Imagine this. You decide to go and buy some fresh fruit and
You walk into the first store and the carrots are so soft you can tie them into pretzels. All the fruit on display has a misspelled “Product of the Philippines” label on them. The celery has turned into a puddle of green goo and the cabbages smell more like a dog that hasn’t been bathed in 6 months and that has rolled in something unmentionable.
Mm mm. Makes your mouth water doesn’t it!
Then you walk into the second store (after stopping for an e.coli inoculation and a bath in disinfectant). In this store, the Australian grown fruit is positively bursting with just picked goodness.
The apples are shiny, deep red in hue and smell divine. You just know that the first tangy bite will release an explosion of taste. The lettuce is firm and crisp – glistening with the mist of water that has just been sprayed over it, and the grapes are reclining, plump and enticing in a vigorous pile of joy. So – where are you going to buy your fruit and
Seems like a no-brainer. You buy the produce that is fresh, not imported, has been well looked after and that seems bursting with goodness.
The Cabbage: Copywriting Correlation
What does cabbage have in common with the words you use in your marketing? The words you use impact not only on
Are your words high quality? How fresh are the words you are using in your copy? Has your marketing been lovingly tended and looked after? Has it been refreshed? Or is your copy way past its use by date?
Quality is harder to gauge when we talking about website content than when assessing the relative merits of two zucchinis.
Higher quality web content delivers better rankings for your site. Higher search engine results mean more people see your content. The more people who see your content, the more
What Makes for Quality Web Content?
Google’s view of good content is web content that is useful, trustworthy and answers the questions people have when they visit your site.
Does your content add real and meaningful value to readers? Is the information unique and informative? Do your website words have
Are the pages well-written or are they written in mangled English attempting to manipulate search engines? Are they written by someone who knows your industry using industry correct language, or
Any attempt to game or manipulate the system with your web content will end in
Google reads everything you write even if your customers have long given up and gone away. If you have hired an SEO company that is still attempting these games, grab a pile of $100 notes and set fire to them. That’s what you are doing to your business.
Is your writing filled with spelling and grammar mistakes, or spelling that doesn’t match the country you are targeting (US vs AU
It Answers What People Are Looking For
More and more people search for specific answers to questions in Google, rather than typing in single words. Do you answer people’s questions, or do they click away in confusion or simply can’t find what they are searching for?
Uses the Client’s Words
Do the words that you use
Are your website words easy to understand? Do they flow logically from one paragraph to another? Do you break up the text with sub-headlines and relevant imagery? More complex language or solid blocks of text increase the complexity of your text.
Remember, a confused mind says no (and will click away). By increasing the readability, you increase the time people spend on your page and increase sales.
Stale limp material that hasn’t been looked at for years gets relegated to the virtual dumpster bin out the back of the store (page 4000 on Google).
Blogs are a great way to add fresh content, but they must be relevant to your brand and to your industry. When in doubt go back to rule one. Your website content must always add value and not simply be filler to shove more keywords in.
That said, there is little point to having beautiful website words on your blog if the rest of your website is filled with spammy, poor quality material. It is like having a fruit shop where 90% of your produce is mouldy and having one great punnet of strawberries. Will that punnet of strawberries make people buy any of your
What do customers look for in quality website words?
Unsurprisingly, customers look for similar things to Google when looking at your web content. They come to your website because they have a question they
If you match what Google sees as great content, you are well on the way to meeting what your customers want.
Read more about effective writing for
Copywriting tips to improve your content
How do you keep your content fresh and high quality? Take a leaf out of the books of good fruit shops.
Regularly check for stale produce
A good fruit shop will check its stock daily to look for produce that is wilted, damaged or not looking its best. The net has slightly longer “Best By” dates. Check your static content (the pages that don’t change much) each month. If something is out of date or not quite right – edit it or freshen it up.
Once a year look to edit all of your static pages and replace/edit a minimum of 25% of the content. (25% is not a hard and fast rule – it is just to get you into the mindset of chainsaw not pruning shears).
Add new stock
Regularly add new content to your site. This can be through blog posts, articles, videos, photos, or social media interaction. The trick is to always add interesting new things to tempt fussy readers.
Check your presentation
Fruit and words both look better when well presented. Check how you are displaying your words and tidy up their presentation, or change the container for your words (e.g. with a new site design or new graphics).
Update your suppliers
Sometimes the words you choose are as dated and palatable as Chokos or Brussels Sprouts. (Put your hand up if you
You may need someone to help you freshen up the words you use by creating something a bit more appealing and enjoyable
If you want a hand freshening up your content or in creating an ongoing cornucopia of fresh material for your site, lettuce squash your competition with our website copywriting packages to get you started. Not a wilted cabbage in sight!