Whether your business is a new start up or big global corporation, your website and its contents can be very instrumental in your success or failure. With so much information readily available online, the competition is stiff, so you need to make sure your website content is geared towards promoting your brand and getting you excellent returns.

This doesn’t necessarily mean you need to hire a professional writer or content generator to re-create your website; there are a number of easy ways to improve your website writing.

  1. Understand how Google works, to optimize your blog posts

Even with no SEO experience, you can increase the chances of your blogs being found. Google looks at all the content, not just keywords or titles when coming up with results for a search. Once your article is complete, do a quick search on Google using the title or basic outline. Scrolling down to the bottom of the page will show you searches related to the original search term, which shows you actual searches that have been made and are related to your content topic. By incorporating some of these related search phrases into your article, it increases the likelihood of your content being found by Google.

  1. Make sure your copy and design work well together

Your visuals and writing need to complement each other, or they just won’t work. Choose readable fonts and be careful of using too many colours. Wrapping text around visual boxes can be distracting or cause readers to lose their place, so make sure your article is easy to absorb. Most people skim read and only actually read about a quarter of what is in front of them, so make sure your copy doesn’t get lost.

  1. Use Google Analytics to identify your best pages

Log in to Google Analytics and click on ‘Behaviour’. From there, click on ‘Site Content’, then ‘All Pages’. This will bring up your top ten most visited pages – once you know where people are spending their time, you can devote your best writing to these pages.

  1. Spend time on your meta descriptions

This refers to the copy that displays in a search result, under the web page address. It’s basically your last chance at convincing someone to click on your link. That little description (150 characters) could be what drives more traffic to your site, so make it user-friendly and to-the-point.

  1. Connect with your audience through your ‘About Us’ page

People are driven by emotion, so if you reveal a bit of your personality and ‘humanise’ your site, you have more chance at engaging with your readers. Using photos is a good idea – people like to put a face to a name.

  1. Keep your URLs short

It’s best to have short and relevant URLs, that contain a keyword if possible. If a person can quickly scan your URL and know what your post is about, it pretty much guarantees that it will perform well with Google too.

There are many tricks of the trade with digital marketing that, when applied, can improve your business. If you’d like to find out more about website design, content creation or need help with your marketing strategy, contact us – we can tailor a solution to suit your needs and budget.

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