If you are a typical business trying to win customers over then brief and simple as possible is the way to go, write as if your audience is a group of third graders. When people are online looking for information they want to get what they want and not have it be a chore.
Attention Spans
Talking to Yourself
Before you begin anything you need to ask yourself, what do I want my website to do for me? Be realistic and simple; remember that visitor’s attention spans are fairly short when on line.
Map Your Way
Before you start you want to think of the pages you want to have, this will most likely change once you start putting it to paper. Typically the pages you will start with will be Home, About, Contact & Services or Products. Don’t worry about content here, just the pages.
Tour Guide
Your home page is the tour guide for your website, which is where you want to direct your visitors where to go. Your tour guide will sell for you by directing them to the areas of most importance. The home page will briefly mention enough about the service to get them interested enough to go in that direction, once they get there the content needs to keep them there long enough to get your point across and hopefully inspire them to take action.
Page Content and SEO
Keywords are important in your content, more so then just placed in a SEO tool that you enter keywords in. Each page should have a title and description; the home page will be the most important page for this.
For the page you are writing think of keyword phrases (try not to go over two words together if possible, three max) that are relevant to that page. Once you have your main key word phrase you want to repeat it as much as possible on the page. For instance: 2 times in the first paragraph and 2-4 times more throughout that page. Remember, you’re ultimately writing for people, not a search engine. Don’t get too caught up with your key phrase and overdo it. Try and sprinkle your other keywords in where possible.
Example:
Page Title:
Listings for Sale and Lease
Description:
Brain Power Real Estate is a leading commercial real estate property listing company servicing the Baltimore area since 1989.
Content:
Brain Power Real Estate is a leading commercial real estate property listing company servicing the Baltimore area since 1989. Brain Power Real Estate specializes in commercial real estate and getting to know our clients’ needs and concerns by making sure we have a thorough understanding of what they are looking for, we get to know your business so we can help you succeed.
The commercial real estate market in our area has been strong for the past two decades, other commercial real estate markets in the country have not been as fortunate. We take great pride in finding the best fit for our clients and giving you options and representing you as we would want to be represented. Brain Power Real Estate remains one of the top companies in the commercial real estate market in Baltimore by providing unparalleled service and making your business our priority. We look forward to learning about your business and how we can help you with your commercial real estate needs.
Note:
You can see in the example above that “commercial real estate” was the keyword phrase. It was used in the title, used in the description, used twice in the opening paragraph and four more times in the second paragraph.
You should never sacrifice good writing for SEO, remember you are writing for the customer first and the SEO writing is secondary.
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