For some of you out there, writing onsite copy is no doubt seen as a necessary evil. Why would you want to spend your precious time writing about what you do, rather than getting on and doing it?
Well, there are a couple of answers to that question. Firstly, the widely reported benefits of onsite copy creation in terms of online marketing are numerous. From attaining higher Search Engine Ranking Positions (SERPs), to creating content (that people actually want to read) to be shared across social media platforms and to make your website stand out from the rest by offering something of value to your customers.
Another answer is that it gives you the chance to show the human aspect of your business. That you are a person (or a group of people) who are genuinely interested in what you do, even to the extent of having opinions that you want to share! A great way to show this more personal side is to include aspects of your other passions into your writing. I’m sure if you have read through this blog, that I’m a fan of Formula One and it’s a good example of how an interest can be incorporated into your onsite copy.
One word of advice though is to remember to keep it in line with the tone of the website, suitable for all ages and not to take it too far! If your writing for a financial site, then topics such as cricket and rugby maybe more appropriate than discussing the latest WWF match or clubbing scene of your town. Yet, on sports or fashion sites, these topics maybe just what your audience is looking for. As it’s a business site, no one wants to come across a NSFW (Not Safe For Work) post, they just won’t be expecting it. So don’t do it (unless your site has a specific requirement). And finally, remember that you are writing the piece to add value to your site, not to create a 1200-word diatribe on why cats are far superior to dogs (in all most everyway)! Keep the additions light and thematic, perhaps to illustrate a point. For more information about the content services offered by Ponya, click here.