COPYWRITING is an aspect of website development that is often undervalued and sometimes overlooked altogether by small and medium-sized enterprises (SMEs).
Most business owners think attractive graphics, user-friendly interface and valid coding are all it takes to create an effective website.
Although these elements are indeed important, it cannot be stressed enough that copywriting is just as important, if not more so, than any or all of them combined. It is because of this misunderstanding about the relevance of copywriting that SMEs are often guilty of the following mistakes:
Thinking you can do it yourself
Yes, it is your business and you know more about it than anyone else. But ownership of the business does not necessarily give you the ability to put down what the company offers in an effective combination of words.
Anyone can write, but only some people can write well, and most certainly a smaller group of people can write well with a specific purpose. In this case, that purpose refers to doing justice to what your products and services can do for your customers. So unless you are really adept at copywriting, leave it to the pros.
Thinking your designer, programmer or other employees can do it
Effective copywriting requires specialisation and experience. Designers, programmers and writers all speak very different languages. You would never ask your designer to program the website, would you? Then why is it okay to ask your programmer to write the website content?
The point is, copywriting is not the same as writing. The task of copywriters is not as simple as sending a message to people. Their task is to send a message that is compelling enough to evoke action — in this case, drive people to the website and convert them into customers.
Rid yourself of the idea that no one reads website content. You have to realise the Internet has become the best research tool of our times and people use it to gather all sorts of information, including information on products and services.
Not realising sooner that your business website needs a copywriter
A lot of business owners spend a fortune creating a website without a clear understanding of how a website can work for their business.
To put it simply, a good business website lets people fully understand the scope of your company’s products and services, as well as leads them to take the necessary action to avail themselves of those products and services.
You want to drive traffic into your website and then convert that traffic into sales. It sounds simple enough, but is not so easy to achieve.
A copywriter can assist you in the following areas of your website development:
Research and propose the sitemap, which will allow easy navigation;
Write killer copy for web banners, which encourage browsers to continue reading;
Provide convincing copy to build trustworthiness and persuade browsers to engage your services or products;
Ensure the whole website has interlinks so it looks more professional; and
Target keywords with search engine optimisation (SEO) copywriting to achieve a higher ranking on search engines.
Basically, a copywriter plays a key role in driving traffic to your website and converting that traffic into sales. You want to maximise your website as an advertising channel for your company, its products or services.
Websites have become the best and most cost-efficient medium for most SMEs to grab and sustain the attention of their market. Professional copywriting can help convince browsers they are dealing with a reputable and trustworthy company.
A lot of effort can go into a website’s design and coding, but good copywriting is the most effective way to reach out to people and convert them into your customers. So maximise your business website by including a copywriter in your web development team.