Your website content needs to be easy to read and provide your visitors with the information they are looking for. Good copywriting is essential to convert browsers to customers. And is fundamental to SEO to give good search rankings.

What is 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 impact on 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.
• 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.

What do your customers want to know?

It is not all about you! A bit of background history, your experience, your philosophy, your views on great customer care … etc. All possibly useful but secondary.

Your customers want to know what is in it for them. They are more interested in themselves than they are in you.

So understanding what your customers want to know is key to creating an informative website that engages with your target audience.

Your competitors will have websites so make your’s stand out from the crowd by focussing on your customers.

Search engines love large quantities of good quality copy.

It is not just what you have to say.

Customer testimonials and reviews mean more. 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.

Well Presented

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. A 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 always a suitable replacement for good text content.

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 websites avoid such distractions.

Now, most websites are visited from mobile phones more than 50% of the time and google now has adopted a mobile-first approach to search rankings. So the requirements of a small screen are now dominating web design. From a content perspective, this means getting across your message quickly in concise language.

Chunking your content so it can be scan read easily:

Brand image can be important. We can take your logos, brochures and other branding materials and ensure they are effective for your website.

Content authoring – Who should do your website copywriting?

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.

Writing good content is hard work and very time-consuming.

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).

Good copywriting comes easier to some people than others. We do not expect you to be an expert website copywriter, even if you are experienced at writing. We can advise you and work with you to polish your copy to help you stand out from the crowd. But if you really need someone else to do this completely for you, then we will help or recommend someone who can.

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.