When it comes to working with an SEO copywriter in Melbourne, there are several common mistakes that businesses often make. To make the most out of a vital digital marketing resource, here are some tips and insights into the common mistakes businesses make when working with an SEO copywriter, and how to avoid them.

GARBAGE IN, GARBAGE OUT: INFORMATION IN SEO COPYWRITING

Not providing enough information is one of the biggest blunders businesses make when hiring an SEO copywriter. It is one of the classic “how big is a circle” questions. What kind of circle? What colour is the circle? What is it made out of? Who needs to use it, and why?

It’s important to give your copywriter as much detail about your business and objectives as possible so they can create content that will help you reach those goals.

Another mistake is expecting too much too soon. Copywriting takes time, research and dedication – no matter how experienced a writer may be, they need adequate resources to produce quality work. Trying to rush them or skimping on payment won’t get you the results you want; it could even damage your relationship with the writer and their ability to do their job properly.

CONTENT STRATEGY MEANS SUCCESSFUL STRATEGY

Not having a clear strategy for success is another misstep businesses often make when hiring an SEO copywriter in Melbourne. It’s important for both parties involved to have realistic expectations from the outset – setting measurable targets helps keep everyone focused on achieving them throughout the project timeline. Without this kind of structure in place, projects can easily become disorganised or go off track without anyone realising until it’s too late.

It's also important not to downplay the effort that goes into crafting effective SEO content - keyword research can take hours, depending on how competitive your industry is.

You should ensure that all webpages have meta titles and descriptions written specifically for each page - these should include pertinent keywords but still read fluently so visitors don't feel like they're being targeted right away (this means avoiding words such as 'buy' or 'discount').

Finally, don't overlook backlinks: getting other websites/blogs linking back yours will help significantly improve its search engine ranking over time. Backlinks are often the “currency” that Google deals in when it comes to domain authority (which greatly influences your Search Engine Results Pages.)

By avoiding missteps when employing a search engine optimisation copywriter, you can guarantee that your material is maximised to its fullest capability. By implementing the correct approaches, you can capitalise on all the advantages a competent SEO copywriter brings and get maximum visibility for your business website.

Want to work with an award-winning copywriter who has more patience than a saint? (Well, we hope so!) Contact me below!

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I Sell Words began life in Melbourne with one mission: to be the best website copywriting firm bar none. However, the number of times I’ve attended networking meetings, handed out my business card, or described what I’ve done to acquaintances and got the reply: “Huh, so what do you copyright? Books? Films?” Not quite, no.

What Is A Website Copywriter?

Yes, copywriting and copyrighting is an example of a homophone; a word with the same sound but different meanings (English is full of them!). Explaining what I do as a copywriter – a website copywriter – goes a little like this:

“A web developer develops the code for a site. A designer produces the visuals. As a website copywriter, I write the text on the site.”

This gives most people pause to let the penny drop. Many people don’t consider the person (or team of people) that write the text for a website. The text is vital for your digital marketing – text makes up much of your Search Engine Optimisation (SEO) efforts, how you engage your audience, and how you inspire calls to action – buy now, sign up, reserve your place, etc.

If your website copywriting isn’t converting as well as it should, here are some tips for effective website copywriting that can help.

Know your copywriting end goal

Like any piece of writing, website copywriting needs a beginning, middle, and an end. Doesn’t matter if you’re writing a tagline or a novel - every piece of writing needs this. What is your website’s end goal? Are you a business to business site? Are you business to consumer? Are you looking for more leads? Selling products? Asking people to sign up to an email list? Establish a goal for your copywriting and work backwards from there.

Establish a consistent tone of voice

In my website copywriting process, establishing a consistent tone of voice throughout the site is crucial to success. Is your brand youth-oriented? A conversational style may work best. A lawyer site will need a professional and direct style. Sometimes a mix of two can work (not three, three is just too hard to get right.) This gives readers a sense of your brand and what they can expect when interacting with your business further. It engenders more trust.

Using ethos, pathos, logos in copywriting

When it comes to written persuasion, there’s not much new under the sun. Rhetoric, or the art of using language to persuade, is as old as the Ancient Greeks and Romans - hence ethos (appeal to one’s character), pathos (appeal to emotion) and logos (appeal to reason or logic.) Any piece of writing that means to persuade people need to balance these three elements to be truly effective. For more examples, click here.

Clarity and conciseness is king

The simpler your copy, the more people can understand it. The more people that understand your copy, the more people you can sell to. Making your writing bold and clear makes it easier to read which makes it easier to remember. You should use it in all your writing, not just on websites. To help your own clarity and concision (making it short as possible) you can use the Hemingway App for free.

And just like good writing makes your readers comfortable, a little thought in the real world makes your office comfortable too. Something like commercial aircon installation can make a big difference. When you feel physically at ease, you think better, focus better, and enjoy being there more. Comfort matters, in writing and in the spaces we spend our time in.

Search engine optimisation - keywords and copywriting

It’s unavoidable - your website copy needs to have some kind of Search Engine Optimisation (SEO) baked into it. That means researching keywords, structuring your copy, making sure you write compelling but keyword-rich headlines, and off-page SEO. For more on this, read my resource post on The Best SEO Copywriting Tips here.

Add calls to action (CTA)

Website copywriting is always asking something of the reader. At the end of the story, that means asking them to “buy now” or “contact me” or “sign up here.” Too many calls to action and you risk turning people off. Not enough, and they might pass your website by in their search for the best deal. 90% of visitors who read your headline copy will read your CTA copy according to Protocol 80 - so use them and optimise them as much as possible.

Conversion rate optimisation: A/B testing

Website copywriting is rarely a one and done proposition. Once you think you have the best copy ever, it can always be improved on. That means testing variations of headlines and CTAs using Google Optimise or similar applications. Test, track, and tweak for the best results.

Need the best Website Copywriting in Melbourne to improve your business? Check out my copywriting services here, or click below to contact me (there’s an example of a CTA!)

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