Whether your small business is old or new, at one point or another, updating your website is something you will simply have to do!
It could be a brand-new website, with new branding, new images, new everything – the whole shebang! Or, you could simply update a few plugins, words and images here and there, on your existing website.
Whichever way you choose to go, one thing is certain and one thing will never change:
You need quality copy on your website!
Here are a few of the main reasons why…
Quality copy = Attention
As small business owners, there is just about nothing we want more than attention from potential customers. And what is one of the best ways to get it? You guessed it, quality copy!
A perfect example of this: Only 8 out of 10 people will read your headline. If your headline isn’t attention-grabbing enough, those 8 people will minimise the screen, and you can pretty much say “bye bye!” to those 8 potential customers.
Quality copy helps avoid this. So, tell me, why wouldn’t you want it on your website?
Quality copy = A shining first impression
Now that you have your potential customer’s attention (insert squeals of excitement), it’s your time to shine!
We all know the saying… “You only get one chance to make a great first impression.” Well nowadays, you have just seven seconds to do it! Seven seconds! That’s 1 second shorter than the attention span of a goldfish!
Quality copy will showcase you, your personality, your skills, your why, your unique selling proposition and more. All this is what helps you make a shining first impression.
Quality copy = Credibility
No matter what the profession, when we’re looking to hire someone, work with someone or buy something from someone, we want to ensure they’re credible – We won’t buy from just anyone.
Credibility comes from engaging, educational and informative copy, which shares your knowledge and expertise in your area of work, as well as the usability and reliability of your product or service.
A selection of testimonials, awards, or anything else throughout your website copy that will help back up what you’re saying should also be weaved throughout quality copy.
Along with this, many people (like me), notice and frown upon spelling and grammatical errors. They’re messy and unprofessional and don’t do anything for your credibility – Quality copy will not have any of these in sight!
Quality copy = Your customer’s language
Quality copy speaks directly to your target audience, getting you your ideal customers.
Legendary Copywriter David Ogilvy said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think.”
Highly effective Copywriters find out who the intended audience is and what they want, need and value, so that we can speak their language in our copy.
Quality copy is much more effective when we understand our audience.
‘Getting’ your buyer, is the key to getting more buyers!
Quality copy = Benefits
Features describe the product or service, but benefits explain what the product or service will do for the customer. Which is why, quality copy highlights the benefits, rather than the features.
Why? Because people want to know what you can do for them!
Let’s take a mattress for example – Rather than selling springs, tempered steel and quilted fabric, write with the aim to sell a good night’s sleep or reduced back pain.
Quality copy = Search Engine Optimisation
Did you know that Google checks bounce rates on your website?
“What does that mean?” I hear you ask. The bounce rates are the number of people who don’t stay long on your website. If people are staying, engaging and making it past the first page, then your website gains authority with Google (yay!) – Quality copy makes people stick around longer!
Google also checks for readability. An example of this: If you have crammed your website with a million keywords and irrelevant copy, this will not make Google happy and your ranking will likely drop. On top of this, quality copy knows what Google likes, including, writing actively, rather than passively.
These are just some of the tips that quality Copywriters and Content Writers (like me) have picked up along the way and will use to ensure YOU get quality copy that gets results.
We don’t expect you to do all this yourself either, that’s why we exist!
Are you ready to get some quality copy on your website?
Get in touch with me today to make some magic happen!