I write B2C and B2B digital content, including web pages, blog posts, and landing pages, with a focus on conversion. On occasion I get the opportunity to write full websites as well.
My Process: Typically I am given a keyword, location, and url, and my job is to create 500 words of “SEO content”. I do the research and then craft my copy. I put myself in the place of a perspective customer, answering questions in the copy.
I create an outline built from SERP results, “people also ask”, and using an “Answer the Public” approach.
I incorporate keywords and company name into the H1, keywords and location into H2, and use both internal links and quality/authoritative external links. Internal links are intended to build interest in the company and keep the reader on the site. Naturally conversation is always a goal, so the CTA is usually “Contact us…” I often use bullet lists, knowing that most people scan this sort of copy on their phone or other device.
Click on any of the links below for examples of my writing related to that vertical.
- Private Investigators
- Plumbing & Heating
- Outdoor Living
- Landscaping & Snow Removal
- Electricians
- Landing Pages
- B2B
- Home Repair & Renovations
- Blog Posts
- Full Websites
- Health & Wellness
- More New Additions!
New additions
I’m Always up for a Fun and Interesting Challenge
I had a project to write copy for a private investigator in the Los Angeles area.
Not knowing anything about the profession, I researched the questions I had, used appropriate links (a Government of California site), indicated a lot of training and professionalism is involved, and outlined why an individual or business would benefit from hiring a PI.
To make the copy more ready and more of a story, I referenced Magnum P.I. without saying the name. Below is a screenshot of the page I wrote for Private Investigators in LA:
I wrote several more pages for the same client, including one optimized for Security Guards in LA that turned out well. I had scannability in mind as always, which meant including keywords in H2s, using long-tail links, and incorporating bullet lists. Here’s how they look:
Plumbing & Heating
Outdoor Living
Turn on your wood pellet grill and check out some of my “quality of life” sites while dinner cooks.
Swimming Pools
Landscaping & Snow Removal
Electricians
I wrote a website for an electrician company called Lights Please! from scratch and then later added 3 pages of paid SEO content. It’s been live for about 2 years, which is an eternity in the online world, and really cool. At the same time, I hope my writing is even better now. 😉
The project called for the typical Home/About/Services pages, and you can see them below. When I write one of the things I consider is how the words will look on the page. The builder did a great job interpreting my copy and I think the site looks great.
You can see how I break up my copy into scannable, digestible chunks, place bullet lists and links, and how I craft headings.
Landing Pages
- Electricians in St. Catharines
- Electricians in Hamilton
- Plumbers in St. Catharines
- Plumbers in Brantford
B2B
Commercial Cladding Repair Calgary
What I like about this one is that I linked to the company’s location on Google Maps. My intention was 1) to imply that no matter what business you are in, appearances matter, especially in the internet age, so you need our product, and 2) provide a creative way of saying “Contact Us/Find Us”. Who knows, maybe the Google algorithm likes to be name dropped, too?
Other B2B examples:
2 B2B Pages for a Commercial Painter in Cornwall
Home Repair & Renovations
- Window Screen Repairs in Toronto (Mobile service, who knew?)
- Chimney Repair in Hamilton
- Roof & Shingle Repair
- Garage Door Repairs
Blog Posts
I have fun writing blogs. It’s a chance to break free a little bit and be more forward-looking and topical. Of course the point of a blog post is to engage the reader and improve conversion.
In Bathroom Renovations: Is It the Right Time to Go Green? I was topical, addressing water conservation, the environment, and saving money. At the end I mentioned a fun article I had read in the NY Times about repurposing old bathroom fixtures and going retro. A usual I used long-tail links to help with scanning, UX, and SEO.
Full Websites
- M.K. Construction & Landscaping
I’m quite happy with this site. The writing is good and it looks great.
Circle Shoes (a site with legs – I write the copy for this site close to a decade ago!)
Health & Wellness
- Cannabis Based Pain Management (Arthritis)
- Hemp for Pets
- Daycare
- Cosmetology School in Dallas (new!)
More New Additions
- Framing Contractors in Arnprior
I discovered “Advanced Framing Techniques” while researching for this project. It is an interesting building method that is more sustainable and can also save on HVAC costs so I included that information. I made really long links to try to add strength to the keywords and highlight benefits. I also included a link to a Bob Vila webpage, who is synonymous with home construction.
SGI Arbitrator in Regina
I had no idea what an SGI Arbitrator is or that Saskatchewan has different auto insurance rules than Ontario before beginning this project. My approach was to learn these things then teach them back in the copy. Not all my copy was used but I think it is a good looking page with good information.
- Professional Movers in St. Augustine
I had a bit of fun with this one. Since they are in Florida, and Floridians are football crazy, I imagined the movers as a football team and threw in the name “Tom Brady” for extra effect.
Perry's Pen 