Our Copywriting Process
Every successful business that stands the test of time over the years is due to a tried-and-true process. And you will find the same at Writing Web Words Inc. It is no accident that we have survived and thrived since 2008, providing professional SEO Copywriting services for SMEs and SMBs in Toronto and beyond, and are still going strong.
What’s The Secret Sauce to Effective Copywriting for the Web?
The secret sauce is that, well, aside from a few things proprietary to Writing Web Words Inc., there is ‘no secret sauce.’ It primarily comes down to following the basic rules for a good user experience or UX writing, as those who like to use technical jargon prefer to use it.
But let us share the more significant ingredients that go into writing successful copy for clients that consistently rank high on Google and, more importantly, generate qualified leads that convert into business for them regularly.
Here are the top steps that go into our copywriting process:
Know Your Audience
The vital and main ingredient here is writing for your specific audience first. We aim to develop personalized and original copy for you and your online audience. This is also known as writing User-First Content. Businesses can create content that resonates with their audience by prioritizing users, establishing a more substantial online presence, and driving increased traffic to their digital assets. This, in turn, can lead to higher conversion rates and business growth.
User-First Content Wins the Day
A large part of creating User-First Content, or Copywriting for people rather than rankings, relates to an algorithm Google released in August 2022. The crux of that algorithm release, which aims for websites to write and create ‘helpful’ information for your audience, be they B2B or B2C, is the Helpful Content Update.
Its goal is for website owners to write copy that puts the user’s needs and wants primarily vs. writing to rank high on Google. And that is just what we do. In fact, this is what we have always done from day one.
However, along with helpful copywriting that answers your audiences’ questions, we must also be mindful of and take Google’s best practices into account.
We want your content to be:
- Easily findable in Search Engine Results Pages (SERPS) like Google
- Personalized to you and your audience
- Easy to read and understand
- Interesting and original
- Actionable
- And deliver a Return on Investment (ROI); however, you define ROI.
But first things first…it must appeal and be helpful to your specific audience. So, before we start to write and build out your copy, we ask you questions about your audience that help us create the type of copywriting that appeals to them and Google simultaneously.
With your help, we create a ‘Persona,’ which helps us write for your unique demographic. This aids us in knowing the who, why, what, where and how of your desired audience and what motivates them before we write anything.
Know Your Audience’s Goal(s)
We take the time to understand your goal(s) and that of your audience’s goal(s).
For instance, is the goal of your website to:
- Sell a Product or Service to People?
- Generate a Call-To-Action? (CTA)
- Raise money or awareness?
- Generate leads?
- Navigate?
- Educate?
- Engage?
- Inform?
- Other?
- Discuss or share an experience online? (I.e., a Forum)
- Tell other users about an upcoming event?
- Learn about something or someone?
- Buy a Product or Service?
- Find a location nearby?
- Other?
Where is Your Audience Located?
This will not apply to you if you are an Amazon, eBay, Shopify, or other E-commerce behemoth.
However, suppose you are a local business that serves clients within about a 20 to 30-kilometer radius (either they come to you, or you go to them). In that case, it is crucial to know this information and build it into the Body of your copywriting and other text formats on your website.
This will help Google serve up the most relevant listings for those seeking businesses, services, or products within that proximity. Upon determining where your audience resides, we can build ‘locational relevance’ into your website’s copy, making it even more relatable and reachable to your audience’s online search. And yes, we do this as part of our service.
Copywriting for The Web is An Art and Science – and Technical
Speaking of the ‘technical’ aspects of website copywriting, we need to ensure that the copy and text on each page are formatted exactly to Google’s standards and best practices, many of which are behind the scenes.
For instance, consider ADAPTABILITY: Are your copywriting and images adaptive and responsive to different devices, such as mobile and desktop? Are your site copy and web pages formatted and structured correctly for each type of device and platform? Not taking this into account can either hurt or help your site’s user-friendliness and how Google reacts to it.
The Devil is In the Details
Extraordinary copy and web content writing takes numerous factors into account, many of which the average reader and, in some cases, a website owner may need to be made aware of. A few factors that we consider when copywriting for your website include, but are not limited to, the following:
a) Website Content
Adding additional content to your site Refreshing, rewriting, redesigning, repurpose/update (I.e., blogs, web pages)
b) Website Page Structure and Pagination
c) Domain – keyword rich?
d) URLs & File names – short & keyword rich?
e) MetaData
- Title Tag
- Description Tag
g. Headlines
- h1, h2, h3, h4, h5, h6
h) Call-to-Action (CTA)
i) Link text (internal and external)
j) Content Type – Web page (Long or Short form; Evergreen)
- Main Content (MC)
- Supplementary Content (SC)
k) types and importance of pages:
- Primary pages (I.e., Home, About, Services/Products)
- Secondary pages (I.e., FAQs, Blogs, Resources)
- Tertiary pages (I.e., Contact, Privacy Policy, TOS)
- Page accessibility
- Formatting
- Readability
- Pagination
- Grammar
- Punctuation
- Scannability
- Accessibility
- Schema
l) other types of content that can be optimized:
- Images (alt text)
- Press Releases
- Voice Search
- Social Media
- Videos
- Blogs
m) usability and Readability, ensuring that your copy is:
- Crawlable
- Indexable
n) that your copy laid out properly, including:
- Introduction
- Body
- Summary
- Conclusion
- CTA
0) post-publishing: monitoring your KPIs (optional)
- Page experience
- Core web vitals
- Speed
- CTR
- Conversions
- Bounce rate
- Stickiness
p) Competitor Research
- We must know who we are competing against and why they are ranking where they are. Once done, we can create a strategy to compete and outrank the competition on Search Engine Results Pages (SERPs).
Choose us for original, digital copywriting.
We are a time-tested service that gets it right the first time. Whether writing from scratch or for a rewrite or edits, rest assured you will get fresh and refreshing text works.
Moreover, when you hire us, you work with a trusted local business. You also deal with owner Ray Litvak, who lives in the GTA, in Toronto, to be exact.
Ray and his team help companies in all stages of growth connect buyers with sellers on the Internet via expert online copy services. We can help you, too!
Call us today at (647) 707-2672 and ask for Ray. You will be glad you did!
Contact Writing Web Words Today
Contact Writing Web Words today for more information about how we can optimize your Google My Business profile to bring more customers to your local business.
