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Web Content Writing: Add Credibility to Your Calgary Business Web Site

You've Heard that Content is King

Yes, content is crucial to the success of a commercial web site. But that doesn't mean that you should stuff your pages full of content. Effective web copywriting requires an appropriate blend of quantity and quality of content—it must be apropos to your customers' needs and your business goals, while being search-engine friendly and marketing oriented.

The blended approach from Apropel will propel your site (or your client's site) upward in search engine rankings and propel your business in a positive direction.

'Web Content Writer' – 'Web Copywriter' – 'SEO Copywriter'   … Confused?

In a nutshell, here's how I differentiate these skills:

• A web content writer writes professional, user-friendly content mainly designed to communicate information to visitors about your business (or person, or organization).
• A web copywriter writes advertising copy crafted specifically for web sites—creating 'calls to action' copy that sells your product, service, or message.
• An SEO copywriter writes web copy designed specifically to attract traffic to your site by using various search-engine-friendly techniques.

Many professional web writers do a little of each; I'm no exception. The thing to remember, however, is that not all print-media writers are trained in writing for online audiences. There's a difference. Seek a trained online writer for your web project.

Tools of an Online Writer

These are some of the elements that trained online communicators employ when writing for the Web or for online audiences:

• Headings and Bullets.  Selective use of headings and bullets help break up the monotony of text, attract readers' attention to the important points and add needed white space to the screen.
• Selective Emphasis.  The use of colour and bold text can help emphasize important concepts and selling points, but overuse can destroy the effect. Professional online writers know how to use these to maximum effect.
• Solid Navigation.  Ever get lost in someone's site or can't find what you're looking for? A professional information designer will use persistent global & local navigation to help orient users within the website structure and help them locate information or perform a task ( in a help file, this can include a well-structured TOC and Index).
• Content, Content, Content.  Let's face it, regardless how attractive the design is, it's content that satisfies users (or potential customers) and brings them back to your site (or, application in the case of a help file). Well-crafted content is also a crucial ingredient in website optimization.

Don't trust your website or help file project to an amateur. There are many good writers in Calgary that will more than make up for your modest investment in online writing expertise.