The Importance of Meta-Tags (and how to nail them!)

Saturday, November 11, 2017

What are Meta-Tags?

Meta-Tags are small pieces of HTML code included in the header area of your website. They don’t appear on the website itself, but describe the content of the site when they appear in an online search. Meta-Tags are a simple, summarised version of what people can expect to find on your website. They tell search engine users what your site is about.

3 parts to Meta-Tags 

  1. Tag Title - The first words that appear when your site comes up in a search. These must match your website, or the search engine can choose to display something different.
  2. Meta Description - Your site’s summary; what you are offering people.
  3. Keywords - If you took all other words away, a searcher should be able to work out what you offer just by reading the keywords. Keep them relevant.

How can I make Meta-Tags work for my website?

Although they don’t necessarily add to your ranking in an online search, when written carefully, Meta-Tags can assist with customer engagement and click-throughs to your website. They are important because they can help convert your search engine appearances into website visitors when done right. 

There are a few things you can do to make sure your site gets click-throughs from the Meta-Tags you use, including:

  • Keep Meta-Tags short and sharp so they don’t get cut off at the end when they appear in online searches. 
  • Ensure they are relevant to what people will find on your site by including keywords specific to what you offer. However, don’t stuff a whole lot of keywords in there, write naturally.
  • Encourage the reader to take action, e.g. with a special deal for a limited time only, or offer something for free. Make them curious to find out more.
  • Focus on getting your message across rather than getting your brand name in there. Searchers can find out more about your business name and brand once they click through.
  • Make Meta-Tags compelling and connect with the searcher on an emotional level to encourage them further to click through.

If your Meta-Tags aren’t working for you, ask us how we can help. 1300 073 078



Reasons your Website Copy isn't Working (and how to fix it)

Tuesday, September 12, 2017

Great website content is the key to getting important traction online, but, get it wrong and you could be driving business away. Rather than keyword stuffing and putting up shoddy content at the last minute, take a closer look at just how important (and easy) it is to get it right.

Problem 1: Not engaging 

Long, drawn-out sentences will lose many people from the get-go. If customers don’t feel compelled to read on, they won’t. If they can’t find the information they need quickly, they’ll move on. 

Fix it - K.I.S.S - Keep It Simple, Silly! Website copy must engage and excite from the start. 

  • Hook them in with webpage headings and sub-headings that answer their questions straight up.
  • Produce succinct, well-written copy that’s informative and to the point.
  • Use bullet points and plenty of “white-space” for easy reading.

Problem 2: Too generalised

If you’re not inside the head of your target customer, you may as well be writing to a brick wall. Information that doesn’t address real customer pain points is a one-way ticket back to Google.

Fix it - Determine your target market and niche customer. 

  • Write copy that sets the tone you’d like your brand to portray.
  • Let customers know what sets you apart as the expert in your niche market.
  • Answer the questions your customers are typing into search engines.

Problem 3: No Call to Action

High volume traffic to your website is one thing, but are you converting it into sales? Would you believe many businesses don’t have ‘Call to Action’ buttons on their website? Even worse still, business contact details are hidden amidst an intricate web of clicks - BIG mistake!

Fix it - To convert website traffic into customers you need to give them a direct line to contacting you.

  • Make your contact information easy to find and don’t forget an email address.
  • Include a ‘Call to Action’ link on every single page.
  • Address pain points in your Call to Action. Instead of “Call us for a pest inspection”, you may like to say “Get rid of cockroaches in your home now! Call us”.

Sometimes it just falls into the too-hard basket, especially for time-poor business owners. Get your website up to scratch by getting the pros on the job. Contact hello@thewritinggroup.com or call 1300 073 078.







Make your Website the HERO of your Business in 10 EASY STEPS!

Monday, May 01, 2017

Follow these Website Superpowers:

1.     Hit the Headlines

Use a headline that is not only catchy, but uses keywords and includes terms that your customers are searching for online.

2.     Keep it short and sweet

Keeping paragraphs simple creates more white space, making for easier reading and higher reader engagement.

3.     Use bullet points

Most people scan online text and don’t read all the written copy, so use bullet points or numbered lists to draw attention to details.

4.     Include sub-headings

Again, these make content easy to read and are great for SEO too!

5.     Important information comes first

A few succinct sentences with all the necessary information need to be front and centre. Add details after you’ve obtained the reader’s attention.

6.     Know your target audience

To write copy that’s well directed at your niche market, you need to ask yourself these questions - Who are my target customers? What do they want? Will they understand the content? Will they want to share it?

7.     Don’t use jargon

Following on from number 6, keep your copy simple. Don’t write in industry-specific jargon that potential customers will not understand.

8.     Infuse with personality

Decide on the personality you want your brand to portray and inject this into your copy. Creating a connection with the reader will make them feel like they know you and want to make contact.

9.     Keep them clicking

Don’t fall into the trap of keeping each page on your website a solo entity. As much as you can, use hyperlinks to direct readers to your previous work and other pages on your site that they will want to see.

10. Don’t forget the call to action

On every single page you must include a call to action link from which to convert website traffic into customers. This is a big one - do not forget!

Website copy can be tricky to devise, but keep it simple and engaging and you’re up, up and away!

If you think this is a job for Superman –The Writing Group will SAVE YOU! Drop us a line at 1300 073 078 or hello@thewritinggroup.com.au.

Article by: Rachel Allworth - The Writing Group Copywriter