Why Well Written Copy is Important for Websites
Great web design combined with great copy is a killer combination and vitally important to the success of any business. The team at Bold Web Design combine both elements to ensure the success of each and every enterprise they work with.
The best copy inspires action and drives the reader to purchase the products or services on offer, to share valuable information and to learn more about a company.
This is the ultimate goal of any eCommerce business - to convert; well written copy is a fundamental part of that process.
The role of copy within any website is multilayered and at its finest, copy can educate, excite and inspire brand loyalty, keeping your customers interested and ensuring they return again and again.
The best copy acts like a support system for a website. It’s the heart of whatever else is present.
A website may have cost a small fortune to build, it might look beautiful, it may be the fastest, the safest and have the best SEO in the world but if the copy is weak, then everything else will collapse around it.
Poor copy always has a consequence - poor conversion rates. Ultimately, the buying public are savvy and they can spot a fad or a fake within seconds. When you fail to invest in great copy that’s a big red flag for your target market.
Poor copy disrupts credibility and makes visitors believe that you’re not serious, that your business is not to be trusted. To improve conversion, you may need to improve copy.
15 Seconds…
Or less. That’s all it takes to lose a visitor to your site.15 seconds is the average length of time people spend on a website before they hit the back button and return to search results.
Why such a short amount of time? Don’t they see the great images? The cool products? What’s stopping them from sticking around?
In short, people are busy, attention spans are limited and if your visitors aren’t seeing what they’re looking for immediately, then they’re gone. Add to that the problem of lack of credibility which is fed by poor copy and your site hasn’t got a chance.
To reduce bounce rate and increase conversion, you need to ensure that the content visitors do encounter is valuable. When visitors arrive on your site, they’re looking for something specific…either a product, a service or information. Poor copy won’t give them that…great copy will.
Great copy inspires trust and it educates. Without these elements, your visitors don’t feel safe to buy.
Great copywriters already know your audience
Knowing your audience is half the battle because once you’re certain of them, it’s much easier to provide them with exactly what they’re looking for via copy and content. You know this though…you’ve done your market research, you’re aware of your audience’s shopping habits, their ages, their likes and dislikes…even the colours they most respond to.
But what about your copywriter? How does a copywriter use this information to ensure that what’s on the pages of your website will ensure a high conversion rate?
A super-smart copywriter knows exactly how to utilise and extend your market research to ensure that the content on your website is attractive, valuable and inspiring because they understand that copywriting is critical to marketing. The best copywriters will create content to fit your target market and their expectations exactly.
The tone and style of the copy will be carefully planned and executed to appeal to the people who are most likely to buy your products or services. Great copy is always carefully tailored to meet the expectations and demands of any specific target market.
It’s all about balance – exceptional web design and extraordinary copy
To learn more about how well written copy is part of exceptional web design and how it can improve your conversion rates, contact the team at Bold.