How SEO can Improve Accessibility for people who are Vision-Impaired, Neurodivergent or have other Web Accessibility Issues

In 2022, we spend most of our lives online. Whether it be for business or pleasure, being online allows us to work, communicate and learn better than ever before. For the younger generations, it can be hard to imagine life without the internet, and trips to the library and shared home phones are almost a thing of the past.

But for some, the online world can feel inaccessible. Both physical and mental health issues can make scrolling Google or browsing social media far more difficult or even impossible. When building or developing your website, you should always consider web accessibility. It’s not just permanent disabilities that affect accessibility: losing your glasses or having a broken arm makes browsing online difficult.

“When building or developing your website, you should always consider web accessibility.”

For someone with disabilities, browsing online is becoming easier, with more apps and plug ins being developed and released every year. In the UK there will soon be a requirement for all businesses to implement and work with BSL (British Sign Language), as it is becoming an official language this year.

However, there is still a lot a business can do to help with web accessibility. In this blog I will outline methods that will allow more people to access your websites, and how they can aid your success in the Google rankings.

What is Web Accessibility?

Put simply, web accessibility (also known as digital accessibility) is the act of ensuring that a website is easy to access for everyone, and that the content included is well-structured and easy to read. Poor accessibility doesn’t just affect people with learning disabilities, even being short or long-sighted can make some websites frustrating to read or access. For someone with arthritis or other mobility issues, too much scrolling becomes painful as well as irritating.

If you run a business, you want as many people as possible to access your website and see what you have to offer. Without a good understanding of web accessibility, you may be losing out on hundreds or even thousands of potential clients and customers. If you were unable to read the text on a page, you’d have no choice but to look elsewhere, regardless of personal preference.

How do you Improve Web Accessibility?

Most people with vision impairment or neurodivergence will use web plugins or apps to read pages aloud, convert speech into text or apply filters to the screen. This is known as Assistive Technology (AT). Alongside these solutions, there is still plenty a business can (and should) consider when designing their website to help make it easier to read and access.

There isn’t much a business can do to ensure AT systems work on their site short of trying a range of them yourself, which can be costly and time-consuming when building a new site. However, there are a few decisions that will help these systems be as effective as possible.

The fundamentals of SEO can be a huge help with web accessibility

SEO

Optimising your website for Google will also help with web accessibility. One of the main fundamentals of SEO is how each page is structured. Clear titles are essential for AT systems that read pages aloud. If the system can’t differ between the title and the content, the reader may miss valuable information, or may even miss what the page is about. Also make sure you have the correct anchor and ALT text throughout each page, including captions for relevant images.

An SEO-optimised website will have good readability both on web and on mobile/tablet. Due to the smaller size of a mobile screen, the page structure will be affected – tiny text and cropped images can easily turn away any customer. People over retirement age can often only access the internet on their phones and are the most likely to have issues regarding sight and motor ability.

Colour

Consider your colour scheme choices carefully, as some colour combinations are difficult for those with dyslexia to read. For instance, the classic black text on a white background can be one of the hardest to read for someone with dyslexia, but just changing the hue slightly can make it easy. An easy fix that means you can keep your business’ colour scheme the same while becoming more accessible.

Colour blindness is also very common and restricts the ability to perceive certain colour combinations. Thankfully this is a widely recorded issue with simple guides on which colour schemes work and which should be avoided. There are even sites that show you what your website’s scheme would look like to people with different levels of colour blindness.

Content

Always ensure that your web designers and copywriters make the site and content accessible and mobile-friendly. Keep the content optimised and not too technical if you can avoid it, this is useful for readers of any ability. Large paragraphs of text should always be avoided, regardless of how easy the words are to read. Use text blocks instead, with related images to provide context.

There is a new type of Assistive Technology known as Bionic Reading that is improving web accessibility for Neurodivergent readers. These systems embolden the start of words, making them easier to follow if a person has issues focusing on large quantities of text. The systems can also alter the size and font of text, but this is currently limited by what the system can edit. It should become more common in the next few years, with a wider range of systems available to assist with different neurological disorders and difficulties.

What Conditions Affect Web Accessibility?

Browsing the web can be affected by a wide range of disabilities/ability restrictions. Here is a list of the most common:

• Impaired vision
• Motor difficulty
• Dyslexia
• Neurodivergence
• Impaired hearing
• Cognitive Impairments
• Temporary illness or injury

In the UK, 1 in 5 people have issues with web accessibility. 

The Future of Web Accessibility

Over the last decade, browsing the web and social media has become easier for everyone, and no one is excluded with the right help from Assistive Technology. For business owners, only small changes and considerations are needed to bring in the customers that may have been forced to turn away before.

Having an SEO-optimised website also helps with web accessibility, as the fundamentals of SEO are designed to aid readability and comprehension. Just another reason that good SEO is essential for any growing business.

With the correct approach, multilingual businesses can have great online success and SEO results.

A common mistake many businesses looking to reach international markets make, is rushing through their SEO work.  

An AI translation is often the easiest and cheapest way to translate your website, however, SEO that is performing well in one language/location may do the opposite in another using this kind of translation. 

An example of a commonly used AI translation tool is Google Translate. According to recent studies, Google Translate is 85% accurate.  

A translation in India that is roughly 85% correct… 

The main issue is not simply the 15% margin for error that makes your content look unprofessional, it is the fact that Google Translate does not consider ranking factors, local keywords, expressions; and all of the other attributes that contribute to the searchability of a web page in its translation. 

“What other options do we have then?” – Is what I can hear you shouting through the screen! 

The following content should clear up some questions you may have; 

AI Translations, SEO Translations, and SEO Localisations  

(What’s the difference?) 

AI Translations 

As previously described, AI translations are the machine-driven conversion of one language to another with no regard to context, results or even accuracy. This, however, is not the only option to reach your SEO goals within other languages. 

SEO Translations 

Professional SEO Translation (including website translations), is the process of translating SEO content, through a translator versed in SEO tactics.  

Not only should the language be accurately translated, but the consideration of search success within another language shall be taken on board too.  

This means it may not be a word for word translation but one that contemplates the meaning of the words. Alternative words are used if they gain more success in another language as a keyword, title tag and so on. 

SEO Localisations 

The final option is a full SEO Localisation. Localisations take translations one step further.  

It is where the content is not only tailored for the benefit of SEO but for the readers too. It adapts it on a cultural level, ensuring the readers feel as if it was the original content, speaking directly to them.  

It removes cultural sayings, metaphors or wordplay that may cross wires in another culture, and provides the appropriate replacements for that target market.  

It aims to keep the readers engaged. The optimisation of words for SEO are involved in this process, but aren’t the main focus. 

In an ideal world a multilingual business will have both an SEO translation and a localisation when approaching a foreign market, in order to see the most success. 

Why are SEO Translations Important? 

SEO is all about pleasing Google’s algorithm, in order to rank highly within the search results. The top 5 ranking factors include the ‘Keywords in Meta Title Tags’ and ‘User Engagement.’ 

When marketing to a local area that speaks another language, adapting your keywords, writing style, and cultural references, as discussed, will make a huge difference.  

It will flood the website with users who are searching for products / services with keywords in their own language, whilst keeping them engaged when reading content that they can appreciate. 

All the while you will be meeting the needs of Google, which in turn will increase your search ranking within this area. 

That is why SEO Translations are so important for Multilingual Businesses. 

3 Copywriting Tips When Entering International Markets 

1. Research Your Audience 

Knowing your target market makes life a lot easier when trying to sell them products and services. Are they an older, less tech savvy audience? – Use less tech savvy words.  

How does the specific culture respond to direct sales, do they prefer more subtlety? 

These are considerations that must be researched for a successful venture. 

2. Keep Sentences Short 

Most readers do not care for lengthy scientific answers, so keep it to the point. Short attention spans are common in this technology age. If you can’t remember how the sentence begins at the end, it is far too long! 

3. Use ‘The Active Voice’ 

This is where you write as if the subject of the sentence completes the task, rather than receives it. For example, the blog was written by John, rather than John wrote the blog.  

This small but effective trick makes the text feel much livelier and keeps readers engaged.  

It also makes the writing easier to understand if this is not the reader’s first language. This will help ensure your message gets across as a multilingual business! 

4. Keyword Search in Your Target Language 

An effective keyword in English, may not still be effective once translated into Spanish. Make sure you research the keyword once it is translated to ensure it will still benefit your SEO! 

5. Direct Translations Aren’t Always Beneficial 

There are countless examples of when direct translations have gone wrong. Remember, the direct translation of sentences doesn’t always make complete sense. Don’t be afraid to adapt the way you portray your message, if it means it is clearer to for the reader. 

What are you waiting for? 

Reaching a new market is always a lengthy task, especially when in another language. Multilingual businesses are some of the most successful global enterprises. SEO work is what will make or break any online business. We advise that you take on board these tips and tricks, and get started today! Whether that be through marketing translation services, or improving your copywriting skills.  

You should get going! 

A big thanks to Global Translations UK for this excellent post, please check out their website if you want to learn more about their translation and localisation services.

Why Google likes Blogs, and how they Boost Your Business

Most people consider blogging a pastime, a way to share opinions or just record your thoughts. In fact, blogging can be a powerful tool in the business world. When you build your website, you often don’t add much content to it once it’s live. You might do the occasional update mentioning a new product or offer or adding the contact information for a new hire. These changes are few and far between and leaving it unchanged can cause your site’s SEO ranking to decrease.

“Blogging can be a powerful tool in the business world.”

Having a blog makes your site feel alive. Customers and clients feel comforted when they see that a site is well looked after, and that there is someone behind the scenes keeping it fresh and up to date. If every time someone visits your website (provided it isn’t too frequently) there’s something different to see, it makes them want to stay on it longer to see what’s new.

What Should I Blog?

Like social media, a blog can add a personal touch to your company. Keep your clients and customers up to date with what’s going on with your business. If you want to explain what you do, blog about it. If you’re exploring a new avenue, blog about it. If you attended an event, blog about it. New and existing customers will enjoy being in the loop and hearing about what’s been happening.

“If you want to explain what you do, blog about it.”

Update blogs are the easiest to keep consistent, there will always be something new that’s worth sharing. Upcoming events and holidays can be an easy post too. How are you preparing? What are your plans? Is your business affected by the time of year?

Opinion pieces can be a bold choice, you don’t want to disagree with potential or existing customers. Avoid politics and current events. Keep it within your wheelhouse: how is your industry changing? How did your business adapt to Covid? What advice can you offer to those looking to follow a similar career? If you are an expert in a field, you could share your expertise to build your industry. It could very easily benefit you later.

“Knowledge is power. Knowledge shared is power multiplied.”  – Robert Boyce

If you have a new product or service, it’s better to advertise it via social media, not a blog. A blog is for people who want to learn more and having a range of informative posts will guide them to you. Bigger businesses should try to remain primarily informative, whereas smaller ones can take a more personal approach while still including searchable keywords.

How Often Should I Blog?

The answer to this depends on your business. For us, blogging is one of the services we offer, so it’s worth keeping them frequent. Monthly is common, an update blog can make this easier, with an extra think piece or article every now and again. It’s easy to get swept up in the blogging process and write one a week or more. You need to consider the longevity of your blog. Don’t burn all your good topics, instead space them out and schedule them so that you’re never stuck without something to write about.

“You need to consider the longevity of your blog.”

How do I Make a Blog Look Good?

You may think that when it comes to SEO the content is what matters. This is true, but a clear structure also boosts your score. Use headings and make them clear. Walls of unbroken text never look good. Headings allow a reader in a hurry to find what they’re looking for more easily, and search engines like it too as their algorithms can analyse the text better when it’s split up. You don’t want Google to think you didn’t include something because there wasn’t a heading.

Using quotes from your post also breaks up the text and highlights the important points for anyone skimming through your post. I like to throw in the occasional quote from an author or fellow copywriter to enhance my points, but they should be used sparingly if at all. Google detects these too, and alongside a few relevant images they make your blog post look appealing and professional. Stock images work fine, but if you have any of your business in action use those (provided they suit the topic).

It’s Time To Blog

Blogging boosts your business and SEO ranking, there’s no reason not to do it. It helps companies of any size relate to and inform their customers and clients, leading to more success and loyalty. For more information check out our other blog posts: not only are they informative but also shows you what a good blog looks like if you need more examples. Happy blogging!

We have seen many SEO guides online but many are not very Simple. To do this we have split our content into easy manageable parts. Here at Manchester SEO we like to keep things as simple as possible as this helps us keep our processes and document what we have done. When dealing with multiple clients this is very important to keep track of, therefore we keep it as close to our consultancy driven process as possible.

But first some information from previously asked questions:

What is SEO and how does it work?

SEO stands for ‘Search Engine Optimization’ and is the process by which your website’s content and and data are set out to get your website higher in search engines listings for a specific search term. Search engines like Google and Bing read your website’s details and content to make a decision on its relevance for a users search, i.e. if a user is searching for a local milkman in Manchester or gardener in Cheshire then the results it delivers are as useful to that user as possible. If you are a local milkman or gardener then wouldn’t it be a shame if these users could not find your website. This is where SEO comes in.   

How long does it take for your SEO to work?

The Standard answer is between 3 and 6 months, but this can vary quite a lot depending on the competition that there is around the search phrases that you want to rank for. Organic SEO takes longer to produce results than Google AdWords because, well, in simple terms, they’re organic.

Longtail keywords can gain fast results based on quality research, compared to just for example “Milkman” will bring up a lot more competitive results compared to say a very targetted approach for “Milk delivery in Alderley Edge”. It is quite logical, but also help you rank for the shorter keyword “Milkman” if that is what you want to do.

How does Link Building help SEO?

Link building is just one of the weapons available to you for improving your search engine optimization (SEO) and one of the strongest you have. This is because links are like a thumbs up to say to google that you are legitimate and your content is worthy of pushing up the rankings. Google’s attitude to link building has changed over the years to cope with the changing tactics used by SEOs to boost their clients website ranking, therefore over time the more white hat you can make it appear the better. 

Does having an (SSL) https help SEO?

Google recently published that having an SSL (Secure Sockets Layer) certificate on your website is the easiest thing you can do to boost your SEO ranking. An SSL can also increase user trust in your website and basically means that your site will be https:// rather than http://.
Having an SSL certificate wont magic your site to the tops of the search engine results pages but it is certainly part of the whole picture and should be a box that you should tick. Google’s algorithm has certainly learned that SSL websites give a better user experience on the whole so will definitely boost your site when comparing it to an http on the results pages.

What is On-Page SEO?

On-page SEO is the optimization of individual web pages to help search engines find them. The SEO is conducted on both the html code and the content (Text, images, video). 
What are some of the on-page factors that effect search engine rankings:

• Page Content
• <Title> tag
• <H1>Tag Same a Title
• Include subject in url
• Include subject in image alt text

Is Social Media good for SEO?

Can Social Media impact on your site rank. If you analyse top ranking sites, most of them have active social accounts that are connected to them, but does this mean it has an effect on organic SEO rankings. Google obviously indexes social pages from social media like Facebook, Twitter and LinkedIn just like a regular HTML page, but google doesn’t take account of how many shares, likes and followers you have as it can be too easy to inflate to cheat the system and rank a site over another that is more deserving of the ranking place.

Is a fast Website best for SEO?

The simple answer is yes. Google has said time and time again that page speed does affect SEO. Therefore page speed is a direct ranking factor, a fact known even better since Google’s Algorithm Speed Update. However, speed can also affect rankings indirectly, by increasing the bounce rate and reducing dwell time. It’s all part of google putting users first :-0

Keep your Brand Consistent and Preserve your Reputation Online

People love to over analyse these days, especially online. They study what you write like FBI profilers, looking for anything that could be harmful to your business. It sounds like the work of an evil journalist, twisting a celeb’s words to get their next big headline, but they often do it without thinking.

With social media, any customer who isn’t 100% happy with your product or service can make their voice heard, and if they find people who agree your reputation online can plummet very quickly.

How does this affect a business?

Imagine you are a retailer and one of your products was faulty and had to be recalled. Your customers will want refunds and compensation, naturally. Even then you will have still wasted their time: the worst thing a business can do. One customer could take to social media to warn others about the faulty item. Even if they don’t say it directly, other potential or existing customers could now think twice about even visiting your store, thus harming your business. Many social media users like to jump on the bandwagon, and suddenly a list of every fault your store has (some of which might not even be true!) is circulating the internet.

‘This can happen to any business or brand…’

I admit I chose the most common example, but many business owners don’t know that this sort of thing can happen to any business or brand, no matter the size. If you share a post on your official social media accounts that can be misconstrued as untrue or even patronising, it can cause harm to your business. Losing just one customer is something you should work hard to avoid.

How does it work?

Just like how good content improves your SEO rating, bad, out-of-date, or ill-informed content can be just as easily picked up by Google’s algorithms. Remember, people love scandal and will read any that catches their eye. Bad reviews and social media outcry are all detected and will circle back to your site and business.

How to avoid this

Online Reputation Management (ORM) is the art of preserving your brand to avoid these unfortunate mishaps. Writing malicious or misleading content seems like an obvious thing to avoid doing. However, since everything can be overanalysed it’s crucial that you proof read and double-check every piece of content to spot any unintentional hidden meanings. Having experienced content and social media managers on the team is worthwhile for larger operations and learning how to do it yourself is essential for smaller businesses.

‘Your online reputation lasts forever.’

According to a study by BIA Kelsey, 97% of people read online reviews when looking for a local business. It may feel cheap but pushing your existing customers to leave reviews will help bury any lower ratings. Very few people leave positive reviews without prompting, whereas if someone is annoyed, they’re much quicker to make their voice heard.

On the internet, your online reputation lasts forever. One search can unearth controversy no matter how long ago it happened.

Consistency is key

The main thing to remember when writing content is consistency. Keep your work to a high standard, even down to the smallest social media posts. Letting the quality of the content decline can spiral fast, so read it all carefully and get input from others if you’re unsure.

As always, I hope this was useful, and will help keep your business’s glowing reputation intact.

Every year, on the 1st of January, I conduct a simple ritual: I step out the front door and listen. It’s always very quiet, cold, and peaceful. Then I go back inside and return to my online world.A passing glance at the new year doesn’t reveal much, and neither does a cursory look at the internet. To the untrained eye, not much has changed, but a copywriter knows that things are different.

The Copywriting Game

I’ve not been in the copywriting game for very long, but I’ve still noticed how times have changed. There are more people in the world than ever before. More people mean more business, and more business means more advertising. More customers to draw in, and more rivals to fight off.The average internet browser is a lot savvier these days. They know how clickbait works, and not to take it at face value. They also know that an ad will show the product at its best, and to be cautious with their final decision. This doesn’t mean that ads don’t work, they most certainly do, it just means the copywriter in 2022 must understand the customer more. We have always needed knowledge of our target customer base, now we also need to understand the individual and what they respond best to. The trick is not to patronise, the customers will do more research and see a dozen ads for comparable products and services. They are intelligent, treat them as such.

Nathan Locke – Copywriter

Social Media & Copywriting

Copywriting for Social media is the biggest change in the world of the copywriter. Every business has at least one page, and that will need good copy. It’s a new genre, and an established copywriter will have to learn the ins and outs to take advantage. If you’re reluctant to change, try to see it as a new opportunity that will benefit you and your clients. As Malcom S. Forbes said: “it’s never too late to learn.”Flexibility is important in copywriting, now more than ever. Every business needs good copy, so the work a copywriter does will differ one week to the next. Paper ads still need writing too, so switching styles to match the work required, as well as the target audience, means the copywriter must be adaptable and well-practiced in all forms of copy.2022 will produce fierce competition for new copywriters. It’s always been a tough career to start in, getting that first paid work is often a game of chance. Freelancers must work even harder to fill their CV in their early days, only dedication and skill will help them break into the industry. This doesn’t sound enticing for a new writer, so let me show you why it’s worth it.

Copywriter Jobs in 2022

Career Explorer estimates the copywriter job market will grow by only 7.6% from 2016 to 2026, but digital content creation shows a hiring growth of nearly 50%. Many businesses are making the switch to digital content, so opportunities are everywhere. For more advice on getting started in the industry, check out our introduction to copywriting guide to give you the best start possible.The industry is changing rapidly, and the way copywriters work has changed too. With Covid, offices were abandoned, and content creators had to work from home instead. This was a challenge, and many were glad when the world started to open up again. But some eyes were opened to a new way to work: one without lengthy commutes. Businesses realised that renting an office can be an expensive waste, and their employees could produce the same, or even better, work in their own homes. It wasn’t without its downsides, naturally. Distractions are rife at home, and communication is much trickier. Zoom, Teams and Skype are decent alternatives, but there’s nothing like a conference room to promote teamwork and healthy competition. The social side of office work is tough to give up too. I for one function much better surrounded by a team, seeing everyone else hard at work makes me keep my head down and focus more. It’s personal preference, and we may soon see businesses offering the choice of office or home to their employees so they can produce their best work in the best way.2022 will be a good year for copywriting and content creation. It’ll be tough, both for new writers and professionals, but with hard work and dedication you will thrive in this changing world.

Top 5 tips to Create Quality Copy for your Business

Hiring a copywriter can be a daunting prospect. Will they understand what I want? Will they understand what this business needs? Will it be worth the money? If you’re asking yourself any or all these questions, you are not alone.

Many business owners write their own copy. It makes sense, they have a better knowledge of what they do than any new hire could have. However, it is a risky decision. A professional copywriter has the experience and the talent to create quality work. They also know about SEO and marketing, so will promote you and your business well. Their lack of attachment to the client’s business can be a bonus too, they see the bigger picture and won’t shy away from trying something bold.

So, what’s the best option? Don’t worry, I’m here to help. With this post I will break down the art of business copywriting and produce a list of steps so you too can write quality copy that will rival the professionals.

So what are the top 5 Copywriting tips for you to write good quality content?

1. Know Your Audience
2. Draw Them In
3. What’s In It For Them
4. Appeal To Their Emotions
5. Make Them Take Action

Tip 1 – Know Your Audience

You might be considering creating copy to attract a new customer base. Before you start writing, you need to know what your customers want and why they should choose you. If you have what they want, make sure it’s obvious from the first line.

Tip 2 – Draw Them In

On average, 80% of people who see your copy won’t get past the title. In advertising this is just the way it is. But most of those won’t be the customers you want to attract. A good title will ensure the customers you do want will read on. It needs to be catchy and invoke a response from the reader. Here’s a classic example:

‘Are you paying too much for your car insurance?’

A question is one of the best ways to draw in customers, and a ‘yes’ or ‘no’ one is ideal. A reader will see this, and either say ‘no’ and move on, or say ‘yes’ and keep reading.

Tip 3 – What’s In It For Them?

You’ve got their attention, now reel them in. Why should they choose your company over your competitors? In short, simple sentences, outline why you’re right for them. The tone you choose here is important. If you’re selling makeup, a less formal tone will work best. If you are a bank, a professional and to-the-point style will be more effective. This is why it is crucial to know your target audience.

Tip 4 – Appeal to Their Emotions

Next you need to get an emotional response from your potential customer. If they’re using the wrong insurance provider, make them angry. ‘How dare they charge me so much when this is an option?’ If you’re selling the latest fashion trend, make them want it. ‘That looks amazing! I need it!’

Charities are the best at this part. We’ve all seen the heart-wrenching videos of hungry children and animals without homes. It’s painful to watch, and that’s why it works. We bite back tears and support the cause. On the other end of the spectrum, political parties use copy to rile up voters and make them hate the opposition. They make you want to get up and do something, which leads us on to the final step in the process.

Tip 5 – Make Them Take Action

You’ve gotten their attention; they know what they want, and they want to do something about it. Now give them the way to buy into your business. Give them a link to your site, a phone number or email address (make sure to add a ‘call now’ or ‘get in touch’ to seal the deal!) and send them on their way with some final words of encouragement and a discount code.

I saw an ad for a new pair of headphones not too long ago. I was drawn in and could feel the money loosening in my wallet. Then when I reached the end of the ad there was nowhere to go! They expected me to open a new tab, remember the model I was interested in and go find it on their site. By then I was having second thoughts, make sure this doesn’t happen to your customers. The discount code they offered also didn’t work for that product. Never lie to your customers, they will remember if you do, and tell everyone they know.

Conclusion

Ready to start writing? Excellent.

Before you go; I’ll simplify the above steps into an acronym.

A – ATTRACT your customer

I – Gain INTEREST

D – Stimulate their DESIRE

A – Make them take ACTION

If you meet any copywriters at your next networking event, knowing about AIDA will impress them. Writing copy can be intimidating at first, but if you follow these steps, you’ll develop a winning formula to promote your business and attract new customers. If you’re still unsure, the best way is to read some ads from a similar business. You’ll see their structure often follows a similar pattern that you can use as a basis for your own work.

Turn Likes and Shares into Traffic for Your Business!

How can copywriting for social media help turn likes and shares into traffic for your business?

If you’re like me I spend too much time on social media. I often wonder how far I’ve scrolled in my lifetime, constantly running my finger up the page on a search for the next funny meme or interesting post. We’re all guilty of spending time on our phones when we should be working, it’s part of modern life, and only a strong will or a spiky phone case will stop that.

For a copywriter, spending time on social media can be called ‘research,’ as that copy is one of the most powerful forms you can write. Every business, no matter how big or small, should have some presence on social media. Facebook, Instagram, and Twitter are the biggest, with more niche apps such as TikTok, LinkedIn and Snapchat useful for some, but not all, businesses. The latter two are more focused on the ‘social’ and entertainment sides of social media, but they can still be used effectively to reach a younger audience. In the last quarter of 2021, Facebook reported that it had 2.89 Billion monthly active users. That’s the widest audience a business can reach by a long way, and one you can’t afford to miss out on.

What makes Good Social Media Copy?

Effective social media copy is all about connection. All ads try to relate to the customer in some way, and on social media this is crucial. On average, Gen Z’s (people born between 1997 and 2012) have an 8-second attention span. Millennials (1977-96) have 12-second attention spans. As these are the generations most active on social media, it is essential to fit your copy within these tight windows of opportunity. All the information you share must be absorbed in 8 seconds. Sounds like a challenge? Well, copywriters love a challenge.

The copy has to be brief and impactful. Be bold. Draw the eye with a catchy title and relate to them as soon as possible. Vary the sentence length but keep them short. Start a conversation; ask them a question or ask for their opinion. Get them to write a comment, this will not only improve your SEO on the site but will promote further discussion with other customers. Someone who has just bought the product will sell it better than the post itself. You can also use reviews within the post to ensure that those positive voices are heard.

Use abbreviation to make the copy catchy. Use metaphors if they fit, a cliché can be effective if done well. Use emojis (I know, but trust me, they work) to shorten the copy and break it up.

The most important part is the tone. Your post needs to sound like a friend recommending something, not a stranger selling a product. Treat your customers informally but try not to patronize.

How To Use Facebook Content

If your business has active social media accounts, it not only increases discoverability, but it gives potential customers a way to find you again. Let me use an example:

I went to a coffee shop last week. I ordered my coffee and noticed on the counter was a blackboard with the shop’s Facebook page on it. While waiting I pulled out my phone and followed them. I then paid for my coffee and continued with my day. A week or so later I was scrolling through Facebook and saw a post from the shop, a funny cartoon about needing coffee to function on a Monday morning. That post reminded me about the coffee I’d enjoyed, and I went to that shop on my way to work. If it hadn’t been for that post, I probably would’ve walked past the shop without a second thought and went to my usual place for my coffee. It’s a little thing, and it works.

Jokes and reminders are just the start. If you’re a business with a promotion on, sharing it on social media will reach far more people than an ad in the paper or even on TV and radio. It can be informative too. An ‘about us’ post won’t be buried like it often is on a website, it can be pinned to the top of a page or put in the account description, so every potential customer learns your story. I’m a big supporter of a ‘meet the team’ post too, it adds a human touch to your business and setting it up can be a great bonding experience for yourself and your employees too.

How to Use Instagram Content

If you’re using Instagram, which is an app that uses pictures and videos with text underneath, regular copy won’t work without good visual accompaniment. Imagine you are a bank manager who has just remodelled one of their branches. Instead of opening the doors and waiting for people to notice the change, you could try this: Record a video walking into the branch, as if you are a customer. Look around with the camera at the new changes, and then be greeted by a friendly member of staff. Then post the video with some brief copy underneath saying, ‘Check out our new look in ‘x’ branch today!’.

Sounds like a TV ad, doesn’t it? Well, that 30-second ad would cost a fortune. For social media, it wouldn’t cost a penny. All you need is a smartphone and five minutes of time to create something that will be seen by more people than any TV ad. And the best part is this: you can make as many of these posts as you want for zero cost!

How To Use Twitter Content

Twitter is a blend between Facebook and Instagram in terms of design. It can use images, written posts, or a blend of both. While it can be used effectively, Twitter is often used alongside Facebook and Instagram to cover all bases. A large business should always have one, but they are often not used as actively as its counterparts these days. Its best use is to inform about promotions and upcoming events.

See For Yourself

This first example is Jaguar’s Instagram feed. While not a stand-out example of copywriting, I wanted to draw attention to the style they’ve chosen. Their posts are always in threes, spread throughout each day. This gives their feed a lot of visual appeal, which in turn encourages you to click on each post.

In the images below, left post advertises a feature of a new model, the XE. Each of the trio of posts mentions a different feature. This keeps the copy short and spread evenly. The action shot of the car draws the eye and the feature advertised is appropriate. It mentions the ‘driver’ so the reader is addressed well. Lastly, the use of hashtags improves SEO on the site (helps to categorise the posts for what they want it to be found for!) and promotes the car’s other selling points.

The right post is a limited-edition model of a classic Jaguar to celebrate its anniversary. It uses hashtags within the copy, which works well on Instagram. It calls back to the original car, which will appeal to those who owned one, or wanted one when it was new. The E-Type was a poster car back in the 60s so it can also trigger childhood memories.

Finally, it encourages further action from the reader by advertising its other Instagram account. If you use more than one it is important that they work alongside each other while also standing out. Good management of social media will help with this, and a social media manager will schedule and monitor the posts to ensure effectiveness. For a business that uses social media as much as Jaguar, hiring a manager for the posts is essential so the copywriter can focus on creating the posts.

The second example is a simple Facebook ad:

This is from an online store that specialises in trading cards and board games. This is an effective post as it not only celebrates the New Year, which is relatable and appealing (using holidays and events is an easy way to spread posts throughout the year). It is short and formatted simply, making it easy to read within 8 seconds. The emojis also add colour and visual appeal to a casual tone of voice, it sounds like a speech.

They are advertising a promotion and have all the information clearly on show: the discount, the code, and the length of time it runs for. There are also the exclusions at the bottom, which are clearer on the site itself. It’s bright, flashy, and appealing while also being a good promotion for the business. It’s not necessary to have a promotion with each event post, simply wishing existing customers a Happy New Year makes them more likely to remember you next time they are online shopping.

Having contact options on every post is useful for the customer as they can have any questions about the promotion answered. It is vital that, if using a Facebook page, you keep all the contact information up to date and have someone checking messages a few times a day: another reason to hire a social media manager.

The post’s only flaw is it doesn’t advertise what the shop sells. However, this post is more aimed at existing customers, and Facebook’s advertising algorithms will ensure that the correct customers see it.

Conclusion

Social media is everywhere. A good copywriter can boost your business within days if you allow them access to your business accounts. But it’s important to know how and why it’s so effective. It’s the way forward and will be for a long time.

Copywriting is one of the lesser-known forms of writing, despite being around for almost as long as the written word. Ask the average person on the street to name as many forms of writing as possible and you’ll get the classics: novels, scripts, poetry and so on. If they do mention copywriting, they are likely either a copywriter themselves, or work with one. Mention that you are a copywriter, and many will assume you’re a lawyer (the confusion with copyrighting has been the bane of the copywriter for a very long time).

The Art of Copywriting

Despite its obscurity, the art of writing copy is one of the most important and powerful forms in use. Open a newspaper or magazine and you’ll see dozens if not hundreds of advertisements, everything from the newest perfume to the best school for your children. Open your phone or PC browser and you’ll see a hundred more online and on social media. We may curse the junk mail and pop-up ads but every word you read was painstakingly written by a copywriter. It’s often ‘in your face’ but that’s because it works.

You’re reading “copy” right now

You’re also reading copy right now! With this blog I’m selling the idea of copywriting to you. It’s informative and will (hopefully) encourage you to consider using copy to boost your business. I’m also using this to sell a career in copywriting to any creative mind who fancies a change.

‘Copy’ is an umbrella term that means any written communication that is intended for wider distribution via print or digital media. Journalists also write copy, but their sole purpose is to inform, while copywriters advise, influence, and persuade while also being informative. The power to boost sales and broaden horizons means that there will always be demand for skilled copywriters. Even during recessions, even when the world grinds to a halt, they keep writing. They have the skills to reach the best audiences for a growing business and can help an established

one grow further still. They may be an unseen force, often buried in the marketing department, but without them sales would plummet, and companies would collapse. Sounds melodramatic? Good copy is the core of good SEO. Being on the front page of google means nothing if you aren’t selling yourself well.

Commercial Copywriting, more than just selling?

Copywriting can do a lot more than just sell products or promote a business. Recruitment copywriting finds candidates for jobs. Political parties and charities use copy to persuade and spread awareness. Copy can be used as a call to action, or even to stop people doing something (healthy living campaigns need the best copy possible to make the biggest impact). It’s a wide field, and the best copywriters will have experience in most, if not all, forms.

It’s a difficult skill to master. A novel only seeks to entertain, and the only action it asks from the reader is to buy a sequel or leave a review. Copy is a two-way street that asks a lot more. To get the reader to do something as simple as clicking a link isn’t easy, the reader won’t do it as a favour. So, what’s the secret? Many copywriters follow the AIDA principle, which adds structure to their copy:

What does AIDA stand for?

• A – ATTRACT the reader’s attention – a catchy title or tagline that draws the eye.
• I – Gain INTEREST – What’s in it for the reader? Is this something for them?
• D – Stimulate DESIRE – The reader is interested, now appeal to their emotions, make them want whatever you are selling.
• A – Take ACTION – They want the product, now make them buy it. Get them to click the link, spread the word or join the cause.

Depending on the copywriter’s goal, other letters can be added such as CONVINCE and SATISFY. The main four are impossible to replace. Out of the thousands of people who see every ad, only a few will make it past the title. But those few add up fast and following these principles ensures that your target audience gets what they want. According to legendary copywriter David Ogilvy ‘on average, five times as many people read the headlines as read the body copy.’ Ogilvy is a writer I refer to a lot, his book ‘Confessions of an Advertising Man’ is as important as the dictionary to myself and many other copywriters around the world.

From what I’ve talked about so far, you probably imagine the copywriter to be a mysterious creature that works in a dark room, surrounded by stacks of magazines and churning printers. In fact, the job of a copywriter is far more than just the writing. They are often client facing and sell themselves as much as what they write. Freelancers are naturally the best at this, and a professional manner and adaptable people skills are essential. For them they may be working with a shop owner one day, the next a business tycoon. Those business owners will only want to work with someone they like. Skilful writing will get you through the door but presenting yourself well to your clients and your employers is what gets you hired.

All writers must learn to deal with criticism, and the copywriter is no different. It’s a very rare occurrence to write the perfect copy first time, your client or employer will always want something changed. A willingness to change your style, and a humble opinion of yourself goes a long way. Its difficult for a copywriter who’s worked for one client for a long time to change their style and structure to suit another. Swallowing your pride and going back to the drawing board is tough, but its part of the job. The best way is to work closely with your client and their team. Find out exactly what they want, and study what copy they have used before (just be careful, there might be a reason they need a new writer). Good people skills are essential here, you may only be part of the team for a short while, but you’ll gather vital knowledge for your work if you get along well with everyone. To quote David Ogilvy again, ‘where people aren’t having fun, they seldom produce good work.’

What makes a Good Copywriter?

A good copywriter needs a creative mind. With the need for a certain structure, it may seem like the copywriter is limited in what they can create, especially compared to novelists or poets. They may not be creating vast fantasy worlds and heart-wrenching poems, but a good imagination is essential. It may seem like a very different career path, but you’d be surprised how many copywriters write books, poems or blogs in their spare time. When I studied English at university, two of my tutors were ex-copywriters, and they pushed me to give it a go myself. If you enjoy writing, this might be just the challenge you need.

The final requirement to be a good copywriter is having a lot of varied interests. A freelance copywriter will have no idea what they are going to write about next, so read a lot and do as much as you can. If you’re hired to sell a car, ask to sit inside, talk to the designers, find out what makes it special before you write a single word. If its not your thing, use other’s passion to boost your writing.  Passion is power, and research is vital.

How much does a Copywriter Cost UK?

If you’re a client or employer who is considering hiring a copywriter, you’re probably thinking ‘yeah that’s all great, but what would it cost me?’. An excellent question. A copywriting firm will calculate the hourly rate of their copywriters based on the workload required. If it’s a simple job that will only take a few days to a week or so, £30 to £40 an hour is industry standard for quality work. Freelancers and especially newer writers may be willing to work for less (£100 a day is typical) but they will be aware of their worth and will be working with other clients at the same time. If a writer is needed for long term projects (usually 6 weeks and longer) many firms will provide you a discount on the hourly rate. However, this will again depend on the workload. That may seem vague, I know, but it’s a huge industry and every firm and freelancer will value their work differently. It’s recommended to spend more for short term to get the best talent available, but if you’re willing to add a permanent member to the team a medium investment goes a long way. Remember, the longer you work with them the better their work will be.

I hope this post has enlightened you about the world of the copywriter. It’s a fascinating field, and essential to anyone not already using it. And to those thinking about their next big career change; I hope to read your copy soon.

Once upon a time, blogging was simply a hobby for those who wished to share their thoughts online anonymously. Nowadays, it’s a money-making marketing machine. Nearly two decades after its conception, the blog is still going strong and is constantly adapting to modern technology and the ever-evolving world of digital marketing. 

Today, blogging is widely recognised by marketers as a seriously powerful tool for small businesses looking to up their branding game and even their ROI (return on investment). In fact, it’s been reported that companies that maintain an active blog produce 67% more leads per month than those that don’t. That’s pretty impressive, right?

Regardless of what industry you’re in, an active blog page full of interesting content is a sure-fire way to get people interested in what your business has got to offer. And, it kind of makes sense. As consumers, we’ve become accustomed to knowing everything about the brands we buy from, even down to where they stand on important social issues. 

A Facebook study even revealed that this kind of open and communicative marketing style has become essential for businesses wanting to connect with younger buyers. Having an insight into a brand’s thoughts and opinions has never been more important. And that’s where blogging comes in; for many consumers, blogs are a form of conversational marketing that gives them a taste of a company’s inner thoughts. 

But we know that underneath the surface, they are so much more than pretty words and exciting ideas. Blogs are exceptionally effective in building a successful marketing strategy and boosting website traffic. So, if you need any further convincing as to why your small business should keep a blog, here are our top five reasons!

5 Reasons Why Your Small Business Should Keep a Blog:

Boost Your Google Ranking

If content is King, then SEO is the Queen. And similarly to a game of Chess, we might think the King is the most important part, but the Queen is actually doing a large portion of the heavy lifting in the background. 

SEO (or Search Engine Optimisation) refers to the process of improving your content’s visibility on search engines. Search engines, such as Google, use bots to collate information from various web pages to create an index. Algorithms then use this index to determine the order in which web pages should appear when someone types a query into a search engine.

Simply put, Google has a library of information, and when a user asks a question – such as, ‘How to write a blog’ – Google uses this library to find them the answer. Those pages that contain the most relevant keywords (the words that the searchers used) are classed as more likely to answer the user’s question and are therefore ranked higher. 

The easiest way to get your blog as SEO-friendly as possible is by incorporating the necessary keywords throughout your content. Through your keyword research, you can uncover what your desired audience searches on Google when looking for certain products, services, or businesses. This way, you can structure your blog around these queries and give your content the relevancy and authority it needs to improve its SEO ranking.

Through solid, strategic SEO practices such as keyword research and link-building, your blog will be rising up the Google ranks, driving traffic to your site, and boosting conversions in no time at all!

Want to brush up on your SEO? Check out our blog on the top tips for improving your SEO ranking!

Collect Emails 

It might come as a surprise to hear that email marketing is one of the most successful and cost-effective types of marketing strategy. It’s been reported that individuals who buy products marketed to them via email campaigns spend 138% more than those who do not receive email offers. 

However, email marketing is still an untapped source of potential leads and conversions for many small businesses. And whether you already have a mailing list set up or not, blogging can help you level up your email marketing strategy like you wouldn’t believe.

Use your blog to collect those emails and get people subscribed to your brand! Most popular blogging platforms will allow you to easily insert an email newsletter sign-up form at the bottom of your blog to draw in potential subscribers. Alternatively, you can choose one of the many software out there that help you build up your mailing list by creating a pop up opt-in form that readers can quickly fill their details into. Easy peasy!

Aid Your Social Media Strategy

We’ve all suffered from a creativity block at some point in our lives. But a social media content drought can be pretty bad for business, especially with the fast-moving, algorithm-driven nature of most social media platforms.

Blogging is a sure-fire way to always have content on ice for those dreaded days when you’re struggling to come up with ideas. By recycling your blogs on your social media, you’re not only making that content stretch even further, but you’re also saving time and effort.

Plus, this content upcycling creates a mutually beneficial relationship between your blogs and your socials. You’ll be strengthening your social presence with engaging content that will also be driving new visitors to your website from your social media pages. Simple yet oh so effective! 

Increase Brand Awareness and Trust

Did you know that most consumers forget about the content they see from a brand after just three days? Considering the amount of time and effort that goes into every single social media post or email marketing campaign, this statistic is quite disheartening. 

But, when it comes to driving brand awareness and creating a meaningful relationship with your audience, blogs are a fantastic tool. How-to guides and top tip blogs help give your brand authority in your industry and act as a helpful, informational piece of content for your target audience. So why not charm your readers with friendly and captivating blog content and give your brand that human element that will make it more relatable? 

With 60% of buyers saying they prefer companies who release custom content like blogs onto their site, there’s no doubt that blogging helps bridge a gap between a brand and its consumer. By creating a more intimate dynamic with your audience, you can give them a better understanding of the core principles that make your company so unique. This way, they will feel more positive about your brand and more inclined to be a loyal customer! 

Generate Leads

Last but not least, one of the most significant reasons your small business should keep a blog is that they are a huge source of lead generation. There is a reason that 89% of content marketers prioritised blogs in their marketing strategy last year!

Whilst blogs are designed to be fun, engaging, and informative, their primary function is to promote your products or services. Underneath the fabulously written copy and technical SEO strategy, the blog is really just a salesperson playing the long game. And with companies with blogs receiving 55% more visitors to their site than those that don’t have one, this is a game that works!

Plan out your blogs whilst thinking about your audience and what they are looking for. Structure your blogs around what their pain points are and how your products can solve them. For instance, if you are selling cybersecurity for small businesses, you could write a blog about all the reasons why small businesses must invest in cybersecurity. 

From here, you can insert internal links to your product pages to optimise your conversion rates, or you can incorporate interactive content to get your readers’ contact info. Most importantly, you should always end your blogs with a call to action (CTA).

Think of the CTA as your last chance to turn this potential lead into a certified customer. Your CTA can ask your readers to download a sample, visit your website, or sign up to an email newsletter. Whatever your goal, don’t forget to direct this potential lead in the right direction and get that sale!

There we are, then—five reasons why all small businesses should keep an active blog. Of course, blogging can come with some challenges (SEO, I’m looking at you!). But, overall, it is incredibly beneficial for your brand. 

If you’re looking to upgrade your business’ content marketing strategy, head on over to Manchester SEO and find out what we can do for you!