SEO Copywriting: How Singapore Businesses Can Drive Conversions With On-Brand Messaging

Singapore businesses should consider content marketing to be a fundamental part of their SEO strategy.

While many Singapore businesses understand the importance of using the right keywords when it comes to SEO, there are many who are still unaware of the importance of branding. More specifically, it’s essential that your content is on-brand. Not only should it be SEO-friendly but it should appeal to your target audience. These are the perfect elements for driving a massive amount of conversions. In this article, you’ll discover the importance of on-brand content and how you can go about curating the perfect message for your target audience.

So What Does Branding Have to Do With SEO Copywriting?

It’s no secret that personal branding is a big trend right now. Sure, you should brand your company, but if you want to drive traffic, then you’re going to need to associate a face with the business. In order to build trust and establish authority, you need to be able to make a connection with your audience.

What this means is that great SEO copywriting requires more than just writing for the search engines. It even requires more than simply writing for your target audience. It’s actually a balance between both and this takes thinking outside of the box. Don’t put all of your attention on plugging in keywords. Spend your time creating content that attracts and converts your audience. Share information that is accurate and answers questions.

Finding Your Brand Message

There are a lot of Singapore businesses who’s website contain a lot of jargon which tends to fall flat. Yes, their copy is relevant to their marketplace and target audience, but it’s generic and doesn’t truly capture people’s attention and tell what the business is all about. The result is that visitors have no idea how the site and its products and services apply to them. Without a connection, people won’t convert. The good news is, there are a few questions that you can ask yourself in order to identify the perfect brand message:

1. What makes my services or products unique?

If you want to stand out among the competition, you must first figure out what makes you different. Even if you offer the same products and services as everyone else, there is always something that will set you apart. Are your products homegrown? Do you not cut corners?

2. What value do I provide to my customers?

Are you giving them the opportunity to work with a trustworthy company? Do your products or services make their lives more convenient? In some cases, your customers aren’t looking for an outstanding product, they want to know the value.

3. Who is my ideal customer?

Most Singapore business owners would respond to this questions by saying their ideal customers are other business owners or the consumers are have a specific interest in their niche. Unfortunately, these answers don’t tell us much about who the person is. You need to create a profile that is more holistic. What are their interests? What are their likes and dislikes? What problems do they face? The more you know about your ideal customer, the easier it will be to incorporate your message into your SEO strategy.

4. What is your main goal for your website?

In most cases, business owners are interested in driving conversions. While this may be important to the success of your business, you need to be more specific. Specifically, you need to consider how you would like your visitors to engage with your site. Would you like them to use your site as a resource center? Are you interested in their making purchases from your sales page? Would you like them to fill out a specific form? Each of these actions would require a different messaging.

5. What problem does your product or service solve?

You’re not simply selling a product or service, you’re delivering a solution. You’re solving a problem. Try creating a list of your audience’s most common struggles. Use your current and past clients as your resource. How can your business make their lives easier? And how can these answers fit into your SEO content strategy?

6. What styles and tones appeal to your target audience?

While marketing jargon may work for certain niches, it won’t work for all of them. When creating copy for your site, make sure that you focus on what appeals most your audience instead of yourself. Which tone best fits their personality?

This will require a significant amount of testing. You need to create different versions of your copy and A/B test them. Find out which performs best. Even if the posts are nearly identical, you may find that one is much more effective than the other. You should pay attention to how much traffic and how many clicks and conversions you’re able to generate. Test your page titles, post titles, content length, content design, and content structure.

Optimising Your Service and Landing Pages

Just as is the case with your homepage, your service and landing pages are often the first thing that your visitors will see. That’s why it’s so important that you optimise them for SEO and conversions. Unlike the homepage, these pages will be focusing on a singular pain point or topic. So make sure that you address these factors very clearly. Let visitors know what they can find on the page and what actions you expect them to take before they leave.

Make sure that your H1 tag is compelling and that it relates directly to what the users are looking for. It should also contain your focus keyword for the page, if at all possible. You should outline your page in a way which encourages the user to continue reading and looking for even more information. Also, H2 and H3 tags can be your best friends as they help to lead your users through a journey of thought-provoking questions, headings that are descriptive and much more. They’re also perfect for keyword usage.

Finally, you need to include CTAs, or calls to action, all throughout and at the very bottom of your page. This gives you the ability to catch users at the end of your page if they are interested in contacting you. Make sure that your service and landing pages are well-organised. Avoid keyword stuffing, huge blocks of text and sales copy that is obnoxious. The main goal is to address struggles or concerns that your audience is facing and then letting them know how your product or service is a unique solution to their problems.

Blog posts

A common mistake that a lot of Singapore businesses make is using their blog posts as filler. You need to make sure that the content that you create actually works for you. It needs to be able to generate organic traffic, promote content upgrades or provide some value to the audience.

Ideally, your posts should be long and informative. Your branding message is very important here because if it’s not a cohesive part of your web copy, then the users will become confused and even uneasy. It also makes it difficult for your audience to trust you. Even if you don’t have a lot of experience in SEO, if you take the time to listen to the problems of your audience and figure out what they want to read then the rest will practically take care of itself. The best blog post will sell themselves.

The key to creating a successful blog post is to use H2 and H3 tags so that your content is broken up into well-organised chunks which help to guide the reader through your post. Make use italics, bold fonts, videos, photos, and GIFs as this will help to keep people engaged. Include a few references to other pages and posts on your website through internal links so that you can lead them to more information. Make sure that all of your posts are interesting, fluff-free and easy-to-read. You should also stay on-brand and use terminology that the audience can understand and relate to.

Think of your blog posts as a way to relate to the audience, which means you shouldn’t waste any content. By incorporating brand messaging into all of your blog posts, you will be able to address real concerns provide value. By using these methods in your SEO strategy, you will be able to appeal to both the search engines and the people who will actually purchase your products and services.

Brand Messaging Matters

With all the talk of how important SEO is, it can be easy to overlook the importance of incorporating your brand into your strategy. Your brand message can really help you to drive conversion through your copy.

Your landing pages, home page, and even your blog posts are all various opportunities to relate to your audience. You can use all of these elements to convey exactly what your business is all about. They can help you to give them a glimpse into what your company stands for, what it is able to provide, and why you are the best option for them.

Sure, a sound SEO strategy is pivotal, but you need to make sure that the content you release represents your brand. If you notice that your web pages are generating a lot of organic traffic but are not able to convert your visitors, then you may need to consider examining your messaging. It may not be the right message for the audience.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

July 27, 2018

Get A Free Digital Marketing Consultation & Start Getting Sales & Leads!

Go top