How To Write Quality Keyword Rich Copy For Websites

design philosophy
For new website designers, writing page content can come as unexpected element to a job already demanding a plethora of skills. To make matters worse, in order to produce a website that is seen by potential clients, the designer has to abide by certain rules and requirements to rank alongside their competitors in search engines. In this article I will attempt to provide some pointers to help deliver better quality page content for your own site, or for your clients.


Look at other industry sites

If you’re suffering from writer’s block, take a look at how competitors have structured content on their website. A lot of the time you will come across topics that you hadn’t thought to address before. Consider industry specific terminology when viewing these websites, there could be a common explanation for a service that your client is yet to use. Never copy another site’s content, look to how sector leaders describe their services/products and work with your client to build descriptions for yourself.


Work with your client

If you are designing a page for a client, you can’t expect them to know exactly where content should be placed, and how it should be phrased. From personal experience, your initial meeting at the beginning of the project should focus on information gathering. If you don’t have a tablet, use an A4 sheet of paper to draft up the structure of particular pages, outlining to them where content will be. From this, it will help both you and your client determine what information needs to be gathered.

Make sure you have a full understanding of your client’s services/business. Ask them questions regarding processes, certifications and industry standards. Knowledge of what makes your client’s business different or brilliant will help you write higher quality copy for them.


Tasteful keyword optimization

Once you understand what keywords the particular page will target, adjust your copy accordingly. Featuring your keyword tastefully in your page title and meta description is usually the easy part, paragraph and heading text is a different story.

Say you wanted to target a tricky term with a local signifier like “Cheap Flights Birmingham”. This would seem rather easy to fit into your meta description and title, but impossible to look tasteful in a paragraph. You can either ditch the local signifier or look into different ways of presenting it. If posting your link externally, why risk it not being accepted for using the local signifier, and why not just shorten the term to “cheap flights”.


Using a thesaurus

Word quantity is a huge factor in convincing google that your website is providing useful information to clients. If you’re repeating the same terms over and over when explaining a service, it might be a good idea to look into services like thesaurus and dictionary to avoid being repetitive with your content.