The Eternal Importance of Great Website Copy

Your website is looking great and the design popping, but is your copy letting it down and losing customers? Here we look at the importance of copywriting and how it should work with your design - not against.

  • 8 Jun 2018
  • Advice, Copywriting
The Eternal Importance of Great Website Copy

It's a given that you want your website to look good, right? Arresting aesthetics displayed in intelligent ways with a splash of design innovation and bit of swagger will help you to stand out from the crowd and stamp your brand authority all over your digital presence.

But it's also true that you need your website to be so much more than just visually appealing. Sure, having your visitors stop by to admire your beauty is always flattering but that doesn't really mean a lot if your site isn't also helping you to secure more business.

There's one crucial element that separates the best web designers from those who are perhaps, well?a bit mediocre. The best will always design with conversions firmly at the forefront of every decision they make. They know you need your visitors to sign up to your mailing list, engage with your content, say hello and, ultimately, make a purchase.

Hello, Copy!

Your website's copy, the words that communicate who you are in a tone that reflects your ethos and values, is one of the most important components of creating a compelling customer experience and securing sales. Copywriting is exactly what I'm doing right now. Arranging words into (hopefully) engaging sentences that you're (hopefully) still reading. Unfortunately, web copy is also arguably the most overlooked design element which, not gonna lie, hurts a little bit.

Design and Copy Should Be Besties, Not Ex-Friends Who No Longer Talk

Designers are naturally visual beings. Inexperienced designers might get super excited about small design flourishes only to overlook the messaging their clients also need to convey. Yeah, they might whack on a bit of 'lorem ipsum' (sample text) but if they're not considering the careful reasoning behind the inclusion of specific brand communications in specific locations, it's not going to work.

Why? Aesthetically pleasing doesn't always translate into the effective message communication platform a website also needs to be. Visual elements and site messaging should support each other, not compete to outshine each other.

Presenting your Messaging in Compelling Ways

Although you might also incorporate images and video content, web browsing is fundamentally a reading experience. As your audience are busy people, you've got to make it easy for them to locate the specific pieces of information they're looking for. This means identifying the most straightforward way to present that information and ensure this is accommodated during the design process.

Boost Search Visibility with Clever Copy

Smart copywriters know exactly how to weave important keywords into a website to ensure search rankings are elevated and your potential customers know who you are and where to find you. Considerations must be given to everything from headlines and titles to meta data and body copy. Yep, the whole shebang.

Informing the Design Process

Copy isn't just another thing that designers have to consider. In fact, web copy will actually inform and shape the design process for the better. When your design team understand the motivations behind your unique conversion goals, it's much easier to create a visually engaging design that will help you to meet those goals.

If you'd like to learn a little more about how web copy can help you to create a uniquely engaging customer experience, give us a shout. We've got your copy needs covered!