How to Write Copy For Website
 Copy Writing For Website

The Use of Muscle Words on Your Web Site . . . 148 power words designed to draw your customers in

by Robin Nobles

We all know how crucial it is to create captivating titles and descriptions for our Web pages. Those titles and descriptions
should contain our keyword phrase, of course, but the true value of titles and descriptions is the clickability of them in the search results.

Prove it to yourself. Search for an important keyword phrase. Study the titles. Are the titles captivating and designed to pull in traffic? Would you click on the #1 result? Or the #4.

Let's study the current top six results for the keyword phrase "halloween flower arrangements" in Google without quotes. (Note: Understand that Google doesn't always pull its description from the META description tag. It may pull its description from the ODP or from other areas of the Web page. It also depends on the keyword phrase being searched upon.)

Order Halloween Gifts- Halloween Flower Arrangements and Halloween ... Send Halloween Flowers and Halloween Gifts online. Send Halloween Flowers to US and Canada Same Day with trusted online florist and flower shop- Brant ... ("Trusted" – good word. "Send" and "order" – "call to action" words.)

Flowers for every holiday - removeurl.com ... Whether you're ordering a festive Teleflora or FTD flower arrangement for ... Say "Happy Halloween!" with a seasonal selection of Teleflora flowers in fun ... (Festive, seasonal, selection, fun, and "Happy Halloween!" – more good words.)

Miami Halloween flowers and Miami halloween arrangements Name of Company of Miami Miami, Florida's Custom-made Flower arrangements and bouquets for everyday events and special occasions. (Custom-made, special occasions, everyday events are good words. We don't know if this is only for the Miami area.)

Halloween Flower Arrangement - Compare Prices, Reviews and Buy at Sorry, no matches found for halloween flower arrangement. ... Prepare for Halloween with our huge selection of spooky party supplies. ... (They're not selling what we're looking for.)

Flowers - Select the perfect arrangement at MSN Shopping ...
This Funeral Flower Arrangement of sympathy funeral flowers arrives with a ... Also included in the Halloween Flower Bouquet ia a quality Halloween message ... (Funeral Flower Arrangement? Misspelling on the 2nd line. No.)

Flowers - Select the perfect arrangement at MSN Shopping ... Each of these Rose Floral Arrangements is a piece of art, unique, and will vary. ... More Halloween Flower Bouquet. This stunning Halloween Flower Bouquet ... (Piece of art! Unique! "Will vary." Stunning! Captivating words! The title needs work but I don't know how much control the merchant has at MSN Shopping. However, the page is still ranked #6.)

You'll notice that the keyword phrase isn't always in the title tag. You'll also notice that only one site had a call to action
in the title and description. Though those are other topics aside from the main focus of this article, they're important to
observe. I believe in placing your main keyword phrase in your title and description tags. Those are part of the "basics" or the "foundation" of search engine optimization. A "call to action" should be part of every page of your site and part of your title and/or description.

Can you see how you could easily create a better title and description for "halloween flower arrangements" than the ones we studied? Bring emotions into it. Make visitors want to click on that link!

Here's an example:

Halloween flower arrangements in vibrant colors perfect for your spooky décor (title)

Or even:

Frightening Halloween flower arrangements complete with goblins and spooks (to really put your potential visitors in the Halloween spirit!)

Order distinctive Halloween flower arrangements complete with spooks, goblins, witches, and black cats, intertwined with brilliant orange geraniums, shipped straight to your door. (description)

How to Write Copy for Website - On to the Site Itself

Once you get visitors to your site, is the heading tag at the top of the page and the first paragraph written in a way to grab the reader's attention? What words do you use? Are the words trite and overused? Are you painting a vivid picture in the visitor's mind of the product or service, or are you slapping words on the page to hurry and get the page optimized and in the SERPS? Think about it.

If your heading tag and first paragraph don't hold the visitor's attention and direct them into the site, you've lost a sale.

Your keyword phrase must be something the potential customer would use when searching for your product or service. That's mandatory. But beyond that, use muscle words, words with power and authority, to compel your customers into responding. Words are extremely powerful. Use that power – that muscle – in your content.

Let me give you an example.

How many times have you heard the phrase, "think outside of the box." The first thousand times it was used, it was powerful. Now, it's overused and rather trite.

What about saying something like, "a crayon box contains more colors than black" instead? It means the same thing, but it's original.

Another example:

Everyone's product can't be the "best" or the "greatest." There may be a time and place for those words, but try to substitute other words for those definitely overused terms.

What about "one of a kind"? Phenomenal?

Another idea:

Go through your Web site copy. Look for the word "very." Delete it. If you need to come up with a stronger adjective or verb, do so.

Example:

This very old book is in perfect condition and has been kept in a clear plastic bag to protect it.

Change to:

This antique book . . .
This heirloom book . . .
This museum-quality book . . .

"Perfect" is pretty lame too. Change it to: flawless

Change "clear" to "sheer."

Our new sentence would read:

This museum-quality book is in flawless condition and has been kept in a sheer plastic bag to protect it.

Quite a difference, wouldn't you say?

Let's come up with a list of muscle or power words you can print out or save to your hard drive, words you can use on your site in your title and description tags along with your keyword phrase, and in your heading tags and your content. These words are descriptive words that draw the potential customer in . . . words that also sell.
 

Think about it. The words we use now reflect the country (s) and era we live in. We're concerned about security issues both nationally and internationally as well as on our computer systems.

We're concerned about the economy, technology, and our health. However, we also have a part of us that holds on to our history and our past, to our childhood, and may we never forget what it feels like to be a child.

We don't take things for granted. We have blogs that constantly keep the news media on their toes, who turn around and try to keep the politicians on their toes.

All of these things affect the power or muscle words we use on our Web sites in many different ways. Glance over the words above and you'll see what I mean. It's a whole new world.

In Conclusion . . .

Try using some muscle, or power, words on your Web site in strategic areas and see how your visitors respond. Put them in a nostalgic mood by using words that evoke those emotions. Then, sell them old CDs or videos they used to watch when they were kids.

Try them in titles and descriptions to increase your clickthrough rate. Put them in your heading tags and content to keep readers more engaged on your Web site so they'll click on the Buy Now button.

Don't let your Web site be dull and boring. Write content that is alive and breathing by using words that are virtually guaranteed to bring your customers into the reality of your Web site.

Robin Nobles conducts live SEO workshops (http://www.searchen gineworkshops. com) in locations across North
America. Localized SEO training (http://www.searchen gineacademy. com) is now being offered through
the Search Engine Academy. Sign up for SEO tips of the day at mailto:seo-tip@aweber. com.

Copyright 2006 Robin Nobles. All rights reserved.

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