Copywriting may not be the whisky-fuelled, cigar-smoking career it was back in the 1960s. But just like the mad men back then, we copywriters still labour over language in order to craft hella headlines, tight taglines and of course, that all-important call to action.
And despite swapping typewriters for laptops, and cigars for chia puddings. We’re still out here with the same purpose: to write copy that reaches reader’s hearts. Only now, advertising mediums have evolved to include websites.
So why are so few businesses investing in website copywriting?
Because the truth is, great marketers don’t write website content.
And although they may seem interchangeable, there’s a deep contrast between writing website content and website copy.
Website content includes things like:
- T’s & C’s
- Warranty details
- Shipping information
Whereas website copy is the story that brings your brand to life. It should be engaging, persuasive and here’s where it should be found:
- Product descriptions
- On-page text
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?