Online content: where websites often go wrong

Too much focus on SEO

If your website depends on search engine traffic, then yes, keywords and key phrases are important. But often, SEO copywriters focus too heavily on getting the density right that they loose the plot.

The thing to remember is that, while keywords are important, the nature in which you use them is far more vital. Search engines, and users alike, are looking for information relating to the keywords entered into a search query. As such, themed content should be the emphasis.

Everyone says 'content is king', but so few people practice it. If content is king, why on earth dethrone its value by focusing too heavily on keywords and their placement?

It's not about the search engines; it's about the user

If you focus on building credibility with your users, the search engines will naturally follow (provided you haven't added any dead ends to your site, such as designing a Flash-only site. Concentrating on building trust with a search engine's user will go a long way to being successful on the search engines themselves.

It is important to attract targeted traffic that is likely to convert to customers through quality, themed content. This means writing about things (keywords) that search engine users are searching for instead of writing with keywords.

It's an old myth that writers can influence the search engines by concentrating on keyword density (the amount of keywords in relation to the amount of copy). To convince a search engine that your webpage is relevant to the keyword, concentrate on writing about the keyword with credible copy. This means a holistic approach to your writing that brings across your area of expertise, earning the respect of the online community.

Quality content will not only attract search engines but will keep users on your site and most importantly, keep them coming back for more.

Disregard for response-driven copy

Once Internet users have been attracted to your web page, they need motivation to stay on your site. This is done through enticing them with interesting and relative content. This becomes even more prudent when you want them to divulge personal details, such as credit card numbers and email addresses.

However, once you've hooked them in and they're happy as donkeys in a barn, the next thing is to direct them to a desired action. Copy that purely talks about facts and benefits isn't enough; there also needs to be calls to actions. Not in the navigation bar, but in the copy.

Research supports this by concluding that people are more likely to click on links within the copy. So, if you want them to make contact or visit an order form, tell them. If you want them to read more about a product, check out the FAQ section, or read about some happy customers, include these in the body copy with strategically placed links taking them there. The old saying of 'ask and you shall receive' proves itself here.

Redundant copy

Sure, long copy works in a sales letter, but the way in which you present it is the important factor. Online readers don't read word for word on the Net. In fact, reading online can be quite painful. This is for many reasons, such as eye fatigue from reading on a computer screen, the eye naturally skipping over words and sometimes whole sentences, and, of course, impatience.

The French mathematician Blaise Pascal once wrote: "I have made this letter longer than usual, only because I have not had the time to make it shorter." While the 'letter' in question was actually a mathematical proof, it fits in nicely with what I am trying to express.

Writing good copy means taking the time to write and rewrite. This means taking the time to break blocks of text with headings and titles that, at a glance, summarise what the section is about. This does not mean trying to be clever with metaphor-like headlines; users shouldn't have to think what the headline means. They just don't have the time for it.

As is the case with all writing on the Web, whether a piece of sales copy, a press release or an editorial article, always start with a short summary that nails the 'who, what, where, and when', saving the reader time. This is often an overlooked step, with many writers being afraid that this will discourage a reader from reading all their copy. While this could be the case, writing an excellent, enticing intro-summary paragraph should get them to read on.

Online readers don't read word for word; they scan. Bold text is an excellent way to place emphasis on important words and phrases as long as it isn't overdone. Another excellent method to help scanning eyes is bulleted points.

Out of date content

Nothing attracts someone to revisit a site more, than fresh content. Regularly updated content is also an excellent method to fulfil your site's predetermined objectives, such as subscribing to a newsletter or RSS feed. Also, if users who have failed to convert into a customer know that the site is frequently updated, they are more likely to return, offering another opportunity to convert.

But how do you do this? Besides writing industry-related opinions and reviews (such as this article that I am writing) and including them on your site, other ways include writing a blog, updating your products or services section, adding a news section, offering competitions and announcing new accounts on your homepage.

Also, don't forget to relook at case studies, price schedules and statistics, so that they reflect the most recent data.

Ironically, copy isn't everything

Everyone has their own opinions regarding websites. Some agree. Some disagree. Here's one up for debate...

While content is the most important aspect that determines the success of a website, it doesn't mean it's everything. Sometimes, companies need to illustrate their ideas and creativity through the online media. A good example is a creative or advertising agency.

Typically, a well-established agency (or brand) doesn't rely on text and search engine traffic to reach their site objectives. They see their website as an extension to their portfolio for use by clients and fellow ad agencies. Soliciting new business through search engine friendly content doesn't form part of the equation.

SEO marketers need to respect this. I think a compromise of user-friendly design (which SEO promotes) with creative visual effects is the answer. And in some cases...wait for it...text just isn't necessary.

Take a brand that launches a flash-based website with a nifty game, hoping to attract local consumers for a short-lived promotion. This site has been allocated an above-average budget for radio, television and print advertising. They have also made use of other online marketing efforts that deliver immediate results, such as viral and email marketing. This is a perfect example where SEO shouldn't be a focus.

It goes back to the beginning

This is important: you need to understand who you want to speak to, what message you want to bring across, and what desired action you want to achieve. When and only when, you've figured this out, should you think of tackling your copy.

There isn't a secret to online copy success. If there is, it the secret that all successful brands share: quality. Deliver a quality site and the rest follows naturally.