To begin the copywriting process, our team conducts SEO research to understand how your target audience searches for your brand.
Our writers then merge your brand messaging, search-optimized keyphrases, and conversion copywriting best practices to:
SEO & CRO
SEO is about the words your users use. Conversion is about emotion.
We combine these to create clear and compelling copy that converts your visitors.
Search-optimized copy is a bridge — connecting the search intent of your users with the unique point-of-vice and solution you provide. Without SEO, even the best copy simply won’t be found.
Stakeholder interviews and competitor research help us understand your business and audiences.
We reference your brand guidelines to help draft a web-friendly interpretation of your brand.
If you don’t have your brand tone and voice defined, that’s okay, too. We’ll draft messaging based on what we’ve learned in the discovery steps, then we’ll look to you to finalize the message in the provided Google Document.
In addition to our stakeholder interviews and competitor research, we utilize AI to conduct further analysis of your target audience(s). By crafting a short bio of your ideal users, we can better target their pain points, questions, and decision criteria.
We then use this information to draft, analyze, and improve your site copy.
Note: Orbit writers use AI as a research and analysis tool, but we’ll never rely on AI to write copy.
You’ll first see the copy we’ve written in the Page Layouts presentation.
This way, you can see how the messaging, SEO, and conversion strategy visually tell the full story through the Page Layouts presentation.
It’s a great way to collaborate; you can leave edits and comments, and you can even begin editing at this point. Each doc includes:
You’ll find the links to your copy docs in the Content Workbook, in the tab called “T2: Sitemap”, under the “Content Documents’ column.
Refer to the page layouts to view the visual representation of the page when reviewing the content documents.
Before you start reviewing the copy documents, we want to make you aware of our on-page SEO strategy.
We’ll document the target keyphrase and any relevant semantic keyphrases at the top of your Google Document.
To rank for a target keyphrase, you have to include it in the H1 — the most prominent title and header style on the page. The first text that the robots read and the first text your visitors see. This method also benefits accessibility compliance.
We’ll use the target keyphrase, secondary keyphrases and semantic keyphrases throughout the copy.
The target keyphrase is the first text in the title tag and is also used in the meta description. Your audiences see these on the search engine results page (SERP).
On-page SEO also includes using keyphrases in your text links (which helps the page you’re linking to), your alt tags, captions, and more.
The goal of this step is to ensure we are using the right language, tone, and voice of your brand. Reviewing and providing feedback generally takes no longer than 30 minutes per page.
Once we deliver these documents, they are ultimately yours to review and update! But before making substantial changes, we’re simply asking you to consider how your audience is getting to the page (i.e., search engines) and what on the page would inspire them to convert.
You may notice some SEO and conversion scores in your content documents. Throughout the copywriting process and after launch, our team uses AI to analyze and improve your site copy.
These scores represent how well the copy is targeting your ideal audience, SEO best practices, and conversation optimization best practices. These analyses are often found in different tabs or sub-tabs of the Google document.
Our team uses this information to tailor and improve your site copy, but no action is needed from your team. We will let you know if we notice an opportunity for improvement before or after launch.
Once we’ve delivered our final copy docs, you can begin editing and finalizing the content in the documents. We need you to give the go-ahead on the pages that are ready for content entry.
Don’t forget to provide any new or rewritten pages ahead of time – we’ll need that content before beginning content entry. Rewritten pages that are your team’s responsibility can use the same document format as the copywriting documents we create. Work with your PM to finalize the set of pages that you’ll be rewriting so we can support you with this step.
Next, we’ll move into creating the visual elements of your website and applying design to your key pages!
