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Website copywriting

Website copywriting must create content that works for search engines and humans

To be successful and effective, website content must satisfy the demands of its two most important audiences: your customers and search engines.

Clear, well-written, well-targeted content featuring key search terms will keep search engines happy and ensure they continue to direct relevant searchers to your website. Equally, concise, clearly expressed and engaging content will keep visitors on your site for longer. People flicking around the internet have very short attention spans, so if you don’t grab their attention early and provide relevant and enticing information quickly, they won’t stay for long.

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Make copywriting a priority

Copywriting is often a forgotten element in website planning and development. With so much attention paid to the design, layout and function of the site, writing the content can become an afterthought. Businesses often believe they can simply drop in content from existing brochures or presentations – but website content is different: it needs to be written with an eye to the target audience as well as the internet search engines.

At Castlegate IT, we put great written content at the heart of our website development process. Our experienced copywriters work alongside our web designers to create pages that not only look stunning, but also feature content that gives visitors and search engines exactly what they’re looking for.

Copywriting services in York

Your website is a shop window – not a reference library

When businesses choose to write their own website content, they often write too much. They are eager to tell customers everything about their organisation, its history, its people, and its products and services. But it’s important to remember that your website is effectively a shop window. Its primary function is to attract customers, show them how your business can solve their problems or supply what they need – and then get them to contact you. You need to tell them just enough to demonstrate that you are the right supplier to fulfil their specific needs.

To do that, your web content needs to focus on the benefits you offer to the visitor. Why should they choose your product or service over anyone else’s? Think about what they will gain from your products or services, and how you help to solve specific problems or fulfil specific requirements.

Website copywriter York

Strike the right balance

Our copywriters understand the discipline of website writing. They will ask the right questions to find out what your potential customers need to know, what makes your business special, and what you really need to tell people on your website. Not only that, but they understand the importance of search engine optimisation, and how to weave keywords into your content unobtrusively, without making it repetitive or off-putting to a human reader. Achieving the right blend of relevant content and SEO keywords is a fine balancing act.

Our advice is to put writing the content for your website at the start of the process. Think about what you want and need to say to potential customers – then build a website that delivers that content in the most attractive, accessible and compelling way.

WordPress website development

WordPress website development

We build custom-designed websites using WordPress, an industry-leading, open-source content management system. WordPress provides easy control over the content on your site, and a well-supported platform that is secure, versatile and future-proof.

WordPress website development

Bespoke web applications

Bespoke web applications

If you have a business process that could be better done, or only done, on the web, our developers can create a bespoke web application just for you. No project is too big or too unusual!

Bespoke web applications

Website design

Website design

Web design is about more than making your site look nice. Our designers have experience and training in user experience design and coding to make sure that your design flies in real life as well as it does in the presentation.

Website design

Google Ads management

Google Ads management

Ranking highly on Google is crucial if visitors are to find your website. It can be challenging for a new site to find its way to page one of a Google search, especially in a competitive market. Google Ads gives you a shortcut to the top. Instant results from day one.

Google Ads management

Search engine optimisation

Search engine optimisation

Your website will only be successful if people can find it. Search engine optimisation is the technique we use to improve your ranking in Google and other search engines – helping your website to reach its target audience.

Search engine optimisation

Email campaigns

Email campaigns

When you want to keep your customers, clients or members up-to-date, informed and in touch with your organisation, email newsletters are a fast, effective and versatile communications tool.

Email campaigns

Website hosting

Website hosting

We offer a range of fast and reliable web hosting services that will keep your website running quickly and securely.

Website hosting