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SEO

create backlinks

How To Create Backlinks & Drive Valuable Traffic to Your Landing Page

As you’ve transitioned your storefront and services online, you can’t help but wonder how people are going to find your website. You know that almost 88% of people in America shop online, but how will your business reach them? 

But on top of building or updating your website, you’re figuring out shipping logistics. You’re creating social media pages and finding quality IT support, (not to mention balancing your personal life obligations). Learning how to bring people in online is a problem to solve later. 

However, you understand that the more customers you have visiting your website, the more likely it is that you close sales.

And of course, you’d be right! 

Then, after all the hustle and bustle of getting your website live is over and things have calmed down for just a second, you keep seeing the term SEO pop up when you’re googling strategies for online marketing. But it might as well be gibberish – search engine optimization? What even is that? 

As it turns out, the way to generate more web traffic has a lot to do with SEO – especially a little term called backlinks. 

What Are Backlinks? 

Backlinks play a huge role in your SEO ranking on search engines – especially Google. 

Basically, backlinks are links within a piece of content that sends a reader to another website when they click on written text. 

For example, if you were writing a blog article about “How to Make Cold Brew Coffee”, you might want to talk about the best brand of coffee for the brew. Including a link to the coffee vendor’s website is an effective way to provide your readers with even more information or resources. 

After you hit publish and the blog post is live, the business you linked has now earned a backlink from you. This makes search engines give their website a vote of confidence – so to speak. 

When this happens, Google begins to recognize the linked website or article as providing valuable information. Backlinks are like your digital reputation or credibility in the eyes of Google. So when more websites link to your own, search engines see that you’re providing value to users online, and thus, raises your ranking in its index.  

Which, in turn, leads to more organic traffic! 

Simple enough, right? Well, “how do you actually create backlinks?” you might ask. 

1. Create Exemplary Content 

Quality content is first and foremost the secret ingredient to successful SEO marketing. 

The returns from high-quality written content for your SEO game are two-fold. First, well-researched, properly formatted, and grammatically sound content written by professionals will signal to Google that you produce quality information on your industry. Copywriters and content marketers know how to not only capture your brand’s voice and speak in the direction of your audience, but they know how to incorporate keywords into their work. That means when someone searches Google with certain words or asks a question, your website will come up – ready to solve their problem or steer them in the right direction. 

All of this already gives you a massive boost to your SEO standing. 

But as an added bonus, the better your content is, the more likely it is that other websites in your industry will link back to your articles. So you’ll earn Google’s stamp of approval for producing good content and when others in your industry recognize your thoughtful work. 

Need a team of master writers to support you in all your SEO endeavors? Our copywriters are on standby. Sign up for a discovery call with us today

Skyscraper Content (Or How To Rise Above The Rest)

Skyscraper content is a type of content that rises above every other existing piece of content on the same subject. While challenging and time-consuming, (skyscraper articles should be 1,500+ words, ideally, even more!) investing your energy into creating long-form skyscraper content could give you an edge. 

Similar to pillar content, you can use skyscraper content as an opportunity to create in-depth educational guides and online courses. Or you can focus on a single question being asked by your audience and answer it extensively. 

If creating a skyscraper piece sounds a bit intimidating, you can always create a smaller version first. Then over time, add more to the piece. Plus, constantly refreshing your content can also improve SEO

Guest Blogs: Share Your Perspective & Insight! 

Another way content creation can create backlinks is through guest blogging. Reach out to other professionals or publications that are in your industry, and ask to write a blog for them in exchange for a backlink to your website. Doing this may even expand your network and make you new connections. 

However, you’ll want to be sure your values align with the publication’s, and that you have some work to show as a reference.  

Find Broken & Old Links, Then Pitch Your Content As Replacement!

Once you have quality content in your arsenal, try digging around online for a while, reading various articles about your industry. Sometimes, older backlinks can take readers to a website that was taken down after the article was originally published. That means the backlink is basically broken and isn’t providing value to the reader or the website that’s hosting it. 

When this happens, reach out directly to the website owner and pitch your content as a replacement backlink. Finding broken links might take a while, but you might be surprised at how many you discover. And, reading those articles provides an opportunity to learn more about your industry.

Either way, finding broken backlinks is a surprisingly effective way to build up your backlink portfolio. 

2. Collaborate & Connect With Your Industry and Network

Another way to build up backlinks besides just creating content is by connecting with others in your industry and network. What’s more, this gives you an opportunity to dive deeper into your industry and audience (and even create professional connections). 

Get Listed On A Resources Page

One of the simpler ways of building up your backlinks is by having your content featured on a resources page. While exploring websites in your industry, look to see if they have a “master list” of website links to other domains. 

Many websites put together a page for their readers where they can learn more about a specific topic. For example, food blogs may have links to websites with more recipes. So send a message to the admin with a link to your content! 

Hop-On A Podcast 

Found a podcast in your industry that you love? Reach out to the host and see if you can join them for an episode.

Joining a podcast allows you to dive right into the heart of the conversations taking place in your industry. You’ll hear perspectives from other professionals, engage directly with your audience, and have the opportunity to share your thoughts with the community. 

Not only is this great publicity for both you and the podcast, but you’ll also have the chance to earn a quality backlink on their website as well. 

Help Out A Journalist

Sometimes, journalists need to speak with experts in certain fields to interview credible sources. You can volunteer your time to answer questions about your industry to help a journalist complete their story. Just ask them to link to your website in the finished article! 

This strategy can set you apart from competitors because a journalist has chosen you to act as a thought leader. When someone who has limited or no knowledge of your industry reads the journalist’s story, they’ll be sent right to your website. 

Ask For Testimonials 

After you’ve been working with a client for a while, ask them if they would like to exchange testimonials about each other’s services. For example, in exchange for your testimonial, you’ll display their testimonial on your website, and then backlink to them. Not only will this generate more backlinks, but it may also bring in more clients since you’re actively promoting each other’s work. 

3. Be Wary Of Quality Backlinks vs Toxic Backlinks

While you might think more backlinks are better, the SEO benefits from backlinks come from the quality of backlinks, not the quantity. 

Originally, Google’s algorithm looked at the number of backlinks more than the actual quality of the link. Naturally, buying and selling links was common practice to quickly accumulate links and rise to the top of Google. 

Now, Google considers backlinks generated in this way as “toxic”, and they harm your SEO ranking instead of bolstering it. 

But, this is just one example of a toxic backlink. Additionally, if websites with similar pages all link to your website with the same hyperlink or anchor text, search engines may register you as trying to build links quickly and maliciously like the tactic above. 

Either way, when you have a toxic backlink, Google’s algorithm will automatically penalize your website. That harms your ranking on the index. 

Want to guarantee that all your backlinks are high-quality? First, you’ll need content written by the expert writers at FocusCopy! Contact us to learn more about how we can help your business grow

How To Remove Toxic Backlinks 

Before you work to remove any potentially toxic links, you’ll have to identify which links could be causing you trouble. 

The Backlink Analytics tool from Semrush generates data about your backlink portfolio and can identify which links might be harmful. And thankfully, there are some ways in which you can remove a toxic backlink from your website. 

For starters, you can reach out to the website’s host and ask them to remove the link to your content. If the link is actually coming from a quality domain but Google incorrectly categorized it, you can ask for a manual review of the link from Google themselves

You can also use Google’s “Disavow” tool from their search console to remove toxic backlinks. WARNING: You’ll want to read up on how to properly use the tool to ensure you don’t harm your website’s search performance. 

Partner With The Content Experts & Create Backlinks

Content really is king when it comes to SEO. But when you’re juggling business obligations and your personal life, there’s simply not enough time to create content yourself. 

To grow your business, you need a team of copywriters who can support your content creation, make your brands stand out from the crowd, and help you bring in more leads. So, reach out to us at FocusCopy! We’d love to talk about your goals and how we can help you achieve them. Schedule a discovery call today.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
Copywriting Help Your Business

How Does Professional Copywriting Help Your Business Grow?

You have your product, a clear idea of what it does, how it helps people, and the price of sale.

And you have all the numbers, figures, facts, and marketing strategies all brainstormed and laid out. 

Even though you keep seeing recommendations to hire a copywriter or are studying writing techniques yourself, you aren’t placing too much stock into the idea. 

After all, words are just words. Right? They’re easy enough to put down. Even though it’s been a while since high school English and freshman composition class, you send texts and emails every day. So putting together a few sentences about your product and uploading them to your website should be plenty. 

You’ve also budgeted for social media ads that you’re feeling confident about writing yourself. After all, isn’t it really the product that matters most and not the advertising attached? 

So, you move forward with your launch. It’s an exciting moment! You’ve been working your way up to this point for quite some time, and you’re ready to help people and change the world. 

However, after a few months, you aren’t making many sales. In fact, it doesn’t seem like your web traffic is even breaking more than a few visitors a day. Or maybe you’re having the opposite problem. Maybe your ads are getting a lot of clicks, but no one is making the purchase.

What gives? 

It’s Not What You’re Saying – It’s How You’re Saying It

Believe it or not, you do need more than a few sentences on your website or advertisement to actually convince people to buy your offer. 

Now, you’re spending extra hours in the morning and late into the night learning about copywriting because it keeps coming up as the missing piece to your success

But, “what even is copywriting? Isn’t that like a trademark?” You think to yourself. 

Copywriting is a powerful form of marketing that has been used for more than two centuries. Even if the practice has looked different throughout the passing of time, copywriting’s goal has remained largely the same. 

The end goal? To close sales, of course! But when done well, copywriting can even position your business and brand as leaders in your industry – making you stand out from the competition and rise to the top. Your customers’ problems are solved, and your dream of having a successful business is accomplished. 

Therefore, it’s really no surprise that copywriting can help your business thrive. Because no matter its form, the aim is always to move prospective customers closer to hitting that “Order Now” button on your website. 

4 Ways Professional Copywriting Can Help Your Business

Copywriting – not to be confused with copyrighting – encompasses many different parts of a marketing strategy. So, it’s easy to understand how you might feel a little unsure at first how it can actually help your business. 

At the most basic definition, copywriting is any piece of writing or content you might find on a website, billboard advertisement, newspaper ad, and even a flyer you receive in the mail. 

Copywriting is also part of commercial advertising (if you’re still watching cable television these days), as well as slogans, catchphrases, and infomercials. 

Really, copywriting is everywhere, and has been for quite some time!

Nowadays, thanks to so many businesses moving online, it’s especially beneficial for businesses both new, old, large, and small. In the digital realm, copywriting takes the shape of sales letters, email newsletters, social media posts, blog content, video scripts, and more. 

From coffee roasters to law firms, no matter your industry, product, or service, copywriting acts like support beams to your entire foundation. It helps you solidify your mission and message, connect with your audience, and grab the attention of those who’ve never heard of you. 

1. Copywriting Improves SEO & Increases Organic Traffic

Recently, you’ve been looking for new desks through Google. So, you’ve been searching for things like, “best desks for home office” and you immediately have a wide variety of beautiful desks in front of you. 

You click on one of the first few websites that come up because they grabbed your attention. 

Well, that’s copywriting (and a little SEO strategy) in action. Not only does copywriting help your website actually show up in search results from Google, but that brief little description underneath the website link was written by a copywriter. You knew almost exactly what you would find before you even clicked on the link. 

But, maybe you want to learn more about this specific brand’s furniture. You might not find it featured prominently, but if you dig around a little, there’s a good chance you’ll find a section dedicated to Blogs. 

Why is that, you might wonder? Well, blogs are a form of copywriting that actually serve two big purposes. 

Blogs Offer Free & Valuable Information

First of all, blogs are a way for brands to provide valuable information to their customers – which often leads to better B2B or B2C conversions. 

Maybe you want to know how the desk you’re thinking about buying was made. Look through their blog, and find the piece that covers their whole assemblage process! 

Maybe you care about the environment and you want to be sure the desk is constructed with sustainable materials. In their blog section, you’ll probably find articles detailing their commitment to sustainability. 

See what’s happening here? You had questions and their blog has already provided you with the answers. So, essentially, the goal of blogs is to address your questions, needs, and concerns in greater detail. 

What kind of business would you most likely purchase a desk from? The one that has a lot of information available about their desks and products? Or the one that has nothing but a desk and a check-out button? 

This example can be applied to a lot of different kinds of businesses and industries. 

Need to schedule a dental appointment but you can’t choose between two different offices to call? 

While one has good reviews, you can’t find anything about their services, pricing, or commitment to providing you a good, pain-free experience. The other office, however, has full-on articles and FAQs about ways in which their dentists help you through dental anxiety – which, (we know the feeling, believe us) is something you’ve struggled with since you were a kid. 

So which office has closed the deal and earned your call? I’ll let you decide! 

Blogs Boost SEO 

The value of blogs doesn’t end with informational content for your customers. You see, the only reason you clicked on that website with all the desks in the first place, was because of a little thing called SEO

SEO, or Search Engine Optimization, is like putting up highway markers leading to your business. Picture the interstate highway system lined with every furniture store on the internet. If you just type in “furniture store online” into Google’s search bar, you’re going to find a lot of results. 

That’s because all of these businesses have put up signs that say something like, “This is a furniture store. We sell furniture here.” 

But let’s say you type in “furniture stores near me.” Now, your search is going to be more localized. You may have fewer results, and the stores will specifically be in your area. 

Can you guess why? 

The furniture stores near you have indicated to Google that they sell furniture in a certain area. They probably have a physical storefront, as opposed to furniture stores that sell exclusively online. 

But how did they get Google to register their business in a certain area, and understand what it is that they sell? 

For this part, look through their website! 

What words do you see on their page? If they have a blog, what kind of topics are they writing about? 

When a business wants to show up on search engines for certain phrases or search queries, they use copywriting to incorporate those words into their web pages or blog content. 

This signals to Google to show their business for the keywords people are searching for. 

Simple enough, right? 

Well, good SEO doesn’t quite end here. 

Word Count & Quality Content 

You see, the more content a business uploads each month, the more web traffic it generally will receive – which makes sense if you think about it. 

The more signs they put up on the highway, the more road trippers start to recognize their brand and offers. 

We won’t get too technical here. Generally speaking, blog content with a word count of a thousand words or more is thought to be “quality content” in Google’s eyes. While word counts of two thousand words or more will yield even better results for your website. 

In fact, there have been several studies from notable content marketing agencies over the past two years that have done deep dives into the correlation between word count and SEO results

However, the content must be quality. This means well-researched, well-formatted, and well-written! You shouldn’t expect grammatical errors, spelling mistakes, or incomplete thoughts to bring in much organic traffic. 

Additionally, you should never copy and paste someone else’s entire work onto your website or blog content. Seriously, don’t. 

Google has ways of recognizing bad content that’s just trying to game the system and will punish your website link by making it more difficult to find or remove it from its results completely. 

Ready to have a steady stream of quality content up on your website? Schedule a discovery call with FocusCopy, and we’ll take the content process off your plate. Freeing up your time to focus on your clients, business, and personal life. 

2. Copywriting Builds Relationships With Your Audience & Fosters Community

Brands and businesses benefit a lot from having an active online community. 

For example, do you want constant feedback on your offer? Having an online community to engage with on social media allows you to easily take stock of customer opinions. 

Additionally, you can get to know your customers on a more personal level, which helps you better serve their needs (more on that later). 

Copywriters can help your business build an online community by creating email newsletters, content pillars, and by giving away free information such as the content on your blog. 

Content pillars are like ebooks or in-depth articles about specific topics in your industry. The goal is to provide value to customers even if they don’t all make a purchase. 

Encouraging visitors to sign up for your newsletter allows you to communicate directly with your customers through their email inboxes. But you need a persuasive subject line and copy to really convince customers to take action on your promotion or offer. 

3. Copywriting Speaks To Your Customer Needs 

Understanding your customer needs is a big part of having a successful business. And it can mean several things. 

For example, your customers are more likely to respond to brand voices that they connect with or relate to. Copywriters are effective at capturing brand voices and speaking your customer’s languages

And once you’re speaking your customers’ language, you know their goals, problems, and where they are mentally and emotionally. 

Because even though copywriting is about closing more sales – it does this by solving customer problems. Effective copywriting does this by making your customers feel heard, understood, and that your business cares about helping them. 

Let’s solve problems together. Schedule a discovery call with us, and we’ll help you make your business vision a reality.  

4. Copywriting Strengthens Your Power Of Persuasion 

The purpose of copywriting is ultimately to drive customers and users to action. 

Whether that be signing up for your newsletter and email list, following you on social media, or of course, choosing to buy one of your products. Good copywriting leads your customers through a funnel. Until, eventually, you close a sale! 

The more effective your copy and research, the more likely you are to generate revenue. However, good copy still needs a quality product or service to offer potential customers. 

The most persuasive copy won’t help you if customers are leaving bad reviews about your product and telling all their friends and family about their horrible experience. 

Increase Your Conversions With Focused Copy 

Your business deserves to be on your customers’ radars. You’ve put time, money, and a lot of effort into making a service and product that actually helps people and improves their lives for the better. 

Don’t you want the best team of copywriters at your side, supporting you each step of the way? Contact us today, and together, we’ll develop a plan to tackle each one of your business’s objectives.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
pillar blog post

Create A Pillar Blog Post That Sells

You’ve heard of a pillar blog post before, but can’t help but feel lost. You’ve been working on your marketing and you’ve nailed the use of keywords throughout your blogs. Or so you thought. That’s all it takes, right?

It seems simple enough, doesn’t it? Write relevant and engaging blogs and plug in the keywords as you go. But you’d be misinformed to think that blog posts with keywords are all you need to rank ahead of your competitors.

Now, you’re not entirely wrong. Blogging for SEO used to be an amazing way to boost your website traffic. However, content marketing has changed and requires a little more work than monthly blog posts.

Enter pillar blog posts. We’ll talk about what they are, and how you can create one that helps you make money.

Would you rather get pillar blog post assistance directly from the experts? Get started with FocusCopy.

What Is A Pillar Blog Post?

A pillar blog post is a long-form piece of content that is written covering a specific topic. It should be broad enough to offer a comprehensive look at the subject. Yet, it should also be definitive enough to get into some, but not all, of the nitty-gritty details. 

How To Write A Pillar Blog Post That Sells

Find out what you need to get started writing a pillar blog post for your business. 

Start the structure, then write! This will help you save time whenever you’re ready to write.

Collect Your Keywords

Before you sit staring at a blank page, you need to start with the keywords you’d like to target. Use whatever tools you normally would to narrow down some reasonably achievable keywords that apply to your business and what you have to offer. 

When it comes to the keywords you’re aiming to target, make sure they:

  • Are relevant to your business
  • Can be combined in discussion with a service or product you offer
  • Are interesting enough to pull in your target audience

Once you have your keywords rounded up, you’re ready to put together an outline. Putting together the foundation of your pillar post will help you (a lot). That way, you have something to go off of when you’re writing, and you don’t need to struggle to come up with the next topic as you go.

Define Your Topic Clusters

If you’re unfamiliar with topic clusters, they’re truly simple to understand. What your pillar page is about will be your broad topic. 

As an example, this may be “Facial Plastic Surgery” if you’re a cosmetic surgeon. Or you may want to talk about “Air Conditioning Maintenance” if you own an air conditioning company. Both of these are broad enough to have the ability to discuss a bunch of other topics within them. These are called topic clusters and will consist of related topics you go a little more in-depth with. However, you shouldn’t worry about discussing each one in too much detail. You only need to talk about each topic enough to give a comprehensive view and why it’s essential.

Using our example as a cosmetic surgeon, you may want to discuss the following under your “Facial Plastic Surgery” pillar blog post:

  • Rhinoplasty
  • Chin implant
  • Cheek enhancement
  • Brow lift
  • Lip fillers

For your “Air Conditioning Maintenance” pillar blog post, you may want to cover:

  • HVAC definition
  • Common problems resulting in AC failure
  • DIY fixes
  • Benefits of AC maintenance

As you can see, there are several things you can talk about. Each one of these things makes up a topic cluster. Flesh out your topic cluster based on the broad topic you’ve chosen. Then, you’re ready to move ahead with your pillar page.

Don’t Forget The Hyperlinks

Hyperlinks define your content – ultimately defining it as a pillar page. Adding hyperlinks into your content allows the reader to click and reach another page on your website. Whether it takes them to a more in-depth blog or service page, these links will help Google navigate your website, improving your ranking. 

Another important element here is making sure that the linked page is also hyperlinked to your pillar page. This way, your reader can get right back to the pillar page without any trouble. It creates a sort of full-circle moment and helps Google understand what your website is about. Then Google can determine whether you’re offering valuable content rather than stuffing keywords into copy that isn’t well-written or helpful.

Is A Pillar Page A Blog Post?

Yes and no. This can be difficult to understand because pillar pages look like web pages but are longer than regular blog posts. The truth is, they’re a combination of the two with a purpose.

Your typical blog posts are pretty specific, and the reader knows exactly what to expect from it. This type of blog post is probably about 1,500 words. Its topic is narrowed, coming from the expert (you), and can contain many keywords to help your ranking. 

However, you can think of a pillar blog post more as a what-you-need-to-know page. It’s full of topic clusters, which help organize your content as you go. You can talk about them all on your pillar page, but you wouldn’t go into as much detail as you would on a devoted blog. You can also use the space to answer commonly asked questions your clients are most likely to ask.

RELATED: 6 Essential Elements In A Blog You Need To Include Today

Can I Use My Page As A Blog Post?

Yes. As mentioned above, pillar pages have an interesting blend of blog and website components. Additionally, you can use them as blog posts for your business as long as they have the necessary aspects needed to serve as a pillar page genuinely.

How Long Is Too Long For A Pillar Blog Post?

Let’s start by saying pillar pages do need to be long. And they certainly need to be longer than your regular blog posts. However, there’s no need to go overboard and write 20,000 words on a single page. Your sweet spot will be at 2,000 words. It’s okay to go over a little bit, but you don’t want to overwhelm your readers and force the topic if you’re starting to lose your intention.

If you’re having trouble and don’t know where to start, talk to the team at FocusCopy.

Perfecting Pillar Blog Posts For Clients In All Industries

Google and its algorithm can be a nightmare to navigate, especially if you’re not too up-to-date in the digital marketing world. But that’s okay! As a business owner, you’ve already done so much and perfected your own craft. So, if you feel like you know where to begin, but don’t have the time and tools to do it yourself, allow the experts at FocusCopy to guide you. 

We can not only walk you through the process, but you’ll have open communication every step of the way.

What do you say? Let’s grab a virtual coffee and get going on your digital marketing goals.

Need help writing pillar blog posts for your business? Contact FocusCopy for help.

Focus Your Copy On Conversation & Conversion

Let’s Grab A Virtual Coffee With Us To Discover How To Boost Your Words
blog as a health and wellness coach

Why You Need A Blog As A Health And Wellness Coach

Calling all coaches! Have you ever thought about why you need a blog as a health and wellness coach?

You may think they’re only for semi-famous coaches or professionals who use their website as their main source of traffic. You may even think you just don’t have the time for it because it won’t benefit you.

But health coach blogging of any kind can do wonders for your business as well as the brand you’re building. And they’re not just for cutesy photoshoots to share on social media platforms! In fact, Harvard Health Publishing says that health coaching is effective

Blogs that are written in your voice share a sense of your personal side, which helps your audience to connect with you more. Blogs also help place you as a quality resource or authority within your field, which looks incredible to readers who are open and willing to learn more about what you have to say.  

Still not convinced? Read on and find out more about why you need a blog as a health and wellness coach.

Have other questions about copywriting for your business? Reach out to get going on blogging, website writing, and so much more.

4 Major Reasons Why You Need A Blog As A Health And Wellness Coach

The best part about blogging is that you don’t need to overthink it. As long as you have genuine advice and put it together in a way that makes sense, you’re golden! 

Not to mention, having one blog, even if you aren’t sure what you’re doing, is better than having nothing at all.

Let’s take a look at exactly why health coach blogging can help you.

1. Boost Your Website’s Ranking

When it comes to battling it out for a better online ranking, health and wellness coaches who already blog have a leg up. However, it’s important to say that it’s never too late to start blogging. Because the algorithms change so much, no one is guaranteed a top spot on any search engine. Boosting your website’s ranking takes some time and work, but can improve greatly with blogs.

The cool thing about blogs is that they have a few elements built within them that bump up a website’s ranking without thinking about it too much. 

Target Those Keywords

Keywords are going to look like what most people would search when hopping online. In the health and wellness industry, for example, that may look like the following phrases:

  • Finding a local holistic health and wellness coach
  • Delicious vegetarian recipes with added vitamins and minerals
  • Best exercises for maintaining a balanced mind

On the other hand, they may look more bare-bones like:

  • Health
  • Healthy living
  • Mental health
  • Wellness tips
  • Daily health practices

As you can see, many search terms range from extremely broad to very specific. But that’s what’s great about the internet…there’s something for everyone.

Target certain keywords surrounding your business by using some helpful (and sometimes free) tools like Yoast SEO and Semrush.

Include Headlines And Subheadings

Headings and subheadings may seem like they appear because an English teacher told you they had to be placed within an essay forever ago. And they were partly right!

Not only are they an ideal way to break up the text, but they also provide some mega bonus points in the SEO department.

Place in headlines and subheadings that include your target keywords or phrases. Doing so will place your blog above others without headlines and you’ll show up easier without having to search for specific terms.

Come Up With Relevant And Original Content

This is important because you don’t want to get too caught up in replicating someone else you may admire. You also don’t want to get flagged for plagiarism. One way to avoid these things is by using your blog as another form of communication with your clients.

In other words, talk to your audience in your blogs just as you would speak to them in person. It omits the use of words or phrases that you wouldn’t normally say and prevents you from sounding too cookie-cutter.

Set Internal Links

Internal links are all a part of playing the game of SEO. These links lead to other pages on your website, leading your audience where you’d really like for them to go. Whether that’s a contact or purchase page, internal links help them get there quickly.

Furthermore, using these links within your blogs helps your website rank as Google is able to find it easier. They help gauge how your website is put together and what you find to be a priority. If Google finds it important, it’s more likely to rank higher than other pages and websites.

Add Videos And Images

Videos and photos are a fun way to keep your audience engaged throughout your blog discussion. They can even help pull them in and persuade them to read a blog they didn’t intend on reading. In addition, if you’re explaining something that may be tough to understand, photos and videos can help.

Choose high-quality images that are relevant to your subject. Then, by adding a caption, your image is about 300% more likely to be seen than the body copy itself.

2. Establish Yourself As An Authority Figure

Who do you turn to when you’re searching for information online?

Chances are, you read blogs to get information from people or organizations who have an established blog page. Now, this doesn’t necessarily mean they are the end-all and be-all of the subject matter you’re searching. But it does mean they did the work to put together the material and publish it online. Because of this, you and others are more likely to see them as authority figures and return to them for more information in the future.

You know your material, and you have a passion for it that goes unmatched. Show it with a blog packed full of your insight and best practices wrapped up in your voice. Ask for engagement and thoughts. Get others involved in the discussion and answer your clients’ frequently asked questions comprehensively.

3. Lead An Audience To All Other Tools Offered

Blogs are a natural way to lead your target audience to your services and products for sale. This step is better known as the one that hopefully makes you some money!

For example, you’ve just written a blog on ten best practices for meditation at home. Someone reading and getting to the end of your blog may want to know who they can hire to help them with more stuff just like that. Here’s where you come in with some killer call-to-actions (CTAs).

These CTAs can be:

  • Interested in my services? Contact me today to get started on your health and wellness journey.
  • Ready to reach the better version of you? Order the health and wellness package that fits you best.
  • Tired of feeling mentally exhausted? I can help. Call me today to get started.

They’re simple but effective ways to lead someone to another level of your business. The end goal? Getting them one step closer to making a buying decision.

4. Build Your Brand

Finally, health coach blogging builds the brand that is you and everything you have to offer. You may be on every social media platform that exists and then some. Or you may be sticking to your website. Wherever you are in your business journey, blogging can help expand your audience and target those you want to work with.

When people read your blogs, they get an idea of:

  • Who you are
  • Your voice
  • How you can help
  • Why they should care about you

Anything that puts more of a face to your business as a health and wellness coach couldn’t hurt. 

Now you know why you need a blog as a health and wellness coach. Remember, ranking with SEO methods is just as important as making it less about B2B writing and more about the human-to-human connection.

Having trouble navigating your branding? Contact us today and we’ll get started from scratch just for you.

No Time To Write? Not A Problem.

You believe in helping others. And we believe that you have something important to say. This means there’s no need to hold back when it comes to marketing your own health and wellness business. 

If we know anything, we know blogging as a health and wellness business does so much more than people realize. If you’re aware of why you need a blog as a health and wellness coach and just want to get started, you’re in the right place. With us, you’ll get a better blogging plan and a copywriting team whose main move is making your business its top priority. 

Grab a cup of joe with us and see how health coach blogging for your business can get you results and revenue you may be missing out on.

Copy Toolkit

What You Need In Your Copy Toolkit To Write Effective Copy

If there is a process, an automation, or an easier way of doing something, then people will do it. Why? Because people naturally do not want to do more work than is required. 

Makes sense. 

Copywriting isn’t an easy task – even for us professionals. 

It requires creativity, effort, strategy, and time. 

That’s why many companies either hire a copywriting team like FocusCopy or avoid writing any copy at all. If it’s the latter, then they are usually so consumed in their business because they need to speak every word of copy. That also usually indicates that they are not able to grow their business beyond a certain point. 

Thankfully, there are a couple of tools that speed up the process (even by a couple of minutes). Before we get into the copywriting tools we use, what’s the copywriting process without any aids? 

What The Copywriting Process Is Like Without Tools

Without copywriting aids, this is what a general copywriting process looks like:

  • At least 1-2 hours of meetings per deliverable to capture knowledge and brand voice
  • High potential for writer’s block because staring at a blank page is the worst thing you can do for copywriting
  • At least 30 minutes of research for copy deliverable
  • Multiple rounds of revisions from the approver (whether that’s you or someone else)

Depending on what you’re writing and how quick you are at reviewing, the review alone can take 1-2 hours (if you stay focused).

However, once you implement a process that works and use the tools that you know can help, you’re on the right path to great copy.

It may sound more complicated than it really is.

And you may be asking, “where do I even find those tools?”

The good news is that we’ve (pretty much) tried them all over the years, and we have our favorites right here.

Tools You Need In Your Copy Toolkit To Write Effective Copy

As professional copywriters, we want to share what we have in our copy toolkit to write effective copy. 

Hemingway App

This is not your basic Microsoft Word spell check. The Hemingway App does so much more and makes it easy for you to follow along while writing and editing your work.

If you’ve ever struggled to read through and fix items in your own writing, know that you aren’t alone. In fact, we have our own internal process to ensure we’re viewing each piece with fresh eyes before hitting “Send.”

The Hemingway App helps by going through your writing and highlighting issues such as:

  • Grammar
  • Spelling
  • Punctuation
  • Complex sentence structure
  • Passive voice and more

You can get the Hemingway Online Editor for free OR buy the Hemingway App for a one-time purchase of $19.99.

Yoast SEO

Copy Toolkit

Writing tools are great. But there’s more to creating good content than spell check apps. Yoast SEO is a search engine optimization plugin that works with WordPress. With an estimated 64 million websites using WordPress, chances are Yoast SEO could benefit you, too. 

Using Yoast SEO helps your website show up to the audience base you really want. And it can get more viewers from Bing and Google than you would have otherwise. Also, it can help increase engagement with your audience and get more visitors from social media platforms.

There are a ton of free courses available for you to learn SEO and so much more. Yoast SEO offers a free and paid version of its services for businesses and websites of all sizes.

WordHippo

Copy Toolkit

Have you ever had a hard time coming up with a word or phrase for something you know is at the tip of your tongue? Maybe you didn’t have your morning cup of joe like you usually do. You might have even skipped out on your routine yoga session and now your whole day is thrown off. 

These scenarios make WordHippo the perfect pal to have when your brain is feeling a little on the foggy side. The best part about it? You can work off fragments of a thought, plug it in, and see what comes up. Usually, it knows where your thought process is heading and can fill in the gaps when you’re not so sure.

WordHippo is one of the best online applications to help you find the right word or phrase you’re searching for. But it’s also good for creative writing and has other useful tools, including:

  • A thesaurus
  • Translations
  • Rhymes
  • Definitions
  • Antonyms
  • Synonyms 
  • And more!

Discover more and greater words here. 

Google Docs

A tried and true classic, Google Docs comes with its own toolkit for spelling and grammar checks. It highlights and catches basic mistakes you might make as you write. This can help you clean up your writing, make it more clear, and easier to follow.

In addition, gone are the days of emailing warped or incorrect docs back and forth. You can also bid adieu to crashed servers and lost files. Google docs is a fantastic way to draft and share your docs as needed without all of the confusion. And since it lives in the cloud, it auto saves your work as you go. Features like link sharing, viewing edit history, and comments ensure your team is working in sync every step of the way.

Brand Voice Guide

When you know you need to get going on your website copy but don’t know where to start, we have just the thing.

Consider creating a Brand Voice Guide that defines the exact voice, tone, and messaging your business needs. Here’s the truth… If you have no idea how your business should sound or who it needs to speak to, you’ll never have quality copy that gets customers to your front door.

A Brand Voice Guide (which you can create yourself) is the key to producing future copy that gets others excited about what you do and why you do it. 

And hey! If you don’t have the time or don’t feel comfortable writing your own Brand Voice Guide, we get it! As a business owner or manager, you have a million other things going on and you simply don’t have anything else to give to your company’s writing. Call in the experts with the creative know-how, and we’ll get one started for you.

Other Tools

We know we didn’t list all of the tools out there to help sharpen up your copywriting skills. These are the ones we find most helpful, but we’re aware that everyone has their own style and flair for writing. Feel free to comment below ones that we should consider or others who are writing should consider.

Have a writing to-do list you need taken care of? Contact us for more information about writing for your business.

When Was The Last Time You Updated Your Home Page?

Answer these 6 questions and spruce up your home page in 15 minutes (or less).

Benefits for Writing Business Blog Posts

5 Benefits for Writing Business Blog Posts (And How To Start Publishing)

Blogging is certainly not dead – especially when it comes to B2B blogging. Some 700 million blog posts are published each month on WordPress alone. 

Today’s web users can hop online and find a blog on pretty much any topic you can imagine. 

Searching for a step-by-step guide on how to perform an oil change? There’s a blog for that. 

What about finding the perfect chocolate cake recipe? Yep, there’s a blog for that, too. 

More often than not, the blogs with sufficient information may eventually lead you to an expert within the field of what you’re searching for. 

This is excellent news for businesses – boasting numerous benefits for writing business blog posts.

5 Benefits for Writing Business Blog Posts

We could go on for hours listing the benefits for writing business blog posts, but we picked these 5 benefits because they directly impact your bottom line. At FocusCopy, we would never recommend anything that doesn’t produce sales or makes your company more efficient (and thereby more profitable).

1. Blog Posts Provide Social Media and Email Content

You want to keep your audience engaged, right? If you’re like us, you’ve been subject to opening a marketing email only to hit close as soon as you scan it (even if you get that far). One way to positively use the blogs you’ve written is to include them in your marketing emails paired with a catchy headline or phrase to draw your audience in. By doing so, you keep readers engaged with relevant content to your business, boost your click rate, and improve website traffic…. Ultimately generating more qualified leads for your business (paired with a few other things).

Plus, with so many tools available like MailChimp, Campaign Monitor, and so on, you can use these platforms to help monitor your email marketing performance, making it easy to see which emails featuring your blogs tend to outshine one another. You can then plan and strategize additional content to work better for you and your business in the future.

In line with sharing blogs to your email efforts, you can pad your social media calendar with shareable posts featuring your blog. All it takes is a simple graphic, engaging copy, and a link to your blog to quickly get better engagement on your social media platforms. With almost half of the world’s population using social media, you really can’t go wrong by creating some buzz around your blog posts using Facebook, Instagram, LinkedIn, and other social-sharing software.

2. Blog Posts Boost Search Engine Optimization

According to OptinMonster, “Companies who blog get 97% more links to their websites.” That statistic alone should be convincing enough to start blogging. 

The bottom line is that more traffic to your website means more potential sales. Writing a blog and sharing its content any way you can help build the number of visitors who end up on your site. As you consistently continue producing relevant content written with SEO in mind, you’ll see your SEO performance build and improve over time.

Chances are, someone who conducts a search on Google looking for a how-to on best business practices during COVID will likely run into a few high-ranking blogs covering this topic. As a result, the business blogs that appear on the first or second page are likely to see improved engagement and viewers on their website.

As long as you have an individual or team member regularly creating, publishing content, and monitoring your results, there is no reason your SEO and, in turn, your business shouldn’t see some improved engagement.

Case Study: Publish Consistently Now

As a new business, we consistently published weekly blogs from August 2019 to April 2020. This was a critical step to start building the SEO snowball. 

Then between April 2020 and September 2020, our blogging became a little more inconsistent because… Well, we were too busy writing for our clients. Yet, our traffic was still growing. 

In October 2020, our blogging became non-existent through the remainder of 2020. We were simply too busy to even schedule posts on social media! All our focus was on our client’s copy and their marketing. 

Yet, our traffic grew and grew. This is the power of publishing business blog posts. This is what we refer to as the SEO snowball effect.

“The best time to plant a tree was 20 years ago. The second best time is now.”

Chinese Proverb
Benefits for Writing Business Blog Posts

3. Blog Posts Educate Your Target Audience

There is a ton of information out there online. But you’re the one who knows your business best, so who better to talk about it than yourself? People want to know accurate and readable information that will help them. Don’t be afraid to give your blogs everything you’ve got and go into as much detail as you can in an organized format that flows with ease.

A simple benefit you can add to your blogs includes graphics, videos, and photography to help users visualize the discussion topic. It’s not entirely necessary, but for businesses who offer intricate services or products, these elements can break down some more technical content in a digestible way.  

(P.S. We’re experts in capturing your brand voice, learning your story, and communicating it with SEO and your target audience in mind. Want to learn how we make your blog production easier? Schedule a call with co-founder Lauren Jefferson today.

4. Blogs Posts Position You As a Brand Authority

As the expert, you want to let others know that they can turn to you for the information they need now or might need in the future. With each blog post, you build brand authority for yourself and become a reliable resource for your audience to turn to.

One way of serving as a brand authority lies in sharing information backed by reliable resources, data, or reports. You can also rely on the professionals around you to get the latest industry updates and material to improve your content. Finally, you can answer some FAQs in depth through blogs that are both requested and informative. Each of these factors sets the tone for your blog and provides a safe space for others to turn to when they need trustworthy information.

5. Blog Posts Create More Opportunities to Sell

If you have your sales process down, blog writing may be the solution you need to pour more leads into your funnel. You see, the more content you produce backed by appropriate facts and figures, the more people will be geared towards your website and brand. As users get to know your brand better and become more familiar with who you are, the more likely they are to use your product or service.  

According to Hubspot, “Marketers who prioritized blogging received 13X more ROI than companies that did not in 2019.” Hubspot’s findings make blogging one of the most useful marketing tools out there on top of creating other inviting digital content. 

How to Start Writing Blog Posts for Business

If you’re tired of being left behind in a digital world, get started today on setting up a blog for your business with just a few quick steps.

Figure Out What You’re Going To Write About

Where do you start? Understandably, you may have a lot to say but don’t know where to begin. Whether you use your smartphone, laptop, or pen and paper, you should kick off your blogging venture by jotting down your best blog ideas. Some components to think about include:

  • Timeliness. Is what you want to write about pertinent to right now?
  • Substance. Is there enough to talk about when discussing a specific topic?
  • Benefits. Will your blog be able to highlight something that your business has to offer to help its readers?
  • Content. Is the content being discussed relevant to your business?

If you’ve answered “No,” to any of these questions, it may be time to discuss more openly with your team about what would work when it comes to blogging for your business.

(Need help thinking of potential topics? FocusCopy is here to help! Contact us today to learn how we make this process easier for you.)

Decide How Frequently You’re Going to Write Blog Posts

Some websites will tell you you should blog twice a week, once a week, or once a month. Depending on your business, you may want to post more or less. If you don’t have the bandwidth to start posting numerous times a day, work on getting your posts written and provide yourself with a bank of blogs you can rely on when you’re ready to start publishing.

“Blogging frequency has a direct and significant impact on lead generation.”

SEO.co

We take a little different approach when it comes to choosing frequency. At FocusCopy, we want to see consistency in your marketing. If that’s every week, go for it! But if you can only manage one blog a month, that’s great. Start building that rhythm so you can produce more content down the line. 

Determine Who Is Writing Your Blog Posts

I you are considering starting a blog, think no more. Get your blog up and running with a content writer who knows the ins and outs of blogging, wordplay, and adapting to your company’s work model, style, voice, tone, and attitude.

We get it! You may not have the time for blogging. Lucky for you, we’re the experts you need in that department. FocusCopy offers content writing for your business – bringing your brand to center stage for the audience you crave.

Benefits for Writing Business Blog Posts
SEO Copywriting Tips

12 SEO Copywriting Tips You Can Implement Without An SEO Specialist

Right now, your company needs to invest in SEO – especially if you’re struggling.

SEO stands for search engine optimization. And SEO is what improves your ability to grow your traffic organically (free traffic). After you have your traffic on your website, then it’s only a matter of converting that traffic into customers. 

You don’t need to be an expert to start making improvements! In this blog, I’ll go over 12 tips for great SEO copywriting that you can implement without an SEO specialist.

What is SEO Copywriting?

SEO copywriting is a style of writing that prioritizes humans, while still keeping SEO in mind. SEO copywriting seeks to achieve the perfect balance between writing for visibility and writing to create genuine engagement with your audience.

SEO Copywriting vs. SEO

Why does SEO Copywriting beat out SEO when it comes to writing strategically online? 

When writing purely for SEO, you will sound mechanical. It sends a message that you’re writing for an algorithm that places your copy higher in the search list rather than engaging with and selling to your audience. 

Remember, Google doesn’t pay you – humans do!

Why SEO Copywriting Needs to be a Bigger Priority

So, if humans are the priority, why do we need SEO at all? 

The truth is, well written content still needs to be found by search engines. And in order for that to happen, SEO should still be kept in mind while writing. Striking a balance through SEO copywriting will ensure that your content is valuable for your audience and easy to find. 

Before we get into tips for SEO copywriting, let’s go over a few SEO strategies to keep in mind.

Types of SEO Strategies

SEO copywriting usually refers to on-page SEO; however, it would be remiss if I didn’t talk about the different types of SEO strategies that companies need to pay attention to.

On-Page SEO

On-Page SEO refers to the things that you include on a web page to drive organic traffic and increase visibility. This helps your audience find you more quickly through a Google search.

Strategic on-page SEO can help your web page rank high on a search engine results page (SERP). And there are two philosophies for getting there:

  • Black hat – stuffing keywords in a nonsensical way into your content just to rank. Avoid this like the plague
  • White hat – including a typical amount of keywords into your content, but not overdoing it.

As the names suggest, white hat is the ethical approach to on-page SEO. Black hat methods might help your page get a higher SERP ranking, but your audience won’t stay on your page long if your content is nonsensical keyword soup.  

On-page SEO requires extra copy development time to achieve and maintain consistency. If you’re starting from scratch, expect 3-6 month time lag before you see results. The best way to get started is to write content – like blogs – on a regular schedule (weekly or bimonthly). 

Technical SEO

Technical SEO refers to your website’s backend settings that make it function optimally for the user. This ties into the overall experience that your audience has when interacting with your content. You are trying to make it easy for your audience to navigate your website

If you ever clicked on a link because the headline seemed spot-on for what you were searching for, but then the website…

  • Took forever to load
  • Wasn’t optimized for mobile viewing
  • Was difficult to navigate
  • Seemed like spam because of the URL

… You probably left within seconds. The average user’s attention span is under 5 seconds per click (unless they find what they are looking for).

Even if the headline of a web page is a perfect match for your search, you’ll only stay if the website looks safe, easy, and organized.

Off-Page SEO

Off-page SEO refers to the things you do outside of your website to draw attention to it. It helps your audience decide if they can trust your website and determine if it is an authority among its competitors.

Think about how you approach hiring talent for your company. Many people might apply for the position with the skills you’re looking for. But an applicant with several beaming references and a successful work history will stand out the most, and you’d be more likely to trust them than Joe Schmoe. 

Similarly, off-page SEO is like having “references” for your company’s website that helps build trust online.

12 Tips for Great SEO Copywriting That You Can Implement Without An SEO Specialist

Now that you have several SEO strategies you can implement without an SEO specialist, let’s talk about how to combine them with copywriting for an optimized SEO copywriting approach.

1. Genuinely Communicate With Your Audience

Prioritize a strong connection with your audience by writing genuinely – not robotic. Not only will authentic communication provide better value for them, but it can be beneficial for your company’s SERP ranking too…  

“When you’re writing for humans, search rankings will rise because bounce rates will be lower and time-on-site will be higher. It’s all about the user experience.”

Dan Moyle, Impulse Creative

It’s a win-win. Search engines use metrics like bounce rate and the time spent on a given page in their algorithm to rank your website. 

2. Don’t Be Spammy

If it sounds like spam, it probably is. Avoid writing content that looks like spam. If your content looks like spam, people will be less likely to stay on your site. Avoid using…

  • Black hat SEO approaches. Don’t stuff your content with keywords. Your audience can spot unethical approaches from a mile away (even if they don’t know what they are looking at), and this will reflect negatively on your brand.
  • Stock images in your blog posts. Instead, opt for images that are uniquely yours (e.g. photos of yourself, your products, or services). You can even include your own screenshots for how-to’s. Schedule a brand photoshoot to create your own photos.

Above all, if the copy sounds or looks spammy, change it.

3. Use Practical URLs

Another way to avoid having your content mistaken for spam is to use practical URLs. Best search results have URLs between 50-60 characters long and a top-level domain (TLD) of ‘.com’. Bypass gibberish symbols and letters; they can imply there is something shady or you are trying to hide something. 

Instead, include logical, intuitive URLs that are associated with the content of your webpage. Not only will this help your website look more legitimate, but it will also portray your company as being logical and organized.

For example, the slug – the phrase that follows the domain in the URL – for this page is https://focuscopy.com/seo-copywriting-tips. You can expect to learn SEO copywriting tips in this blog. But if the slug was https://focuscopy.com/6&sct12, you would have no clue what to expect. It may be exactly the same as the first page, but it may also be a scam – you can’t tell.

4. Have an SSL Certificate

While we’re on the topic of URLs, another great SEO copywriting tip is to have an SSL certificate. 

Users will see “https://” in the URL, which lets them know your website is safe with:

  • Secured user data
  • Ownership verification
  • Website authenticity

Plus, it might hurt your SERP ranking if you don’t have an SSL certificate. Google is about to stop ranking non-SSL sites and may flag them as “Not Secure”.

5. Cover Topics Comprehensively

Another way to practice effective SEO copywriting is by covering topics comprehensively. It increases the quality value that your audience receives from your content, helping you stand out among the competition.

Try using content splintering to be more comprehensive in your writing. When you’re more comprehensive about a specific subset of a topic, you will be more targeted and have more opportunities to crosslink to other blogs or pages. 

Don’t worry – you won’t have to post everything back-to-back. In WordPress, use categories and tags to cross-link related content. This will logically organize your content together, even if they aren’t published one after another. 

6. Use Keywords that Resonate With Your Audience

Ideally, you should use keywords that are broad enough to reach your target audience and specific enough to stand out from the crowd. Above all, make sure your keywords resonate with your audience.

For example, suppose you’re a CPA based in Boise, Idaho who wants to start marketing your services as tax season rolls around. Here are two keyword approaches you could take:

  • SEO: “tax CPA boise idaho”
  • SEO Copywriting:  “tax and accounting help in boise”  

SEO alone includes long-tail keywords with the goal of ranking top of an SERP.

On the other hand, the SEO copywriting approach includes keywords that your target audience would actually use in a search. You’ll maximize visibility while centering your audience.

7. Incorporate Relevant Headers

Relevant headers are a staple of SEO copywriting. They make your page easier for your audience to read and enable search engines to readily parse (understand) what your page is about. Make sure your headers are relevant by…

  • Incorporating keywords or keyword synonyms
  • Including calls to action
  • Making them readable 

8. Optimize Your Website for Mobile Viewing

Today, many people access web content through their smartphones. Ensure their mobile experience is as effortless as possible by making your site mobile friendly. You don’t want your audience to lose patience trying to find what they need. 

Optimize your website for mobile viewing by… 

  • Resizing text and images
  • Restructuring page formats
  • Creating an easy-to-use navigation bar

9. Make Your Content Easy to Share

Make your content easily shareable to social media platforms with a customized preview image, SEO title, slug, and meta description. This is what it looks like when you use the Yoast SEO plugin. 

For example, here’s what it looks like when someone shares a FocusCopy blog on their Facebook page.

10. Establish Backlink Equity 

Backlink equity is an SEO Copywriting approach that leverages off-page SEO. It helps your site establish trust and authority online. Build a variety of backlinks. Examples of potential backlink opportunities include:

  • Articles on Medium
  • Interviews on Voyage or a local news channel
  • Publications on reputable .gov, .edu, or .org website 
  • Press releases

11. Build a Backlink Network 

Don’t stress out if you can’t get published on a large, reputable site. Try creating partnerships with other companies and build pages or posts to refer traffic to them. It’s all about building a backlink network.

Since COVID-19 has been difficult for many of our friends and clients, we wrote several blog posts to create backlinks to their websites. Check those posts out here:

12. Cross Link Your Posts or Pages

Linking isn’t just an off-page SEO strategy. It’s also fantastic for on-page SEO copywriting too. Here’s how cross-linking works…

Imagine you have a huge mansion with many bedrooms, ballrooms, and more. But you walk in and realize there are no doors. You can’t explore the other rooms. So you turn around and walk right out – there is nowhere for you to go! The mansion is useless.

But you’re a smart person and put doors between each room. So your guests can come into your fancy mansion, go from one from one room to another, and get lost in the beauty and splendor of your palace. 

The same is true of your website. Google and your audience needs to be captivated and get lost in the different sections of your site. Cross link your pages or posts so they can move around and even go back to places they’ve already been.


So there you have it – 12 great tips for SEO copywriting that you can implement without an SEO specialist. However, we understand that writing isn’t for everyone. If you’d rather hire an expert to do your content writing for you, reach out to our FocusCopy team


8 Major Oversights Content Writers Should Avoid When Blogging

Blogging isn’t just for beauty influencers and foodies. It’s 2020, and the most competitive companies in all industries have blogs associated with their businesses. 

Never considered blogging before? Well, you might be missing out on some major growth opportunities! 

If you feel behind in the blogging scene, don’t worry. I’ll go over the 8 major oversights content writers should avoid when blogging, so you can start blogging like a pro. 

PLUS right now is an optimal time to invest in a blog for your business.

Why now?

Because many of us are at home, tuned into our preferred devices. Your audience is at attention. Strategically, if you’re looking for growth in the next 6 months, you need to start working now by investing in and increasing your organic traffic. 

What is Blogging?

Before we get into the 8 major oversights content writers should avoid when blogging, let’s break down what blogging entails. 

A blog is a collection of content available on a website or social media profile (like LinkedIn). It’s a log of a company’s insights, knowledge, experience, and tips for readers. 

Blogging as a practice: 

  • Helps your customers find you more quickly and easily on the Internet – Search Engine Optimization (SEO)
  • Encourages your customers to realize that you have something valuable to offer – Value-Added Information
  • Drives new customers to your company without paid advertising – Organic Traffic

Why is Blogging Important for Your Overall Marketing Strategy?

Whether it’s a written, video, or visual log, a blog is important for your overall marketing strategy. At its core, marketing is a way to warm up your prospects in order to convert them into sales. In the digital world, marketing is also what  converts leads into customers. 

A strong marketing strategy cultivates a relationship between your customers and your company. And this is essentially what blogs are built to do! They create trust and familiarity through consistent and valuable communication. 

And it’s not just a one-way street. Blogging doesn’t just create an opportunity for your company to share insights and stories with prospects; it also allows your customers to share their stories and experiences too – through comments. In other words, you have the ability to advertise and conduct market research, all in one place. 

8 Major Oversights Content Writers Should Avoid When Blogging

Now that you understand the value blogging will have for your business, let’s talk about how you can approach it like a professional. Here are 8 major oversights content writers should avoid when blogging.

1. Not Breaking Through Your Writer’s Block

Most clients come to us for 1 of 2 reasons:

  1. They hate writing. Writing well can take time, and not everyone has the patience for it.  
  2. They take forever to write. Some people get stuck staring at a blank page or writing and rewriting things to no end.

To start a blog, you’ll have to write regularly. Many content writers don’t expect to run into writer’s block. If and when it hits, they’re stuck! Don’t give up. Breaking through writer’s block is a key skill for successful content writing.

Need some tips on overcoming your writer’s block? Click here to read our blog about it.

2. Not Editing And Proofreading Work

Although it might seem obvious to some, many content writers take editing and proofreading their work for granted. This is a major oversight that can reflect negatively on your brand.

Having content that is free of grammatical and spelling errors helps show that you care behind your content and ensures you’re communicating effectively.

Check out our blog post filled with proofreading tips, so you can edit your work like a professional copywriter. 

3. Not Outlining BEFORE You Start Writing

Some writers just write in a flow. That’s alright, but if you want to write strategically, always start with an outline. 

Creating an outline before you start writing will help you…

  • Write faster. Once the structure of your blog is there, it’s easier to fill in the blanks.
  • Organize your thoughts. You’ll avoid veering off course from your intended topic and ensure you’re not covering too much in one post.
  • Increase your SEO. When you have structured headings and subheadings for your blog posts that use similar keywords or SEO synonyms, it’s easier for search engines to detect the topic of your blog and direct people to it based on their search. 

Here’s an example of what an organized outline can do for your final product.

The outline:

 Major Oversights Content Writers Should Avoid When Blogging

The final product:

 Major Oversights Content Writers Should Avoid When Blogging

4. Not Showing Some Personality

A blog post isn’t a formal document. People don’t want to read something dry– even if the topic is “boring”. They want to read something entertaining! 

In the past, I’ve written blogs for CFOs about financial forecasting using an example of Hooters girls. Show some personality in your writing. It breaks the ice. 

5. Not Narrowing Down Your Focus

Remember, Rome wasn’t built in a day. Likewise, a single blog post cannot be all-encompassing. Don’t try to solve every problem or address every topic in your individual blog posts. Pick one small topic and cover it extremely well. This will have more value for your audience and encourage them to come back and read more…

If you envision your company’s blog covering several topics, you can create a tagging system. This lets you cover a range of topics across several blog posts in an organized way.

First, identify one major-topic. Narrow down that topic even more. Then get even more specific. You cannot provide real value on a given major-topic with just one blog – there’s simply too much information for a reader to digest at once; therefore, you need to get specific. Remember, blogs are not novels or dissertations, they are intended to be relatively small, quick to read, and easily absorbed by their audience.

 Here are a couple of topic progressions to get you started. 

Overarching TopicKey Areas in Major TopicSub-Topic of Key AreaSpecific Detail Related to Sub-Topic
CoffeeWays to make delicious coffeeFrench PressFrench Press Best Practices
Content MarketingBloggingLaunching a BlogOversights Content Writers Make When Blogging

6. Not Using Research To Defend Your Claims

An entertaining blog on its own might give your company some visibility. But when it comes to converting to sales, you’ll want to leverage some research in your writing. 

As the saying goes, people tend to buy on emotion and justify the buy with logic. Compelling evidence to support your claims will underscore both the emotional and logical aspects of your pitch.

These can include…

  • Published studies
  • Striking statistics
  • Case studies
  • Testimonials
  • Easy-to-read charts and graphs

7. Flat Out Plagiarizing

This goes without saying – don’t plagiarize. Cite all quotes and sources. No one wants to come off as unoriginal or deceiving. Your company will lower its credibility when your plagiarism is discovered (and it will be!).

Giving others credit where credit is due is the right thing to do and can be really helpful for your SEO! Include outbound links to sources in your blog posts. 

8. Perfecting It So Much It Never Gets Published

A “perfect” blog post is never published because it’s never done. At some point, you just need to press “publish”. If you ever want to change anything, all you have to do is edit that content and update it. 

Put yourself out there and see how your audience responds. Remember, your audience is looking for consistent and regular communication. Don’t trade perfectionism for building a relationship with your customers. They’ll be happier to hear from you regularly. If you don’t include something in your current blog, you can always write about it in the next blog. Just keep the content and communications flowing to your followers and customers.


Looking for help launching your blog or increasing your number of subscribers? FocusCopy can do your content writing for you and even craft newsletters that go directly to your customer’s inbox.

Updating Your Website Copy to Increase Conversion

Updating Your Website Copy to Increase Conversion & Engagement (Even When Your Business Has Been Put on Hold) in 7 Simple Steps

It’s no secret that COVID-19 has impacted businesses all over the world. I talk to at least 5 business owners a day that have either had to put their business on hold, are overwhelmed with growth, or are somewhere in between. If you’re one of the companies in limbo, this blog is for YOU. Downtime can be discouraging. But, it’s so important to stay positive and keep the ball rolling! One way to do just that is by investing in your marketing. That’s why we put together this guide on updating your website copy to increase conversion and engagement (even when your business has been put on hold). 

What’s Website Copy? 

So, what’s website copy? Website copy is all the words on your site. But more than that, it’s what communicates to your audience what their need or problem is (if they didn’t know already), your solution, and why you’re the right decision for them. What does your customer need to hear to make a buying decision?

Now more than ever, a majority of the interactions clients have with your business will be through your website. Well-written website copy ensures your site is helpful for existing clients and makes a great first impression with new ones.

Why Update Your Website Copy?

A website should be 100% organic – that means it should change, evolve, and be updated as time goes on. A hard-coded website or one that is difficult to change in a moment’s notice is going to lock you into something that’s not working for you. 

So why update your website copy? 

We see lots of companies who put up a website home page and then never invest in their marketing again. After 10 years, it’s still the same home page. Their business has changed over that decade, but their website copy doesn’t reflect the changes. 

It’s stagnant. 

Keeping your website organic will encourage your clients to engage with your business more, and help convert those engagements into successful transactions.

How Website Copy Impacts Engagement & Conversion

How can updating your website copy impact engagement and conversion? Here are a couple of examples…

It Conveys Reliability

Suppose you used to offer a service that you no longer do. You’ll want to reflect those changes on your website. If clients who visit your site discover the information isn’t up-to-date, they’ll get the impression that your company is unreliable and engage with it less in the future. To encourage engagement, offer updated website copy.

It Makes It Easy For Clients To Find What The Need

Has your business started to offer new products or services since your last website update? As the saying goes, “out of sight, out of mind”. Your clients can’t buy your new services or products if they don’t know you’re offering them! Conversion rates will grow if you make it as easy as possible for your audience to find what they’re looking for and convince them your solution is the best.

If your business has had to slow down in the past month, take advantage of the downtime to rebuild engagement and increase conversion by updating your website copy. 

Determine If You’re Doing Minor Changes or A Massive Overhaul

Updating your website copy doesn’t have to be an intimidating process. You can make minor changes or get creative with a massive overhaul. 

Minor Changes

Even minor changes to your website copy can go a long way! 

Refine Your Headline Keywords

Are the keywords on your website specific enough to help your clients find what they need? Something as simple as re-phrasing your headlines to target your audience can help increase traffic – and eventually engagement and conversion rates.  

Make Small, Regular Updates

Are you keeping your clients in the loop about how current events impact their access to your business (especially in the midst of COVID-19)? Adding regular updates to your site will keep clients informed about how to continue to use your services or buy your products – in times of a pandemic or otherwise!

Massive Overhaul

When business is busy, marketing often slips by the wayside. If you haven’t had the chance to update your website copy, it’s not too late to get started on a massive overhaul! 

Does your website reflect your company’s values and brand? Does the copy highlight your current products and services? Can clients request them online? Is your website optimized for mobile viewing with easy-to-use navigation?

These are all places to look for opportunities to improve engagement and conversion. 

Updating Your Website Copy to Increase Conversion & Engagement in 6 Simple Steps

Whether you’re gearing up for major or minor updates to your website copy, it’s important to keep in mind both what to improve and how to improve it. Here are 6 simples steps to start updating your website copy to increase conversion and engagement.

1. Build a Brand Voice Guide 

Updating your website copy doesn’t have to be time-consuming and you don’t have to be a gifted writer either! When you build a Brand Voice Guide, you’ll be able to let someone else do the heavy lifting for you. In your Brand Voice Guide, you’ll outline which emotions and tones writers should use to update and edit your website copy. That way, you can rest assured that everything on your website is aligned with your company’s brand. 

Creating a Brand Voice Guide streamlines the copywriting process and fosters familiarity with your brand to improve conversion and engagement. You’ll get more growth with less effort. Check out our blog for more on why having a brand voice is critical to business growth

2. Record Your Baseline Metrics

After building a brand voice guide to expedite the copywriting process, where do you start making improvements to your existing copy? You can evaluate where changes should be made by taking down your metrics. 

Are You Reaching Your Audience?

Your engagement metrics tell you how good your website is at reaching your audience. This includes how many visitors your website typically gets per month, how many of these are new visitors, and how long each visitor spends on each page. 

Do you have many visitors to your homepage but not nearly as many for your services page? This doesn’t necessarily mean that visitors don’t want to engage with your services – they might just have a hard time finding them! 

Take note of which pages of your website have low engagement metrics so you can create a strategy to improve them. 

How Often Are People Taking Action (Buying, Subscribing, or Enrolling)?

Your conversion metrics tell you how often a client takes an action that you recommend to them. How often are clients buying your products or services, scheduling a consultation, or signing up for your newsletter? You’ll know that your copy needs improvement if your website has a lot of visitors, but few are following through with these actions. 

Don’t worry – low conversion metrics don’t necessarily mean clients aren’t interested in what you’re offering. A lot of the time, it simply means you need to update your copy to better communicate to clients how they’ll benefit from your offers.

3. Save Existing Copy Into A Blank Document

Storage is cheap, but your time isn’t! Before you dive into making any changes to your website, be sure to save the existing copy into a blank document. While some of your content might be new, a lot of it can be updated from what was already there before. It’ll also show you where you’ve been and where you don’t want to go again.

4. Write Emotionally With Benefits Taking The Lead

Your company offers valuable services and goods. But how can you express this value to your clients? Keep your audience at the forefront by writing emotionally with benefits to your client taking the lead. 

If you ask Harvard Business Review, people find the most value in products and services that serve their functional and emotional needs. Companies that address these in their writing have greater customer loyalty and growth. 

What does your client need practically and emotionally when they seek out your business? Address these needs, and offer a solution in your copy.

5. Review It Thoroughly

Next, you need to review the copy thoroughly for grammar, syntax, flow, and clarity. At FocusCopy, we always have at least 2 sets of eyes on each piece of copy we send out. Usually, we have 3 sets of eyes – 2 sets that haven’t worked on the development side. 

Check out our proofreading tips that we use to review every single piece of copy.

6. Update the Live Page

Before you update the live page with your newly written and thoroughly reviewed copy, take a before photo. You can add extensions to your browser that take a full screen capture – taking a photo of the entire page without you having to merge multiple screenshots of it.

Once you have the before photo, reveal your fresh look to the world. If your remodeling included major changes, send out an email to existing customers to highlight what your exciting new site features make easier for them! 

7. Test & Continue to Refine Copy

Remember, great website copy is truly organic. Continue to take down your metrics, compare them with old metrics, and refine your copy accordingly. You can also take advantage of split testing of headlines or landing pages to see which keywords and images resonate the most with your audience. 

Your company may be experiencing downtime, but there’s always a place to move forward and grow with your online marketing.

Looking for some help getting started? We write copy that communicates how you (the company) transforms your customer’s lives. When a customer feels heard, they are much more likely to engage with your brand and ultimately convert. Learn more about FocusCopy’s copywriting services here.

Copywriting vs SEO Writing

Copywriting vs SEO Writing: What’s the Difference?

It’s no secret that copywriting and SEO writing is becoming increasingly critical to marketing strategies. The digital landscape is cluttered with both valuable content and junk. A keyword a year ago might have had a few million results but now has hundreds of millions of results. That makes life as a digital marketer and entrepreneur both terrifying and exhilarating. So let’s take a look at which you should invest in: copywriting vs SEO writing.

What’s the Difference Between Copywriting vs SEO Writing?

First, let’s analyze the difference between copywriting vs SEO writing. Although they are both technically writing and can be intertwined, they serve two different purposes. 

What is Copywriting?

Copywriting is the act of writing text to persuade the reader to take a requested action – usually found in advertising and promotions. The product sold by copywriters is called copy. It’s only purpose is to convert the reader to opt-in, buy, or schedule a call. 

What is SEO Writing?

In comparison,  SEO writing is the act of writing content that ranks well on search engines (i.e. Google, Yahoo, Bing). The content is usually informative and/or expressive, rather than persuasive. SEO writing contains keywords that ranks the page on search engines. SEO writing can be in the form of web pages or blogs. 

Good SEO writing should be fluid, easy to read without noticing the interspersing of keywords. Remember, people do business with people, NOT keywords or robotic sounding content. It’s better to write like a human than to meet all SEO requirements. 

When Copywriting & SEO Writing Fuse Together

One thing I – among many other copywriters – love is when you can fuse copywriting and SEO writing together. What do I mean by this? 

Good content is searchable, easy-to-read, and informative in some capacity. More than that, good content will include persuasive call to actions to some next step in the customer journey. For example, a blog post can offer a lead magnet or a trial offer to a premium offer.

Here are some examples of how you can infuse copywriting into your search optimized piece of content.

DigitalMarketer is really good at this… They break up their blogs with timely call to actions about free lead magnets, such as their 15-Point Landing Page Audit. In addition to the written copy with a hyperlink to a landing page, they also include an image with copy embedded. 

Copywriting vs SEO Writing

This next example is from GoLive. One thing that I really appreciate about their blog is the subtle call the action. If you don’t know what you’re looking for, you may even miss it… And that’s a good thing for content marketing and SEO writing! If your content is always sell, sell, sell, you are not adding value to your customer before they give you their credit card. It’s important to offer value up-front.

 Notice when you click on the “Squarespace Website Template” link, it sends you straight to their shop. 

Copywriting vs SEO Writing

Moz is great at producing blogs about SEO; however, they do not actively present their product until the very end after the conclusion and after popular posts. This is another way to fuse SEO writing and copywriting together.

Copywriting vs SEO Writing

Reasons to Invest in Both

To create a sound digital marketing strategy, you need both copywriting and SEO writing. Here are some reasons why you need to invest in both.

Your Prospects Need To Find You

You could have the greatest product, innovative technology, or coaching program that changes lives… BUT if your prospect cannot find you, you will unfortunately never make it. While there are many ways to reach your customers, every decision maker in a company has a smartphone, a tablet, and/or a computer in their hand. As a business owner, if I need to know something and I can’t think of a person to call to answer my question… COMMAND+T. I’m googling it. 

(You’re welcome for my favorite Apple keyboard shortcut!)

That’s why SEO copywriting should be a critical part of your marketing strategy.

Creating a sound SEO writing and content marketing strategy doesn’t always come easy. It can be time-consuming and draining as you learn the nuances. That’s where we come in! Contact us today to explore what opportunities are in your business.

Your Prospects Need To Feel Confident In Buying From You

Another reason to invest in your copywriting and SEO writing strategy is to make your prospects feel confident in their buying decision. 

SEO writing makes you an authority; it helps you gain respect because you have displayed that you know what you’re talking about. 

But copywriting takes you to a deeper level with your prospect with emotional persuasion. Once the prospect believes that they buying decision is logical and truly believes that they need that product or service to solve x, y, and z, then they are highly likely to buy. In addition, copy that creates an emotional connection creates loyal followers, lifers, repeat customers.

Again, there are thousands of options customers may pick from other than your company! We think you’re still special though. 

So how are you going to set yourself apart from the competition and make your prospect feel confident in choosing you?

Your Prospects Want a Company They Can Trust and Believe In

Where do you buy groceries – HEB or Kroger? Which social media platform do you like better – Instagram or Snapchat? Do you buy directly from a company’s site or go straight to Amazon? Ultimately, every person has their preferences. Because there are so many options to choose from, your prospects subconsciously want to buy from a company they can trust to do the job right, delivering above and beyond AND believe in because they just get you. 

For example, we at FocusCopy have made it our mission to be our client’s strategic partner in all their business communications. We truly believe that. We cheer on our clients and celebrate their victories, even if it had nothing to do with us! Additionally, we connect them with resources and potential customers. Being a strategic partner goes beyond just copywriting services. At the end of the day, we believe in our clients. It’s our hope that our prospective clients see our internal guiding beliefs in everything we write… And ultimately trust and believe in us.

Let’s take another angle! Think about romantic relationships. When a couple first meets, what do they look at? Their eyes and maybe lips (while they’re talking). Attraction. Then they listen to what they have to say, leaning in a little more to make that first impression judgement. Are they intelligent, genuine, and kind? Or Are they clueless, rude, and lack depth? Because who doesn’t like a good story, let’s say this couple makes the first judgement – we’re good to go! They then start to build an emotional connection with that other person as time goes on. Eventually, a meet-cute turns into a date, which becomes a relationship and then engagement, and finally marriage. 

The same is true of B2B copywriting. People form connections with people. So a business must understand and communicate like humans. This is why influencers on social media have become so big. People feel a connection with the person behind the screen because those influencers have opened their lives up to them.

The Final Decision: Copywriting vs SEO Writing

If you have a limited budget and had to make a decision on what to invest in first, we always suggest doing what will make money first… In that case, it’s always copywriting. You can drive more traffic all day. BUT if your copy does not convert, then that traffic is going to go elsewhere to find what they are looking for. 

Good SEO simply makes it easier to find your great copy, and hopefully convince them to buy from you.

In conclusion, it’s more important than ever before to evaluate your website’s SEO and copywriting. The competitive landscape is ever changing as algorithms change, prospects demand more free content, and the cost to acquire a customer is increasing. Contact us to explore how FocusCopy can build a competitive content and copywriting strategy and ultimately reduce the cost of customer acquisition.