Archives for 2017

The ‘About Us’ page is a must-have for any business creating a website. One of the most important pages on your website, the About Us page helps you to establish a unique brand identity and convert leads into sales. That’s why you should put more thought into copywriting the web content for that page.

Your visitors go to the About Us page to get a sense for your business. They want to know who you are and whether they can trust your business, product or service. Keep these 5 copywriting tips in mind when you craft content for your About Us page.

1. The golden rule: it’s not about you, it’s about your customer

Although the page is titled About Us, the golden rule to remember is that it’s not about you, but about your customer. It’s perfectly fine to include a narrative about your company’s beginnings. After all, this is about your brand history and heritage. But don’t make this the focal point.

Instead, focus on your customers and how you can address their needs or solve their problems. Put yourself in your customers’ shoes and imagine what sort of questions they have about your product and service. Then, craft your content to answer those questions. Always, always, keep your target audience in mind.

2. Adopt a friendly tone

Your customers want to know that they can count on you. They want to get a feel for who you are and how your values resonate with them. So, use a friendly and conversational tone when writing your copy.

A very easy way to do this is to use the first person tense when you are doing your copywriting – as if you are talking to your customers in person. Using terms such as ‘we’, ‘us’, ‘you’ and ‘your’ humanizes your business and makes you come across as more approachable, relatable and personal.

3. Make your business stand out

The About Us page is a chance for you to tell your customers why your business is unique and how you are different from your competitors. Use facts and figures to back this up.

Does your product use a special formulation or ingredient? Do you have an exclusive technique or method for teaching? Is your product one-of-a-kind?

Whatever business you are in, think about why your product or service is superior to others. Find your customers’ or prospects’ hot buttons and demonstrate how your service or product can solve their problems.

4. Show your passion

Let your brand personality shine through in your About Us page. A wonderful technique to do this is to tell a story that captures the heart of your business and which draws attention to your strengths.

Be positive and upbeat. Use this narrative to showcase your passion for the business and for helping your customers. This will make your customers want to know more about you and what you do or sell.

5. Don’t forget to market yourself

Let’s not forget that your website is here to help you with your business – whether it’s through generating leads, clinching an online sale or getting newsletter sign-ups. Besides providing information, you need to promote your products or services.

Always link back to why your customers should shop with you or use your service.
For example, if you are showcasing your years of experience or the prestigious awards you have won, what does this mean for your customers? Explain why this is important and how it translates to better products or services for your customers.

Every business needs a website. To maximize your online footprint, you need to optimise your website so that you’ll not only show up in search engine results but also rank well.

That’s where copywriting comes in. By crafting the right text centered around your keyword, you can improve your search rankings. Meta descriptions – the 160-character snippet which summarizes the content of your webpage – are an important element of SEO copywriting.

Meta descriptions persuade your customers to visit your website. We’ve covered the importance of meta descriptions in our previous blog post. Now, we’ll focus on how to write effective meta descriptions.

6 tips on writing meta descriptions that will get you more clicks

1. Keep meta descriptions under 155 – 160 characters

Google generally limits your meta description by pixel width. This roughly translates to a cap of 155 – 160 characters on your meta description. Aim to write a meta description that does not exceed 160 characters. Otherwise, you’ll find your snippet truncated with ellipses.

2. The meta description should contain the focus keyword

If you are optimising your website for a specific keyword, you should include that in your meta description. If a user searches for a particular keyword phrase (longtail keyword) and that forms part of the text in your meta description, it will appear in bold in Google’s search results. This will attract the user’s attention. Include your keyword near the beginning of the sentence. This not only emphasizes that your webpage content is related to the topic, but it also reduces the chance that your keyword will be cut off due to the character limit.

3. The meta description should be relevant to the content of the webpage

Let your audience know exactly what they’ll find by visiting your website. Write descriptively, but also concisely. Meta descriptions should match the content of your website. Do not try to trick your audience into clicking through to your website by writing something that is totally unrelated to your content. You may find yourself unnecessarily penalized by Google.

4. Your meta description should be unique

Each webpage should have its own unique meta description. Avoid having the same meta description across your entire website. If it’s not necessary to have a meta description for each webpage, then leave the meta description blank so that Google can automatically generate a snippet from your webpage. What’s important is that you should have meta descriptions for your most important revenue-generating or “money-making” webpages, such as the home page or product-specific pages.

5. Include a call-to-action in your meta description

Make your meta description work for you. Add a call-to-action and use the active voice. Include phrases such as “Find out more”, “Discover”, “Learn more about” or “Get your offer today” at the end of your meta description to encourage visitors to click through to your website.

6. Showcase your value proposition in the meta description

Your meta description should include a solution or benefit. Tell the searcher why they should visit your website – focus on what benefit, value or solution they will get. What makes your product or service special and how will it solve their problem – keep this in mind when you articulate your sentence.