When creating content for a website (copywriting), you will often hear the statement “Content is king”. This is because no matter how good your web design is, if your content gives people laughs or headaches, they will instantly move on to the next search result, something that we today define as the Pogo-sticking problem.
Today, the importance of websites is not unknown to anyone. Websites are probably the first impression of any business and play a significant part in bringing the endeavour into the mainstream market, thus- in the game.
Imagine you have ample stuff to offer your customers and your product is quite innovative too, but the way you present yourself in front of the audience, through the website, isn’t impactful enough! In such cases, your business can never reach the heights you expect it to attain since your mode of reaching out to the customers is inefficient and thus you are failing at the most important step of marketing.
Moreover, a great website is built only when you combine good design with good copy. Good copy does not just mean interesting. It also encompasses flawless language, devoid of mistakes, and easy to comprehend.
When even one of these is missing, reading your website becomes more of a burden than a solution. Nonetheless, if any of these are compromised, there will be a chip in your credibility not just to your readers but to the search engine itself.
Is having a good copy extremely necessary?
Well, the internet has never and will never be in the dearth of content. If not you, a viewer has hundreds of more options to search, explore and dig out answers to their queries. The internet including social media is all about remaining relevant and useful. The moment your website and content are unable to serve the audience, chances are they will not even pay a visit to your site next time, let alone reading and understanding your business.
Therefore, the onus of avoiding such flaws is on good copywriting. If you do not want to be in a similar situation and become the victim of bad copy, the only option for you is to ensure that your site goes through rigorous copywriting checks.
Secondly, copywriting is far more crucial than just publishing and accentuating the product of your brand today. Since the business world in the present time has given its key in the hands of technology, most people are dependent on the technology itself to flourish their businesses. Good copywriting in such scenarios plays a crucial role and is an effective instrument in the hands of entrepreneurs to make the most out of their ventures.
What exactly makes for ‘good copywriting’, you may ask?
Sure. So, here are all the points you need to cover:
- The content must add value to the search intent of the reader.
- The subject must not be written vaguely or ambiguously; everything should
be clear and to the point. - Be concise; unnecessarily drawing out a small thought bores and frustrates
the reader. - Use easy words and short sentences.
- Keep the paragraphs short and use bullet points for better visibility.
- Highlight the important words and points.
- Use a clearly readable and consistent font.
- Stick to the active voice as much as possible.
- Do not use unnecessary idioms, proverbs, and other literary devices unless
the content is undeniably enhanced by it. - Make sure there are no spelling or grammatical mistakes.
- There should not be any false or wrong facts provided. The writer should
have a clear concept of the niche or subject through research or otherwise. - The content should not be plagiarised.
- The content should also be politically correct and not be insensitive to
any people.
Of course, these only cover the broad bases. There is much more nitty-gritty that copywriting schools would teach you or you will learn about on the job.
So, now that you know what good copywriting is, here is an exhaustive list of facts highlighting the importance of good copywriting for a successful website
#1. Creates brand image
A website is your first impression on the audience. Whatever you incorporate in the content of your website is how a person, a probable customer, is going to look at your brand. In this competitive world, you surely don’t want to get generalised, right?
In order to come out as different and attach the element -“never seen before” with your brand, you will need to focus much more on what you furnish in your website, and this is where copywriting comes to your rescue.
Good copywriting also reflects the true intent of the business. The tone and manner in which your website’s content is furnished will reflect how professional, serious, and motive-driven you are. Nonetheless, if it seems to be useful to a viewer at first look, chances are they would trust your website the next time too when they comes with some other demand or query and may become a frequent visitor.
#2. Increases impact
Let’s try to understand this simply. How do you know that something has impacted our minds in the way it was supposed or intended to be? It’s when we just don’t read the bare words but understand the intention hidden behind them.
Good copywriting similarly intrigues the readers to go in-depth of the written matter and try to understand the minds of the framer. This way they are not only attracted and lured towards your content but actually invest time comprehending it and taking out the values embedded in the copy.
However, for the copywriting to be more impactful, the copywriter should strive to make it unique and easy to read. Remember, when your website’s content is impactful, it binds the customer or reader for a longer time, thus reducing the overall bounce rate of your website, and letting the search engines know that your website has value.
#3. Makes the website look professional
Good copywriting can completely turn a website from seeming amateurish to absolutely professional. Everyone associates a good copy with the work of someone who knows what they are doing. Combined with good website design, you can make your site look like the work of some high-level copywriting agency. Automatically, people will trust what you say.
#4. Enhances the reliability and authority of the site
One of the biggest pullers of any brand is its reliability and authoritativeness. This not only attracts more consumers but also more peers to link to your site (giving you natural and organic backlinks). The best way to ensure both for your brand is to have a website with flawless copywriting. When people get the assurance that you know your niche well, they will automatically flock to you.
#5. Highlights your brand in the right ways
Think about it. Would you rather have your brand be known for an image people twist their faces at or one that people look at with admiration? Your website is the face of your brand, and good copywriting is the soul.
If your website is one that people hate to look at, there is no way they will ever give your brand a chance. Even if your products work great, the idea of having to go through your website will put them off.
#6. Attracts more traffic to your site
You want more people to visit your site. That will only happen if your website has good SEO copywriting. Even to Google and other search engines, SEO is an important measure used to score your website. Thus, SEO copywriting is one of the factors that influence how high up your site will be in the search engine results.
Moreover, in 2021, Search Engine Optimisation has become an indispensable tool in the hands of content creators and copywriters. The effects of using SEO are such that you can gain tremendous traffic on your website if this instrument is employed correctly. Any professional related to online marketing or content advertising knows the importance of SEO and the same has to be used by the copywriters to drive traffic to your website.
Nonetheless, good SEO copywriting contains all the related keywords and appropriately uses keyword density to increase the searchability of your site and land a generous amount of traffic to it thus making it more purpose-driven.
#7. Evokes emotions
It is always advisable that the copies of your website should be clear-cut and not confuse the audience. Many a time, due to the inability of a copywriter to explain things appropriately, customers are put in dilemmas and they don’t catch on to your intention and ideas.
Also, you can’t expect a reader to purchase your product when he/she hasn’t connected to it and understood its purpose And, this is exactly where good copywriting help you by ensuring the quality of the copies to be first-grade in terms of the language used, the information provided, tone, and persuasiveness.
#8. Increases conversion to your brand
The more people visit your site, the greater are the chances of them converting to your brand. After all, the conversion rate will always be a percentage of the rate of site traffic. Moreover, of the people that do open your site, more will convert if they are enchanted by your page. This can only happen if the copywriting of your website is good.
To add, one of the most important KPIs that tell you how well your site is performing is the duration of an average session people spend on your page. Good copywriting engages the reader in such a manner that they want to keep reading and wanting for more.
#9. Creates value in the lives of the audience
The ultimate goal of having a website is to let your brand create value in the lives of people. Bad copywriting can steal this and diminish the value your brand is capable of providing to its prospective and present customers.
Another deleterious impact of bad copywriting is that it draws the attention of the reader away from the actual message that you are trying to convey. The reader is so tied up in trying to get past the bad copywriting that they spend no time trying to actually understand what you are trying to say to them. As a result, your message will be lost in correction.
Good copywriting, on the other hand, will get the right message across to the right people and get them to take the right action that will benefit them as well as your brand.
#10. Impacts the reader in the right ways
Most web surfers make decisions regarding a site based on the look and feel of the website. Good copywriting can have the right impact on them for them to do all the right things that you want them to do. It also increases the chances of the visitor taking the desired action of your CTA.
#11. Targeting the right audience
Target customer, in simple words, is the reader whom you are wishing to approach and expecting to buy your products or services. Good copywriting always revolves around the need and demand of the target audience and tries to give solutions or answers to their queries.
Who won’t love to visit your brand when they are benefitting from it?
Therefore, a good copy will make your brand and its product look more usable and worthy to target customers and as a result, your sales will increase, and subsequently, your brand will take its space in the mainstream market.
#12. Raises recommendations of your site
Word-of-mouth is a very powerful weapon in the war to rank on the search engine results page. The more people visit your site, the better will your performance be. If your copywriting is good, your existing consumers will recommend others to it and how you fare will keep improving.
Recommendations will not only give a hike to your SEO performance but also your conversions and sales. It will start a sort of cycle where the number of people visiting your site will keep increasing exponentially with every passing day.
#13. Boost sales
A good copy generally doesn’t contain superfluous words. To drive more people towards the action you want them to do, good copywriting makes your content crisp and striking.
A professional copywriter makes sure that the content is targeting a specific group or section of readers, and the goal of the copy is to sell your services and product to these people. For that to happen, a copywriter builds engaging and professional copies.
Moreover, with having a good copy in place, the customer can see why he should act and buy your product/service and in what ways will his actions prove to be beneficial.
Good copywriting also contain links, testimonies, and other important sources for the customer’s reference, all written in a persuasive style. As a result, when the target audience acts upon your expectations, the sales rise.
So, now that you know the importance of having a good copy for your website, you might be wondering how to ensure that, right?
Well, if you are new to the business of writing content for a website, the idea of how bad copywriting can mess it all up will be daunting. You will not want to make any mistakes.
So, here are some ways to ensure that does not happen.
- The best recommendation anyone can give you is to get a professional copywriter. An industry expert will be the best to guide you in the right direction.
- If that is not possible for whatever reason, you can decide to take a copywriting course so that you can do it yourself. There are numerous offline courses you can try, as well as many free and paid online courses too. Follow the tips that you find relevant to your niche, and you should be good for most of it.
To Conclude,
There is no substitute for good copywriting. Copywriting is as essential as the design and layout of your site, or in some cases more important. At the end of the day, you must ensure that you are covered when it comes to copywriting your website or you will fail to see the results that you expect from the online face of your brand.
Moreover, to let your prospective customers understand your service and products, it’s critical to establish a connection between you and them. Your website is the most important medium to do so and everything showcased on your site is going to be redundant if you don’t put effort into building quality content.
You can invest in a skilled copywriter who understands your business to the core and bring out the information and values in the best way. Nonetheless, if you have a knack for writing, who is better than you to describe your service and offer? In any case, make sure to keep the language simple, straight, and understandable, and good copywriting would do wonders for your website.
