How to Optimise Your Website Copy for Search Engines
To optimise your website copy for search engines, focus on creating valuable, engaging content that addresses your potential clients’ needs. Having SEO-friendly copy, or copy that is optimised for search engines, improves your website’s visibility, attracts more visitors and drives business growth.
Let’s explore how to craft website copy that delivers results.
Understanding the Role of SEO
Search engine optimisation (SEO) ensures your website appears in relevant search results. SEO helps potential customers find your business online. Well-optimised content improves visibility, boosts engagement and builds trust with your audience.
SEO is particularly valuable for businesses in the highly competitive finance and property industries. By targeting specific keywords, SEO copywriting can connect you with niche audiences actively searching for your services. For example, a financial adviser can use SEO to rank for terms like “retirement planning Sydney” or “tax advice for small businesses”.
Websites that rank higher are often perceived as more trustworthy by users. This is where partnering with a professional copywriting agency like Hunter & Scribe can make all the difference.
Research Keywords that Matter
Keywords are the foundation of SEO. Keywords connect your content with what people search for online. Start by identifying terms your audience uses. Tools like Google Keyword Planner or SEMrush can help. Focus on:- Long-tail keywords: These are specific phrases with lower competition.
- Local keywords: Include terms like “[Suburb accountant]” if targeting Australian clients.
Write for Humans, Not Just Search Engines
Keywords are important, but readability matters more. Search engines prioritise user experience. Write clear, engaging content that solves problems or answers questions. For example, if you’re writing content for accountants, address common client concerns like tax planning or budgeting tips. Use simple language and avoid jargon where possible.
Address your potential clients’ pain points, share success stories or impart practical advice that adds value to their lives. Engaging content not only keeps readers on your page longer but also encourages them to take action – whether that’s contacting you or sharing your content with others.
Structure Your Content for Easy Reading
A well-structured page improves both user experience and SEO performance. Break up your content into small sections with clear headings and make use of bullet points.- H2 or H3 tags for main sections.
- H4 or H4 tags for subheadings.
Optimise Meta Descriptions and Titles
Meta descriptions and titles are the first things people see in search results. They should be concise, informative and include your primary keyword.- Blog post title: “Tax Tips for Small Business Owners”.
- Meta description: “Discover simple tax tips for small business owners in Australia. Get practical advice and stay compliant with our expert guide.”
Use Internal and External Links
Internal links guide readers to other pages on your site. They also help search engines crawl your website effectively. For example, link to your relevant blog posts or service pages.
External links add credibility by connecting to trusted sources. Ensure these links open in a new tab to keep users on your site longer.
Use descriptive anchor text for your links rather than generic phrases like “click here”. This provides context and improves SEO. For example, instead of “Learn more about our services here”, use “Explore our comprehensive accounting services”.
Hunter & Scribe can assist with web content creation that incorporates effective linking strategies.
Create Content That Answers Questions
Search engines favour content that provides value. Think about the questions your audience asks and write to answer them in detail. This approach positions you as an expert in your field and simultaneously improves your rankings.
Start by identifying the common questions your audience asks. Use tools like Google’s “People also ask” feature or FAQs from your own clients as inspiration. For example, accountants might address common questions through blog posts with titles like “How do I maximise my tax deductions?” or “What is the difference between a partnership and a company?”
Make Your Copy Mobile-Friendly
Most people browse websites on their phones. If your site isn’t mobile-friendly, you risk losing traffic. Ensure your copy is easy to read on smaller screens by using short paragraphs and larger fonts.
Mobile users have limited attention spans and are often on the go. Simplify your language using tools like the Hemingway app to ensure clarity and ease of understanding on mobile screens. To enhance mobile readability, use chunking techniques like subheaders, bullet points and short paragraphs.
Make your sales message obvious and place it in the middle of the screen. Don’t be afraid to use images or videos. Mobile-optimised copy ensures your message is clear, engaging and accessible to all users.
Add Calls-to-Action (CTAs)
Every page on your website should guide visitors towards an action or include multiple CTAs. Whether it’s signing up for a newsletter or contacting you, make the next step clear. CTAs are important for driving conversions and guiding users through their journey on your website.
CTAs improve engagement and conversions when placed strategically throughout the page. Position them at key points, like:
- Near the top for visitors ready to act immediately.
- After presenting detailed information for those who need more context.
How Hunter & Scribe Can Help
Optimising website copy takes time and expertise. As a leading copywriting agency in Sydney, Hunter & Scribe specialises in creating SEO-friendly content for Australian property and finance professionals.
If you work in property or finance, and have a writing problem you’re trying to solve or are too time-poor to create engaging content, we’re here to help. Our team of experienced writers can handle everything from keyword research to crafting engaging blog posts, landing pages and website copy tailored to your business needs.
Partnering with Hunter & Scribe means you’ll save time, reduce stress and receive high-quality content that drives traffic and conversions. Need help with website content writing? Contact us today for professional support.
