It doesn’t matter if you have a photography website, construction company or food business. Effective copy is needed by all kinds of businesses in order to sell.
While content helps your business establish trust and authority in your industry, good copy is what motivates, encourages, and convinces your audience to engage with your business.
Sure, other components of your website such as design and SEO also have an important role. You need your business to look good and to be optimized well for search. However, they shouldn’t be the sole focus as without effective copy, your products / services won’t sell.
Good copy is what will set your website apart from your competitors. It’s what will help your company stand out to get into the hearts and minds of customers.
Why is Good Website Copy Important?
First, let’s define copy. What is a copy? A lot of people think ‘content’ and ‘copy’ are the same such that they’re often used interchangeably (much to the disappointment of copywriters and content marketers) but they’re actually different. Copy is a term that refers to many kinds of marketing texts or text that persuade people to act a certain way – usually to buy a product or subscribe to a service. While content is used broadly as a term to define all kinds of text that provides information to build an audience.
Copy can be any promotional content like website copy, text on flyers, billboards, advertisements, taglines, product descriptions, etc. Copy is what helps you direct your customer towards a certain action.
What Makes Good Copy?
- Clear and candid writing that speaks to the typical audience of the product or service being promoted.
- Mentions the problems and needs of the audience to form connection.
- Establishes the company as an ideal solution to those problems.
- Ends with a significant call to action
Now that we have a clear understanding of the subject, let’s proceed on the why. Below, I’ve listed reasons as to why good copy is crucial to the success of your website.
- Your website’s copy will shape the future of your website. Your readers will visit your website with all sorts of intentions. When they like what they see, they will proceed to read your copy. And if your copy is able to give the quality and value they’re looking, they will stay and probably visit again. Visits lead to traffic, and the more traffic the more opportunities for customers and sales. Good copy will never stop benefiting you. Unlike other paid marketing campaigns which are often expensive and only good for short term, good copy lasts.
- Bad copy will hurt your website more than you think. Your website copy plays a huge role in your overall brand image. That’s why it’s very important to find the right copywriter who can capture the right tone and language to use in your copy. Furthermore, you can instantly recognize bad copy when you see it. These are the types of copy that confuse readers. This is copy that doesn’t say clearly what it is your website is selling or how it can benefit your customers. It’s simply there to fill your website’s white space. On the other hand, high-quality copy is beautiful, compelling and straightforward. Like a brilliant salesperson, It motivates others to do business with you.
- Good design is important but useless without good copy. A well-designed website is a must have. However, well-designed doesn’t always mean high-quality or high-converting. You can have the best web design in the world, but if the copy is bad, it won’t help your business grow. You need excellent and effective copy to truly win customers. The success of your website always relies on the perfect combination of good copy and design.
- Good copy can help you better connect with customers and boost your sales
- Investing in a good copywriter will help improve your overall brand image.
- Good web design and brilliant copy always result in success.
When it comes to your website, your copy remains your one and only chance to communicate with your potential customers. This is where you tell them why they should choose you over your competitors. If you don’t, there’s no telling how many potential customers might be slipping through your fingers.