Why Your Website Copy is Important
From navigational structure to speed and performance, from video content to CTAs, countless factors affect your business website’s overall impact. One of the most significant factors is also one of the easiest to overlook: your written website copy.
The actual text of your website is critical for informing the search algorithms how to categorize your site, advising customers and clients about the value you can bring, and fortifying your business’ reputation overall. There are many reasons why investing in a good, compelling copy for your business website matters.
What Makes Written Copy So Important?
1) It matters to the search algorithms.
First, the quality of your website copy matters to the search algorithms.
Every business owner wants their website to rank well in the Google search results and to enjoy a robust SEO position. A big part of that comes down to your copy. Descriptive and well-written copy, injected with strategic keywords, helps tell the algorithms what your business is about. The algorithms crawl your copy to understand better what your company does, how relevant it is to different user queries, and how it should be categorized in online searches. In other words, your copy is make-or-break for overall website visibility.
There are several keys to writing copy that’s effective for SEO. Some basic pointers:
- Focus on providing content that answers user questions or speaks to customer pain points.
- Use keywords naturally, not stuffing them into the content in a way that sounds robotic.
- Ensure original content on every page; don’t plagiarize others, and don’t plagiarize yourself!
- Emphasize readability. The best way to succeed in your copywriting is to aim for something your human readers will find helpful.
2) It matters for lead nurturing.
Of course, you’re not just writing copy to please the search algorithms. Creating a website copy that properly reflects the value of your brand, products, and services is also essential. Ideally, reading your copy will help educate your users, making them more interested in pursuing a transaction and helping “qualify” them before the sales team takes over.
Simply put, the best copy will increase the likelihood that readers will think positively about your business and move further down the sales funnel. This might mean making a purchase right away, or it might simply mean signing up for the email newsletter to receive further information and updates.
3) It matters for conversions.
Good copy can ultimately be a deciding point in whether or not a customer sets an appointment or orders a product. For example, with your copy, you can:
- Address specific pain points that your product can solve.
- Convey the overall value and benefits of the product or service in question.
- Foster trust and goodwill toward your business, including through the use of testimonials and reviews.
4) It complements other aspects of your website design.
Finally, note that strong written copy can enhance other features of your business website, reinforcing the things that make the site effective. For example, a clear CTA structure can lead customers deeper into your site, keeping them on the page for longer. And the proper formatting can make the site more accessible to users on mobile devices. The bottom line: Your written copy is a crucial component in overall website UX.
Ensure Website Success Through Strong Written Copy
At Woland Web, we’re pleased to provide full-scope website solutions, from development and design to clear copywriting. Contact us to learn more about our robust website and digital marketing solutions.
