As a small business, you probably realise how important a great looking website is. However, have you ever thought about the importance of its content? Good web copy can make your site stand out from its competitors, as well as emphasising your reputation as a professional company.
It is certainly more cost-effective for businesses to populate their website with hastily written copy or worse still, copy that has been recycled from corporate leaflets of brochures. However, research shows that readers approach web copy and printed copy very differently, so reusing old copy or even using poor copy certainly won’t do your site any favours.
In fact, using poor or recycled copy could have a number of negative connotations for your business. Google rates websites that it deems authorative, so using poor copy means that your site is less likely to achieve a good search engine ranking. If this is the case, you may struggle to drive quality traffic to your website. Poor copy may also fail to interest potential customers, leaving them to click onto a snappier, better-written competitor site.
The question is, what makes good web copy? Firstly, it is essential that web copy is engaging. With so many competitor sites, it is important to grab the attention of your reader or you may risk losing them to another business. The copy should also be informative; if your reader learns something new from your website, they will feel gratified and are more likely to return. Finally, your copy should be digestible. As web users tend to scan copy rather than read it, it’s essential to use simplistic vocabulary and ensure pieces are a manageable length.
While some companies think they’re saving money by refusing to pay for web copywriting, it’s clear that they’ll end up losing money in the long term. Enlightened businesses treat copywriting as an investment, not an expense and it is those companies who will reap the rewards.
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