Required Guidelines for Web Copywriting

Web copywriting requires a careful eye to detail and word placement. Content should flow naturally and have a conversational tone. Content need to attract attention immediately and hold that interest.

Headlines and sub headlines should be interesting and call for action. These headings should have between 45-64 characters each maximum and contain one of the keywords. Make headlines creative to draw the eye.

Structure sentences for easy reading and skimming. Many people no longer take the time to fully read, instead they will scan. Sentences should be between 60-70 characters each maximum where possible.

There should be no more than three sentences per paragraph, with a limit of 180-210 characters. Paragraphs should never be below 135 characters total; all those include spaces and punctuation.

Do not use promotional tones when writing copy. This also includes avoiding heavy advertising. The only exception to this guideline is if promotional material is requested.

Promotional content are sometimes requested for blogs. Even then, the tone should be controlled to avoid being too heavy.

Write sentences that make sense when using key phrases or words. Readers should always be able to understand what is presented to them.

The Flesch Reading Ease should be controlled to make content more accessible. When writing, ask yourself if it sounds suitable for a magazine. Quality content should be suitable for print in any media form.

Related questions include whether the text flows naturally or not. Avoid keyword stuffing at all costs. Keyword stuffing appears unprofessional, and can overload content.

We require a keyword density of no more than 2% for keywords or key phrases. This includes semantically related phrases in addition to keywords.

In order to maintain a keyword density of 2% or less, keywords should not be repeated more than 10 times per order for a 500 word content. Using a density tool will make checking the target density easier.

The limits for repeated words and density include titles and sub headings.

The primary keyword or phrase should appear at least four times per order. The first headline and first and last sentence should contain this keyword.

The primary keyword should also appear at least once more in the body of the text. There should be at least 100 words between the primary keyword appearances.

There are several ways to check web copywriting has before submission. This includes checking character length as well as keyword density.

The use of a plagiarism checker is also required in order to prevent duplicate content. Spinning is not permitted. Not only is it stealing, but it looks unprofessional.

Spun content can harm a business, and it is important to avoid it. Content that is created for web copy should be 100% unique and original.

Spelling should always be checked, as well as grammar.

Please watch the video with Matt Cutts, Chief of Googles Web Spam Team: Do spelling and grammar matter when evaluating content and site quality?

Also do not miss the excellent information on this topic posted on Search Engine Land: Google: Low PageRank & Bad Spelling May Go Hand-In-Hand; Panda, Too?

Final Important Notes

For quality assurance purposes, please answer to yourself the following questions:

In order to work with us you must demonstrate that you can meet our requirements on a consistent basis. This means adhering to our requirements and guidelines.

Further reading:

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