Great copywriting has an essential role in all websites, but it doesn’t always have an essential role in all web projects.
If you are creating a new website or looking at a re-brand of what you have, it can be all too easy to fall in love with the design process and focus on a new look and feel.
Often copywriting and content of a new website is forgotten or added as an afterthought. A new design might be presented with dummy copy, and it’s often down to you to fill in the blanks.
But the copy needs to work just as hard as the design in any website, and it’s important to recognise just how much value great copywriting adds to your website and to your business.
Great copywriting value number 1: Showcase your brand
Before they can write about your business, a copywriter will ask questions and dig deep to find out as much about your business as they can. They will ask about business vision and purpose, goals, target market, competition and your unique positioning.
All the answers to these questions will be distilled by the writer to get to the essence of what you are trying to say about your business.
This allows the writer to present you in your best light, and in the process of discussing the answers to these questions you may have acquired new insight and focus on your business which will help going forward.
A website is often the customer’s first experience of a brand, and it’s always important to make a good first impression. Great copywriting will present your business in the right tone of voice and ensure your personality is captured in the way you want to engage your customers.
Great copywriting value number 2: Connect directly with your customers
Connecting with your customers directly is dependent on you telling the right story that will prompt action on your website. A strong brand story will present your product or service as the one unique thing a customer needs at a given moment.
A copywriter’s main job here is to engage your customers and encourage them to use your product or service. Knowing exactly what your customers need to be persuaded of this, without losing their interest along the way, delivering the message efficiently, is all the province of great copywriting.
Great copywriting value number 3: Exploit SEO opportunities
One of the most important factors for SEO on your site is having fresh, relevant and targeted content that solves customers issues and adds real value. By using the right keywords in the right places on your site, you increase the chances of being found as a credible solution for your customers’ needs.
Potential customers research online and choose who they want to deal with. A well-designed website with poor copy, spelling mistakes and bad grammar will not be their first choice. So much of the buying process is done before customers get directly in touch with you, getting the messaging right on your website is critical to your business success.
Customers are looking for in-depth knowledge of how you can help them, how you will solve their problems. How much you understand your customers will show in the words you use to empathise and engage them. Every web page is an opportunity to convert, and to make your customers take action.
Do you need great copywriting to add value to your business?
Copywriting is a fundamental ingredient of any website, and an investment you can’t afford not to make. You can learn to write compelling content that converts customers for yourself, or you can employ a copywriter to do that for you while you concentrate on running other aspects of your business.
You don’t notice good copy, which is why its value is so often overlooked. But be very sure you – and your customers – will notice bad copy very quickly. The most effective way of speaking to your customers is often the simplest and the most natural, and the best copywriters will be invisible in that direct connection.
If you are looking for copywriting support for your business, we can help. Get in touch today and let’s talk about how we can write great copy together.