Content is everything … to your website visitor and to the search engines!
Your website is the world’s window to your business. Your website creates an impression. Is it an asset or a liability? Are you proud of it or ashamed of it? Good copywriting is essential to create a positive impression with your website visitors helping them move to the next step.
There’s a fair amount of work to be done in creating the content for the website: the words, pictures and interactive features that will attract visitors and convey your website’s message.
You know your business better than anyone else – you know what is important to you, what is your niche, who your target customers are, what you want to sell to them, how you want to sell, what is your competitive advantage, what makes you stand out – all these things plus your knowledge and experience make you unique. This is your unique selling point (USP).
So usually you are the best person to write your copy – generally we would advise you not to delegate this to someone who does not know your business – but you may need help.
We have experience in creating effective content for people and search engines and can advise you and work with you to help you stand out from the crowd – or if you really need someone else to do this for you we can recommend someone.
Effective Website Copy
The content of your website is the reason anyone visits your website. They may visit to find out something, to research, to get an impression, to make a decision, perhaps to buy something. Your website should create a positive impression with visitors, to do this visitors need to easily find what they are looking for and be impressed with what they read.
- Whatever it is you want to say use the language of your target audience.
- Know your customer. Your website copy should focus on well crafted content that meets the needs and requirements of your target audience.
- You should explain the benefits of working with your company clearly rather than include superfluous marketing hype.
- I have written a separate articles on How to Write Appealing Copy for your website and here is a checklist of things you could write about.
- Search engines love good copy, you can make a big impact in your ratings with well considered text, as well as getting the message across to your clients. See Optimising Your Copy for Search Engines.
Informative Website Copy
What do your customers want to know? How can you use your website to help them?
There are millions of websites in existence. Most of them leave a lot to be desired. Your website should stand out in the crowd.
Quality and Quantity are both important when it comes to copy. The web has been around for a while now, the medium has matured and most website visitors are quite sophisticated. Your customers and prospective clients are now likely to want detailed information especially if you want them to revisit.
Search engines love large quantities of quality copy.
Views and opinions of independent third parties are a great help. People like to see what others have to say. It is only natural to consult other sources before making a decision. Help them by providing user feedback and third party validation. This can go a long way towards gaining trust for your business.
The web is a very different medium to print and web design requires different skills. The messages and information may be the same but the presentation is likely to be very different.
Good presentation is important however everyone has very different views on what they like and don’t like when it comes to design. Clear and clean presentation is more important than the actual look. Graphic elements such as images and photos can enhance the presentation but they are not usually a suitable replacement for good text content. The look impresses people for a few seconds but it is the content they then concentrate on.
Too much graphics or over design can be detrimental to the effectiveness of a website in getting over your message. Animated content and advertising banners are distracting and do detract from the main content of the website. Most mature web sites avoid such distractions.
Brand image can be important. We can take your logos, brochures and other branding materials and ensure they are effective for your website. Alternatively our web designers can design something from scratch. You can read more about web design here.
Keep your website copy up to date
This is where the web should score over all other forms of publishing and broadcasting.
Keeping your website up to date can be a challenge. We can provide easy to use WordPress Content Management Software (CMS) designed to allow easy and instant updates to the content of your website.
Alternatively we can take on the site updates for you with a maintenance contract, a fixed monthly fee tailored to your needs or pay-as-you-go if you prefer.
We aim to be friendly and informative, providing all the support and guidance you need to steer you clearly and effectively through the web design process and ensure that you end up with a great website.
If you need help with your website please feel free to give me a ring. Regards
Michael Spencer, Web Designer and WordPress Specialist.
firstname.lastname@example.org – 01263 722058
Epsilis Website Designers – Mundesley, Norwich, Norfolk and Letchworth Garden City, Hertfordshire