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A major part of search engine optimization (SEO) is content development.

Since the search engine robots only read text, it’s crucial to have good relevant content that supports your website’s main keyword phrases.

The more relevant your content is to a search query, the better your chances that the search engines will rank your pages well within the search engine listing results.

But once you have the rankings and website visibility you need to attract a lot of visitor traffic, your web page content will also need to motivate the visitor to take action and buy your product or service. Therefore when developing your web page content keep in mind that there are two main types of content you will want to create; supportive copy and marketing copy.

Writing Supportive Copy

The main purpose of supportive copy is to provide information. The internet if filled with click happy visitors who want information first. Not unlike purchasing from a brick and mortar store, a person first gathers information about what they are interested in before they buy. On the Internet, it is very difficult to sell anything if you only provide a picture and a buy now button.

As a search engine marketer, I can’t begin to tell you the thousands of dollars I’ve spent on online marketing materials and SEO software all because of the good supportive copy (information) that some copy writer provided that made me feel good about making the purchase (and the fact that they didn’t provide a trial version….. you know who you are!).

The point is, I was willing to shell out $197 here, $99 there and $299 elsewhere because some copy writer did a great job in providing the information I was looking for in support of each product I eventually bought plus, they followed up with good marketing copy that convinced me to take action immediately.
I can tell you for sure however, that I would not have reached for my credit card if the web page only had a line that read, “this software is designed to help you build better websites.”  That is simply not enough to move me to make a purchase.

Writing Marketing Copy

As mentioned above, once I had all the information, the copy writer urged me to take some form of action with some good marketing copy, which is the second type of content you need to develop on your web pages.

While providing information is important, you still want the visitor to make a purchase. Marketing copy ensures that there are specific “calls to action” that actually tell the visitor you want them to do something.
A call to action could be a “buy now” button, an email address, a phone number, a link to a purchase page, etc.

Did you know that you need to tell them to do something?  Its true! Stop! Buy Now! Click Here! Order Today! Call Now!

These are important elements that say, “I’m trying to sell you something” and now would be the opportune time to order. If it is not the opportune time for them to order, then you must make it possible for them to be able to continue reading supportive information that will further convince the visitor that this is the product or service for them.

Both supportive and marketing copy content are necessary to help you in your online marketing strategy.

Building quality keyword rich content that supports the products and services you provide will help you with your organic search engine optimization campaigns. Creating shorter landing pages with strong call to actions will help you with your pay per click (PPC) marketing campaigns.

Either way, both types of content, supportive copy and marketing copy, can work together to help increase your sales and your ROI.  Without one or the other, your website and sales may suffer.

Carissa Krause

Carissa Krause is currently a marketing and project specialist at 1st on the List. Over the years she has worked with clients on a wide range of projects that include areas like local SEO, backlink profile review, content development, social media, and more. Whatever the project may be Carissa focuses on achieving greater efficiencies and putting plans into action.