What is Strategic Copywriting?

Posted by Robin on Sep 20th, 2008

What is strategic copywriting, and how does it apply to your website? Any good commercial copy is strategic. However, an understanding of writing specifically for the web is crucial. What worked for a brochure in 1992 is not going to work for a website today.

The main difference lies in the power of keyword research. Good website copy shares many qualities with any good marketing copy: compelling writing, clear calls to action, and a solid understanding of the target audience. But the crux of strategic web writing is the ability to conduct and apply keyword research intelligently.

Writing strategic web copy demands a thorough understanding of the terms that your audience uses to search you out. It also requires an understanding of how to use keywords to maximum advantage: how to develop quality content around key search terms, how to place terms within the elements of a web page for the best effect, and how to use them to draw visitors to your site from a search engine results page.

Strategic copywriting with attention to keyword research is crucial because it helps you:

  • Gain an advantage over your competitors with superior knowledge of key terms.
  • Increase your site’s ability to target exactly what your visitors are looking for.
  • Gain a better connection to your site visitors, increasing the likelihood that visitors will become customers.
  • Become more visible to the search engines, and therefore more likely to entice new customers to visit your site.
  • Develop searched-for content that will increase the likelihood that people want to link to you, referring additional traffic to your site and increasing your site’s overall credibility.

Many small businesses completely ignore keyword research (or develop a very superficial keyword plan) when creating a website. Intelligent keyword research provides a serious competitive edge; are you taking advantage of it?

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