It is one thing to be on the first result page of Google, but quite a different thing to get web users to stay and return to the site once they’ve opened your website…
Website owners strive to get their websites displayed on top of the first result page of an Internet search engine such as Google. Once Internet users have opened the link to your website, they become prospect customers.
Prospect customers may become customers if they stay on your site for a while and add your site to their favorites list. The longer Internet users stay on a website and the more they return to it, the better the chance there is for a deal.
Writing for the web means that you are also writing for a machine. You may focus on using meta tags, keywords and key phrases, headlines for the web crawler to find and drive more traffic to your site. Internet search engines also use the content of a website to index and rank it. For many website owners the keyword density on their web pages is important and they take care to have the optimum number of keywords or phrases on their web pages compared to the other words. Some will also use Google Analytics to find out how visitors arrived used their sites.
But is this enough?
Writing for you customers
Getting your website ranked on the first result page of Google does not always guarantee a transaction. The real challenge starts once prospect customers have opened your website. They won’t be looking for meta tags, keywords and key phrases but rather for something that will satisfy their needs, wants and desires. Indeed, the prospect customers may be one click away from leaving your website.
Your website should give prospect customers all the information that they have anticipated finding. Who and where are you? What product do you offer? Why do you provide better value than other firms? Why is it easy to do business with you?
Your prospects customers are now in your cyber shop or office and they should enjoy the experience, purchase a product or service, come back again, and tell all their friends about your website.
Web writing is a balancing act
Web writing gives you a ticket (a good search engine result page ranking) to compete in the Internet’s main competition. Changing your prospect customer’s once of click into a transaction and a loyal advocate for your business.
Writing too much for the Web without offering substance in your Website will hardly result in transactions. Having a customer driven website and a ranking of 438 on the search engine result page will also not pay.
Ultimately your business’s financial results will indicate how you have achieved a balance between writing for the web and writing for your customers.