When you think about what makes a good website, what springs to mind? Is it a trendy design? Is it flawless functionality? What about the words?
Actually, I don’t think there is one key component to a successful website; I believe it’s a harmonious combination of design, structure, content and optimisation. In many ways, building a website is like building a house. After a new property’s foundations are laid and the structure built, it’s time to work on plumbing, electrics, plastering, and joinery. Finally, it is equipped with appliances and furniture. All these elements work together to create a home.
What I’m trying to say is, without great copy, a website is like a house without any furniture. It may be well designed, but it’s not inviting, and it doesn’t serve its intended purpose yet. In order to have a great website, you need to think about everything, including the words.
Here are my top 5 reasons why your copy needs to stand out.
5 Reasons Why Web Copy Matters
Do you want to make sales/generate enquiries/gain email sign ups through your website? If you’re serious about achieving results, you shouldn’t cut corners. Great copy is the first step to turning your website visitors into customers.
Whether you’re a grammar stickler or you couldn’t care less about the correct use of a semicolon, it’s important to have correct grammar on your website. Poor spelling and grammar shows that you do not care about the details – what does that say about the products or services you are offering? Grammar will affect how people view your business, so make sure you double check everything. Grammarly is a fantastic proofreading tool that will pick up most mistakes – it’s free to download the browser extension and sign up to a basic account.
Web copy always sends a message, which is why words should never be an afterthought. How many times have you clicked off a website, simply because you could not understand what was going on? Mostly, this reaction is because instead of inviting you in, the words put you off. When writing the copy for your website, try to avoid clichés, industry jargon, or mixed messages. Make it clear what you are selling and the steps you’d like your readers to take.
Your choice of words should depend on context: who are you writing for? Above all, you need to think about how you want your audience to feel and react. Think about what you are promoting with your web copy, and try to tell a story that will resonate with those reading it. For example, if you’re selling all-natural beauty products, it’s likely that your target audience will be environmentally conscious women who want to know what’s inside the products they buy. Therefore, they would be interested to know the story of how your products are made.
I’m sure you’ve heard that Google loves original content, which means that the words you choose for your website will contribute to how well it ranks in search engines. Here are some simple things to remember:
· Don’t copy any part of your text from another website
· Include variations of words that describe the nature of your business e.g. “All Natural Beauty Products”, “Organic Make-Up”, “Natural Skin Care”.
· Don’t let your content go out of date. No longer sell a particular product? Delete any mention of it from your web copy.
Write your text with search engines in mind, and you’ll have a better chance of ranking well in Google!
So, what are your next steps? Perhaps it’s time to download Grammarly, or maybe you want to re-write your homepage so that it suits your audience better. If you’d like assistance with writing your web copy, why not send me a message? I’d love to help!