Last year, we wrote about team pages as part of a series of posts about web copywriting. In those posts we made the case for why you need a team page, but we didn’t really focus on SEO copywriting as a part of writing team pages.
Team pages tend to read like CVs and although they might explain a lot about the people, they fail to drive traffic to the website for the kinds of terms that they should be attracting attention for.
Who are you writing for?
Every team page needs to be written with 2 audiences in mind: the customer and the candidate.
The customer is interested in learning about who your people are, what relevant experience they have, and why these people are good people to do business with (buy from).
The candidate is interested in learning about who the people are on a more personal level so that they can understand whether (or not) they will fit in with the culture of the place.
It’s amazing how often the content for both groups is the same.
Focus on keywords
SEO copywriting is mainly about finding and using the right keywords in the copy so that prospective customers and candidates find the website in the search results.
Getting together your list of keywords for the team page is actually pretty simple once you understand your audience profiles.
For a copywriting team page, we would focus on the keywords we know people are using in their searches. We might begin our list with roles-based (and service-based) keywords:
- uk copywriter
- web copywriter
- seo copywriter
We can expand the list to include the above terms with variations such as ‘copywriting’. The list is then expanded again to include specific types of copywriting that each of our copywriters has experience in:
- sales letter copywriting
- email copywriting
- PR copywriting
There are many other terms we could add here, but the point is that we are beginning with the keyword list.
Now we can get the personal information from our copywriters about their experience, passions and other details.
When writing the team page, we insert the keywords (where appropriate) into the profiles so that each member of the team has at least one term in his or her profile.
Keep it personal
No one wants to read boring keyword content.
Keep the style and tone light, interesting and personal. Instead of writing:
“Steve is an experienced web copywriter and in over 12 years…”
You could make him sound more interesting:
“When Steve began working as a web copywriter in 2000, he was living in Vancouver and working with…”
That’s getting more personal and telling a story while still focussing on the keywords. We could go on to explain some of his larger projects that featured the keywords we’re writing for.
SEO copywriting is definitely NOT about stuffing a page with keywords. It is merely an approach to understanding and using the terms that will ultimately help our target customers and candidates find the website.
For fun, check out our About Us page and read the team profiles.