One of the challenging aspects of website content is that the website talks to three different audiences - potential customers, actual customers and the search engines. Well planned and constructed copywrite can ensure that all three audiences are communicated with effectively.

Primary importance needs to be placed on potential and actual customers because even if search engines are listing your customers and driving traffic to their site, that traffic will soon leave their site if the content is not what they are after. Good copywrite can therefore be the difference between a thriving, revenue generating site and one that delivers no tangible benefit at all.

Importance is also given to search engines which scan sites for relevant and important content based on a range of factors. Factors such as keyword density and keyword headers are important and knowing what search engines look for is even more critical. For example, if one of your customers keywords is computer hardware, simply listing it 100 times on the index page won't work - we consider, on behalf of customers, what the search engines regard as an appropriate percentage of keyword density. There are of course a range of other factors and Busby specialise in ensuring that your customers content is optimised and compliant with the search engine.

Effective website content should be clear and concise, persuasive, and written for the specific audience based on achieving a result out of their visit - that is to say that, where appropriate, each page should create a call to action.

Busby therefore follows a three stage approach when creating content for the web:

• Identify what the target market (customers and potential customers) are looking for
• Create content that is both relevant and important
• Format the content in a way that ensures it will appeal to search engines