Is good web copy important?

With an estimated 110 million websites on the web, it’s of vital importance that a site stands out. There are a number of ways that a business can do this but surprisingly, one of the most effective is by ensuring that the web copy is of a high standard.

Don’t Recycle

Many businesses assume they can recycle copy from a corporate brochure to provide content for their website but this is simply not true. Because print copy is not written specifically for the web, it won’t appeal to unique reading habits of the Internet user and this can have a negative impact on your business.

Bad Copy Can Cause Problems

By populating your site with print copy or by using copy that isn’t of a high standard, your business will experience a number of problems. You may notice fewer visitors and a distinct lack of user loyalty because people are unlikely to return to your site when they can obtain the same information elsewhere in a more user-friendly format. You will also suffer from poor search engine optimisation, which will make your site difficult to find. This occurs because Google favours sites that it deems authorative, meaning that a poorly written site won’t rate as highly as one with good copy.

The Benefits of Good Copy

Good copy makes your site more user-friendly. It means that visitors can access the information they require swiftly and in a form that suits them, making them likely to return to your site in the future. Ultimately, using good copy has a positive impact on the amount of traffic to your site. Good copy that is well researched and nicely written is seen as authorative. This means that not only will you gain your readers trust but as discussed above, you’ll thrive on search engines too.

Crafting Good Copy

Creating good copy to cater for the distinct needs of the Internet user is relatively straightforward. Like most genres, there are a few things to consider when creating you compelling web copy. Firstly, your copy should be engaging. It should successfully grab the attention of your visitor and make them want to read on. It should also be informative, which will make your visitor feel as though they have gained something by reading it. Finally, it should also be easy to digest. Because Internet users will scan rather than read, your copy should be a manageable length with straightforward vocabulary.

An Investment, Not an Expense.

While poor copy is often used because it’s a cost-effective solution, businesses should be beginning to think of good copy as an investment. A website is the online face of a business and by filling it with bad web copy, you’ll make your site and ultimately, your business, look unprofessional.