The copy on your website is there to explain, persuade and clarify. It should be clear, directive and simple, as well as unique and up to date. Arguably it is more important than the design of your site when generating conversions and boosting your search engine listings. If your copy is not compelling, it will not attract attention from your target market and your visitors will click away and go elsewhere.
Find out the importance of copy on your website and some tips for best practice below:
Compelling Copy For Your Customers:
How Can You Help?
Both existing and prospective customers need to be presented with clear copy when they visit your website. The goal of your writing should be to persuade people and tell them exactly why they should buy from your business, as well as fully explaining your products or services and how you can help your target market.
Remember: Discuss the benefits that they could receive by working with you – people aren’t interested in what you do, they want to know how you can help them.
Tone of Voice
The tone of voice and words you use should also be considered when writing up your content. Think about your audience, if you’re trying to target other businesses, you will generally need a more formal and professional tone. For B2C, your use of language could vary significantly, based on the type of products or services you’re offering and the demographics of your target market.
Spelling, punctuation and grammar all have an impact on how people perceive your business. Typos look unprofessional and lazy and they could cost you a significant quantity of business so remember to proof-read thoroughly.
Be a Thought Leader
You can also use copy to present your business as a thought-leader within the industry – a great way to do this is by writing a blog. This allows you to demonstrate your knowledge and credibility to your prospects and to provide the search engines with regular and up to date content.
For the Search Engines:
Google and other major search engines (such as Bing and Yahoo) rely heavily on the content on your website when determining the listings in their results pages. You should remember to use keywords here, but it is important to keep the flow of your writing as natural as possible – keyword cramming will not go unnoticed by Google and your listing will be penalised as a result.
Many businesses struggle to find the time to write blogs or optimise the copy on their websites for the search engines, which is where WNW Digital come in!