Why good copywriting on your website matters

First off, what is copy? You may have heard this term before, but all the marketing jargon and lingo just isn’t your forte. Copy is a fancy word in marketing for text/ words, but copy is so much more than just the text and writing. It’s strategic writing in a tone that aligns with your brand while also being compelling. It’s selling your brand promise to your ideal audience/ customer.

So now that we’ve established what copy is, let’s talk about why it’s so important for your website. Copy can work for you or it can just be nice words on a page. If you have good copywriting it will resonate with your ideal audience, convert to sales, and help your discoverability with SEO. If you have bad copy or you don’t really have copy, it’s not going to do much to help your website and can, in turn, hurt your business by losing out on potential customers.

Let’s look at an example:

Bad copy: Welcome to Little Creative Company!

Why: It’s too vague. It doesn’t capture the audience or tell them who you are. It’s only telling them your name, but not what you do for them.

Good copy: Strategic and Attractive Web Design for busy business owners who need a little extra creative help.

Why: It’s immediately telling your audience what you do for them (your promise) and who you help. They already know your business name because it’s in the website name and at the top of the page. Now you need to hook them before the scroll so they will want to learn more and stay on your page.

Good copywriting needs to compel someone, tap into their emotions, solve a problem for them, show them your “why”, and show them why your thing is the right thing for them. Good copy isn’t all marketing jargon or one big sales pitch. It should align with your brand voice/ tone and feel natural. You don’t want to sound like a car salesman or one of those legal commercials.

Let’s look at another example:

Bad Copy: We build websites to grow your business.

Why: This doesn’t give them any proof points. You’re telling them a promise but not showing them how or why.

Bad Copy: The Web designer you’ve been looking for!!

Why: This sounds too obvious. It’s a bit too car salesman-y. It’s too hey look at me and doesn’t benefit the audience at all.

Good Copy: Are you a business owner with too much on your plate, but you know you need to tackle those creative tasks you keep putting off? Little Creative Company is here to help alleviate your task list by providing a little extra creative help so you can focus on growing your business.

Why: This is resonating with a problem they have. Immediately if they are the right audience they are saying to themselves, “Wow they get me.” They are a busy business owner with very little time. They know they need a website or to redo their site but the thought of doing that is overwhelming. So you are showing them through the copy how you solve that problem for them. You solve it by taking that task off their list so they can focus on what they’re good at.

Good copy isn’t always a question. But it’s always speaking to the audience in a way that makes them feel seen and shows them why you are the solution to the problem they have. People buy solutions that make their life easier so show them how what you do helps them.

If you’re a chiropractor, show them how your services solve a health problem for them. If you’re a coach or consultant, show them how your services make their life easier or better. If you’re a restaurant, show them why your food should be on their list to try and share with others. Most, not all, but most marketing boils down to problem = solution. People like solutions to their problems. They like their lives to be easier. They also like experiences and creating moments. So if you are a service-based business, show them how your service solves a problem for them. If you are an experience-based business, show them how your experience improves their lives.

Most people don’t realize all that’s involved in building a strong website. It’s more accessible now to make a website with all the amazing tools out there, but most people get overwhelmed or disappointed in trying to DIY it because they don’t know what to do. People also don’t realize the importance of a website either, but we will save that for a separate blog. Often people tend to prioritize social media over their website because they think people are only on social media now. But that’s not the case. Social media is part of your marketing funnel and your funnel should always lead back to your website. Your website is the hub and social media is one of the spokes. Your website is the way you can be found on the internet. It’s your best way to communicate everything in one place. Search engines will show your website based on a number of factors, but they can’t even rank your page if you don’t have one. Good and strategic copywriting helps your SEO.

A strong website has to have 3 main things: good copy, beautiful imagery, and a strategic design.

If you only have one of the three or two of the three, your website won’t be able to serve you to the best of its ability. Most people know they need a solid design and imagery, but many don’t realize the importance of investing in good copy as well.

There’s different ways to go about getting good copy for your website. You can either pay a copywriter separately to develop the copy for your website, you can DIY it yourself, or you can find a web designer that does both. Not all web designers offer both. Many offer branding and websites together since both involve design. But copywriting is often a separate skill set. One of the reasons I offer both to my clients is because I am a writer myself. I’ve done copywriting at the corporate level for a Fortune 500 company and I am also a web designer. I found that by offering all my custom website packages with copywriting that it saves my clients a lot of money on their investment because they walk away with a strategically designed website that’s attractive and has strong copy.

Now that you understand the importance of good copywriting on your website, take some time to re-evaluate the copy on your website. If you aren’t sure how your website copy is, let’s chat. My website audits are a great way to get an evaluation of your current site and see where improvements can be made. I’d love to help you improve your site so that it works hard for your business!

Let’s Chat! Send me an email at hello@littlecreativecompany.com or reach out on our contact page.