Rachel's SEO Tips

How to Write News Items That Convert Audiences

writing copy for web - Rachel Sheridan

There really is an almighty difference between writing an editorial for a magazine or ezine and writing content for your website

Don’t think of your blog post or news content as anything that people might actually read! I’m referring to business websites here. Not to be confused with personal blog content. When people are searching for something, they are impatient. They are not on your blog to read it, they are there to find a solution to their problem. Audiences don’t care about your business, they care about themselves and their problems. They want the speediest answer to their question. Can you solve their issue? Can you give them the information they want? The aim when writing blog posts or news items is to keep audiences on your website for as long as possible.

Write for Busy People – Make Your Content Obvious

Your web visitors consider the same two things: Are you offering them the information they need and can they find it easily?

Make it clear what your expertise is. You might start by using a question as your H1 tag. The problem or the issue. Next use the first paragraph to tell your audience how you can solve their problem, you have all of the answers, there is no need for them to go anywhere else.

Pop an internal link into the second paragraph, leading them to the product or service page on your website. Bear in mind audiences generally click the first link they come to if it looks relevant. They don’t want to trawl through your beautifully constructed words, they just don’t care how much time you have taken to produce your content.

Clever Phrasing Doesn’t Work

If you’re trying to be all creative and clever with a play on words in an effort to impress your audience then don’t bother. Really, put your thinking cap away and write simply constructed sentences. Trying to be creative requires your audience to think, and they don’t have time for that. All you have to do is to think about how you behave when you are hunting for something online. We are all the same, we all lead busy lives and we all have something else that also needs attention. We are just thinking about getting to that.

Use of SEO

Important? Hell yes! Think of your news item or blog post as a gateway. Just another way for new visitors to find your service or product. optimisation is imperative. Here is when you can be creative. No long string of search phrases. More a subtle scattering. Top Tip: Make sure your top search phrase appears in the first paragraph of text. If you can get it into the first paragraph then all the better.

That’s all for now folks!

Rachel Sheridan

Rachel Sheridan

I am the marketing director at Moonshine Internet and JRS Digital and have been working in the industry for almost twenty years. I spend a lot of my time running large marketing campaigns for medium to large businesses. I am passionate about making sure all businesses have the web presence they deserve. With that in mind I decided to offer small business owners the chance to get their website’s seen by the many not just the few.

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