copy
Whoever said B2B was boring?
I came across this interesting post on Search Engine Land the other day. It discusses tips for creating SEO optimized copy for B2B applications, which is something I had never considered before, but makes perfect sense. Search Engine crawlers at least attempt to read all text on a given page, so why shouldn't site copy be written in a style that plays off this knowledge? Read the full post for more detailed information, but here are the highlights:
- Colin's blog
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Copywriting
Copywriting generates the text for a web site.
Copy exploration tips
Copy should be:
- Plain: always speak in terms your audience will understand.
- Concise: if you want it read keep it brief and scalable.
- Valuable: your message should be personally important to your readers.
- Transparent: your readers should notice your message not your vocabulary.
Further Reading
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Copy exploration
Copy exploration is an information gathering and organization process that provides the source material from which a web site is written. Most research can be accomplished from existing company literature, but interviews, surveys and other means are also used.
Copy exploration tips
- If you do not have a quality collateral library the exploration process will be significantly longer. To reduce the cost of a consultant you may want to have someone internally create draft documentation before the copywriter begins.
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Copy
Copy is all the written text in the body and sidebars of a web site. Copy for a web site requires a different style than other mediums to be effective. It is always a good idea to use a web writing specialist who understands the nuances and reader behavior on the Internet to create your site's copy.
Copy Development Process
- Exploration
Information research and organization - Writing
Text generation - Editing
Style review, grammar and spelling proofreading
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