A website without words is missing a key element — it’s unlikely to be indexed favorably by Google, and it probably isn’t communicating to customers and clients. Words are an important part of website building, but it’s tempting to focus on images and development and leave text as an afterthought. YOU’LL LEARN: How to incorporate keywords into copy How to utilize existing marketing materials How to get help when you need it

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Putting Words to Work:
Write Your Own
Website Copy
#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)

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Putting Words to Work:
Write Your Own Website Copy

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Today’s Speaker
Carrie Rollwagen
Communications Director
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Why Do Words Matter?
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What We See
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What Google Sees
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What Google Sees
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Start Now!
(The earlier the better.)
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Make a Plan
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Research
•Evaluate your current materials
•Pull all text from your current website
•Get your keywords if you want SEO
•Check out your competition
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Find Your Voice
•Casual or formal
•First person or third person
•Direct address or indirect address
•Stick with brand messaging if you have it
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Best Practices
•Active is better than passive voice
•Pick a comma style
•Pick a dash and ellipses style
•Make your content “evergreen”
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Define Your Audience
•Experts
•Novices
•Potential Users
•Loyal Customers
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Define Your Audience
•What do people want to see from your website?
• Short, to-the-point content
• No jargon
• Easy-to-navigate site
•What does Google want to see from your website?
• Lots of copy
• Keywords
• Specifics about your location
• Fresh information
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Compromise for Google + People
•Break up text
•Use subheads
•Add a blog to incorporate extra content
•Use design to put key information in easy-to-find places
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Get Organized
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Outline
•Have your site map? Work from there
•Don’t have a site map? Start with common pages
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Common Pages and What They Need
•Home: keywords, CTA, overall description
•About: SHORT history section, address or link to contact info
•Bios: parallel construction, possibly use a questionnaire
•Contact: address, map and phone number
•Products/Services: original product descriptions, easy-to-navigate
services
•Blog: links to other blogs, in-line links, lots of SEO
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Start Writing
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Get Organized
•Work from a site map or detailed outline
•Create a text document to work from
•Save each round of edits separately
•Set reasonable length goals (you can always add more copy)
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Writer’s Block Blockers
•Work from an outline
•Write a little and then add more later
•Try writing in your email or writing by hand
•Dictate using voice memo
carrierollwagen.com/how-to-combat-writers-block
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Edit Your Work
•Edit in a word processing client if possible
•Use tools like spellcheck and grammar check
•Have your team and managers edit in a text document
•Recruit a proofreader
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Make Google Happy
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SEO
•Go easy on the keywords — don’t keyword stuff
•Write your metadescription
•Pay attention to heads and subheads
•Incorporate keywords into taglines and slider text
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Connect Your Website
•Be liberal with links
•Create CTA buttons and in-line CTA
•Always be leading to something else; don’t let them just close the
page
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Last Lunch & Learn of the Season!
October 19
Video For Beginners:
Basics Of Making
And Posting Video
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Like what
you learned?
Let us know! We’d love a
review on Google+
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time when issues
arise and resolution
times are fast."
“Our experience with
Infomedia was superb!
They built an ecommerce
web portal for a client of
mine last year.”
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Give Us a Call!
205.823.4440
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