1 month to Optimise Website and Get More Website Traffic?
Can a copywriter optimise your website?
My answer to this question would be: Yes, a copywriter like me can optimise a website (or homepage) for SEO and get more website traffic within a month. That is, if the copywriter knows SEO.
The question is: Can you find that reliable copywriter and SEO professional who’ll do the job right for you?
I’ll be showing you a project I’m currently doing to prove that.
It started as a webpage optimisation of a brand tucked deep within a website.
The old website in German that I was commissioned to improve in English
Which is bad, because for a webpage to be visible, it must have its own website, and not be hidden so deep among the material that belong to a company which owns it.
Fortunately enough, the client decided to create a new website, just for this one brand in its palette of services it offers.
What was the project and what were copywriting & SEO used for?
When you build a website, you have many professionals sitting around your project’s table, waiting for you to distribute tasks in their domain.
Some can’t be done without more than 2 professionals - in this project’s case it was the website developer and designer who worked with me, the copywriter and SEO professional.
Even a photographer would have been good to have, for the sake of better pictures.
The project included the creation of a new hotel website for which I was asked to do the copy.
Here you can see the hotel’s hero section.
This is the new website’s hero section with the “slogan” created for the hotel
Along with the text (copy), they entrusted me with optimising what I will be coming out with (the copy), to make the website more visible within the search results (Google, Bing etc.).
The hotel is located in Switzerland.
A month of crafting copy and SEO optimising the website - Copywriting steps
1. Finding out the desired clients of the hotel - who were they?
For the copy to be efficient, the client needed to make clear who the target audience is - who the hotel wants to attract, which nationalities.
I heard from the client that they wished to have less visitors from Asia, and increase bookings coming from Scandinavia, the UK and the US.
Another thing was the occupation of the clients, what they were doing for a living:
Business people and digital nomads.
I was especially stunned when I heard that many hotel guests check in, because they had been thrown out of their house (by a family member) or they had nowhere else to stay.
That was in the past.
The hotel craved a new image - they targeted a distict clientele.
2. The location of the hotel determines the content of the copy too
Since the hotel was in a particular location - in the immediate surrounding of three major Swiss cities, this too made a difference and had to be included in the hotel copywriting.
We agreed that we’ll put a map on the main page and signs poiting to other Swiss cities nearby.
Then I thought: why not mention the term “15-minute city”?
Ok, the major cities weren’t exactly 15 minutes away by car from the Swiss hotel, but why be literal?
So, this then became the intro about the hotel.
3. What makes this hotel special in relation to its competitors?
Now came the benefit stage - the stage where we pondered what unique benefits (if any) this hotel had over its competitors (we identified them, yes).
The visual representation was a huge aspect. It can affect the decision of the potential hotel visitor.
And the copy too has a lot to say.
So, we had do extract 3 factors why hotel guests should book this hotel and not another.
With that, we were somewhere around the middle of the copywriting process.
We still have:
the rooms,
the services section,
the selection of images,
the wording of the buttons to click (the CTAs)
downloadable material etc.
optimising
SEO ON-PAGE optimising website and copywriting under a month
A month’s time seems very long, but looks can be and are deceiving.
When you optimise a website, it’s important to think broadly - think about more than 1 web page, how that web page communicates with another under the umbrella of one entire website.
When you are done with one page, you can index it, but it’s better to have two ready, especially when you have internal links inside the copy pointing to that other page.
And it makes sense to have internal links, because you strengthen the authority of your site and you show Google that your content has continuation on other pages within your website. These pages are connected, and that by keywords you put inside the text of your link, which then point to a page elaborating on the textual link.
So, in conclusion, once again the question:
1 month to perform homepage optimisation and get more visits?
Is 1 month enough?
I’d say yes. It really boils down to how intensified the copywriter - client relatonship is.
If the client can answer your questions quickly, the copywriter can work on the solution efficiently, without losing time.
The client must have a clear idea on the type of customers they want to attract.
They must provide you with photos visually appealing that can be directly uploaded onto the website. This saves time.
They also need to be clear (even ahead of the copywriting process) what their assets are and what their value propositions are (what they can offer their customers, what are they better at compared to their competitors).
Underneath look at the SEO section of my website and learn more about what really matters when you want to optimise your homepage (or if you’re more advanced, your blog posts).
