When you’re looking for a copywriter to help you with your website copy, it can be hard to know where to start. The words need to not only reflect your brand and your products/services, it also needs to catch the attention of your ideal clients AND the search engines. It’s a balancing act of compelling content that works hard for you online. This is where having the right copywriter can make all the difference.
When Ash from Career Pursuit first contacted me about my website copywriting services, she thought “copywriting was about prettifying some words.”
Little did she know, she was in for a delightful surprise. Before working together, she was staring down the barrel of an online presence that wasn’t quite hitting the mark. She wanted a copywriter, but she got way more than that.
Spoiler alert: writing digital content isn’t just about making things look good; it’s about making things work. Pretty words on a website that no one can find are about as useful as a chocolate teapot.
Make sure your website copy is pulling its weight online
SEO Copywriting isn’t about sprinkling a few pretty phrases around and hoping you catch the eye of the Google bots. It’s about creating content that not only sings to the tune of your brand, but also performs like a rockstar on the search stage.
To kick off Ash’s copywriting project, I put together an SEO Content Assessment, looking at all her digital content. And no, this isn’t just me counting the adjectives in her About page. (Although, a little grammar TLC never hurts.) By the end of that first stage, Ash was sitting there in shock – and, to be honest, I was having way too much fun with it. Think manic hand waving and excitable talking in SEO jargon at a million miles an hour.
Go from ‘what the heck?’ to ‘wow, that works!’
I don’t just look at your website during an SEO Content Assessment. Why? Because online visibility isn’t about one site or one page; it’s about your whole digital footprint. And that footprint should be leaving the right kind of marks. I reviewed all her digital assets, including her website, Instagram, Facebook, LinkedIn and Google Business Profile. Not what some may expect from a “simple” copywriter, but when you optimise the techy stuff, the words don’t just look good – they’re found by the people who need to see them.
What’s included in the SEO Content Assessment?
An SEO Content Assessment is more than just giving your website a makeover. Think of it more like an SEO health check to make sure all the parts are in working order and seeing what, if anything, can be improved.
Performance
Looking at certain performance insights means looking at how well your site loads on both mobile and desktop. No one likes waiting for a website to load, so I check to see if there are any major red flags there.
On-page SEO
I assess your current page titles, meta descriptions, and image titles and alt descriptions. These should be optimised so they are not only informative, but also include the right keywords for your business. Headers and internal links are also checked as they’re important for readability and help both visitors and search engines easily navigate your site.
Social Situation
All your assets, incuding social media profiles and Google Business Profile are reviewed to make sure they’re aligned with their content, tone and overall feel of your brand. They should work together to build your online presence. It’s not just about tweaking a few things here and there; it’s about crafting a cohesive strategy that truly makes a difference.
Examples
Suggestions on where and how you can improve the SEO are included in the assessment. You can use the info and create all the changes yourself, such as new meta descriptions for every page of your website. (Note, the SEO assessment usually covers the main pages of your website, such as Home, About and main Services page. Additional pages can be requested for a more thorough assessment.)
Or you could go to the next step and request an SEO refresh of your website copy. This is where I take the findings of the assessment and use my SEO copywriting skills to enhance all the copy in your website. This could be:
- Re-writing your About page (did you know your About page isn’t really about you. More on that later.)
- Re-structuring your Homepage to utilise all the right keywords in the headers, content and internal links
- Optimising your product descriptions so they’re descriptive and appealing in all the best ways.
Turn your SEO Assessment into Business Success
By the end of our sessions, Ash and I crafted a clear path forward for Career Pursuit. The best part? Ash’s reaction. From “prettifying words” to “blown away,” her testimonial just shows you how SEO can bring the magic to your content. Helping Ash wasn’t just about making her website “look good” for Google; it was about creating a strategy for her business that works.
Still think copywriting is just about fancy words? Think again. Reach out today and find out how you can get your own dose of SEO brilliance.