Online business is built around and from written language. Despite our multi-platform, multimedia digital age, no other medium of communication has the same power to persuade, impress, intrigue or repel potential consumers like copywriting.

That’s why copywriting matters. For businesses looking to get ahead in their market in this incredibly competitive globalized world, proper copywriting for their website should be considered a priority.

But what’s so hot about a copywriter? In this blog post, we’ll delve deep into the benefits that quality directed content can bring to a company’s website.

So what is Copywriting?

Woah there. Now, those few introductory paragraphs got you thinking that copywriting is a pretty important piece of the jigsaw, didn’t they? Well, you’re not wrong. But before we go any further, we really need to find out exactly what copywriting is.

Almost any written content on a company website will have been produced by a copywriter. That doesn’t mean to say that all copywriters are professionals. No sir! Like companies websites themselves, the quality of the written content is infinitely variable.

Yet while the quality of copywriting can change, its purpose does not. For business websites, copywriting is there to draw emotion from a reader – and potential customer – and to artfully seduce.

Copywriting entices the reader to find out more about a service or product by communicating the brand’s character. The writing will catch your attention, relate itself to a broad spectrum of readers, and solve a problem you may have been unaware you had.

Of course, the style and content of written copy will depend on the type of business it is being written for. While content for a clown hire business can be jolly a fun, including jokes would not be recommended in the copy of a funeral director. Copywriting is context dependent!

Copywriting Not to be Noticed

The best copywriting goes unnoticed. Sounds counterintuitive, but it’s true. The best copywriters produce content that doesn’t sound like a sales pitch – it doesn’t jar against the reader’s experience. Instead, the experience of reading top-grade copywriting is like a conversation with a close friend, where words flow naturally and are taken to heart.

Rather than remind visitors that they are indeed on the website that will entice them to buy, copywriting should add enjoyment to their visit and allow them to understand the brand’s character and vision. Subpar copy can shatter this carefully crafted relationship, an effect best avoided if possible!

What’s all the fuss over SEO?

Unless you’ve been living under a rock, you’re sure to have heard about SEO, or Search Engine Optimization. We know what it is, I hear you cry, but what’s special about it?

Simply put, quality SEO helps bring in more clients that increase profits and yield attractive long-term results while being extremely cost-effective

But for an online retailer or company, the first step to bring in more clients and orders is to be seen. Or better said, the first step is to be found.

Search engines like Google use a variety of tools and algorithms to decide how they will rank their pages. Of course, a company wants to be as far to the top of Google’s search results as possible or they simply won’t be found. When was the last time you bothered to click on the second page of Google’s search results?

SEO allows a company to push their way toward the top of these results. Placing carefully researched keywords and key phrases through the written content of a page with the optimized regularity and positioning help Google to find the page more easily, and will thus push the page towards the top of Google’s results.

The skill of a copywriter is to make use of these often awkward keywords and phrases while sounding natural, offering value to the reader, and creating content that still fits with the character of the company. This is harder than it looks.

A great deal of online content is simply recycled from other places. Not only is this dull to read, but tired old content is also less likely to score as highly with Google’s analytics, ensuring it sinks to the bottom of the search results pile.


Creating a User Experience

Copywriting is only one aspect of a website, though it has a prominent role in the user experience of those who visit. Two other major aspects of a functioning website are its design and aesthetic.

The aesthetic is the appearance of the site, including the background colors that are chosen, the font and size of the text, as well as any images or photographs that might be used. Like copywriting, the visual side of a website should seek to replicate the message of the brand to fit in with its character.

The design and functioning of the website is orchestrated by the UX, or user experience, design. Customer behaviors and preferences are all used to come up with a strict functioning of a site.

Copywriting has a major role to play in this. The written content of a website offers explicit instructions for users, helping them find what they’re after on a website. It must compliment the more intuitive nature of UX design so that there is no confusion about what can be found where. After all, the vast options that the internet provides consumers, means that they can easily find an alternative company should your website pose problems. If a customer can’t find where they can buy an item then that is a major problem and an opportunity lost! In this sense, copywriting plays a navigational role too.

That’s a Wrap

So there you have it. A run-down of the major reasons that makes copywriting so vitally important to websites.

Not only does copy provide continuity to the consumer, jelled well with the already set out voice of the business, it also helps grow revenue.

If you’re not taking your copywriting seriously then this mistake may very well come back to haunt you.

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About Patrick Appleby

Patrick is a British journalist and content creator now based in Mexico City. When not searching for a scoop or trying to memorise Spanish verb conjugations, he enjoys cycling, reading, and wandering through the vast streets of the Distrito Federal.