What is an SEO writer? That was a question at a recent web writing workshop, and one that gets asked frequently by business owners learning about the Web.

An SEO writer, or SEO copywriter, is basically a writer who develops keyword-rich website content.

Well-researched, keyword-rich content is a highly effective online marketing tool savvy businesses use to gain high search engine rankings, and generate leads and sales.

Accordingly, it’s the job of the SEO writer to effectively optimize website content with keywords that align with popular search terms.

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Copywriters, designers, developers — they all have a part to play in building a successful website.

Like life, there are sequential stages of progression. A child learns to lift his head, turn over, sit up, crawl and finally walk and run.

As Stephen Covey points out in his best seller, The 7 Habits of Highly Effective People, he states: “Each step is important and each one takes time. No step can be skipped.”

This hold true for websites as well. The planning, copywriting, design and development take time, too, and need to be a part of the process.

Otherwise, skipping any of these steps cause websites to fall flat on their faces.

English novelist and journalist George Orwell, one of the finer writers in the English language through such novels as 1984 and Animal Farm, was passionate about good writing. Hence, copywriters — for both print and websites — can learn a lot from him.

Reportedly, in every sentence he wrote, he asked himself at least four questions:

1. What am I trying to say?
2. What words will express it?
3. What image or idiom will make it clearer?
4. Is this image fresh enough to have an effect?

Plus, he had fundamental rules for effective writing, which decades later, still apply:

1. Never use a metaphor, simile, or other figure of speech, which you are used to seeing in print.
2. Never us a long word where a short one will do.
3. If it is possible to cut a word out, always cut it out.
4. Never use the passive where you can use the active.
5. Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent.
6. Break any of these rules sooner than say anything outright barbarous.

Since 80% of people scan web copy, versus reading word for word, copywriters need to start with the most important information.

Present unnecessary web copy in the form of filler or cute intros and you risk promoting high bounce rates, where visitors leave a website without going to a second page.

The sad thing is the desired information might be elsewhere on the page. But if it’s hard to find, visitors won’t hesitate to click the back button and check out the competition.

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Egotistical copywriters and business owners alike tend to get in the way of getting key points across to website visitors. They churn out verbiage that doesn’t resonate with audiences.

Self-Centered Copywriters

These copywriters write for themselves. They write to impress, mainly themselves and their peers. These copywriters use four-syllable terms when a simple word would get the point across more quickly and effectively.

Is simple web copy stupid? Definitely not. There’s a vast difference between communicating simply and communicating poorly.

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Your web copy needs to define who you are and what you sell, catering specifically to your market’s needs. Plus, your web copy requires a clear voice that expresses the value of the relationship you’re seeking.

To build your brand with web copy, it needs to take into account:

• Existing perceptions of your products, services and company
• The actual position you currently occupy on these fronts

Recognize the gaps between the two points, and how they measure up to where you want to be. Then can you can tackle the differences.

To learn how web copy can foster a relationship between your brand and your audience, check out: Building your online brand with words.

A student in a website copywriting workshop recently asked me, “What do the best copywriters in the world do that other copywriters miss?”

While sales and marketing know-how, and persuasive copywriting are essential, I believe the best copywriters in the world think of copywriting — specifically website copywriting — as a sales funnel.

You start with the headline, and entice online visitors to drill down until they reach the call to action.

The best copywriters in the world don’t force audiences to read between the lines. Top copywriters are absolutely clear about the objectives.

And the objective leads to the need for a definitive call to action. A call to action — especially on the Web — must get straight to the point: subscribe; call us now; request a quote; download a demo, or what have you.

It’s amazing how many website copywriters miss the call to action. Simply adding an appropriate call to action on a website can increase conversions significantly.

The best copywriters in the world know, we might be writing copy for the futuristic digital realm, but you still need to go “old school” and ask for the sale. Conversion rates depend on it.

Get more tips for copywriters: Web Writing Tactics that Convert.

Having critiqued several poorly written websites recently, it’s amazing how many copywriters continually fail to emphasize benefits. Benefits engage. They get people to act. Meanwhile, copywriters remain prone to pushing features.

As part of the web copywriting process, copywriters should list all the features of the company and its products or services, and then take the time to revert them into benefits for the customer.

A simple method that our website copywriters employ: look at each feature and ask yourself, “So what?”

Copywriters need to put themselves into the customers’ shoes. Why should I care about this feature? What will it do for me?

Don’t just state your product is durable (a feature). Explain to visitors it will last twice as long and keep them safe (benefits).

For more on web copywriting, check out: Web Writing: The Good, Bad and Ugly.

When you get professional web copy on a website, you can also leverage it in other places in a bid to:

• Reinforce your brand identity
• Establish consistent messaging
• Increase customer recognition

To get the best possible ROI from your online marketing investment, here are 10 ways to repurpose your web copy so it works overtime for your company, online and offline.

Read: 10 Ways to Repurpose Your Website Copy

When it comes to the Web, web content writers do audiences a favour by getting right to the point. Spend too much time trying to set up an atmosphere and you’ll lose them.

Why? When people arrive to a business website, they’re looking for information to solve a problem. As a result, they promptly:

1. Scan web copy to locate areas of interest

2. Scan subheads or kickers to identify topics

3. Skim the main web copy body for keywords and phrases

4. Input and process details of interest

5. Click to see more web copy, leave the site, or take the desired action

So get to the point. Don’t get wrapped up in being cute or clever. Let your readers get what they need quickly and easily complete the desired task—whatever it may be.