Website content by Sarah Mac

Words by Sarah Mac specialises in writing website content for all industries and websites of any size, from five to five hundred pages.

My website content copy writing services include:

- Researching your industry and competition
- Navigation planning
- Writing keyword rich page content
- A full content and usability check before the site goes live 
- Promoting your website by writing articles for news pages, blog and article websites

Writing for websites is completely different to writing for press, advertising or sales literature. There are a number of things that an expert website content copy writer will do to make sure your content is:

1. Fully optimised for search engine success
2. To the point and clearly getting your message across
3. Written to suit your target audience

Search engine optimisation
If you want your website to rank highly in the major search engines – naturally, i.e. without paying for sponsored links - then you have to make sure it has a good few pages of 'keyword-rich' content. You will find thousands of websites dedicated to giving you advice – good, bad or indifferent – on how to make your website rank highly in the search engines. Hints and tips abound but generally the golden rule is to ensure your content is full of the words that people would use to look for your product or services on the internet.

Search Engine Facts
• 8 out of 10 people use search engines to find information, products and services
• Paid for and sponsored listings are ignored by up to 85% of those people searching
• Natural listings get 63% of the clicks
• Natural search results have a 30% higher conversion

Research
When I write content for websites, I will always conduct research to find out the best, most effective keywords to use for any specific product or industry, usually by looking at the websites of competitors. Of course, if a client has already done this research and wants me to write using the keywords they provide, then I can do this too.

Navigation planning
It is imperative that your website has a clear, easy to use navigation. You may have an idea of the pages you'd like to see on your website, but have you really considered what will go on them and how they will link to other pages? Have you missed out any pages that are really important – ones that your competitors may have included?

My website navigation planning service involves research of competitor and authority websites to get a complete picture of what you should have on your website. I use my experience in website usability and content writing to visualise how the site will look, whether pages need to be split and how users will find their way backwards and forwards throughout the site.

Some clients provide a ready-researched fully planned navigation, and I simply write content to fill their pages and then check to make sure it flows well once it's finished. I can work either way.

Next step
Once I have written your content and copyright is released, I will send the text to your web designer in their required format so that they can upload it to your site. The text will include notes for the designer and will of course be accompanied by the agreed site navigation plan.

Content and usability check
When the site is ready to go live, I will make one last check through to ensure all the pages flow well, all the hyperlinks work and any instructions given to the website designer have been followed.

Keeping in with the search engines
Search engines love regularly updated content. Why not have a page on your site that changes weekly or monthly – it could be industry news, latest products and services, tips, press coverage or even company news. I can write these for you as one-offs or on a monthly or weekly basis as a regular service.

News, articles and blog
One of the best ways of pushing your website up the results listings is through 'back links' – these are links back to your website from another site, where you are not deliberately exchanging links. A good way of achieving back links is through articles on article websites – e.g. Ezine articles.

Writing articles is one of the most effective ways to gain relevant links to your website. You need relevant, keyword rich, quality articles that other people will want to publish on their website. The articles will be finished with a short summary of your services and a link to your website. They should be submitted to as many article websites as possible. The article site will benefit from increased content and therefore enhanced search engine rankings; and you will benefit from the back link to your website and the perception of you as an expert in your field.

Blog it! More and more people are including blog sections on their websites now as a way of interacting with their customers and contacts, keeping their websites fresh, encouraging visitors to come back and increasing their keywords and search engine visibility. If the thought of blogging fills you with fear, I can help you by writing pieces on your behalf, cleverly compiled to utilise your important keywords and encourage responses.
 
To talk through your particular website project please contact me at your convenience.