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Heather Church

Copywriting Matters, A Lot!

Posted on November 30th, 2012 by Heather Church

Have you ever thought about copywriting and the importance of it? While there are several important aspects of a website, copywriting is the backbone. If you have a visually stimulating site, lots of social media engagement, and more inbound and outbound links than you can count, it’s nothing without the words that hold it together. Good copywriting . . .

  • Tells your story
  • Enhances Search Engine Optimization (SEO)
  • Sells
  • Educates
  • Details “what’s happening now”

Let’s explore each of these further. This is the third part of a six part series. Read part one, Five Action Steps In Your Website Build, and part two, Choosing a Technology Provider, and then read on.

Tell your story. When people land on your website, does it tell your story? Good copywriting does just that. A website is your little corner on the world wide web that lets people know who you are, what you stand for, what you sell and what you believe. Sadly some websites don’t even have an About Us page, which is one of the first pages most customers look for when determining whether they’ll buy from you. An About Us page can help you gain trust and credibility. It can also totally break you. If a customer doesn’t know you personally, they are looking for ways to connect with you, to understand your values as a business. A great About Us page can do just that. Look for a website provider that offers copywriting services as part of their total website package.

Enhance SEO. There are all sorts of things you can do to enhance SEO on your site, including adding meta tags, meta descriptions and incorporating inbound and outbound links, BUT copywriting is likely the most important and successful way to drive SEO. When purchasing a website, be sure it is search engine optimized, meaning the technology used allows the search engines to “read” all of the words (copywriting) on your site. Work with a company that knows how to determine the best key words to use for your company and industry. Equally important to key words is location information and any good web company knows this.

Sell. How in the world can you sell anything without telling people about your products? And how do you tell about your products on the web? Through exceptional copywriting! If you sell products or services, they should be listed on your website. And beyond listing them, each product or service should include a detailed description. All of those products and services should be on your website versus linking out, and those areas should be search engine optimized just like the rest of your site. Look for a website developer that offers a product catalog on your site that also integrates with a payment gateway and shopping cart.

Educate. One of the ways you build credibility is by educating your potential customers about the products and services you sell. No matter your industry, you are the expert when it comes to your customer. A website (and the copywriting on that website) is an opportunity for you to educate your customers about your industry. You can do this in a number of ways through the copywriting on your site.

  • Frequently Asked Questions
  • Blog (more about this listed below)
  • About Us page
  • Advice page
  • Policies and Procedures
  • Email blasts to customers

Blog. This is often the most overlooked and misunderstood part of many websites. You talk to people on the sales floor – use your blog to do the same thing. Blogs are important for a variety of reasons. A blog gives you a space to educate your customers on any number of products and/or services you sell. It allows you to introduce new products and services – and link back to them within your product catalog. Blogs give you the opportunity to share¬†tips and trends within your industry. What’s more, the inclusion of a blog on your website (versus linking out) forces Google and the other search engines to re-index your site each time new content is published. This in turn helps you grow and improve in the search engine ratings. Blogs are great short writings that can easily be shared on all of your social media networks, which then establish inbound links and greater SEO.

As you can see, copywriting truly is the backbone of your website. If you don’t know what you’re doing, trust the work to someone who does. It will pay off in the long run, make you look good, build rapport and help you sell more. Contact us today.