Your website is your digital first impression. It is literally your first and sometimes only chance to impress your potential customer. Your site not only has to catch their attention, but it also has the important task of keeping their attention.
While beautiful graphics and design can quickly grasp the attention of consumers, it takes far more than that to maintain it. This is where copy-writing comes in. Well written copy can grab the right attention, but most importantly keep it.
Your Website Is Your Digital “Elevator Pitch”
As we mentioned your website is your digital first impression. Through your site, you need to communicate who you are and what you have to offer. While an image might be a great representation of this, it leaves a lot to be desired. Can an image effectively communicate your value proposition or answer any questions the consumer may have? Probably not, especially if your product offering is complicated. On the other hand, copywriting allows you to communicate your offer clearly and effectively.
Not All Attention Is Created Equal
While you definitely want to attract attention to your website and what you have to offer, not all attention is the desired attention you seek. You want to attract individuals who are a match to your target consumer and thus, most likely to take action on your website. Good web copy can help you qualify your traffic. By focusing your copy on converting your best prospects, you will be more likely to attract them. Well-written copy can appeal to your most desired prospects.
Search Engine Optimization (S.E.O)
As a business, your goal is to get your brand and what you have to offer out to as many as people as possible. If you are a new business owner, you may not have the budget to invest in large scale marketing campaigns. Lucky for you, S.E.O. is absolutely free. Good copy is written to attract qualified traffic via search engines by effectively incorporating well-researched keywords and phrases throughout your website. This, in turn, will allow your website to rank in major search engines such as Google, and attract your target customers with enticing and actionable headlines.
Trigger The Intended Action
Website copy isn’t written simply to have content on your website. Your site was created with a specific purpose in mind, and the copy assists in serving that purpose. Strong web copy is what will make people take the action you want them to take. Whether that be to buy a product or register for a service.
Think copy doesn’t matter? Poor copy can actually cost you! GainTap changed one word in their call to action (CTA). This simple action cut their leads by 81%! Now do the math, if your leads were cut by over 80% how would that impact your sales?
Now, don’t get us wrong, good design is important. But good copywriting is equally important. It’s quite simple, good copy is one of your most important sales tools and will assist in increasing the profitability of your business. Good copy will ensure your website is discoverable in search engines. It will attract, qualify, and keep the attention of the visitors to your site, and most importantly persuade them to take the actions you want them to take.