The importance of great copy

Content is King!

Of course, the visual display and functionality are important elements of website design and my team produces websites for lots of different customers, each representing all the right brand values and delivering positive user experiences. But well written (and regularly updated) content is hugely valuable in terms of search visibility and visitor conversion; using the correct key search words and phrases will help you to score well with Google (let’s be honest, Google is the primary search engine we all care about scoring with), and adopting the language of your target visitor will help drive more click-through.

Producing the right copy for a website should never be regarded as a one-off exercise; here are a few points to consider when producing the copy for your website
• Your business and customer base evolves over time and your copy should adapt in line with this
• Your industry never stands still and news (that appeals to the interests of your target audience), needs to be communicated regularly to build your content layers
• Not all the copy you produce for your website will generate instant interest; your analytics tools will help you to identify the pages that perform best in converting visitors into customers – test alternative versions of news or updates to see how you can increase customer engagement.

Like the visual and functional aspects of successful website design, good copy should always have your business objectives in mind. Good content begins with a strategy; without a purpose, the content will not reach out to your target and you will be unable to measure the impact it has. Before you produce any content, decide what you want written, why you want it written, who will read it and how you will measure its effect.


Be consistent with your messaging.

If your website depends on regular updates and news to maintain the appeal to visitors and customers, you should make sure the tone and language of any new content is consistent. The personality of your business comes through from the content right across your site.


Make sure what you say is accurate.

If your site quotes facts and figures, it’s vital that these are accurate; misquoting a source can raise false expectations with your customers and damage your reputation. Copy that contains spelling errors or poor grammar makes it harder for customers to get the message and sends the wrong message about your brand. In fact, a recent study conducted by transcription and translation specialists, Global Lingo, shows that almost 60% of UK online customers would NOT even buy from a business website that used bad grammar.


Your content MUST be relevant and engaging.

Visitors to your site are always asking themselves one question – what’s in it for me? So, whether your website is designed to inform, educate, entertain or for commerce, your content must appeal to your customers, make them want to read and help them make decisions during any buying cycle.
You need visitors to your website to read and absorb your content; using questions within the copy will increase the levels of their engagement e.g. “Did you know that by migrating your IT infrastructure to the cloud, you could save approx 70% on software licencing costs?” Follow this up with a strong call to action.


Your content should be compelling.

Make it easy for visitors to take relevant actions (the actions you want them to take). Our designers will produce strong visual signposts for each key call-to-action (always in the customer’s eye-line), but the calls to action must link customers to the most relevant follow-on page, like add to basket, call for an appointment, find out more, register to receive, etc. Social bookmarking and share with friend tools will also help extend the reach of your content t a wider audience.


Produce worthy new content regularly.

While this is important, it’s usually overlooked once your new site goes live. Link your blog or newsletters to your site but don’t over-commit yourself to a task that you can’t maintain; a blog with no updates or a social media profile with no new posts can damage your brand because readers will assume that you don’t take it (or them), seriously.

Adding new content to your website should be regular and worthwhile:
• Add a blog at least a couple of times every month and vary the subject from product news to articles or comments that are relevant to your brand
• Add content that supports your key products and/or services , such as maintenance tips and buying guides
• Promote your new content; post a headline and link on your Facebook page, tweet about your new content or include a snippet in your customer newsletter.

Many customers choose to produce (what they call) their own text; after all no-one knows your business or your products as well as you do – right?”. However, if producing the content for your site is a task too far and you don’t feel comfortable tackling this important element of website design, don’t panic! Alchemy Internet offers content production services to all of our customers. We have worked with a small number of copywriters (each with their own specific experience and knowledge), for the past couple of years and I’ll usually recommend that customers involve the right one early in the web design process. The appointed copywriter works alongside both our customer and our web architects to help define the objectives of each page and how these can consistently promote your products and services in the right way, to the right audience.

Are you struggling to compose the content for your new website?
Do you need help conveying your key sales messages?
Will your website need valuable new content on a regular basis?

If you answer yes to the above, why not contact Alchemy Internet? We can help you produce content that conveys, compels and converts.