We're all predisposed to communicate. Whether amongst friends, colleagues or even total strangers we write, talk and discuss everything. Websites are a medium where the written word is crucial in communicating your message. Without a strong message, there is no website. So the importance of good quality copy, whether that's snappy headlines or emotive body text, is of paramount importance.



Here are a few good tips for really reaching out to your audience and boosting your SEO in the process.

1. Don't oversell yourself

It might seem a bit self-defeating but if you overkill your self-promotion it can work against you. Stating what differentiates your site from the rest is one thing, but gratuitously reaffirming that point without additional facts (i.e. awards, certificates and client comments) isn't going to do you any favours.

2. Be natural

Writers tend to be their own harshest critics. Copy should sound and flow naturally. Don't try to overstretch yourself, get the message across in a way that is easy to understand and typifies your site's ethos.

3. Don't force keywords

SEO copywriting has had a bad name in the past due to its overreliance on keywords. Today this is generally regarded as bad practice and should be avoided at all costs. Adding a few here and there isn't an issue, but you should certainly be looking at a keyword density of no more than 5%.

4. Write for your audience

It seems simple, but you'd be surprised how many websites and copywriters forget this fundamental rule. If you're writing for a trendy clothing company, it goes without saying that it should be written in a tone that is significantly different to that of a heavy engineering firm. Be informative and light-hearted where necessary, but don't forget who it is you're supposed to be appealing to.

5. Always proof your work

There's always a temptation to finish a piece of work and send it straight out there and getting a start on the next one. However, if your writing copy without editorial control – or at least some kind of overseer – then you need to ensure that what you're producing is accurate. Glaring errors are a good way of ruining a site's credibility, particularly if they're dotted around liberally.

6. Offer some motivation

With business and, more particularly, ecommerce websites, you need to try to be emotive with your copy. Visitors need to be given a reason for using your services and it's the job of the copy to do this. A call to action – ‘buy this today and receive a free...' – is an extremely successful way of rounding of product copy particularly. You don't need to go overboard, but a little gentle nudge is always useful.

7. Quantity and quality

Websites that are packed to the rafters with copy can be as much of a deterrent as those with none at all. Between 200 and 300 words on each page, excepting those that require additional information, is usually enough to offer a succinct overview and provide all of the information necessary. Quality spread out in the right quantity offers the ideal balance.

8. Keep copy relevant

How many times to you read a site that hasn't been updated for months or even years? It's off-putting and unprofessional when you see something that refers to ‘the upcoming Easter holiday' in July. Unless used in a blog, or you are prepared to go through and update the relevant pages, avoid using date or event-related phrases. It takes a lot of work to keep a website fresh, don't make it harder on yourself.

9. Don't forget your headings

Your page headings (H1) and sub-headings (H2) not only inform the search engine spiders about your site's content, but they also provide visitors with an immediate point of reference. Keep them to-the-point and relevant to your body text and it's hard to go wrong.