While some claim that writing for the web is a snap, the truth is that it’s not as easy as it looks. After all, you’re writing for people who typically only scan web content looking for an elusive nugget of information sometimes known only to them. If you write copy that doesn’t fulfill their needs, they have plenty of other websites to click to. And if you write copy that doesn’t attract the attention of search engines, you’ll have no one to click away from your site in the first place!

In an environment as competitive as the internet and MSP Marketing, it’s important to strike a balance between compelling copywriting and the technical skills needed for effective Search Engine Optimization. Here are a few tips to help you out:

• Give each page a title. This lets readers know what to expect from this page.

• Don’t overload your readers. You can be specific without making your audience feel bombarded. Clear messages use fewer words. On the technical side, brief and specific copy makes your page more searchable by search engines such as Google and Yahoo.

• Pepper copy with keywords… Keywords help your content rank higher in search engines, enabling you to reach a wider audience. If you don’t know what keywords to use, you can either take an educated guess as to what terms people will search for when looking for a specific topic, or you can run Keyword Analysis to learn the most effective keywords.

• …but don’t overdo it. Too many keywords sacrifice your copy’s overall quality. The challenge is to weave in a healthy number of keywords without destroying the essence and readability of your article. If you overdo it, your audience will know.

• Use keywords in hyperlinks. Search engines love this.

• The audience is your priority. First address the needs of your target audience. Talking about yourself or your company comes later. Also with IT Services marketing be careful not to “speak geek”.

• Be casual and friendly. Even though you’re writing for a wide audience, it’s best to write as if you’re talking to just one person - it’s more personal that way.

• Prove it! If your product or service works, give concrete examples of why and how. Use testimonials if possible. People are wary of hollow superlatives and hard-sell statements.

• Include a clear call to action. What is it that you want your reader to do after reading your copy? Invite them to do it!

It’s true that anyone can write, but few can write EFFECTIVELY. Apply these tips to your website copy today, and watch your readership and page clicks grow. This is true if you’re using Pronto Marketing, or another service such as Kutenda, or a website you built based on Robin Robin’s Technology Marketing Toolkit. Get your copy right.