How To Write Really Good Website Copy – Part 2

Writing effective website copy requires an understanding of the type of “competitive” posture you need for the Internet to work for you, not against you.

It’s Saturday, February 4, 2017 and we’re onto Lesson #2 on How to Write Really Good Website Copy. Here’s a little email marketing practices ditty for you:

A close, yet critical associate asks, “It’s Saturday. Why are you sending emails out to businesses? Their offices are probably closed. It’s the Super Bowl weekend! What gives?”

Ah, Grasshopper, you have much to learn.

Early in the Disney film “Miracle” there is a scene where the assistant to Herb Brooks, the coach of the 1980 USA Olympic hockey team, questions Brooks’ scratching from the roster some of the best players trying out for the team.

To which Brooks replies, “I’m not looking for the best players, Craig, I’m looking for the right ones.”


And, that’s why I send out business-to-business emails on weekends.


Lesson #2 – Being Competitive in Your Website Copy Writing

You must use the most relevant Search Engine Optimization (SEO) keywords and sales copy to differentiate your company from your competition. First of all, do this:

Check, correct and improve keywords and SEO quality

You’re a copywriter and you don’t write code. That’s a good thing.

However, you want to look like a star by staying on top of how well your web copy responds to search engines out there. Your company’s “Web Guy” is your best friend to help you.

Website hosting programs use SEO diagnostic plug-ins to analyze and improve the SEO quality of your website copy. Your “Web Guy” can help you access your site’s resident program, easy-peasy.

Use the SEO diagnostic program to examine each page’s copy. The program tells you where the problems are and what to do about them.

In addition, do this:

Differentiate your company from the competition

Internet browsers are powerful weapons in differentiating your company from your competition. So, nail down two “Must-Haves” using your browser:

  • Your competitors and where they place relative to your company on search results.
  • Keyword(s)/phrases of competitors who place HIGHER in search results than you.

Every test search generates effective keyword(s)/phrases data. Using your results, compile a list of winning competitor keyword(s)/phrases to work into your own website copy.

Yes, it’s stealing. But, so what? Do this right and your value to your employer goes way up.

Call it an exercise in generating job security.

Tomorrow’s Lesson #3 is on being “Clear.” It’s Super Bowl Sunday and when I see you’ve opened it I’ll know you’re one of the “Best.”

In Service,

Steve Culpepper