(Don’t Forget to View Our Example Below)
Most web site design companies offer a professional creative writing service, whether in-house or outsourced. If you’re contracting a web design company to build your website, but choose to write the text / copy yourself, remember this:
Help your designer help you by providing your website text in this format:
Primary Heading of Page (h1)
Optional / Secondary Heading of Page (h3)
Action Items (links)
There are a few reasons this formatting / structure is important:
1. Google looks for h1, h2 and h3 (and more) for important keywords when parsing your website text looking for organization and relevancy.
2. Studies have proven that the majority of your website visitors will skim your text vs grab a coffee, sit down, and read it all – so it’s imporant you don’t write too much. For SEO value, however, you need to write at least 1 paragraph consisting of 3-4 sentences in addition to your titles, sub-titles, lists and action items.
3. Studies have provden that visitors read in “F-Patterns”, and the above content structure represents this shape. See example below.
4. It’s important to watch your content-to-code ratio. Meaning, don’t let the html trump your written content – ensure there’s more content than HTML so Google finds your website to be a legitimate, credible website full of resources.
5. This structure works great for grabbing attention, presenting a benefit, making an offer, and then closing with a call to action.
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Lastly, two important pieces of the puzzle are TITLE and META DESCRIPTION tags. These pieces are mission-critical to SEO success and your web designer should write these for you. Pay close attention to the length of both the title and meta description tags, and ensure they clearly represent your page (not website) content as Google displays this information on their SERP (search engine results page).