Les 10 commandements de la rédaction web et du copywriting

Table des matières
  1. Ton client tu connaîtras.
  2. Son univers tu comprendras.
  3. Son marché tu sonderas.
  4. Une stratégie pertinente tu construiras.
  5. Son contenu tu soigneras.
  6. Á ses clients tu parleras.
  7. Son image tu défendras.
  8. 1OO fois tu reliras !
  9. Les moteurs de recherches tu n’oublieras pas !
  10. Fier de ton travail il faut que tu sois.

10-commandements-redaction-web

Voici 10 petites lignes qui résument à elles seules ce que tout bon rédacteur doit être à même de mettre en place et de respecter. 10 lignes qui prouvent qu’écrire pour le web n’est pas qu’une question de créativité et de style, mais bel et bien une discipline à part entière.

Passons tout ça à la moulinette.

1 Tous les rédacteurs doivent connaître l’univers de chacun de leurs clients

Comment créer une ligne éditoriale qui allie cohérence et crédibilité si on ne connait pas bien son client ?
Il faut être à même de bien saisir ses attentes et de soumettre un plan d’attaque pertinent et une stratégie de contenu rentable.

2 Les particularités de la niche concernée

Toute niche doit être étudiée, décortiquée, analysée.

Est-elle concurrentielle ? Que faut-il mettre en avant ? Qui est le public cible ? Autant de questions qui doivent vous permettre de créer une méthodologie qui servira à la production de contenu de chaque page sur laquelle vous travaillerez.

3 L’étude marché est primordiale

Avant de tenter de positionner quelque page que ce soit, il est nécessaire d’analyser et de passer la concurrence au crible.

analyse-marche-big-data

Les bonnes pratiques liées à un marché particulier peuvent différer de ce que vous avez l’habitude de faire. Saisissez bien les contraintes qui s’imposent à vous. Servez-vous en pour la suite.

4 L’élaboration de la stratégie marketing

strategie-marketing-analyse-marché

Après la phase d’analyse, vient la phase de réflexion. Le conseil en stratégie de communication est très important. Un client arrive parfois avec une idée, sans pour autant avoir les contraintes liées à son marché en tête.

C’est d’autant plus vrai avec des clients issus de commerces physiques qui entendent étendre leur activité au web. Il faut donc arriver à faire entendre qu’il s’agit de 2 univers différents. C’est là que votre savoir-faire fait la différence.

5 La création du contenu

Le content marketing que vous produirez devra tenir compte de toutes les analyses faites en amont. On ne se contente pas d’écrire selon ses envies, mais on ouvre ses chakras pour être à même de séduire la clientèle visée et s’assurer sa fidélisation. C’est le rôle de la majorité du contenu web, même s’il n’en a parfois pas l’air.

La clientèle, parlons-en…

6 Vous parlez à des clients potentiels, ne l’oubliez jamais !

Tous les contenus textuels rédigés doivent être tournés vers la conversion. Il faut attirer, susciter l’engagement, inciter à l’action et fidéliser.

Des phrases courtes et efficaces, des informations pertinentes, une vraie valeur ajoutée pour l’utilisateur, tels sont les fondamentaux de votre content marketing.

Ce n’est qu’à ce prix que vous arriverez à convaincre. C’est pour cette raison que la phase de ciblage est ULTRA importante. Comment rédiger une page web pertinente si on ne sait pas à qui on s’adresse ?

7 Vous parlez au nom de votre client

Soignez la e-réputation et la notoriété du client. Même s’il est de son devoir de s’en charger en grande partie, votre contenu doit être raccord avec son discours et à même d’accroître cette réputation.

Soignez chaque page, chaque paragraphe, pour que son image de marque soit mise en avant. En aucun cas elle ne doit pâtir d’un contenu approximatif ou trop pauvre.

8 On n’oublie jamais la relecture

Même si nul n’est à l’abri d’une coquille, il faut être sûr de livrer un contenu écrit correctement. On laisse reposer, on revient dessus et on passe au crible.

Il est impensable de livrer un texte avec des fautes. C’est la base du métier de rédacteur web, bien écrire !
Autre point, on oublie le duplicate content ! La honte et l’opprobre s’abattraient sur vous !

honte-duplicate-content-interdit

9 On n’oublie pas l’optimisation sémantique

Pour trop de rédacteurs, l’optimisation SEO se limite à l’utilisation de YOAST… Grosse erreur ! De plus en plus de monde utilise des outils d’optimisation. Il suffit de passer quelques pages à la moulinette pour s’en rendre compte. On ne se contente donc pas de caser 2-3 mots clés au fil du texte, sous peine de n’être pas à même de rivaliser en termes de positionnement.

N’oubliez jamais la plus-value d’une page bien rédigée et bien optimisée !

10 Il faut avoir envie de faire lire son travail à sa mère !

Je me répète cette phrase sans cesse. Il faut être fier du travail accompli. On ne livre pas une rédaction dont on doute trop.

Il faut que vous soyez sûr d’apporter au moins une information importante, que l’optimisation sémantique et technique soient impeccables, et que le ton puisse transformer d’éventuels prospects en clients. Si ces critères sont réunis, il n’y a pas de raison pour que le résultat ne soit pas au rendez-vous !

En conclusion, il ne suffit pas de bien écrire !

Il faut tenir compte de toutes les contraintes de la communication digitale. La rédaction de contenu doit être réalisée en fonction des attentes d’un public et d’un support donnés. On n’écrit pas de la même façon pour un article de blog, que pour un mailing par exemple. Les canaux de diffusion auront donc autant d’importance que le fait d’avoir su cibler le bon public.

Chère rédactrice et cher rédacteur qui lit ces lignes, ne te contente donc pas de suivre un script donné. Apprends de ton côté à mettre en place une stratégie. C’est le meilleur moyen de te démarquer et de sortir du lot. On peut te demander de mettre 10 fois « slip de bains » dans ton texte, mais peut-être es-tu capable de la jouer plus fine… Tu peux peut-être proposer mieux pour un meilleur résultat ? Dans ce cas, tu feras preuve de ton savoir-faire et de ta maîtrise du métier.

sotir-du-lot-compétences-particulières

Cherche un projet web qui en vaut la peine et éclate-toi à faire ton métier à fond ! Si tu es freelance, ce n’est pas pour dépendre d’une plateforme. Je sais que c’est plus facile à dire qu’à faire, mais ne dit-on pas que la chance sourit aux audacieux ?

41 réflexions au sujet de “Les 10 commandements de la rédaction web et du copywriting”

  1. Monitor your progress and be keen to adjust your strategy as wanted.
    The handiest split is one that fits your individual needs and
    lets you train regularly with out burnout. If a muscle group is totally recovered but you wait too long to
    train it again, you might miss out on potential gains.
    Understanding these splits will assist you to make an knowledgeable determination about which one aligns along
    with your goals. Whether Or Not you’re a newbie or an skilled lifter, knowing the way to arrange your training can result in better results.
    If you actually wish to spark progress, the Push/Pull/Legs or the
    « Bro » cut up are your finest bet. If you’re not but prepared for that stage or dedication, Upper/Lower or
    Full-Body will still allow you to train hard.
    « If you’re training five or six occasions per week, a body-part split is best so as to permit adequate restoration of every muscle group between workouts, » Tumminello says.
    You need to prepare every physique half no less than two times every week and get
    10 to 20 units per muscle group per week for finest results.

    For example, many chest exercises, like push-ups or bench presses, also interact the shoulders
    and triceps as secondary movers.
    It’s necessary to combine up your workout routines and goal
    completely different muscles in every session, as it will allow you to construct power and keep away from overtraining any one
    space. Training three days every week creates plenty of time to get
    well from the workouts. Also, because you’re not in the fitness
    center as much, you will not waste time on fluff; you may
    simply focus on your main actions.
    This methodology not only reduces the chance of burnout but
    in addition helps better performance in each train, making certain you
    get the most out of each set. This strategy prevents anyone muscle group from changing into overly fatigued and allows you to maintain a high stage
    of effort throughout the session. By regularly integrating balanced pairings,
    you construct a well-rounded physique and enhance overall efficiency.
    Focusing on complementary or opposing muscle teams ensures that
    each side of a joint or physique area are equally educated.
    This keeps your workout intensity excessive with out prolonged relaxation durations.

    As a outcome, coaching all these muscular tissues collectively is environment friendly and effective.
    There isn’t a perfect or outlined number of days you want to work out per week
    as long as you are training every muscle group one to 2 times per week.

    As I mentioned above, progressively overloading and coaching with depth,
    which means training near failure, is what drives muscle progress.
    There are many ways to go about making a 6 day
    workout split. A 6 day exercise break up can contain training every muscle group once, twice or even three times per
    week.
    Creating an excellent exercise plan means choosing
    the right workouts to build muscle. Choosing the right muscle teams can change your health journey.
    It helps goal specific muscle tissue with great precision and efficiency.
    Studies present interesting facts about how muscular tissues adapt and how typically to train. A 3-day break up
    exercise plan is perfect as a result of it balances hard training with relaxation.
    Those will give better outcomes than merely increasing the variety of workout routines.
    Though this vary is broad, that’s as a end result of there are
    different ways to train. It depends on your targets, coaching schedule, and
    fitness degree. ‘I like my ab workouts to be primarily based
    on the identical ideas as all other workouts. I need them to have a relatively full vary of movement
    with a really lengthy lengthened component.
    I need them to be loadable, progress-able, and repeatable in a sure style,’ explains Israetel.

    Fitness Center memberships offer you entry to a lot of equipment, while
    home gyms offer privacy.
    It could be the same split with changes to
    the workout routines and structure or it can be a totally different break up.
    Keep Away From doing pushing muscle groups and pulling muscle teams
    back to again. For instance, you don’t need to do Chest on Day 1 after which
    Shoulders on Day 2.
    Figuring Out which muscle teams to work simultaneously prevents damage.

    The muscle tissue at the back of the thigh are called the hamstrings.

    These guys, though, work to deliver the knee behind the physique similar to a workout or
    when operating. Of all the muscle groups to work together,
    the gluteus muscle tissue in the buttocks and the leg muscles take benefit of sense.
    In opposition to the deltoids, the pecs pull the arm round as should
    you have been tossing a soccer. When the arms are overhead as should you were doing the wave at a soccer game, then the pecs assist the trapezius muscle tissue within the back
    hold the arms up. Bodybuilders benefit from knowing the place the muscular tissues are, especially the smaller supporting muscular tissues.

    He has competed at a high degree in numerous sports activities, including rugby, triathlon,
    rock climbing, trampolining, powerlifting, and, most just lately, rise up paddleboarding.

    When not lecturing, coaching, researching, or writing, Patrick is busy having fun with the sunny
    local weather of Cyprus, where he has lived for the final
    20-years. Most leg and again exercises additionally contain your
    core, albeit indirectly.
    Here, it is time to squeeze the final bit of work out of
    your pecs for this exercise. If you hit three units of five reps, you improve the load for the next exercise and stick to that
    until you possibly can once once more make three x 5.
    The bench press is a good chest train, and when you increase the weight you presumably can raise on this train, your chest
    will grow. The flat bench press is a superb chest train, as it nearly completely embodies the
    pecs’ major perform, which is to deliver the
    arm forward.
    How many workouts per muscle group you do is essential, but it doesn’t should be a precise number.
    Today, I Will cowl everything you should know to make the most effective choice for what quantity of workout routines per muscle group you should do.
    Different components, including what sort of train you are choosing, your exercise cut up, and the
    way usually you work out matter too. Use a exercise log to watch your energy, repetitions,
    and total performance.
    This strategy ensures that all your muscles are getting the
    eye they need, and it also helps to avoid overuse accidents.
    Working out multiple muscle teams also allows you to maintain your heart rate up,
    which is important for burning energy and reaching results.

    So if you’re seeking to get probably the most out of your
    exercise, contemplate targeting a quantity of muscle teams at once.
    The above training splits are valid and have unique advantages best suited to particular conditions.
    Either way, a training cut up lays out the final framework for your program, which you’ll then build
    on. A workout training split lays the inspiration of
    your training; it’s a map for you to comply with to make certain you train all your
    muscle tissue and prepare them evenly.
    Somewhat, we are saying some muscular tissues are easier to completely practice than others.
    As far as core and arms, these can actually
    go on any day you’ve free. These muscles are answerable for plantarflexion (pointing the toes).

    The calf muscle tissue sit on the lower leg and consist of two totally different muscle tissue.
    The hamstrings are situated on the posterior of the higher leg and include three different muscle teams.

    Right Here are the benefits of strengthening
    all your muscles, with out neglecting any of the most important teams.
    Your first obligation in your coaching is to always train those
    larger main muscle teams, Samuel says. In half because
    if we do that nicely, we will tangentially train our secondary muscle
    groups and our minor muscle groups. One Other instance of why workout times will range is your schedule.

    Understanding what muscle teams to work out collectively so that you make the most out of your
    treasured health club time. The finest exercise
    plans will make certain you hit the main muscle
    groups—chest, back, abs, legs, shoulders, and arms—each week,
    says Peloton instructor Ben Alldis. That may sound like more body elements than you might have days within the week to work out, however with strategic pairing and intention, you presumably can hit all
    of them with ease. It’s an especially nice break up when you’re aiming to hit the fitness center four instances per week.

    For instance, training chest on day one, shoulders on day two, and triceps
    on days three is a foul alternative. These are all pushing muscle teams,
    which means they hit a number of the identical muscles, specifically the upper pecs, anterior delts, and triceps.
    Doing them on consecutive days defeats the purpose of building in additional
    recovery time and can limit how exhausting you presumably can work.

    However, you have hit a point where you simply want to preserve
    your progress. In this situation, you could get away with coaching
    simply three days per week. On the opposite hand, if you’ve been within the health club for
    a few years and still need to make significant features, you may probably want
    to increase your training frequency. In this situation, a full-body coaching cut
    up would not be best. Coaching for strength or muscle progress may have an effect
    on your training split, particularly what muscle groups are labored collectively.
    One Other in style training break up for a 4-day
    coaching frequency is a push/pull cut up.
    These are the most effective core workouts to hit during your next abs workout.
    Regardless of which you select, simply do not forget that the overall goal
    is to keep your complete body energetic. « You’ll nonetheless be hitting each single muscle group on some stage, » Samuel
    says.
    You can, in fact, train a single muscle group in one session, however sure teams work nicely collectively and can also forestall overtraining one specific muscle group.
    Please feel free to obtain our workout log app to train this exercise (and many more!) and
    observe your features. Keep In Mind to attempt to improve the load you would possibly be utilizing in each exercise
    to ensure your continued muscle progress and energy gains.

    For a exercise with this volume and intensity, something like 1–2 occasions per week
    is probably sufficient. As Soon As per week will most likely be a lot for so much of, however when you feel that you’ve recovered quicker and that you can beat your previous weights, you can repeat it every
    4–5 days.
    The thought is to focus on a specific body part each session, train it with the very best depth, and « trigger as a lot harm » as
    potential. It was believed that more damage to the muscle would
    end in larger progress. We know this is not exactly true,
    nevertheless it’s still used closely today, especially by bodybuilders.
    Full-body coaching splits are exactly as they sound; you train the whole body
    each session.
    Utilizing a split like this allows to you to cause maximal damage to a muscle in the belief that it will develop more.
    It allows for adequate restoration and is flexible in that you could prioritize coaching frequency
    vs coaching volume, or find a happy-medium between the 2.
    ‘Group no days off’ might be a thing of the past, a recent study discovered that high-intensity train can require as a lot as 48
    hours relaxation to find a way to get well optimally.
    Leading to the conclusion that maybe once we suppose we’ve ‘over trained’, we now have truly ‘under recovered’.

    I would say get your chin to the bar, roughly, and then, particularly within the bottom two-thirds, really
    milk that eccentric,’ says Israetel. Lastly, the most important facet of any workout regime is consistency.
    Common exercises, combined with proper nutrition and relaxation, are important for reaching and
    maintaining results. It’s not about intense,
    sporadic workouts but somewhat about steady, ongoing commitment.

    One of the best determinants of a program’s success is whether it offers a
    trainee with sufficient rest between periods. In reality, this
    is amongst the major areas that trainees get mistaken, especially beginners.

    Some should prefer to use a really bodybuilding specific program and hit each muscle onerous as quickly as
    every week. To do that, bodybuilders will usually prepare maybe 5 days and even 6 days per week.
    On the opposite hand, one other research published by way of SportRxiv, analysed data of 20-minute workouts that
    repeated just as soon as per week.
    The broad rep ranges for every will permit you to progressive overload, carry out pyramid schemes, alter
    weight loads for particular objectives, and so on. These major lifts require high energy and
    power levels and are equally important. You might select to do
    cardio after your workouts on some days or in the mornings.
    Cardio must be carried out when you have cardiovascular health objectives and/or you need to
    burn energy, as weight training does not maintain a candle to
    cardio in phrases of calorie burn. On the opposite aspect of our our bodies,
    we’ve the lunge movement pattern. It additionally helps to construct strength and energy in the lower body whereas providing stability from
    the anterior-focused actions of the squat sample. The squat motion pattern is the first driver for
    leg development.

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