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 without putting off either of them. 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 Emerald HQ 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.
Why is SEO important for your small business?
Writing digital content isn’t just about making things look good; it’s about making things . Pretty words on a website that no one can find are about as useful as a chocolate teapot.
SEO, or Search Engine Optimisation, is exactly what it sounds like; optimising your digital assets for search engines. It’s making sure those “pretty words” are words that not only accurately reflects your business and the products/services you provide, they are also the words your potential customers are typing into search engines to find your products/services.
Using the right keywords helps search engines understand your business and connect you with those all important customers. The stronger your SEO is, the easier it is for your business to rank higher in SERPs (Search Engine Results Pages) and get in front of more eyes.
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.
Truly effective website copy acts as a bridge between your audience and the solutions you provide. If your customers can’t find your business online, most will move onto the next available option. When your website is properly optimised, it’s working 24/7, building authority and trust online and turning your website into a high performing business asset.
To kick off Ash’s copywriting project, I put together an SEO Content Assessment, looking at all her digital content to see what’s working and where things could be optimised.
And no, it’s not 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 wild 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.
So while you may want to refine the content you share to match the different platforms, it should primarily still sound like it’s coming from the same business. Instagram and Facebook are more social-focused platform that suit a more relaxed tone, whereas LinkedIn is a professional networking platform where slightly more formal language is more appropriate.
However, the core identity must remain consistent, even down to simple things like making sure the same business name is used across everything. You shouldn’t use “The XYZ Company” on one platform, XYZ Co. on another and XYandZ Biz on a different one. Inconsistency makes it harder for people (and search engines) to connect the dots.
For Ash, I included all of Emerald HQ’s digital assets, including the website, Instagram, Facebook, LinkedIn and Google Business Profile. This might be more than 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 your 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’re 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 Situations
All your assets, including 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.
Useful Examples
Suggestions on where and how you can improve your 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 Home Page 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 Emerald HQ. 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.