If you’ve hired an SEO copywriter to write online content like a website or blog, you’ll need to review it.
For the last decade or so I’ve been writing online content for small businesses, corporations and start-ups.
Over the last few months, I’ve discovered that for some clients ‘reviewing the content and making amends’ isn’t always that easy.
These 6 tips will help you easily review the first and second drafts of your online content…
Step 1: Know who your audience is
As part of the copywriting process, you’ll have been provided with a detailed copywriting brief to complete. Part of this detail will include information about who your audience is.
This is sometimes called ‘personas’, ‘avatars’ or your ‘ideal client/patient’.
As you start reading the first draft of your blog or website content, have that audience at top of mind and ask yourself the following questions:
- ‘Will this appeal to their basic desires, needs and wants?’
- ‘Is the content written in a tone of voice that will immediately make the reader think it’s directed to them?’
Step 2: Are the headlines and sub-headlines engaging?
When you’re reading through the first draft, you need to check whether the headlines and sub-headlines are targeting the keywords, phrases and your audience’s needs.
If the blog topic is ‘Adult Teeth Straightening’ the headline needs to make an impact. Options could include:
- ‘The Best Adult Teeth Straightening in Melbourne’
- ‘How to Straighten Adult Teeth Without Needing to Wear Braces’
- ‘Adult Teeth Straightening Options That Won’t break your budget’
The sub-headlines need to relate to the headline and should focus on features and benefits of your product or service. They also need to address your audience’s fears, desires and needs.
Step 3: Use bullet points to break up the content
As you’re reviewing the first draft of your blog or website, it’s good to remember that online content is not only read on a large computer screen. It will also be read on tablets, smart phones and laptops.
Online content is easier to read when blocks of content are broken up with white space and bullet or numbered points.
Step 4: Check for SEO keywords and phrases
When you hire an SEO copywriter your content should include your top SEO keywords and phrases that relate to your target audience and the topic they’re writing about.
As you read the first draft of your content, have the list of SEO keywords and phrases at hand and make sure they’ve been included. It’s a good idea to read the content out loud to ensure the keywords and phrases aren’t just being used to ‘keyword load’ the content.
If a keyword phrase is ‘anti-wrinkle injections near me’ you need to check whether the sentence makes sense:
- This sentence is clunky and awkward, ‘anti-wrinkle injections near me include our Clinic XYZ’
- This sentence makes more sense, ‘To find the best anti-wrinkle injections near me we invite you to come to Clinic XYZ’s open day…’
Step 5: Check that clear call to actions (CTA) are included
All online content must have a clear call to action woven throughout it. Examples of call to actions include:
- Request an appointment
- Make a booking / Book here
- Email or call us today
- Learn more / Find out more
Step 6: Check the tone of voice
As you’re reading through the first draft of your online content, ask yourself whether the tone of voice your SEO copywriter has used is appropriate. This should have been covered off in your copywriting brief where you’ve nominated what tone of voice best reflects your business.
Tone of voice examples include:
- Friendly and conversational
- Informative and engaging
- Upbeat and positive
- Professional and friendly
- Serious and trustworthy
The tone of voice that best suits your business will be determined by the type of industry you’re in and the personality of the team. An upbeat and funny tone of voice won’t be suitable for a medical clinic, while a professional and serious tone of voice won’t be appropriate for a hipster cafe.
Need help with your online content creation? I’m an SEO freelance copywriter specialising in writing blogs and websites. Recent clients include:
- Technology companies
- Dentists & Orthodontists
- Psychiatrists & Psychologists
- Plastic & Cosmetic Surgeons
Contact me kylie(at)kyliesaunder.com for a 15 minute no-obligation chat.