3 Reasons Why Your Web Copy is Just as Important as Design
Your website is your virtual front door--it is necessary for your customers to visit your website to see what you have to offer. And you have less than 5 seconds to make a lasting impression. So what do you focus on? How do you make yourself stand out?
While the design may catch their eye, your message is going to either keep them clicking through your website (VERY important) or have them leaving and looking for services elsewhere. You can have a sophisticated design that showcases your brand flawlessly. You could have all the bells and whistles--but if at the end of the day all you have is a pretty picture, you aren’t giving your potential clients anything substantial to make them want to invest.
Quality copywriting is SO important
If people are on your website to begin with, chances are they are looking for something: a service, product, blog, etc. Whatever it is that they need information on, you need to be able to deliver that information in a clear, concise, and conversational manner.
Your potential clients want you to solve their problems. They want you to understand your pain points. While your design may draw them in with your color palette playing on their emotions or your design making sure buttons and menus are properly placed, nothing is going to connect with them personally without a little bit of copywriting magic.
Reason 1: People invest in their emotions
Emotions are strong feelings that are derived from your experiences. Since emotions run differently for everyone, your website needs to be able to connect with your target audience based on their previous experiences, relationships, circumstances, etc. The core motivators in people typically fall into one of two categories:
Avoiding threats, losses or pain
Incentives; Finding something that makes us happy or gives us pleasure
Many marketers will focus on only positive emotions, but in the areas of home/lifestyle, you are going to want to focus on the negative emotions because these are the people that want to avoid pain. They are facing struggles and want a solution that fits their lifestyle. You are that solution.
Your goal is to get them to engage on your page
Whether you direct your potential clients directly to scheduling a consultation or offer them “freebies” with personalized newsletters or blogs, you are making a positive impact that is going to affect those negative emotions that they visited your website with. Focus on the benefits that you provide and how these can make their lives easier. When you focus on engagement and connecting with your audience, you build trust and start a relationship that will develop into new clientele.
Reason 2: Quality content boosts your SEO
You can optimize images for SEO, but optimizing your written content is equally, if not more, important. Besides, you still need to understand both copywriting and SEO to pull off the optimization of your images for Google search engines to recognize and utilize it to boost your page’s visibility.
Content does far more than just engage with your audience. It can also tell search engines all about your page. The more written content you have on your page, the more keywords are tagged by analytics to help your website rank higher. Having smart copywriting that is optimized for SEO makes your website more trustworthy and professional. It helps your website attract an audience and adds authority to your page which is a critical asset to your online presence.
Your goal is to optimize every bit of your website
Great copywriting thinks in terms of your audience and analytics. This means that your web copy needs to be fully optimized on every page of your website. If you are unsure about how to optimize your website, working with a knowledgeable copywriter or SEO specialist can make a world of difference for your business’s virtual visibility.
Start by optimizing each page’s content and work your way towards optimizing your images and including vital metadata and keywords in everything you do.
Reason 3: Great copy builds relationships
The thing about your website is that it is more than just the front door to your business. It is every bit of your business all wrapped into one--this includes the relatable salesperson. You want your copy to sell, but it needs to also build relationships.
If crafted carefully, your web copy opens doors for connecting with your site visitors. You are able to respond to their questions and meet their needs through valuable information. This could be relaying services that help others or giving away “free” information on your blog.
Through your connections, you increase trust and establish your business as an authority in your niche. You also cultivate relationships that can turn into long-term investments. More importantly, companies are interacting on all mediums with their customers these days. A welcoming website that connects with the right audience will also strengthen connections on other platforms, social media feeds, and newsletters.
Your goal is to think like your potential customers
When you can put yourself in their shoes, you are able to provide web copy that speaks directly to their needs, wants, hopes, and dreams. By knowing their pain points before you even begin, you can easily address their issues with solutions that work for their lifestyle and encourage them to keep coming back for more via other channels.
But, you won’t even get their attention without first cultivating that relationship through your webpage’s text. Remember: that first 5 seconds is so important to make the right impression.
Amazing Design + Poor Copy = Recipe For Disaster
You can’t have one great element without the other, it is as simple as that! Your copy needs to be impressive for both your potential clients and Google. It is imperative that you develop great copy to help your site convert.
Working with a team like ours at BK Branding Co. gives you the best of both worlds! Amazing designers, talented copywriters, and SEO assistance combine to create unstoppable websites. If you are ready to transform your web presence, you’ve definitely got the right team on your side with us!
Reach out to BK Branding Co. for your complimentary consultation today and find out how you can move mountains with your online presence.
Meg is a content and copywriter based in the quiet suburbs of Chicago where she resides with her husband, two wonderful daughters, and (quite frankly) a mini zoo. Meg is a huge fan of coffee mugs, late night work sessions, and her mini home library. She is an avid reader and lives for strategy board games.
Professionally, Meg has been writing for 6 years and focuses on blogs, social media, and website content. She has dabbled in just about every niche and works hard to connect you with your audience and bring your story to life. Small businesses and start up companies are her jam because they pour their heart & soul into every piece of their endeavour.