MarketingProfs.com is at it again. Listen, if you don’t get their weekly email or RSS feed, why not?

Back on topic, Jonathan Kranz wrote a good article entitled Five Ways to Improve Your Web Copy Immediately, and he’s correct with his statements…mostly.

First, why have good copy?

1. It elevates your search engine rankings.
2. It attracts qualified traffic and holds the attention of your prospects and customers.

Remember, to have an effective site, visitors are getting your message. If you write good copy, not only do visitors understand better but search engines know how to rank you well.

So what are the 5 ways to improve?

1. Write informative, keyword-rich hyperlinks
2. Use headlines and subheads
3. Include alternate spellings
4. Become ruthlessly specific
5. Learn from your Web stats

Then he adds a bonus:

Consider your Web site content an evolving work in progress, rather than a one-shot project that requires monumental effort and is then otherwise abandoned. Unlike printed materials, Web pages may be revised quickly and inexpensively. New content can be created, published and assessed within days (sometimes even hours), so it pays to experiment.

You can read the article for the details…I’m not going to go into them here. Besides, it’s his article!

But I do take a slight issue with hyperlinking. He suggests it’s okay to have long sentences as the hyperlink (it’s referred to as anchor text). I disagree. I think you should have good key words as the anchor text, but it becomes a usability problem if you link entire sentences!

Other than that, I’m pretty much on board with his article.