You know your business inside and out, but when you sit down to write for your website, the words just don’t come out right. Great website copy is about persuasion, but it’s also a critical part of SEO. This is the craft of seo copywriting: writing for customers in a way that Google also understands and rewards.
This guide will give you a simple, five-step framework to write copy that connects with customers and converts them into leads, even if you don’t consider yourself a writer.
1. Focus on Benefits, Not Features
This is the golden rule. A feature is what your product is or does. A benefit is what the customer gets from it. Your customers don’t buy features; they buy solutions to their problems and better versions of themselves. Always translate your features into clear benefits.
- Feature: “Our hiking boots have waterproof Gore-Tex lining.”
- Benefit: “Enjoy your hike with warm, dry feet, no matter the weather.”
2. Write for One Person
When you try to write for everyone, you end up connecting with no one. Before you write a single word, get a crystal clear picture of your single ideal customer. What is their biggest frustration? What is their secret hope? What words do they use to describe their problems? Write every sentence on your website as if you are speaking directly to that one person.
3. Use the “Problem, Agitate, Solve” Formula
This is a classic, powerful formula for structuring your paragraphs, especially on your homepage and service pages. It is a cornerstone of effective seo copywriting.
- Problem: State the customer’s problem in a way they immediately recognise. (“Tired of your slow, outdated website that doesn’t bring in leads?”)
- Agitate: Gently remind them of the negative consequences of that problem. (“You’re losing customers to your competitors and wasting money every single day.”)
- Solve: Introduce your product or service as the clear, perfect solution. (“We build high-performance websites that become your number one salesperson.”)
4. Write Like You Talk (But on a Good Day)
Read your copy out loud. Does it sound like a real human being, or does it sound like a corporate robot? A stuffy, formal tone creates distance. A natural, conversational tone builds trust and makes your brand feel approachable. Use simple words, short sentences, and ask questions to engage the reader. Avoid jargon at all costs.
5. Guide the Reader with a Clear Call to Action
Every page on your website must have a purpose. Don’t just let a page end; tell the visitor exactly what you want them to do next. A vague or passive call to action like “Submit” or “Learn More” is weak. Be specific, clear, and action-oriented.
- Weak: “Contact us for more information.”
- Strong: “Get Your Free, No-Obligation Quote Now.”
The Connection Between SEO Copywriting and Rankings
Good copy isn’t just for humans; it’s for search engines, too. When you write clear, helpful content that uses the natural language of your customers and focuses on solving their problems, you are creating exactly what Google wants to rank. Google’s goal is to provide the best answer, and persuasive, benefit driven copy is the best answer. This synergy is the entire point of seo copywriting.
The 80/20 Rule for Website Copy
These five principles will dramatically improve your website’s performance. Use them to write your blog posts, product descriptions, and about page.
But for your most important, high stakes pages, like your homepage and your core service pages, the expertise of a professional can be a game changer. On these pages, a small increase in your conversion rate can mean thousands in new revenue.
If you’ve applied these principles and are ready for an expert to take your most important pages to the next level, our team of conversion copywriters can help. Let’s talk about turning your words into revenue.