Blog writing tips to make your webcopy work harder

Once upon a time, blog writing was all about optimising your website through keyword use. While this is still essential, search engines and web-users have wised up. Today, the authority and quality of your blogcopy and the activity that goes on within your blogs are just as important.

Updating your site with regular blog content is one way to keep your website current, show that your site is active and generate SEO-friendly copy but write the wrong stuff and you’ll be wasting your time.

Make your webcopy work harder and boost your SEO ranking with these five top blog writing tips:

1. Become an authority in your area of expertise by creating a blog-site that’s so great, it’s the first place your particular clients come to for advice and info. This takes time – no-one becomes top-dog overnight – but start making a habit of sharing your unique expertise, shouting about new industry trends and educating the rest of the web with your specialist knowledge.

2. Link in and out with high-quality websites and encourage other sites to link back to you. Again, the authority of your content is what makes people want to link to your work naturally, but you can ease this along by networking through Twitter, Facebook  and Linkedin.

3. Be unique in what you deliver. There’s little point in regurgitating what’s already on the web, unless you have a valuable new insight or a unique perspective to add. Being unique also helps to carve yourself a distinct web identity, so that webusers can recognise where your expertise lies. For example, what sort of writing do you specialise in? Are you a technical copywriter, a lifestyle blogger or a travel journalist?

4. Clever keyword use is vital. Consider keyword use for every blog page on your website – what word searches would lead your audience to land here? But never compromise keyword use for credibility: if keywords spoil the quality of your copy, then press on without them – your readers will soon click away if they sense a page is written more for SEO rankings than to benefit them.

5. Create cracking headlines that entice your audience to read the whole article. How many headlines do you scan, and how many full articles to actually read? What makes you read on? Writing killer headlines is an art form – one that talented copywriters get paid packets for – but anyone can upgrade the quality of their headline by thinking carefully about how appealing their headline is. If you’re stuck for inspiration, flick through a newspaper (tabloids are particularly good), read a magazine or browse the web for headlines that grab you. Contact me for copywriting services

Put an end to sloppy copy: Part 3 – Is or Are?

Part 3: Is or Are?

Two little words that we’ve use day-in, day-out since we started school – who would have thought they could ever cause confusion?

In most cases they don’t. The simple rule is this:

Are = plural
Is = singular


• One rule IS simple
• Two rules ARE complex

• ARE you going on holiday?
• IS that your dinosaur?

• Brighton copywriters ARE brilliant
• Lucy IS the best

Problems tend to occur when the status of a subject, singular or plural, is less obvious. This can happen when company names are concerned:

A: Penguin Books are based in Antarctica
B: Penguin Books is based in Antarctica

B is correct – although the word ‘books’ is plural, the subject is singular (one company)

Sometimes this can sound weird. For example:

“McVities is launching a brand new biscuit, with a secret ingredient”

The temptation here is to say “McVities are…”, which would be wrong.

To make you feel more comfortable, or to double check you’ve got the grammar right, add in a bit more description:

“The company McVities is launching a brand new biscuit, with a secret ingredient”


Hope that helps. Now time for that chocolate digestive…

Continuing the mission to stamp out sloppy copy, look out for Part 4 in my series of grammar tips for copywriters.

lucy@lucygrewcock.comLooking for a copywriter with  a great grip on grammar? I’m here to help

Put an end to sloppy copy: part 2 – or, nor or neither?

Or, nor or neither?

Using the word ‘or’ is a no-brainer for most people. As a way of offering two alternative things, we use the word ‘or’ in everyday speech without thinking or worrying about it.

  • I can be happy or sad, depending on the weather
  • Would you prefer to ride the elephant or the rhino?

What about the word ‘nor’? It’s not quite so straight forward…  ‘Nor’ often sounds a bit formal, a bit awkward and perhaps a bit old fashioned, so many of us abandon it altogether, but when things turn negative ‘nor’ should step in:

  • I feel neither happy nor sad when it rains
  • Neither elephants nor rhinos are found in this zoo

Confused? Let’s get practical. Take a look at these sentences:

Which one is correct?

A: I’m not bored or tiered, I just can’t be bothered
B: I’m not bored nor tiered, I just can’t be bothered

Answer: B

A: There aren’t any antelopes nor any dogs here
B: There aren’t any antelopes or any dogs here

Answer: A

Hope that helps. Continuing the mission to stamp out sloppy copy, look out for my next blog on ‘IS or ARE.’

lucy@lucygrewcock.comLooking for a Brighton copywriter with a  grip on grammar? I’m here