What is Website Copy and Why Is It Important?

Iyana Edouard
Dec 1, 2018 · 3 min read

If you’re a business owner you most likely also own a website to give information about your business. Your website is where you have the most direct business to consumer interaction online. Whether you operate a non-profit organization, sell clothing online, or use your site for self promotion the end goal is to get your potential customer to your website. The purpose of your social media marketing is to convert followers and views to clicks and sales. Your website is where you make your final sale, which is why it is so important to have really strong website copy.

Not only does your website need to look good and be responsive, the text or “copy” on your site needs to make sense. With intriguing, accurate, and engage copy users will stay on your site longer and be more interested in what you are offering. It’s also helpful for your digital branding and SEO performance that your website copy be in consistent alignment with your overall business plan and description.

What exactly is website copy? Good questions curious reader. Website copy is the core text that guides people through your website and tells them what they need to know. It’s what’s on your home page, your about page, your products and services pages, or any of your website’s other main pages.

For those that aren’t strong writers or don’t have much experience with writing copy this tasks can be a bit daunting. The copy is supposed really draw your reader in and convince them to either support, hire, or buy something from you. Here are a few examples of good copy versus bad copy. —

Bad:

At the heart of everything we do at Lion’s Entertainment it is our commitment to your overall delight with our team and our services. We pride ourselves on promoting an atmosphere of concern and compassion for our customers and our fellow employees.

Why?:

This copy isn’t strong because it’s very vague. From this statement the reader doesn’t know what this company does or what type of entertainment company they are. Who are their customers? Nothing about this is specific to their business therefore it would difficult for this company to be found online and to make a final sale.

Good:

ModCloth.com sells everything from shoes to bedroom accessories. Its retro dresses and other such clothing are how it got started, and these items are probably still its biggest sellers. ModCloth.com ships to the U.S., Canada, the U.K., Australia, and other countries around the world.

Why?:

This copy is fantastic because they have their business name included and linked to their copy twice. This company also has added exactly what they do and who their target customers are. It added a key word “retro” this is another trick to writing good copy. Adding that key term is not only SEO friendly it’s also further targeting their ideal customer through the “retro dresses” niche. I as a customer may search “online store with retro style dresses” and this site would be ranked high on my search engine.

Once again the end goal is to drive traffic to your website and that can effectively be with good web copy. To start working on your website copy do some research and start writing drafts for each of your pages. Think about it from the customer view while your writing as well. If you continue to find writing your web copy intimidating it me click here for a FREE review and consultation to help you get the digital writing your business needs to succeed.

Iyana Edouard

Written by

Blogger, freelance writer, & author of #BlackGirlBlogging. Mother of dragons, which are actually two small dogs. Website: writtenbyiyana.com

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