The more things change the more they stay the same. Take Google’s Mobile Ranking algorithm that came into effect in April 2015. It caused some trepidation (there was a fear that websites not optimized for mobile devices—responsive—would be banished by Google). Turns out, not so much.
But, your rankings are impacted. Your business will still be recognized for your other efforts for searchability and relevance like posting quality content (this is the content that promotes your business organically because it’s true and plentiful).
So while mobile ranking won’t completely tank your reputation, it’s a good idea to ensure your site is responsive (readable on any mobile format). Your website developer can do this or DYIers can use Content Management System plug-ins like WP Touch to easily offer their website viewable on smartphones (the algorithm isn’t applied to tablets and doesn’t affect your desktop ranking).
So where does professional copywriting fit into the mobile ranking mix if it’s so simple to meet the requirements?
Well, even though your site is responsive, its language and ease of use might not win with users. The fundamental principles of copywriting hold true whether you’re reading it on a large screen or your smartphone. That’s why planning your online content for mobile ranking around your users’ wants, needs and habits is still, and will always be, essential to your success online.
When reading online people can be impatient, easily distracted (squirrel!) and repeatedly interrupted when using their smartphones. You’ve got to capture their attention long enough to make a memorable connection and sales conversion. Here’s how you make it easy for them.
3 Timeless Copywriting Rules For Optimum Online Content For Mobile Ranking
Secrets to successful online business always comes back to content. Always. Slick development alone won’t make someone buy especially if they’re not really sure what you’re selling. Though great looking, functional websites combined with genuine, well planned content is a powerful sales tool.
- Simple language—When the squirrels are racing there’s not a lot of time or energy for users to interpret your website language. Write in a way people understand, lose the “insider” speak and make comprehension easy. Less words also means less scrolling. Get out what you need to say in the header and first (only?) paragraph so you’re not abandoned for a less time consuming competitor site.
- WII.FM (What’s In It For Me)—Your potential consumers want to know how you’re business is going to make their life better, solve their problems or fulfill their needs. It all about them whether they have the time to peruse your website on a large screen or they’re looking for you business now, right now, on their smartphone.
- Call To Action—Give clear direction, always. Tell your consumers the next step they need to take to get what they want based on your offer, incentive, and call to action. Once they’ve decided they like what they see, make it easy for them to follow through with a purchase or a connection.
These three copywriting essentials work for content read on your desktop, your smartphone, your tablet, in your brochures and your ads (carved in stone, tapped out in Morse Code...). You get it.
Get your business on Page 1 in Google search—for desktop and mobile.
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