What Is Web Copy & Why Is It Important?

If you’re running a business, you’ll already know just how important it is to have a strong web presence. After all, this will most likely be where your potential customers first interact with your business. If you’re an online business, then the strength of your digital presence will determine whether your visitors become your customers. If you’re running a brick-and-mortar business, your website will decide whether or not they get in the car to visit your site or give you a call. While there are many components to having a strong online presence, including web design and security, one of the more underrated - yet crucial - elements is your web copy. This really can make a huge difference in how your customers view and interact with your business. In this blog, we’re going to take an in-depth look at web copy, including what it is, how it can help your business and the dangers of substandard web copy.

What is Web Copy?

Before we get into all the benefits that strong web copy can bring, we first need to have a sense of what it is. So what is it? Essentially, web copy is the words on your website. Nothing more, nothing less! Well actually, that’s not strictly true. If you want to engage with your visitors and have them form a positive impression of your site, then it’s a little more complicated than that. It’s not as if you can just put on any old words, and expect it to work. One of the reasons why website owners are increasingly focusing on web copy is because they understand that it can have a real impact on the bottom line.

Let’s break it down even further. You have a product or service that you’re offering the world. While you know just how good your offering is, and how it can help your customers, the average joe who visits your website won’t know any of that. They might have an idea, but they don’t know it on the same level that you do. Your web copy will tell them. It’ll help you to convey the messages that you want them to understand. We’ve all been on a website that looks legitimate and promising, but which we couldn’t fully understand. That’s because they didn’t have enough web copy to get the message across, or the words that they did use were so confusing as to be basically worthless.

If a visitor can’t understand what your website is about, and quickly, then they’re going to leave. That’s why it’s so important to have strong web copy - it conveys the messages that your visitors need to know.

Why’s it important?

So now you understand that your web copy is the words on your website and that it’s important. But you might not yet be convinced that it’s something you should be investing too much of your time into. After all, as a business owner, you’ve got other things on your mind. The quality of your web copy might not be too high up on your priority list. So now let’s take a look at why it’s so important and the many benefits that it can bring.

The benefits of good web copy

1. An SEO boost

If people can’t find your website, then you’re going to struggle to build up a list of customers. That’s just common sense. While there are various ways to point people to your website, far and away the best method is to have your website ranked highly on Google. Other search engines also play their part, but Google is the main driving force; it’s got somewhere in the region of 90% of the search engine market, so it’s worth paying the most attention to (or perhaps all of your attention).

The rankings on Google aren’t random: the company uses an advanced algorithm to determine the rankings. While the factors that contribute to the ranking have changed over the years, in recent times, Google has placed the biggest emphasis on the quality of the pages. And how do they determine which pages are quality? By looking at the content. If you’ve got no content or all of your pages are filled with typos and grammatical errors, then it’ll be marked down. That’s why keyword stuffing no longer works: you can’t just throw in as many keywords as you like, and hope Google likes it: they won’t.

2. Boost your credibility

You’ve seen your company develop from day one, and you’re sure that you’ve got a great product/service on offer. Alas, a person that stumbles upon your website won’t know that. To them, you’re just another website, one of billions. As such, one of your first tasks is to convince them that you’re a credible, trustworthy website. While your web design will get things off on the right foot, it’ll be your web copy that convinces them. People are naturally sceptical about websites these days, with good reason, and if they see something that makes them believe your website is low-quality, then they won’t hesitate to hit that ‘X’ button.

3. Convincing potential customers

It’s all good and well getting people to your website, and even ensuring that they have a generally favourable view of your company. But there are still some ways to go before they decide to become a customer. Everything you’ll have done so far has been to convince your customers of your trustworthiness and credibility, and that’s undoubtedly important. But it may not be enough for them to spring into action, get out their wallet, and make a purchase. You’ll need to convince them of it. Strong web copy is one of the best marketing tools you have at your disposal. After all, an interested party is already on your website, which shows that they’re at least thinking of purchasing whatever it is that you’re selling. It’ll be the strength of your web copy that gives them that final little push.

4. Sleek and concise

Another benefit of high-quality web copy is that it allows you to be sleek and concise. One of the more annoying aspects of some websites is that conciseness doesn’t seem to have been a priority, or even a thought! Modern internet users like to get what they came for, which means it’s important to get straight to the point. One mistake that many business owners make is believing that they can write their own web copy. Anyone can write, sure, but then anyone can sing -- but there are some people who are much better at it than others. Strong web copy should be sleek and concise, and for that, it may be best to hire a professional to do the job for you.

5. A form of marketing

Excellent web copy can do more than just convince the person visiting your page that you’re the real deal. It can also convince the people that they know, too. If your web copy is of a high standard, and highly useful, then you might find that the reader shares the link with other people, which will help to draw even more potential customers to your website. Let’s say, for example, that you have a website that sells drills. Underneath all of your drills, you have web copy that explains all the different types, how to choose the one that’s right for you, and so on. That’s highly useful information. Not only will you be establishing your expertise, but you might also convince the reader to share that content with other people that they know.

The risks of bad web copy

OK, so that’s just some of the benefits of high-quality web copy. However, it’s not as if having good web copy just brings benefits; it also actively keeps some bad things at bay, too. Let’s take a look at some of the downsides of having bad web copy (though remember: there are no upsides!).

1. Doubts in the mind

There are a million and one sites that a potential customer can go to to find the same thing that you’re selling. If you have poor, low-quality web copy, then you’ll be planting a seed of doubt in his or her mind -- and that’ll be all it takes for them to go elsewhere.

2. It doesn’t inspire

Even if your web copy doesn’t throw up any major red flags, if it’s uninspiring, then you might find that not making the jump towards becoming your customer. And that’s why your business exists, right?! There’s also the risk of boring your visitor with all your content. A good copywriter will help to keep things succinct, clear, and to the point -- and can even throw in a little bit of style that’ll make the writing more engaging.

Ultimately, it’s worth remembering that web copy isn’t just a luxury bonus: it’s an integral part of your website’s success. At the end of the day, whatever’s good for your business will also be good for business. So don’t take any chances: make sure your web copy is on point.

If you're having your new website designed by Kitching Ltd, you can send over your own web copy and then we can design all your pages around your content. However, if you're stuck for words or want to go the extra mile, consider taking advantage of our professional web copy services.