You’ve seen it in their blogs or heard it directly from marketers: copywriting is a serious task. In the past, their job was to make sure people heard of the brand by knowing how highly involved and exciting it is to use their products and service. In the digital age of communication, people are more skeptical of one-sided, brand-oriented claims. They rely on information and facts in making purchasing decisions. Indeed, website copy still plays a huge role in this aspect.
Here are 4 reasons why your website copy is important.
People Don’t Care About Your Company (Unless It Helps)
If you’re running a search engine or social media ad campaign, people will stop and look at your company post. However, if the ad only says your company is the biggest locally and has achieved this selling milestone, you only have half a chance they would consider using your products and services.
People only care about your company if you can relate to their dilemma and provide an efficient solution. In doing so, website copies nowadays must emphasize the benefits their brand offers.
For example, you can’t just say you’re the number-one restaurant. You must tell people about the hundreds of positive reviews your customers gave you for your dishes and overall experience. Add your well-trained and experienced staff who served in many cruise lines and foreign restaurants, and you’ve got them thinking about what your dishes taste like.
A Midfield Medium of Communication
Good website copy isn’t just a show-tell of brand benefits and efficacy. Sure enough, brand benefits work for restaurants because you’ll need many pictures. But what if it was an industrial chemical laboratory endorsing its services? People won’t read an entire page full of scientific jargon.
This is where web copy comes in. By simplifying your brand’s benefits that even a grade-school student can understand what you’re offering, you gain interest and eventual leads. It becomes a midfield medium of communication.
For example, as a law firm, you won’t cite legal articles in web copies — people won’t stop to read and analyze that for more than a minute. Instead, you highlight how this particular business received its positive results by working with you, and gist of methods you used with a single-sentence description.
Your Website Copy Showcases Your Solutions With Data-Backed Accuracy
People search the Internet not just to find topics of interest. They use it to find specific and effective solutions. However, more than a hundred solutions exist for the same problem. How will yours stand out among the fluff?
If you’ve done research with a well-renowned transparent agency about your product’s efficiency, you can urge almost any reader. People only trust data from actual tests — and never the claims of a business or a related business venture.
However, remember that web copies must be emphatic. Therefore, it pays to simplify data explanations instead of diving into the jargon to make it as effective as possible.
Puts Your Brand Polarity At Positive
Every time you learn something new, you feel positive and happy. You’ve definitely experienced it after you read an informative post or resolve a long-time problem.
Web copies encourage readers to try your solution through data and tangible evidence. Once the readers try your solutions and find beyond-satisfying results, they will definitely want to read or buy more from your brand.
In turn, web copies are the “gateways” into actionable content that virtually guarantees a positive result each time — which always works for customers.
Your website copy is an important aspect of content marketing and digital campaigns overall.
Good Content = Value
People will want to read content that answers their primary questions such as “why do I need this product?”, “how does it work?”, “can I see proof of how that happened?”, and “will it solve my problem which is similar to your case?”
In her article The Importance of Good Content, Susan Greene mentions that good copywriting goes hand-in-hand with professional web design. With an effective web copy, customers engage your content and trust your brand after seeing satisfying results during their use. In turn, you increase the engagement and profitability of your website. If you need help with copywriting and other website needs, do not hesitate to reach out to us in the comments below!