Website copy is king
Why do people visit websites? Like most people, you might say “to find stuff”
Stuff is mostly information, descriptions, reviews and articles, i.e. website copy. Copy that helps you learn, causes you to react or prompts you to buy…
So if most people visit websites for copy, why is it that around 95% of sites display obvious typos, horrific grammar and (gasp) apostrophe violation?
Worse, most website copy doesn’t even inspire people to buy – and it scares most people away.
Build it and they will come – or maybe not
You can build a website for free – just Google ‘free website’. But anyone who’s serious about making money usually invests in an expert design agency. Think about your website copy in the same way: anyone can string sentences together, but will the result compel customers to buy? It’s important stuff.
Why good website copy is crucial
Website copy converts more sales. Marketing Experiments (global website optimisation experts) advise marketers to test copy before anything else. Why? Because copy often provides the most significant conversion uplift.
Website copy complements design. Think about Tesco.com: design is simple and navigation is logical. And the copy? It’s simple, fuss-free and easy to understand.
Website copy helps you rank higher. People link to good content. And linking is one of the biggest factors in SEO. Connect the dots – great website copy helps you rank higher.
How to improve your website copy
- Keywords. Use Wordtracker or Google to find the best keywords for you
- Sub-headers. These break your copy into manageable chunks
- Bullet points. Bullets grab attention, so try to include your key benefits
- Word count. Limit copy to 400 words per page – any more will overwhelm
- Simple navigation. Keep it simple, logical and easy to scan
Does your website have the right stuff?
People who visit your website want something. Does your website copy compel them to buy it – then and there?
If the answer is no, it’s easily fixed. First, it’s vital you realise the importance of website copy. Then invest in a decent copywriter. And sort out those apostrophes – your future profit depends on it!
