20th June 2017 Claire Hawes

How to increase website ROI with SEO copywriting

To get website ROI, you need to answer search engine questions, sustain interest and generate enquiries. Learn how SEO Copywriting ticks these boxes.

Do you know what I get tired of hearing? To get ROI from your website, all you need is traffic. To get traffic, all you need is SEO. And SEO is all about keywords and links.

It’s a familiar story, and it usually goes like this.

You’ve had your website developed by a professional.

… And you’d be right on that decision.

You’ve hired a graphic designer to give your website visual impact and a recognisable brand.

… I couldn’t agree more with this decision too.

You know SEO is important for getting your website found. You’ve written your own website copy and you’d like me (an SEO copywriter) to stuff a few keywords into all places that help with SEO.

So what’s the problem?

SEO copywriting has nothing to do with keyword density… at all

Look: Ten years ago keyword stuffing might have been a good strategy to drive traffic to your website.

But those days are long gone.

And thank goodness.

Why?

Content Marketing guru Copyblogger summed it up by saying:

“Traffic doesn’t pay the bills. It’s people who take the actions you need them to, who do.”

So what have we learnt so far:

  • SEO is nothing to do with keyword stuffing
  • And website ROI doesn’t just come from traffic

Confused?

Let’s take a look at what website ROI really means

First off you need to step back and consider what the point of your website is.

  • Do you just need a web presence?
  • Or do you want it to pay for itself by generating enquiries and sales?

If the latter is true, then to get ROI from your website, it’s worth investing in a copywriter.

Think about it.

  • Copywriters write words that have a goal of getting readers to take some form of action
  • SEO copywriters attract readers by telling Google which words are most relevant to people using search engines to find answers

Want to see how SEO copywriting works?

Then read on, I’ll show you how.

1. SEO copywriters do their research

SEO copywriters research key phrases your readers actually use.

They then weave them in naturally (they don’t stuff) to improve your chances of ranking in the search engine ranking pages (SERPS).

2. SEO copywriters use their research to answer searchers’ questions

To engage and persuade readers to take action, SEO copywriters answer searchers’ questions insightfully and credibly.

3. SEO copywriters concern themselves with your sales process

For starters they understand that displayed in the search results, meta titles and meta descriptions are your first opportunity to sell.

To give you a better chance of attracting prospective customers, they’ll make sure your titles and descriptions are inviting and benefit-focused.

4. SEO copywriters understand your buyers’ journey

No matter what you buy, before committing to your purchase, you’ll go through a decision making process. Your website visitors will ask themselves:

  • Who are you?
  • What do you do?
  • How does what you do help me?
  • How can I trust you?
  • Where can I find out more?
  • What do I do next?

SEO copywriters guide readers through their decision-making process. They answer readers’ questions in a clear and customer focused manner.

5. SEO copywriting is persuasive. It guides readers into taking action

Your readers want to be comfortable they are making the right decision. SEO copywriters focus on the benefits. Better still they make calls to action enticing.

To sum up. Having a visually appealing website that reflects your brand values is one part of your strategy.

But the bottom line is having a website that:

  • Answers search engine users’ questions
  • Sustains interest
  • Encourages visitors to get in touch

And thus gives you return on investment, requires good SEO copywriting.

And isn’t that what you want?

And finally

If you would like help writing communications that attract readers in the search engines, sustain interest and then encourage action, then do get in touch. You’ll be surprised at how straightforward writing can help you get ROI from your website.

Claire Hawes, copywriter and owner of The Content BoutiqueAbout Claire Hawes

Claire Hawes is a marketing communications copywriter. She enjoys writing engaging copy that helps businesses to get noticed and attract enquiries. Claire’s experience mainly lies in the business to business sector. Her clients include both businesses and digital marketing agencies.

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