When someone visits your website, it may be the first impression they have of you or your organization. Unfortunately, if your site’s copy writing is poor, it could be their only impression.
Many organizations or businesses, when setting out to create a website, will spend most of their time and money on a great design and assume it will be enough to draw people in. What they often forget, however, is the importance of effective copy writing.
On the web, you have a very limited amount of time to grab someone’s attention because they have a virtually unlimited number of other things they can be looking at instead. In only a few sentences, you must give them enough information to keep them interested, but not so much that it overwhelms them.
If a potential customer cannot find the information they’re looking for, they will simply move on to a competitor’s website. When that happens, it’s very difficult to get them back and their image of your organization could be tarnished forever.
Complicating the situation is the crucial role good copy writing plays when it comes to search engine optimization, or SEO. Through SEO, organizations optimize their website’s ability to land at the top of search results through the use of keywords commonly associated with a particular product or service. In order to make the most of SEO, these keywords must be used strategically throughout the site’s copy, especially on the home page.
This is trickier than it may seem, as effectively utilizing keywords within a website’s copy must be done so that it doesn’t affect the overall message. Using all of the most-searched keywords is useless if the web content doesn’t prompt action once visitors are there.
On the other hand, web copy that is well-written might work great to get customers who visit the site to buy a particular product or service, but it might not result in high SEO. This will significantly limit the volume of traffic leading into the site.
A website’s copy needs to have an even balance of consumer and SEO-oriented text, which requires a unique style of writing. People reading online will do a lot of scanning, so the copy needs to be relatively short and easy-to-read.
It also must go beyond ad-speak. People often visit websites because they are considering a purchase or would like to make a donation. The copy on the site not only needs to convince them to do so, but also tell them how it can be easily done.
Spelling, punctuation and grammar errors are mistakes that are more common than one would think, even for the websites of large companies. Think about it for a moment. How can a customer expect a quality product or service from a company that can’t manage to produce a decent website?
The best way to ensure that your website copy results in more traffic and visitors staying on your site for longer periods of time is to invest in a professional copy writing service. It is actually a wise long-term investment, as you’ll be able to rest easy that all of your web content is professionally written and sure to result in both higher SEO and visitor retention.
Services such as ProPRCopy.com offer web copy writing services for a low cost through the use of professional freelance writers.
You have a nearly unlimited potential to reach customers online. Don’t let bad web copy get in the way of your success.