Writing Websites with Meta Descriptions

Quality web copywriters will make sure that each page of website content includes title tags, meta key words and a meta description that corresponds with the purpose of that page.

What is a meta description?

This definition is from dottraffic: Meta description tags are hidden from the user and not visible on the page, but function in other ways, no less significant. The meta description tag is text the Website owner composes, which describes the page in the most accurate way for the search engine spider to conveniently find out what the Website’s essence is. Its Search Engine Marketing value is not so much the ranking as it is in correctly identifying the Website content. Google, for instance, will list the meta description of the page on the search result listing.

You may hear HTML and your brain closes off – but really, a quality web site copywriter will be able to take a key statement from your website content and create a meta description designed to attract the search engines. 

Think of it this way:  website content are the words that the target prospect who lands on your page can view and read.

Meta key words and descriptions are there for the search engine spiders that help index your site properly.

Your meta description should include a geographical locator (Midwest, serving your county, name of your state) and the key words that readers will be searching. You have about 35-40 words to describe your business and the primary purpose for that specific website page.

Note: each page should have unique meta descriptions.

Need help?  Call a web copywriter, like me for help.

Learn how to Write Website Content by Example

One of the best ways to learn what works and what doesn’t when it comes to website and blog content is to examine others in your industry. 

Whose site do you want to emulate?

Which website content needs help?

Conduct an informal writing analysis of your competition for what works and what doesn’t.

When I’m looking to find websites and blogs in my industry, I start by looking at AllTop;a news aggregator created by Guy Kawasaki.

Type in the key words for your industry or search the alpha bar for pages that focus on your area of business.  Then scroll down through the websites and blogs to find ones that most closely match the services and products your company offers.

Read their most recent articles and posts to find styles, trends and topics of interest.  Visit their website to learn more about how they reach out to their target prospect. 

Make a list of the things you like and would want to adopt on your website.  Share the link with your web developer and your web site copywriter so they can keep the information in mind while creating your website or rewriting your website content.

Also check out Technorati and Blog Search by Google for more examples of blogs in your industry.

How to Write Websites People Read

I talk about writing websites people read when most sites will tell you about how to write websites that will make money or land you on the top of the search results. 

My passion is customer relationships and one of the key ways we begin to build those relationships is with the prospect’s first impression.  We have been mastering the art of winning them over in person but in this new age of technology we have to write websites that let the reader know, from the minute they find us, that we UNDERSTAND them and have what it takes to HELP them.

One of the biggest mistakes companies make when creating their landing pages is to write like a marketing brochure.  Talk about features and listing out services and talking about how many years you’ve been serving the community should be saved for when you are actually having a conversation with the prospect.

Your website content should be compelling enough to get the reader to take action.  Save the hard sell for when you’ve actually connected. 

Forget that.

There should never be a hard sell.  It should be a give and take of information – that’s how you build relationships and earn your customer’s loyalty.

But it all begins with the first impression and in the case of your website, it is with website content that draws the reader in so they read the next sentence, the next paragraph and ultimately pick up the phone to have a conversation with you.

Does your website content do that? If not, maybe you want to consider a web site copywriter.  Call me, I can help.  330-414-8792.

Maximize Your Seo When Writing Websites

I’m web site copywriter, not an SEO specialist – that is a unique and complex science.  However, there are a few key things to keep in mind when writing websites that pertain to SEO.  Entrepreneur Magazine published an article offering 5 simple secrets to making the most of your search engine rankings.

The third tip is to use your key words wisely. Select your key words based on what you think the reader will type into the search engine.  But you can’t use one phrase over and over and so you need to make sure the phrase is used in strategic places to benefit your site the most:

“…include those words in product titles and descriptions, page headers and wherever else they can be used without being a turnoff to customers.”

What are the key words your readers are searching?  Do you have it narrowed down to two key phrases?  Check to see which one is more popular by visiting Google Trends.  Type in both phrases and the site will graph the popularity of both phrases based on the number of times readers have entered them into the search engine.

Do You Click Here?

Have you ever searched “click here” on Google or Yahoo?  There are 4.7 BILLION references on the Internet through Yahoo for “click here.”  Not a real effective use of key words within your site to drive the desired traffic.

When writing websites people read – keep in mind that the live links within your site should be the actual key words of the landing page, video clip or PDF file the reader will be transported to find.  For example:

In your website if you want a live link to your latest newsletter, an untrained web site copywriter might say:

“For the latest newsletter click here.”

However, a savvy web site copywriter knows to use the live link content as a search tool:

“You might be interested in reading our latest newsletter entitled What’s Social Media and Why do I Care?“ 

In the last example, the web site copywriter has provided specific information for the reader as well as a well defined live link for the search engines to index.

Don’t become a victim of the “click here” syndrome.  Make sure you create landing page copy that includes key word rich live links.

How to Write Website Content Readers Return For

Once they’ve found you – you want them to return again and again.  You long for the reader to “bookmark” your page for easy reference.  So how to write website content that inspires a return visit?

Give your readers a reason to return.  Provide regularly updated content:

Newsletters

Articles

Tips for success

Thoughts of the day

Links to vendor partners

Update samples and testimonials

Freebies/giveaways

Frequently asked questions

You work hard to create a website that attracts the right customer and inspires them to take action, however, your work doesn’t end there.  The website needs to be constantly updated with fresh information so that readers return over and over.  They won’t make a decision or take action on the first visit – for some it may take more than one stop on your site.  If every time they return the content is the same – they may loose interest.

That’s where a web site copywriter comes in handy.  They can be constantly creating new information that can be added to your site.  And remember – each time you update your site, the search engine spiders come back around to see what you’ve done which helps with the search results!

The Trust Factor: Writing Websites That Inspire Confidence

People buy from those they like and trust.  When writing websites people read, consider including a confidentiality policy on your site.  Make sure your customers know you won’t be selling their information.

If appropriate, offer a money back guarantee

If you are selling items, clearly explain the different payment options and consider becoming a PayPal provider or use a payment site that has a secure information page.

Identify theft and information selling have become a wide spread problem.  Make sure you or your web site copywriter includes language that offers comfort and security to your readers.

Why Do You Have a Website?

We just talked about identifying who you want to come visit your site:  your ideal customer.

Once you know who you want to attract to your website – the next tip is to determine what role you want your website to have for your business:

Do you want to:

Sell products on line

Tell your business story from start to finish

Be a teaser that entices the reader to call

Show samples of your work

Just have an on-line brochure

All of these and more are legitimate reasons for a website.  Truth be told to compete in today’s computer-literate world, you must at least have an on-line brochure with a contact us page that encourages customers to contact you for more information.

But writing websites as an online brochure won’t be enough incentive for the reader to take action.  Your website needs to answer the question: 

“Why should I contact you instead of the thousands of other businesses in your industry?”

So why do you have a website? Is it because a web site copywriter told you that you should have one or is it because you realize that more and more consumers are doing the majority of their research and buying information gathering via the web? 

Determine the purpose of your website and then create a website that meets those needs while answering the customer’s under lying question: how can you help me?

As always – an experienced web site copywriter can help you determine the purpose of your site and can help with writing websites people read.

Web Copywriters Help You Identify Your Customer

One of the first things you should determine when writing websites is who you want to read your site.  Not everyone is a candidate for your products or services.  So who is your ideal customer?

Determine your reader.  Many of us share similarities, but we are all driven by:

Our history

Our goals

Our interests

So it important when writing websites to understand the likely demographic of those visiting your site.  Why?  Well, let’s just talk age for a minute.

For those of us in the baby boomer age, we like a clean, crisp look with traditional vocabulary.

For those in the younger generation, they want to see color, hip style and slang words.  Interestingly enough I just read that today’s consumer – the gamer – have been raised on Game Cube, Playstation, etc. and have limited attention span.  So if you are attracting that consumer you need to include games on your site.  Something that is interactive and changing that will invite them to stay for an amount of time required to understand the problems you can solve for them.

When writing websites you need to make sure that you speak the language of your ideal customer.  Once you’ve determine who that is – do a little research to determine the style they prefer and then create your website content to attract that specific reader.

Not sure how to determine your specific customer?- a web site copywriter can help.

Web Site Copywriters: The Ultimate Time Saver

Your plate is filled with so many tasks and so little time you sometimes have trouble knowing which project to start first.

You know you need to constantly feed your website with fresh content – but who has the time?  That’s where a web site copywriter can provide value. 

“How can you possibly write about my business – you have never worked in my industry?”

As a web site copywriter, I hear that a lot.  The interesting thing about what I do is that I rely on you to provide the industry details – either through an interview or researching industry websites you recommend.  A web site copywriter takes material already in existence and then rewrites based on your point of view, your company’s unique value and the focus you wish to project. 

The copywriter is putting the words together in a readable fashion for the person visiting your site. 

Think of the time you’ll save; spend 30 minutes sharing your view points and the key message you want to convey and then forget about it – the web site copywriter takes it from there.

There is nothing scarier for the non-writer than a blank piece of paper (or in this case, a blank computer screen).  The web site copywriter creates the content and then you can just take a red pen to refine.

Considering a writer to help with your website content?  Start with a small project – one page on your site, an article to post, a press release of a recent event.  Your website will be updated and you won’t have to write a thing!