Given 3 out of 4 customers start their journey on Google, most people’s first impression of your business will be via your website.
So this should reflect how you want people to feel about you and your brand.
No matter how much traffic you drive to your website – it won’t convert.
if you want your website to convert, then it needs to be an effective communicator.
When it comes to crating website This has everything to do with mindset, it really boils down to what is the purpose of your website?
This is where website copy comes in.
This is content that is intentionally created to:
- represent your brand in its best light
- resonate with your ideal audience
- drive sales conversions
Unlike website content which is simply words on a screen that nobody reads.
Website copy is structured to please both your ideal customer and Google.
You find out more about this in a previous post ‘What’s an SEO Copywriter?’
But essentially – great marketers write website copy not website content.
Just like the mad men that came before us, we copywriters still labour over language in order to craft great headlines, taglines and of course, those all-important call to action.
And although we may have swapped typewriters for laptops, and cigars for chia puddings, the same purpose remains: to move people.
Your website says a lot about you
Given 3 out of 4 people start their customer journey on Google, most people’s first impression of your business will be via your website.
So it should reflect how you want people to feel about you and your brand.
After all, first impressions are hard to break.
Website content is complex, unclear and boring.
Remember: you’re not here to flex your multisyllabic muscles.
You’re here to speak to real-human-people about how you can help them.
So if your website copy doesn’t hit the mark within the first 3 seconds you could’ve lost yourself a customer.
Website copy is the story that brings your brand to life
The ultimate goal with your website is to break down the barriers that separate you from the people you’re here to serve.
In my experience, website content just fortifies these walls whereas website copy dissolves them.
The growth of “keyword-content”
When Google came on to the scene, businesses began to favour keywords over copywriting for their websites. As part of a cheeky attempt to climb through the rankings.
But it’s black hat techniques like “keyword stuffing” that end up doing more harm than good. Because they don’t put the reader first. And are a far cry from copy. Which, instead, sets the right tempo with your readers. And articulates why you can solve their problems better than anyone else.
It doesn’t matter what you’re selling. Or why you love what you do. If your readers don’t feel like you’re putting their needs first, the chances are they won’t convert into customers.
Instead, if you create website copy you’ll be clear on:
- Your target audience
Because your website shouldn’t read like a stream of consciousness. It should read like you’re conscious of who you’re speaking to.
It’s this confusion between website content and website copy that means prices for writing fluctuate from $5 – $50,000k. And like any creative art, there is no stencil for success. Because it’s a business investment – you reap what you sew. Or write as the case may be.
Now over to you. What’s your approach to website writing, and why?