The Importance Of Website Copy For Your Online Biz

If you’re here, there’s a good chance you already know the importance of website copy. Having an online presence is critical for businesses these days, and a website plays a key role –and with a website comes website copy.

So let’s talk about the importance of website copy. Because you’re going to need it at some point in your business journey, and you might as well know why.

Why Your Website Copy Matters

Whether it’s your Home Page, About Page, Services Page, or even your Contact Page, your website copy is your storefront, and it leaves a big impression on people.

Websites and the copy that goes on them create credibility and trust and make people feel like they want to know more of what you offer or what you’re all about. 

If your copy isn’t good, it also has the ability to underwhelm your audience enough to ‘x’ out of your site–and we definitely don’t want that happening. That’s why your website copy matters!

You want your copy to connect with your audience as soon as they land on your website. Of course, the design makes the biggest initial impression, but the copy is what hooks them. We talk more about that in the post: should design or copy come first?

Why You Want Your Audience To Connect With Your Copy

Have you ever landed on an ugly site and wanted to stay there? Probably not. A poorly designed website can discourage you from hanging around and learning more. 

Well, guess what? Sub-par copy can do the same thing.

Have you ever landed on a beautifully designed website and realized the copy is completely vague, and you have no clue who this person is, what they do, or if they can help you? We have, and it’s not a great experience for the reader, and it likely doesn’t yield results for the business either.  

Copy AND design significantly impact each other and the user experience as a whole. While we encourage you to have a budget to invest in both simultaneously, we do understand that can’t always happen. If you don’t have the budget for a custom website design but have excellent copy, check out our post that explains the benefits of investing in a template design for your website. 

How do you write copy that makes people stick around?

While your brand photos and design get your viewer in the virtual door, your copy will hook them, keep them reading, and make them want to work with you.

So it literally pays to have copy that makes people stick around. Here are a few tips on how to write this type of copy. 

Your first step is making sure your copy needs to answer four simple questions:

1. What do you do?

2. How do you do it?

3. Why is your offer worth the investment?

4. Where does your audience need to go next to work with you?

Your website copy needs to answer these questions, so your audience knows exactly what they’re getting, how they’re getting it, why they want it, and how to get it. 

We’ve written a few articles on how to write specific website pages, including your Home Page and About Page. 

If you’re writing your own website copy, we recommend that you don’t write a word of it until you have done your customer research, have social proof, are clear on your offer, have a solid brand voice, and the appropriate formulas to inspire your words. We talk more about these elements in this post.

But wait. We have another curveball for you: your headline. 

Why Your Headline Is Everything

Before answering any of the questions above, you NEED to nail your headline. Why? Because 8 out of 10 people will read your headline, but ONLY 2 of those 10 will actually read beyond it–which is shocking!

Luckily, we’ve written a blog post all about how to write a catchy headline. Trust us when we say that a headline is super important. 

If you don’t nail your headline (and anything else you place above the fold), the rest of the web page context doesn’t really matter because 80% of people aren’t reading it. It is so so crucial to get the headline right. Even if your website design is the bomb, a crappy headline in a beautiful font won’t keep your audience reading!

Every page of your website should have a headline. To get you started, we recommend writing a MINIMUM of 10 different headline variations for every page (and yes, every page should have an engaging headline “about” or “work with me” is not a headline). 

If you need help writing your headline (or the rest of your website copy), check out our copywriting services or go ahead and fill out our contact form to get started! We would love to help your business stand out from the crowd with incredible copy that keeps your people reading and interested in you and your business.