sure that there is always one "reward" word and one "emotional" word with keywords and/or key phrases in each caption ...

e.g. "Powerful Web Design Opportunities" - Powerful [Emotional] Web Design [keyphrase] Opportunities [Reward]

The Inverted Pyramid Copy Technique

The "inverted pyramid" style of copy writing is used by newspapers and report writers. The inverted pyramid style was designed so that readers could cast their eye over a page of articles, and gain a general idea of the contents in the first paragraph, without having to read the full copy. This is a great kindness to busy people.

The inverted pyramid system is achieved by placing captions and summarized briefs in short paragraph form at the top of each section of copy, right across your website. I have used the inverted pyramid style for the website copy of this program.

As with the Sales Pitch Technique, emotive captions can lift the spirits of your audience , and provide business readers complete rundown of the contents of your website in seconds.

Web Page Copy Essentials List

These are a list of important design factors for search engine friendly copy content on your web pages:

We will now move to Search Engine Optimisation Techniques, essential for gaining good ranking in Search Engines.

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