1 - Define your offer

Products or services have a crucial role in the success of a company. If you intend to sell a product or service that doesn’t interest anyone, your product or service will not sell. Therefore it is very important to define your offer.

How to start?

Look at the competitors.


Who are they: Who are the main actors on the market. How many of them and where are they located. New comers should also be analysed.

What do they sell: Analyse the products and services of your competitors, so you can define your position on the market.

What did they do to succeed/fail: Success stories as well as failure stories can inspire you and help you define your own strategy. Communications, action plans, development axis… The more you know about your competitors, the more you can evaluate your market.

What make your products / services unique: Identify the main differences between your competitors and yourself. Determine why your offer is unique and what makes is unmissable.

By studying the competition, your offer will have a better chance of convincing your potential customers by its attractiveness and clarity. This may even lead you to look at niche markets, as there are fewer competitors and fewer mass customers, but more visibility and reach. In any case, you should highlight what makes your offer valuable.

2 - Target your clients

Your clients must be your main focus

Segment your market into client groups:

This strategy will help you identify which group pf clients are the most interested by your offer

Those groups are homogenous, with people who have same characteristics according to various criteria:

  • Socio-economic: occupation, socio-professional category and income level.
  • Demographics: age, family status, gender.
  • Geographic: country, city, region.
  • Behaviours: values, beliefs, interests, consumption habits, opinions.

Good to know

Target example:

  • Couple with two children under the age of 6, both working, living in an apartment in a big city, with a minimum of time, buy often online.

This group will be interested in e-commerce solutions, home delivery, online reservation etc…

Go further with the target of your company’s ideal clients by establishing your Marketing Persona.

Choose the groups to target.

Now that you identified your target groups, it’s time to choose which ones will belong the best to your products or services.

What groups are you going to target?

To be relevant a group must be:

  • specific: people with same behaviours, different from other target groups.
  • Accessible: can be reached with marketing actions.
  • Attractif: big enough to have an economic interest for the company.

Set your strategy

Your offer must be credible, attractive and different from what’s already on the market.

You can now define the commercial strategy and the actions to put in place by considering the product or service, its price, marketing actions and means of distribution.

3 - Prepare your media and copy

Images and texts are very important. Beautiful images illustrating your services or products are essential. They must be unique, if possible taken by a professional photographer or made by a graphic designer. Show yourself in activity, present your work or creations, this will attract your visitors and make them more likely to contact you and take advantage of your offers.

It is also important to describe your activity as well as possible. Between too many words and not enough, there is a middle ground that will satisfy your visitors and search engines.

Define your keywords

Now that you studied the market for your product or service and you know your target clients, it’s time to find out how your ideal persona looks for information on internet. A keyword study help you identify the volume of researchs made on google in relation to your products or services.

Good to know


Don’t necessary focus on volume to define your keywords. Long-tail keywords are maybe less researched, but express a more qualified need that you can target with precision in your text.

Structure your copy

To complete the preparation of your copy, you just need to structure your text and get reliable sources.

Keep in mind though that your readers are looking for content written by somebody with a direct experience on the subject. 

Source: Google

Superior quality starts with a good structure. You will gain the interest of your reader who will stay longer on your page. This is very beneficial for your ranking.

Make sure to get coherence in the structure of your content to make sure your reader fully understand your text

Indeed, a coherent structure facilitates reading and simplifies the assimilation of information. It also allows Google to identify the main axes of your SEO content writing and therefore to better reference it.

4 - Do not neglect the design

Creating a website is as rewarding as it is intimidating. There are many things to keep in mind (and for some, many skills to learn along the way). But if you do it right, the final product will help you grow your business like never before.

Start with a mockup

You wouldn’t consider driving across Europe without taking a map with you, would you? Well, don’t consider creating a website without functional mockups, often called wireframes. These are simply the “blueprints” of your website, which will show where your navigation, images, CTA buttons, etc… are located.

Make these mockups for all the main pages of your site: your homepage, your product page, your blog posts, etc…

Design the look and feel

Your website is your company’s online storefront. As such, the graphic choices you make, from font to colors, should be made with your brand identity in mind. 

Design the look and feel for each page of your website. 


When someone visits your website, what do you want to happen? Do you want them to simply find your contact information and business hours? Or to have access to an online store? Should their main goal be to read your blog posts to get information or learn something? Should they be able to fill out a form to receive a quote? Or create a user profile?

The features you need will determine how your site will be developed and who will develop it. It will also determine how much it will cost you. It is therefore essential to know exactly what you need in order to get a realistic quote.

5 - SEO

This is the last and most technical step of web copywriting. In order to focus on the essentials and become a technical writer we have grouped the elements of optimization of web writing techniques.

Optimize your titles

In SEO copywriting, the SEO title is the blue title that appears in Google search results. It is also the page name listed in the header of the web page tab.

  • Use the main keyword of the page at the beginning.
  • Write a title of 7 or 8 words  with a maximum of about 65 characters.
  • Think of an engaging sentence to improve your click-through rate.

Optimize your meta description

The meta description tag is a brief description of the page’s content that is displayed under the SEO title in search results. It should contain the keywords associated with the page and information of interest to users. How to optimize a meta description?

  • Use synonyms or terms related to the lexical field of the page’s keyword.
  • Do not exceed 155 characters, or your description will be cut off by a “…”
  • Write catchy phrases containing only key information.

Optimize the URL for SEO

The URL (short for “Uniform Resource Locator”, to show off to your colleagues) is found in the address bar of your web browser, just below the meta title.

The URL is in a way the DNA of your page. Your natural referencing depends on it!

How to optimize your URL for SEO?

  • Optimize the keywords in the URL.
  • Use bullet points to separate the keywords.
  • Avoid URLs that are too long.

Optimize your content

On average, the first result of a Google search is 1890 words. Does this mean that your website will never come up in the first position if you don’t write more than 1500 words?

No. There’s more to web writing than that .

But know that for Google, the longer a content is, the more likely it is to bring relevant information, and therefore be better referenced.

What is the minimum length of an SEO copy?

After 700 words, your text starts to stand out in the eyes of Google, and beyond 1200, your text can be perceived as a really relevant source of information.

How to optimize your SEO content strategy?

  • Use the main keyword at the beginning of the first paragraph.
  • Keep a density of 1 to 2% for your keyword (for example, 15 times for a text of 1000 words).
  • Use at least one secondary keyword.
  • Use a maximum of words commonly associated with the keyword (semantic field).