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10 online copywriting mistakes new writers should avoid

10 online copywriting mistakes to avoid

10 online copywriting mistakes to avoid

If you are a new writer, it will help you a lot if you avoid the online copywriting mistakes listed in this blog post.

The online copywriting mistakes covered in this blog post are:

  1. Not writing a compelling headline
  2. Writing for yourself and not for your readers
  3. Not having a clear call-to-action
  4. Lacking emotion
  5. Not being specific
  6. Not using a conversational style
  7. Not making your writing skimmable
  8. Focusing more on features and less on benefits
  9. Focusing more on SEO and less on readers
  10. Being too salesy

Copywriting is a serious business.

When people read your copy, they buy from you or subscribe to your service.

That is, if you can convince them.

Convincing people, especially through copywriting, is one of the hardest tasks to achieve because you are making them part with their money.

Do you spend money after casually reading something?

No. You need to be completely convinced.

Even if someone asks you to spend a single dollar on something, you don’t spend casually or without being convinced.

Certain online copywriting mistakes can prevent you from convincing people or making a connection with them.

Online copywriting is different from conventional copywriting because when people read your copy on the web, there are too many distractions.

On the phone there are non-stop notifications.

On the computer there are too many links to click.

There are numerous social media updates to check.

Emails and messages are continuously coming.

There are no such problems with conventional copywriting.

There are no distractions.

There are no links to click.

No notifications.

No messages.

It is just a magazine or newspaper, or a TV screen that is completely static.

On the other hand, even a single online copywriting mistake can send your prospect away.

Therefore, mistakes, when you are writing for the web, can be costly.

Listed below are 10 mistakes you should avoid.

Not writing a compelling headline

Writing compelling headlines is so important that many experienced copywriters spend 50% of the time on coming up with the most effective headline and the remaining 50% on the remaining copy.

There are special headline analyzing tools.

Why are headlines important?

There are multiple reasons.

In online writing, I always say that there are two versions of the main headline

  • The meta title that is visible to the search engine crawlers and content aggregators (such as social media websites).
  • The big-font headline that you see at the top of every blog post and web page.

Your meta title draws people from search engines and social media websites to your blog or website.

Once people are on your blog post or web page, it is your headline that encourages people to read your remaining copy.

What are you offering through your copy?

Why should people read it?

What are they going to gain after reading?

Take for example the headline of this current blog post.

It tells you that it explains online copywriting mistakes that are made by new or inexperienced writers.

You want to avoid these mistakes.

So, you read this post.

Here are a few things to keep in mind when writing headlines and meta titles:

  • “How to” headlines and titles performed better than other formats.
  • Include your main keyword in the headline and title.
  • Use power words to trigger emotions.
  • Remove all redundant and unnecessary words.
  • Write your headlines and titles based on what people are looking for.
  • Write headlines and titles from the perspective of your customers and clients.
  • Use the language used by your customers and clients.
  • Keep your headlines and titles easy to understand and straightforward.

Writing for yourself and not for your readers

This mistake is often committed by new writers because they are always eager to impress and showcase their writing prowess.

Remember that when you are writing for business websites and blogs, you are not writing to display your writing abilities.

Every headline that you write, every sentence that you write, every word that you use, is intended to generate sales.

No matter how great your writing is, if it fails to impress the right customers and clients, it is not effective.

Before you start writing the main copy, do some research and understand what language your target readers use.

Do some Google research.

Note down what type of queries are popular on Google.

These popular queries usually give you a glimpse into the language used by your target customers and clients.

It is often advised that your writing should be understandable to a 6th grader.

Also, B2B and B2C copywriting are different.

You can use industry buzzwords when writing for B2B customers and clients.

Avoid using industry buzzwords and jargon when you are writing for B2C customers and clients.

Don’t use overly long sentences.

If there is even a single word that you think would require people to refer to a dictionary, remove it.

Not having a clear call-to-action

Your call-to-action is the action you want people to perform after they have read your email message or landing page.

In your copy, or in the end of your copy, you need to tell your readers exactly what they should do.

Your call-to-action must be specific.

Take for example: “Download this guide immediately to learn how to make $3000 within the next 2 weeks.”

Or: “Click here to get a free sample website.”

In the first call-to-action example I have used precise numbers – $3000 and 2 weeks – to give them a clear idea of what they stand to gain if they download the guide.

In the second example, they know that they’re going to get a free sample website.

Make sure you don’t overpromise in your call-to-action.

Don’t oversell and don’t undersell.

Capture the imagination of the reader.

What is the strongest desire of your target reader and then capture the desire in the call-to-action.

Use emotions like fear of missing out (FOMO), scarcity, curiosity, and greed, to motivate people to react to your call-to-action.

Never use multiple call-to-actions in a single email and on a single landing page.

If you want people to download your e-book, stick to that.

Don’t alternate between “Download e-book”, “Click the link”, or “Contact us for more information”, and so on.

This is distracting and confusing.

When people are offered multiple call-to-actions they opt for none.

Here are some examples of call-to-action you can use in your email or on your landing page

  • Download the app
  • Add to cart
  • Shop now
  • Join for free
  • Learn more
  • Get n% off
  • Get started
  • Subscribe now
  • Save $25 now
  • Explore further
  • View Demo
  • Contact us
  • Book your seat
  • Continue to read
  • Go premium
  • View portfolio
  • Read White Paper

Again, don’t use multiple call-to-actions in a single email or on a single landing page.

Lacking emotion

Selling and buying are all about emotions.

Rarely it happens that people make a buying decision based on facts.

Yes, facts are important.

You need technical information.

You need a list of features.

But eventually, it is the emotion that decides whether one purchases or not.

Copywriting is mostly about emotions and psychology.

If emotion is lacking in your copy, you cannot make a connection with your readers.

Without making an emotional connection, it is near to impossible to make them spend money on your product or service.

Emotions in your copy can exist in different forms:

  • Different types of fears – danger, missing out, losing money, not making enough money and so on.
  • Not having a social life
  • Failure
  • Guilt
  • Rejection
  • Anxiety
  • Desire to achieve something
  • Desire to become someone
  • Desire to experience something
  • Anger
  • Sadness

At the top, capture the right emotion in your headline.

What are they going to achieve?

How is it going to make their life easier?

They may get smarter.

They may improve their search engine rankings.

They may make more money or save money.

They may get a healthier body and a fit physique.

They may improve their relationships.

They may win the heart of their childhood sweetheart.

They may have a more fulfilling relationship with their spouse, siblings, or co-workers.

They may be able to go to a long-awaited vacation.

They may save time that they can then spend on their hobbies or making more money.

Hook them with a compelling reason to read on.

While it is advisable to use lots of emotional and power words in your copywriting, make sure you don’t overdo.

To achieve a balance, sound genuine.

You actually want to help people.

You actually want to help them make more money.

You actually want to help them become better writers.

Not being specific

You need to tell people exactly what they are getting out of your proposition.

You need to be specific.

In no uncertain words, they want to know what your offer stands for and what it does for them.

What is specific: “You are going to make $3000 in 2 weeks” or “You’re going to make lots of money very fast”?

Naturally the former.

Which is more specific: “Get thousands of subscribers with our method” or “Get 6000 subscribers in one month with our method”?

The latter, of course.

“Guestimates” don’t work in copywriting.

Give them concrete facts.

Concrete facts are psychologically reassuring.

It helps them paint a definitive picture.

It gives them clarity.

Specifications with statistics are ideal for case studies, headlines and testimonials.

A testimonial saying, “I saved 20 hours last month using this time tracking mobile app” is far better than a testimonial saying, “I saved hours of work last month using this time tracking mobile app”.

Sometimes you need to exercise discretion when using specificity.

Suppose you are offering a weight loss solution to your readers.

You cannot suddenly tell them that they can lose 20 kg of weight in 3 weeks unless it can be medically proven.

You can get into legal troubles.

You can endanger lives.

But in all other situations where you are sure of the numbers you are using, don’t hold yourself back from using them.

Even if you don’t have numbers, seek them.

Verify them.

Don’t just randomly use statistics.

Always get them from proven facts or from authoritative sources.

Not using a conversational style

You need to write as if you’re talking to the other person.

Conversational writing gets you higher response.

It appears genuine and authentic and it allows you to make an emotional connection with the reader.

Avoid using formal writing.

People can easily relate to what you are saying if you can write in a conversational manner.

Conversational writing doesn’t mean you use slangs and hanging words the way you actually use in conversation.

On the other hand, you should use phrases like

  • Awesome, right?
  • I will tell you what happened…
  • This is how the story goes…
  • Then something suddenly changed.
  • You won’t believe what happened.
  • You know, it wasn’t always like this.
  • You won’t be able to resist.
  • I totally get you if you’re cynical.

Use shorter sentences.

Make your writing easy to read.

Never use words that you don’t use in your day-to-day conversations.

How do you know that your writing sounds conversational.

Read out loud.

You can also use a text-to-speech tool.

If what you are reading out loud doesn’t sound natural, it is not conversational.

If you can easily say what you have written, it is conversational.

Conversational writing helps you

  • Make a real connection with your readers.
  • Use emotional and power words.
  • Write in a manner as if you’re talking to someone face to face.
  • Cater to the needs and desires of your readers.

Not making your writing skimmable

Skimming means people don’t read every word that you have written; they just go through the headline, subheadings, images, and the main highlights.

Most people won’t read completely.

They will read the first few sentences.

They will read the headline.

They will quickly browse through the main highlights.

This is how they read.

Even search engine crawlers sometimes read in that manner.

Therefore, it is good for your search engine rankings if you make your writing skimmable.

How do you do that?

You may like to read: How to make it easier for people to read your blog posts

Capture all the main points you are covering in the subheadings.

Use block quotes whenever you think that certain text shouldn’t be missed by your readers.

Express multiple points that are logically related to each other using bulleted lists.

Avoid using large and difficult words that take time to pronounce or say.

Write short sentences that are easier to read.

Write in the conversational style.

Tell stories of how your product or service has changed lives instead of simply spewing facts and figures.

Use sufficient whitespace between paragraphs and lines.

Write in the manner of questions and answers to keep readers hooked.

The idea is that a reader should be able to understand what you are conveying by simply going through all the highlighted portions of your copy.

Making your text skimmable also makes it easier for people to read your web pages, landing pages, emails, and blog posts on their mobile phones.

Skimmable text is less distracting and less tiresome.

Focusing more on features and less on benefits

Features can be quite alluring.

It is fine to tell people how many reports your accounting software can generate, and you must.

But along with that, you should also tell them how much time they are going to save using this reporting feature.

So, instead of saying, “You can generate 107 different reports with our accounting software,” you should say, “The 107 different reports that our accounting software generates can save you 3 days of work every month.”

Here is another example: “Our phone comes with 256 GB of memory – no need to frequently delete your photos and videos to make space.”

People want convenience.

They want to save time and be more productive.

They want to achieve more.

They want to remain healthy.

They want to cherish their memories.

They want to look smart in front of others.

They want to impress someone.

Take for example the iPhone and other phones.

It is known that the iPhone comes with less megapixels camera than the other phones.

Still, its photographs are exceptional.

The benefit is that people can take photographs in lowlight despite the less megapixels camera.

This is a benefit.

I’m not saying that you skip features completely.

But write your copy in such a manner that whenever you mention features, you also mention the benefits.

Focusing more on SEO and less on readers

This is a typical mistake committed by new writers.

The client tells them that search engine rankings are important.

They are given a list of keywords to focus.

They are asked to write the copy based on those keywords.

All they are interested in is improving search engine rankings for those keywords.

Let’s be frank: search engine rankings are important.

Every business requires targeted traffic from Google and other search engines.

But search engine traffic alone does not generate business for you.

Focusing too much on search engine traffic is counterproductive.

You need to deliver on your promise.

People must derive value out of your writing.

Even for better search engine rankings, you need a lower bounce rate.

Even if people find your link in search results, come to your website or blog, and then immediately leave, this harms your search engine rankings.

To tackle this pervasive problem, Google is rolling out a new, “Helpful Content” algorithm update.

Lots of people are producing content just meant for search engine rankings.

This content doesn’t deliver any new value.

Through this new algorithm, Google will downgrade the rankings of such websites and blogs.

It will give more prominence to web pages and blog posts that deliver on their promise.

Write engagingly.

Write human-first content.

Make people your priority when writing.

Let SEO be natural and organic.

Being too salesy

If after every couple of sentences, you are asking people to buy from you or use your service, they are put off.

The goal of your copywriting must be to convince people that you are trying to help them and not take away their money.

When people are reading your copy, they are constantly asking, “What’s in it for me?”

You must convince your potential customers that they are going to get much more than what you are asking them to spend.

For that you need to persuade them.

You may like to read: 4 Ps of persuasive copywriting

The decision-making process (acting on your call-to-action) happens in your customer’s mind.

You must facilitate the process through your writing without forcing it on the customers.

Educate your customers.

Back your claims with data and testimonials.

Highlight the benefits.

Talk in their language.

Address all their concerns.

Provide answers to all their questions.

If you are continuously asking them to hire you or buy from you, it will creep them out.

It doesn’t mean you don’t use your call-to-action.

What is your call-to-action after all?

In many cases, it is asking them to buy from you.

But use it only when you feel that after reading what you have written, they would like to proceed.

Don’t just randomly throw in your call-to-action or ask them to buy from you.

This ends my list of online copywriting mistakes that you should avoid as a new writer.

Never forget that you need to put the interest of your readers at the forefront of your writing.

Set a definitive goal.

Decide what you want to communicate.

Understand what your readers are looking for and what motivates them the most.

Write in a language they can easily understand.

Most importantly: deliver on your promise.


The Importance Of SEO Copywriting In Search Engine Marketing

The importance of SEO copywriting in search engine marketing

The importance of SEO copywriting in search engine marketing.

Search engine marketing or SEM involves improving your organic search engine rankings and search engine advertising through PPC campaigns or other engagements.

The importance of SEO copywriting rests in the fact that it improves the quality of your SEM strategy from multiple angles.

Many businesses use a combination of organic SEO and paid search engine placements.

I have observed that if you initially pay Google for placements, even your organic search engine rankings begin to appear faster in the search results.

Hence, it is better that if you have just started publishing quality content and Google hasn’t yet started crawling and indexing your content on regular basis, you can gain quick visibility through running up few PPC campaigns.

How does SEO copywriting help you in SEM? Why is it important?

As mentioned above, how you define search engine marketing depends on your strategy.

You may want to completely depend on improving your organic search engine rankings.

You may not want to spend a lot of money and effort on high quality content, but you quickly want to increase your search engine visibility and you’re ready to pay for every click that you get.

Normally this happens when people are not aware of the benefits of improving their organic search engine rankings through strategic SEO copywriting and instead, they want to go for a quick fix.

Paid advertising is costly. You are paying for every click.

The search engine users know that since you cannot improve your rankings naturally, you are paying to increase your visibility.

Hence, trust factor is lower compared to organic SEO.

I’m not saying that you should refrain from paid search engine marketing altogether.

In fact, you can make strategic use of it.

But you shouldn’t make it into a major search engine marketing strategy.

The ultimate goal is to improve your SEO organically, and this is where SEO copywriting can help you.

Below I am listing a few reasons why SEO copywriting is important for your search engine marketing strategy whether you want to pay for your visibility you want to improve your SEO organically.

SEO copywriting reduces your PPC costs

When you pay Google for your search engine placements, you have a PPC arrangement.

There are also other modes of advertising, but this is the most prevalent one.

You pay for every click.

Your listing appears in the “sponsored” section.

Google declares it openly that you are paying for the placement and your content is not appearing in the search results because of its inherent quality and relevance.

This happens with every search engine. I’m using the name of Google because it is one of the most used search engines in the world with more than 97% market share.

So how does effective SEO copywriting reduce your PPC costs?

In two ways:

  1. Through actual reduction in the amount of money you pay per click.
  2. Through improving your ROI – you generate more business per click.

It is in Google’s interest that more people click your sponsored link because you are paying for every click.

But then, after a while, it will be counter-productive because paying for every click will prove to be so expensive that you may have to deactivate your campaign for a while.

Google doesn’t want to kill the goose that lays golden eggs.

Hence, it rewards you by reducing your PPC rate if your placement generates more clicks.

The amount of money that you pay is inversely proportional to the number of clicks you can generate.

Through efficient copywriting, you can make more people click your paid placements and as a result, end up paying less to Google.

Suppose, initially you pay $ 0.5 per click for your current placement.

The copy of your ad is really good and it encourages more people to click your advertisement.

After a while, Google begins to charge you $ 0.45 per click for the same position.

This way, Google will go on decreasing your PPC if more people click your ad.

This is one way copywriting brings down your search engine marketing costs if you are paying for your placements.

The other way is by increasing your ROI.

In a PPC campaign, you use aMr landing page.

If you get 100 clicks from Google, you expect to make at least 5 sales.

If your SEO copywriting is not convincing, you may make 2-3 sales per 100 clicks, or even less.

If your copywriting is convincing, you may make even 10 sales per 100 clicks.

Hence, the success of your PPC campaigns depends on how convincing and well written the copy on your landing page is.

SEO copywriting organically improves your rankings for your main keywords

You need to resort to paid advertising on Google because you don’t have good organic search engine rankings for your main keywords.

If your links naturally appear in the SERPs, then there is no need for you to pay for the placements.

Just imagine – if you go for paid placements, you are paying for every click.

Referring to the above example, if you are paying $ 0.5 per click, for 100 clicks, you will be paying $ 50. For 1000 clicks, you will be paying $ 500. And so on.

But what happens if you organically improve your search engine rankings?

People can find your links among the top results and when they click your links, you don’t pay for those clicks.

Hence, whether you get 100 clicks or 10,000 clicks, your cost doesn’t increase.

In fact, it is free traffic.

Can you easily increase your rankings for your primary keywords?

Not if you have great competition.

For example, if I want to improve my search engine rankings for “SEO copywriting services”, it may be very difficult because top content writing and copywriting services are already ranking quite high compared to my website.

So, what do I do?

This brings us to the next topic…

SEO copywriting organically improves your rankings for longtail and related keywords

While you continue with your effort of improving your rankings for primary keywords, you should first focus on improving your rankings for longtail and related keywords.

Hence, instead of aiming for “SEO copywriting services”, I may aim for “The top 10 benefits of SEO copywriting”.

If you’re running a real estate business in Mumbai, instead of trying to just improve your rankings for “real estate business in Mumbai” you can write content around “Why it makes sense to work with a local real estate business in Mumbai”.

Longtail keywords may not directly bring your business, but they increase your visibility and then this visibility brings you business.

If you publish informative content covering your longtail keywords, other websites and blogs have a reason to link to your website or share your link on their social media timelines.

This brings you the much needed visibility.

When people link back to you, it also improve your search engine rankings for your primary keywords.

Effective SEO copywriting brings down your bounce rate

Your bounce rate has a direct impact on your search engine rankings.

Your bounce rate tells Google whether you have valuable content on your website or not.

If people immediately leave your website after finding your content in search results, it tells Google that people are unable to find what they’re looking for, for the keyword they are using and finding your content.

Here is a small video that explains the relationship between your bounce rate and search engine rankings:

Hence, your content begins to lose its current rankings for the keyword.

Again, I will give my own example.

If someone searches for “best SEO copywriting services in my area” and comes to my website and within a few seconds goes back to Google to carry on the same search, Google downgrades my current rankings for the search term “best SEO copywriting services in my area” because it assumes that my website doesn’t have relevant information for the topic.

On the other hand, for the same search term when someone finds my link and goes to my website and spends some time going through my web page and even explores other webpages for a few minutes, it tells Google that my website has relevant information and consequently, it upgrades my rankings for the same search term.

This is how your bounce rate affects your current search engine rankings.

Relevant SEO copywriting gets you more backlinks

Getting authoritative backlinks is an inalienable part of your SEM.

What motivates people to link to your content?

Relevance. Value. Engagement. Topicality. Authority.

All these attributes can be incorporated through relevant SEO copywriting practices.

Concluding remarks

SEO copywriting is a big part of your search engine marketing strategy.

It renders a direction to your SEM.

It brings down your costs.

It gives you lasting search engine visibility once you have been able to convince Google that your content is relevant for particular keywords and search terms.

The importance of content writing and copywriting in the times of Covid-19

Importance of content writing and copywriting in the times of Covid-19 outbreak

Importance of content writing and copywriting in the times of Covid-19 outbreak.

The world is gradually settling down to the reality of living amidst the Covid-19 outbreak. How can content writing and copywriting help you get through these difficult times?

The lockdowns came and economies all over the world are opening up with great caution. There have been heated debates on what is more important – preventing oneself from getting infected or restarting the wheels of the economy.

Millions of jobs have been lost. Thousands of businesses have been closed and many are on the verge of bankruptcy.

In the meantime, Jeff Bezos is almost worth $ 200 billion. A lot of credit goes to the spike in the online retail market because people don’t want to go out and shop.

As someone who provides professional content writing and copywriting services, I see an increased demand from my clients in the online retail sector. Many on-demand mobile apps are coming up that allow people to buy products from home.

Cloud services is another sector that has experienced phenomenal growth during the Covid-19 outbreak, as a greater number of companies prefer their employees to work from home.

Even Google and Microsoft declared recently that they are encouraging their employees to work from home at least for a year.

Companies like Intel are changing their work culture on a permanent basis so that more of their employees can take care of their responsibilities from home using cloud services.

How can efficient content writing and copywriting help you during the Covid-19 outbreak?

Coming to the main topic of the post…

Whenever a calamity hits, some businesses are affected more, and some businesses are affected less.

There are many businesses, due to their positioning and targeting, who even profit.

Businesses providing digital services are profiting during the times of Covid-19.

Netflix is profiting. Of course, Amazon. Microsoft and Google. Gaming companies. Online video conferencing companies. On-demand food, groceries and commodity delivering services.

Hence, if you are providing services that can be delivered online, you need to enhance your presence.

I’m not saying that suddenly you’re going to give Amazon and Google a run for their money, there are thousands of small businesses that are doing great during the outbreak.

This also means that you need to maintain your visibility.

Almost everyone searches online these days whenever one is looking for a service or are product to buy.

The first thing they do is, go to Google or launch the Google app on their mobile phone, and search for the thing they need.

It’s very important that they are able to find you if you want to sell to them.

No matter how great your product or service is, if they are not able to find you, how are they going to become your paying customers and clients?

You need to improve your search engine rankings. You need to improve your conversion rate.

Targeted content writing helps you increase your organic search engine rankings.

Efficient copywriting helps you improve the conversion rate on your website or landing page.

During uncertain times, you may feel that you can ill-afford to spend money on professional content writing and copywriting.

This is understandable.

But, if you are spending money on advertising (something like PPC campaigns), then SEO content writing is, though, I don’t like using this expression, way cheaper compared to advertising.

When you run PPC campaigns, you pay for every click. And this every click is for every keyword. If you get 10 clicks, you pay for them. If you get 100 clicks, you pay for them.

But when you invest in quality content, your search engine rankings improve organically.

So, whether you get 10 clicks, 100 clicks, 1000 clicks, or even 1 million clicks, the only money that you spend is on the quality content that you are getting from a professional content writer.

The same goes with professional copywriting. Even if you don’t want to improve your SEO and you would rather spend money on a PPC campaign, how much of that paid traffic is actually converting?

If your PPC campaign sends all the traffic to your homepage, let me be frank with you: you are wasting money.

Traffic from a PPC campaign must always go to a landing page that has been specifically created for a set of keywords. Landing pages are specifically used for PPC campaigns.

A landing page needs professional copywriting.

Once people come to your landing page through your PPC campaign, they need to be convinced by your copy.

Every headline, every sentence and every bulleted list point contribute towards your overall conversion rate.

Hence, if you ever thought of making strategic investments in content writing and copywriting for your website, now is the best time.

You need all the visibility you can get during the Covid-19 outbreak which, the WHO has predicted, is going to last for a couple of years, at least.

How to write the vision and mission statements of your company

Writing effective mission and vision statements

Writing effective mission and vision statements

These days I’m working on a project where I’m writing vision and mission statements not just for the main company, but also for individual departments.

This gave me the idea of writing this blog post on how to write effective vision and mission statements for your company.

Over the years I have written countless vision and mission statements for different businesses and I can remember just 2-3 instances when the client was passionate about what was to be written for vision and mission statements. Otherwise, most of the clients just ask me to go through other websites and come up with my own (“but highly unique” – quote/unquote intended) versions.

Yes, it reflects on what sort of clients I attract, but that’s another story.

They don’t even know the difference. Just because everybody seems to have vision and mission statements, and without these statements, the “About us” page seems incomplete, they want to have them.

On second thought, why blame them? While trying to research for the topic, I came across many blog posts, even from the so-called reputed websites, that ended up mixing up vision and mission statements. I mean, the topic says something like “20 best vision statements” and they then go on to quoting mission statements from famous companies.

But first,

What is the difference between your vision and mission statement?

Sometime back I read a very good statement on the Internet about vision and mission statements:

Your mission statement is about what you are doing today, and your vision statement is what you are going to do in near future.

You must have come across the phrase “man with a mission” (or for the sake of feminists, “woman with a mission”). Or something like “we are on a mission”.

It means, you are doing something right now.

A mission statement answers the following questions:

  1. What you do?
  2. For whom do you do it?
  3. How do you do it?

Mission statement answers the following questions

This is what I have written as my mission statement:

My mission at Credible Content is to provide business writing services that actually help my clients grow their businesses.

Vision statement is about the future. What are your hopes and dreams? What bigger changes do you want to bring about in the world? What do you inspire to be?

Your vision gives your clients and customers an idea of what are your bigger goals. Remember that your bigger goals define the direction of your smaller goals.

Why is it important to have mission and vision statements?

Above I have written that very few clients take their mission and vision statements seriously. But there are some individuals and organizations, that do take your mission and vision statements seriously.

Your mission statement tells them your current focus. It tells them what problems you are currently solving. It tells them who your customers and clients are. It basically informs them of the nature of your current activities and whether the profile of these activities makes you suitable for them or not.

Your vision statement tells them where you are heading. Serious businesses want to associate with serious businesses. If you are not serious enough to even focus on your vision statement, then you are not reliable.

Hence, if you feel that your website is turning away good customers and clients, maybe you need to work on your mission and vision statements.

How to write a great mission statement

I will say it again: most of the people don’t know the difference between mission statement and vision statement and they tend to mix them up. Even reputed company sometimes end up mixing up vision and mission statements.

Your mission statement is about today. It must answer the following questions:

  1. What do you do?
  2. Who are your customers and clients?
  3. What processes and procedures do you follow?

Providing answers to these questions may seem like a long affair, but it doesn’t have to be. Restrict your mission statement to just 2 sentences and if possible, just a single sentence. But, no matter how many sentences you write, answer the questions listed above.

Here is Google’s mission statement: To organize the world’s information and make it universally accessible and useful.

Here is Tesla’s: To accelerate the world’s transition to sustainable energy.

You may say that these mission statements don’t answer all the 3 questions above, but if you read them carefully you will notice that, they do.

Take for example Tesla’s mission statement. Sustainable energy means they want to shift the focus away from the current ways of energy consumption. Pretty much everybody consumes energy in the form of fuel, gas and power. So, pretty much everybody is their customer.

What do they want to do? They want to accelerate the process. They want to go beyond simply researching, and provide viable products.

What is Google doing? It is organizing world’s information and making it universally accessible and useful. By merely reading the statement, you can make out what they do, for whom they do it, and how they do it.

Keep the following points in mind when creating your mission statement:

  1. Keep it as concise as possible.
  2. Provide answers to questions such as what you do, what are your customers and clients, and how you serve them.

How to write a great vision statement

Your vision statement gives your customers and clients the bigger picture. The give them a peek into your future.

What do you stand for? How do you plan to grow? What impact do you want to make?

This tells them about your work culture. It tells them what moves you and what keeps you going.

This was Microsoft’s vision when it was founded: A computer on every desk and in every home.

It is amazing how this vision came to be true. This was written when computers were a rarity.

LinkedIn vision statement: Create economic opportunity for every member of the global workforce.

As is clear from these statements, the vision statement is about your overall goal. This is what you eventually want to achieve. When you are writing your vision statement, talk about the next 5 years.

Something like, if you are writing your vision statement in 2020, tell your visitors what you are going to achieve by 2025.

Again, keep it as concise as possible.

How to get relevant traffic with SEO copywriting

Using SEO copywriting to get relevant search engine traffic

Using SEO copywriting to get relevant search engine traffic

Anybody can get traffic from search engines. Very few can get relevant traffic.

Well thought of SEO copywriting can help you get more relevant traffic from search engines, as rightly suggested by this Copyblogger blog post.

What is SEO copywriting?

SEO copywriting means writing content on your website or blog with the intention of improving your search engine rankings but at the same time, maintaining the quality and the engagement level of your writing.

Read: 15 SEO copywriting tips that will certainly improve your search engine rankings

Copywriting is all about convincing your visitors into performing the action that you want them to perform once they are on your website or blog.

Although, you are mostly writing content for your website or blog, many people prefer to call this form of writing as copywriting because you are constantly selling something whether it is the idea of downloading your e-book or further exploring your web pages or submitting your contact form or subscribing to your email updates.

When you also add the aspect of SEO (search engine optimization) it means using words, phrases and expressions that give Google and other search engines the exact idea of what you are communicating or what information you are providing to your visitors when they visit that particular link.

Read: Importance of keyword research before writing content

It then helps the search engines rank your content for those particular words and expressions (what you call keywords).

Using SEO copywriting to get relevant traffic

As mentioned above, relevant traffic means getting traffic that converts. Relevant traffic should increase your sales.

There are many ways you can use SEO copywriting to get relevant traffic to your website or blog.

Use highly focused content for better SEO

The above Copyblogger post suggests that you aim for a “minimum viable audience”. This immediately rings a bell.

Just today I was explaining to a client (mobile app development) that one single blog post shouldn’t try to contain all possible keywords and search terms for better SEO copywriting.

Instead, focus on solving one single problem and then provide a solution.

I know, in the times of longform content it is often suggested that comprehensive blog posts must be created that cover every possible topic related to the main, big topic.

Though, there is nothing wrong in doing that, but as much as possible, don’t dilute your content.

According to recent Google updates, it is not the length of your content that improves your SEO, but the relevance, the value that you provide.

Also, it is not possible for everyone to create 3000+ word blog posts with regularity.

Instead, focus on as narrow a niche as possible.

Don’t overlook location-based SEO copywriting

Suppose you provide accounting services in London. It’s no use optimizing your copywriting for keywords like “accounting services”, “bookkeeping services” and “accountant services” because these are highly competitive terms.

You have a better chance of ranking well if you concentrate on writing content for terms like “accounting services in London” and “bookkeeping services in London”.

Want to narrow down more?

Suppose you mostly serve clients in Notting Hill. Then why not focus on “accounting services in Notting Hill”?

If you can create lots of web pages and blog posts on how well received your accounting services are in Notting Hill, you will surely get relevant traffic and generate more local business.

Aim for less competitive keywords

A bit old advice, but still relevant.

High-competition keywords can take you ages especially when scores of websites and blogs are already ranking well for them. They must have toiled for months and even years to reach that position and you will need to do the same (or wait for a stroke of luck).

On the other hand, make a list of less competitive keywords, what they call “low hanging fruits”.

You may think that you will get less traffic for those less competitive keywords, but at least there will be some traffic in the foreseeable future. It is better than having no traffic.

Follow time-tested SEO conventions during copywriting

An increasing number of Google updates focus less on the language that you use and more on the intent with which you write and publish content. Nonetheless, the words that you use still matter.

Hence, use your main keyword within the first 100 words of your write-up. The logic is that sometimes the search engine crawler leaves your website without reading further. This is why, it is very important to hit upon the main topic as early as possible so that the crawler doesn’t miss the main point.

Aside from this, use your main keyword in the title of your web page or blog post and if possible, let your keyword appear in your URL.

It is understandable that you get a high when Google Analytics shows a rising graph of your search engine traffic. But unless that traffic increases your business, it is of no use.

This is why, when SEO copywriting, don’t focus on generating traffic, focus on getting relevant traffic.