How to optimise your website

These days, it’s widely accepted that if you want business success, you need an online presence.  And it seems businesses have no issue with paying out a few thousand pounds to have their website designed by professionals, all of whom, it seems, promise their clients a Page One Google ranking.  But you don’t have to be a mathematician to work out that not every website designed by a professional (no matter how good they are) can make the page one ranking.  Or even page three for that matter. 

And it should be blindingly obvious that people visit websites because they are hungry for information, answers and solutions.  Not just to look at pretty graphics. Sadly, all too often, this seems to be overlooked.  Sometimes I could literally weep with frustration at a business’s inability to recognise the value of great content.  It is gob-smackingly short-sighted.

You may be able to create an all-singing, all-dancing website with navigation as intelligent as a map of the London Underground and functionality as efficient as a chainsaw through butter.  But if your target audience can’t quickly find the information they’re looking for, or are turned off by dull, turgid words that fail to grab their interest, they’ll be bouncing from that site quicker than a mob of kangaroos on space-hoppers. What’s more, the search engines aren’t too impressed with poor content either: simply stuffing keywords into any old copy will do nothing to keep the spiders happy.  

Simply having an online presence, then, is not enough.  What you have to say – and how you say it – is critically important to the success of your business.  And, just like web design, copywriting is a skill that requires natural talent combined with plenty of experience as to what works and what doesn’t.  A few hundred pounds invested in professional copywriting services will boost your credibility, give you a competitive edge, reinforce your brand image and help win new business.  In other words, it will pay for itself many times over. 

So, if you really want to produce a website that stands out from the crowd, has the best possible chance of making it to page one on Google and, above all, a website which stimulates client activity, carefully targeted, engaging and persuasive content is essential.  Skilful copywriting is to design what Morecambe is to Wise, Barbie is to Ken, and a pint of cider is to a packet of pork scratchings…an essential element of a winning combination.  Without it, your website may be reduced to forgettable mediocrity.


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