The Importance of Good Website Copy
In the visual age, most people may believe that pictures and design are more important than the copy. However, the content around the pictures and other visual elements play a very important role in the marketing process.
First, the content around an image describes the actual product or service that is being sold. You could look at a website for a restaurant and see a photo of a delicious looking steak. The steak is the product, but you don’t know why it is special or different from other restaurant’s steaks until you read that it is grilled with mint leaves and basted in an orange juice based marinade. Copy gives context to the images that you see.
Copy also adds personality to your business and product. Different products or services should be described using different language, tones, and attitudes. Stand up shows or acrobatic performances would not explain their trustworthiness, just as a lawyer wouldn’t call customers to come down to the courthouse to see a “spectacular” trial. Knowing the target that you are selling to will make writing the copy for your business easier.
What makes an effective copy is what is actually said. Customers don’t want to hear about the awards that you have won, which they have never heard of, or that you are the leading company in your industry, while all of your competitors say the same thing. Address your customers’ problems and what your product or service can do to help them fix that problem. Will you have a “get to know you” meeting, progress reports, check-ups after the job is complete? Build trust through explanation, rather than by saying, “We are trustworthy. Hire us.” Stand out from your competition by emphasizing your business’s unique qualities.
Furthermore, the copy on your business’s website can be used to help attract customers through search engines. By using keywords from your copy, your website will be optimized for search engine users. This means that if an internet user searches one of those keywords, your website will appear on searches. For example, if your business sells antique furniture, then you could use both “antique” and “furniture” as keywords, along with some more specific terms such as “refurbished” or “retro” which may be in your copy, and when a website viewer searches any of those terms, your website will appear in their list of searches. This use of copy for SEO will help increase website views and traffic for your business
Lastly, always remember to review what was written. Read over the copy until you think it’s perfect, and then let a coworker read it over to make sure it fits their expectations as well, and then have someone else read it too. Making sure that there are no grammatical or spelling errors is the most important factor involved in writing copy. Both poorly-written and well-written copy reflects back on the company, so ensure that your business is perceived positively.
If you need help writing copy for your website, advertisements, or other marketing material that will effectively bring in traffic, our team at Different Perspective will help you find the right words to say!