There is bound to be a time when every business will have a low ranking. The precise cause may not be known, but a solution is available. With some effort, any website can be transformed back into the traffic generating machine that it once was. With a little knowledge of how search engines function and by using the right keywords, the damage can be repaired.



It is almost to the point where companies need a full-time writer with a firm understanding of SEO (search engine optimization) to draft the content necessary to promote your business. But, if you have a creative streak, there is no reason why you cannot do this yourself. You just have to be careful to have enough keywords, but not too many throughout the copy.

A few tips to consider...

First, whatever you already know about writing, forget. Web copy needs to be written in a conversational style so fragments and sentences ending in prepositions are fine.

Use a font that isn't an eye sore. Most webmasters use Times New Roman, Arial, or Verdana. Finally, keep content flowing.

SEO Guidelines

The rule of thumb when writing SEO web copy is, "less is nearly always more." Since most Internet surfers scan over the content on a website for important points, it makes sense to keep your paragraphs short and direct. Toss out the fancy phrases that make you sound like a snob. Stick to the basic command of the English Language.

Headers: 6-8 words only Sentence length: 15-20 words on average Paragraph length: no fewer than 3 sentences, 5 maximum Word Count: approximately 350

The keyword dilemma is a never ending vicarious cycle that leaves you feeling numb at times. What are keywords? Who will use these keywords? What search engines should I use? And the list goes on.

Search engines generally have a little box where you may type in a keyword or a keyword phrase in order to locate websites. So, if you typed in "mechanic" or "repair professional", the search engine would find all websites that have those words in its content. Keyword positioning on each page plays a role in determining how long it takes the search engine to locate your site.

Before you begin, carefully create words that are associated with the product or service you sell. Keywords and keyword phrases should be realistic. A true web copy writer can weave the words and phrases into the web page content easily.

Your focus is your home page. Headers should consist of no more than 8 words and no less than 6. Strategically place your keywords within the headline. This will increase your odds.

Acting as a sales letter, this page needs to be easy to read yet clear and to the point. Introduce your visitor to your business as if you were chatting with a friend. But, fill the content will keywords that flow, weaving in and out of paragraphs.

Common Errors

Crafting effective web copy takes time and a lot of practice. It is a huge mistake to take a stab at writing web copy without an understanding of how keywords actually work. Your pages will have a lot of keywords but make no sense and people will not visit your site.

Remember to write about the benefits as opposed to the features of the products or services you sell. People always want to know what is in it for them if they choose to buy from you so focus content on this objective.

Failing to edit your copy for grammar and spelling errors can lead to problems and lost customers. If possible, have another person read over your copy to get a fresh perspective.

Recall that web copy is just a series of informative pages. Every page should prod visitors to the next. The goal is to convince surfers to make a purchase from your company. But, you are never going to get the opportunity to tell people about the benefits of your company unless the search engines can reach you.