Copywriting, why it is so important
Just because you have a beautiful looking website, doesn't mean it is going to get to work on your business goals online.
Most websites provide services or product information, company information, and contact information. However, a brochure or “informational” website will come to a screeching halt after they cover those basics.
The reasons people come to your website is to find an answer to their problems not looking to read a brochure, And If all your web pages are about you and how great you are, people won’t care.
People read online copy differently than they do print materials.
If you don’t know how to hook them with your unique sales proposition, clever headlines, sub-headlines, snappy bullet points and other “tricks” of the trade, they’ll merely click off your site.
Website copy should sound casual, almost like you are chatting with a friend. Sentences should be short and paragraphs limited to one key thought each for easy comprehension.
Your sales copy text should be meeting the conversation the searcher is having in their head. This is why you do your persona research.
It’s really quite simple; good sales copy will help you sell more products or services.
Sometimes the web designer will outsource this job to a writer to write the text. The writer will need to be an experienced copywriter and will need to spend time with you developing text for your pages that talks to your client persona’s in their language, and addresses their problems.
This is a crucial part of making your website work.
Web designers often forgo explaining the importance of having professionally written copy written pages so as not to add extra cost to the site build.
So be prepared to do your own copywriting, or hire a professional copywriter.
Take a look at the 2 x web page examples in the accordion below. The first page has poorly written sales copy and talks about themselves only.
The second example shows empathy for the reader and helps solve their problems. Which example site would you be more likely to do business with?