The term ‘copywriting’ can apply to any written content that is used to market your business. This can include social media captions, advertising campaigns, and the content in your marketing emails. Most commonly, it refers to the words on your website, also known as web copy.
Why is it a crucial part of your marketing and your website? Without clear messaging, even the most beautiful designs won’t won’t generate meaningful results for your business. Let’s take a deeper look into what copywriting needs to include to be effective and why all of our web projects at Key Creative include SEO copywriting, what it involves, and why it’s essential to your business’s success.
What is copywriting? Is it just words?
Copywriting shouldn’t be thrown together for the sake of filling a page or making a design look good. The words of your website have power if they are written with strategy and purpose. They should guide readers toward action and lead them through the purchase journey.
This is one of the main reasons why we don’t have our clients write their own web copy. Even with the best of intentions, a business owner rarely has the skills of a copywriter; the ability to speak to and motivate their customer instead of just relaying information. But we’ll dive deeper into that shortly.
What is SEO copywriting?
Now, take what we discussed about the purpose of copywriting and add another layer 😎. For a website to be optimized for search engines and bring organic traffic, SEO needs to be incorporated into the copywriting. The entire page of copy should be structured with proper headings which include target keywords. Then, the subheadings and body copy should also follow suit with strategically incorporated keywords.
There is, however, definitely a balance that needs to be struck. While SEO copy is written in a way that Google, other search engines, and AI platforms can understand, it also needs to meet the requirements we discussed in the previous paragraph–speaking to the customer. This balance is certainly achievable and results in in a website with clear messaging and strong organic search performance.
Where other studios might be getting copywriting wrong
Some website designers require web copy to be provided to them. If a business owners doesn’t have the extra capital to invest in their website, they need to do it themselves. This puts them in a difficult position. Not being a copywriter, a business owner will often find it difficult to write about their business, communicate their message, and structure content properly for both clarity and SEO. Because it is a difficult ask, it can also delay the web project. Some web designers will provide a workbook to help their clients write their own copy, but the underlying issues remain.
Design and copy also need to work together, while each designer/writer has a different process, I find it helpful to write and and design at the same time so each piece supports the other.
Why we include SEO copywriting in every website build
At Key Creative, we consider your message and SEO just as important as the design and overall look. We include strategy, SEO, and copywriting in every website project. All of these pieces work in cohesion with design and development to produce a truly quality website for the purpose of marketing and growing it. Learn more about our website projects here.
What our SEO copywriting process includes
Every project we take on includes SEO copywriting. That means we do keyword research before writing begins, taking note of keywords that have high search volume in the target area and lower difficulty and competition whenever possible. We then take those carefully selected keywords and choose a main keyword for each page with supporting keywords used for headings and body content. Each page is structured with proper heading tags and hierarchy. The copy also includes appropriate calls to action to guide the user through the purchase journey. A balance is struck between clarity and ranking on search engines.
We don’t just fill space on a page. We build content with purpose.
Final thoughts
When copywriting is treated as an afterthought, websites often become hard to find on Google and confusing to navigate. The website is also often weak at converting visitors. And let’s face it; if it’s not converting, it’s not worth it.
At Key Creative, SEO copywriting is included in every project because we believe your website should be built with intention at every stage. Contact us today to start building a website that actually works for your business.