By Darren Gilbert

After all, it’s the words that have the job of convincing people to buy your product. You certainly don’t want to overlook them. Just ask Catherine Black. A Search Engine Optimisation (SEO) specialist and one half of the copywriting duo that is Black Mountain, words are her livelihood. She understands their power. She knows that if they are not good enough, your website will be ineffective.

“Not a lot of people emphasise the content, the copy, the words,” points out Black. “To us, that is almost the most important thing about a website. It’s what is going to convince your users to buy your product, your service or to contact you.” It’s also what is going to ensure that your website stands out from everyone else’s. And isn’t that the point of business – to be noticeable?

That sounds simple enough. And to some extent, it is. All you need to do is come up with the right words that will convince your target market to take action. How hard can that be? Well, let’s put it this way: it’s one thing to say you’ll achieve something, but another to actually follow through and realise it. With SEO, a lot of content is good. But what is ‘good content’? Surely, great content for one person doesn’t mean the same for another?

Black agrees. Fortunately there is a recipe for this, one which Black Mountain follows closely. For them, creating compelling content begins and ends with finding out who your target market is. “And then doing research into what they are interested in,” adds Black. Only then can you begin to create something that is worthwhile. “Essentially it’s about finding out what content resonates with them,” points out Black. “What content are they likely to share?”

Just asking that question should point you down the right path. However, at the same time, you need to ensure that whatever you create is unique and original. That in itself is difficult to achieve. One only needs to take a look at the amount of information on the Internet to understand that. Every idea or piece of copy that you come up with has likely been done before. However, that doesn’t mean that you can’t come up with content that your target market will want to share.

It just comes down to how you create (and present) that content. And this is where Black Mountain comes up trumps. “We start from the ground up,” says Black. “If someone comes to us and says that they want unique content, we don’t just take their existing copy and reword it. Instead, we first find out what they are looking for. And then we go out and meet with their stakeholders.”

So for example, Black Mountain is currently doing work for an insurance website. “We would meet with the actual guys who own the product,” says Black. “In this case it is the actuaries, and find out from them what they want to say. Everything about the product. Based on that, we come up with fresh copy.”

The ‘we’ in that last sentence is important because Black Mountain is the type of agency that seeks to foster personal relationships with their clients. Black explains, “You don’t go through an account manager. You don’t have to go through a traffic manager or put your ticket in a job order system. When you phone, we are the guys who pick up. We like to own the work.”

That means that instead of spending their days managing people, they spend it doing work for clients. After all, it’s the words that make a website, right? So why not spend your time on what counts. Black Mountain does just that.

For more information on Black Mountain, visit