New content for your website

I specialise in writing website copy. The internet is driven by text - the search engines can't see pictures. All they work on is words. So if you have the right words on your website, it will work much better than if you use the first bit of copy that came into your head.

Website content has to meet technical requirements – it has to have the right words in the right place to generate search traffic. And it also has to read well for people. The goal is to embed the right search terms in copy that flows and has the right voice for your business.

Why you should hire me

  • Not everyone can write well. I can.
  • Search engine optimisation is built from the content up. Get the words right, and you’re more than halfway there.
  • It’s particularly difficult to write about your own business. Getting a sense of perspective is not easy, because you’re almost too familiar with what you do, and it matters too much.

Finding the right search terms

I do this by a 2-step process -

  • defining your market positioning
  • finding and ranking the search terms

Your market positioning encapsulates what your business is all about – who your customers are and what they’re like, what’s important to them and who they compare you with. This leads to identifying the sort of things they’re going to look for on your website.

I then pin down the words they use to search for what you have to offer using Wordtracker – this samples actual searches on the internet, allowing me to identify and rank the search terms real people use. These are nearly always different from the words someone in your line of business would use. The usual pattern is a small group of search terms that the majority use, followed by a long tail of less-popular terms.

Revamping an existing website

If you already have a website that isn’t performing, I can write new content for it. I can do the editing, or supply it as a plain text file for you to publish on your site.

You don't want to do the cooking

Some agencies offering website design ask their clients to write their own content. To me, this is like going to a restaurant and being ushered into the kitchen to cook your own meal. And also being asked to go to the supermarket to buy the ingredients. And then being asked to pay for eating out before you leave.

I think anyone offering website construction should be able to assemble the content for you. And that means well-written copy that relates to your business. You can have a go, or you can ask me to write the copy for you. It's your decision.