- Copywriting, SEO and PR 

Effective Website Writing

Buzzwords' commitment to writing websites that

work starts with some 'upside-down' thinking!

Website writing follows what’s known as the ‘inverted pyramid’ principle.  In other words, writing websites is much simpler when you start off with pages which describe your products and services – then work back to the over-arching fancy stuff about your approach to business.

Experienced copywriters have always known this, long before website writing was even heard of.  It’s all about gathering your information together.  Before you write a word – read, read, read.  A pre-requisite of website writing is knowing where you’re heading.  Hence the site-map.  But how can you create a site-map without having the info?

Writing websites – it’s a ‘slow-burn’

Rushing into website writing is a common mistake.  Apart from gathering enough information to gain both an overview and a detailed view of every aspect of a business, it’s also vital to do keyword research.

When writing websites, major keywords often suggest themselves as the site-map comes together.  They’re vital to establishing the site’s identity and its positioning in the search engine rankings. Effective keyword research also provides the essential starting point from which a website writer can build a professional and powerful site.

Website writing with ‘serious sequencing’

There’s no doubt that successful website writing turns project management on its head!  To a website writer, logic still prevails but there’s an alchemy that is best described as ‘serious sequencing’ – or getting all your ducks in a row:

• Website writing starts with information gathering

Create an initial site-map (this can always be changed once the real business of website writing begins!).  Do your keyword research – brainstorm or use online services like ‘Wordtracker’ – and then move onto the SEO copywriting phase.  This means doing the basics such as sorting out meta tags and paying due regard to keyword density.

• Website writing – ‘It’s a people thing!’

When it comes to website writing, it pays to talk to real people in the business whose website is being written.  Not only will this give the website writer an insight into the corporate culture.  It will also provide a take on where the emphasis should lie within the details of the website.  Not least, it will give your website writer an indication of what sets that business apart.

• The methodology of Buzzwords’ website writing

In simple terms, this is: STRUCTURE > CONTENT > OPTIMIZATION.  In reality, website writing will encounter many variables.  Some people hate long copy, for example.  Others insist on 500 words per page as a minimum for the ultimate SEO performance. The great thing about website writing is that you can change the content later if you’re less than happy with it.

• Let website writing take the lead

Sequence website production activities so that website writing is the lead creative skill.  From an SEO viewpoint, starting a website with the design is putting the cart before the horse.  Where ‘content is king’, the words must dictate both format and outcomes.

Click on the link for more details of Buzzwords' website copywriting  services – or if you’d like to discuss your next website writing project, contact Mike Beeson at Buzzwords today:

 
Buzzwords Limited, Knutsford,
Cheshire (south Manchester, UK)
Tel No 01565 654023
e-mail: open@buzzwords.ltd.uk