When discussing copywriting or text creation for commercial purposes, it’s important to note that most people have no interest in reading anymore. At least not when it comes to the information presented on a website’s landing page. And that’s the observation of someone who writes copy for a living!
As an invested business owner, the importance of keeping your online messaging concise, to the point, and up-to-date cannot be understated. Your website copy plays a crucial role in communication, as it is often the first point of contact for potential customers.
To do that most effectively, you need to know the purpose of your website’s copy and the best practices for writing your blog.
Are Blogs and Website Copy Really That Big a Deal?
At a time when people’s attention spans are shorter than ever and AI-generated content seemingly reigns supreme, is there still a place for blogs and carefully crafted website copy?
It’s a fair question, especially considering the human brain processes images approximately 60,000 times faster than the written word. Unsurprisingly, people would rather click a button and watch a video than scroll through a lengthy passage of text to discover a piece of information.
For this very reason, you need to ensure your copy is appropriately formatted for the needs of your audience!
Contrary to popular belief, compelling copy on websites and blog forms is more essential than ever for effective digital marketing. However, it’s important to distinguish between the two different writing styles.
Effective Copywriting Saves People Time
Clear explanations are not just a good practice online, they are the basis of good business. In a digital landscape where attention is scarce, clarity in your copywriting can make or break your customer’s understanding of your offerings.
A business website serves many purposes, one of which is convenience. Good copywriters serve as third-party advocates for businesses looking to save potential customers time and frustration. Whatever you can do to streamline people’s interactions with your website reflects positively on your company’s brand. A fresh set of eyes and a new perspective can offer surprisingly beneficial insights.
Nowadays, people’s primary means of information gathering is with their smartphones.
Mobile responsive websites that automatically reformat the size of your website pages to fit your screen certainly help in making the web page content more legible. But if that viewed content is deemed too overwhelming or fails to live up to expectations, that visitor will quickly bounce in search of a site that is easier to use.
When producing content, you need to consider the following for every page on your website:
- Is the information quickly accessible and easy to read?
- Are the topics being addressed clearly?
- Does the page solve a problem or answer a question?
- Is the page of value to new or returning customers visiting a company’s website?
- Is the client being prompted to make a purchasing decision?
As long as you can answer ‘yes’ to all the questions listed above, your content will likely succeed in serving its purpose.
Your Copy Needs to Match the Customer’s Expectations
It’s good to remember that people’s expectations will vary depending on the type of business you are running and the kind of page they find themselves on.
For example, a B2C service website may not require as much information as a B2B e-commerce website, which may demand more complex product descriptions.
As a business in the digital domain hoping to stand out in your field, search engine guidelines dictate that you must express your authority. Companies are expected to feature the most commonly used search terms their customers type in and provide relevant updated content on a regular basis.
Google rewards companies who frequently pad their website with highly sought-after material. These ongoing improvements make a scalable website design and a well-defined content strategy crucial for any business today.
What Is the Purpose of Commercial Website Copy?
Website copy aims to inform visitors about your company’s products and service offerings. This text should offer a high-level summary explaining what your company is all about. The sole purpose of compelling web copy is to convince people to take the next desired action, with the ultimate goal being to convert curious visitors into paying customers.
Right away, your hero copy—the introductory copy seen at the top of the home page—should address the following questions:
- What does the company provide?
- Who is it for?
- Why choose this company over others?
Puns and wordplay are amusing, but clarity should be the copy’s primary goal when trying to win over new customers. It’s important to always keep things professional. Of course, that doesn’t mean your brand voice can’t be casual and fun, just not at the expense of being informative.
Consider your home page to serve as a table of contents/sneak preview of everything a customer will find within (Services, Products, About the Company sections). Each page should have calls to action (CTAs) inviting visitors to continue exploring the site or contact the business directly.
The inclusion of social proof content, including customer testimonials, business awards, and certifications, should also proliferate the site to back up your claims. Headlines, subheadings, and other navigation points will help keep visitors engaged.
The amount of detail you wish to include depends on the type of website you have. Is it an e-commerce, portfolio, or a booking website? If you’re just starting out, a digital marketing strategist can help guide your decision making.
How Much Copy Do I Need?
Many businesses would rather speak to customers in person rather than rely on copy to communicate on their behalf.
Regarding copy length, many copywriters follow the visual parameters established by the website’s design and usually adhere to a ‘less is more’ mindset. A copywriter’s mentality dictates that every word matters. That said, companies’ design preferences can vary drastically.
Finding the right balance of text can be a challenge. Limited copy lacks credibility and may prove frustrating for customers. Too much text may turn off customers who simply want to follow the next prompt for service.
Although finding a consensus on minimum word counts online is tough, numerous resources cite 250 – 300+ words as the minimum amount for web pages (not including gallery pages or contact form pages). You’ll find just as many differences of opinion when determining the correct number of SEO keywords to include on each page. Again, multiple sources recommend 1-3 primary keywords per page (and 3-5 secondary keywords).
As much as Google looks favourably on substantial, explanatory descriptions, the company’s algorithms may punish your website with low rankings for ill-advised keyword stuffing or AI-generated text that doesn’t align with your products and services.
Ultimately, the usefulness of the copy and its power to interest and direct visitors will determine its overall success.
If you wish to go into deeper explanations on topics that demand more comprehensive comparisons and detail, a blog may prove advantageous. A well-crafted blog can entice an audience and boost your reputation, adding value to your brand’s digital presence.
What Is the Value of a Good Blog?
If the copy on your website is intended to appeal to the customer’s wants and emotions, blog posts are designed to stimulate the mind.
Blogs address topics related to a company’s products and services and aim to educate and entertain while fostering a sense of community. They typically work best when they are conversational and empathetic and maintain an authoritative tone.
Much like website copy, blogs should represent the voice of your company. In order to improve readability, they should include headings, bullet points, and numbered lists to break up those heavier word counts into easily readable chunks for greater accessibility.
Unlike the website copy on your other pages, blogs are more drawn out and lengthy. Monthly posts can add anywhere from 500 – 2,500 words (or more) to your website, building authority and credibility with customers.
Generally speaking, the more words, the better. A company that appears active online with long-form content demonstrates its optimism and commitment to the industry.
Despite what you may have heard, blogs remain a vital marketing component of online marketing. When done correctly, blogs generate organic traffic results with no paid advertising. They enable businesses to elaborate on specific services or products and educate customers about pressing topics.
Long-form blogs provide material that can be quickly promoted and shared across the social media platforms. If you’ve got something on your mind, a blog post is the perfect way to expand on it. Good copywriters ensure the blogs they proof are always worth reading.
Blogs provide another opportunity to flex your customer service muscles and incorporate those ever-important keywords into your content.
What Does Google Like to See for Web Copy?
Google’s Search Quality Rater Guidelines (SQRG) promote commercial websites that deliver consistently strong content based on website visitors’ search intent. The acronym E-E-A-T describes what Google (and potential customers) expect to see content-wise on any given website.
- Experience: Does the brand have the credentials to back up its assertions?
- Expertise: Has the blog gone beyond a surface-level understanding of the topic?
- Authoritativeness: Are the claims being made reputable and verifiable?
- Trustworthiness: Is the content honest and transparent?
In the same way you expect a salesperson to answer all your questions, a good website or blog should be able to do the same.
Could Your Website Benefit from Some Additional Wordsmithing?
Website copy and blog copy serve different purposes and have distinct characteristics. Website copy is about conversion and clarity, while blog copy is about engagement and information. Both play vital roles in forming a comprehensive content strategy!
Websites lacking in text appear empty. Obvious typos and sloppy grammar will quickly tarnish a company’s professional sheen. Professional copywriting ensures your business communicates in a manner that satisfies its customer base.
Good copy doesn’t have to be fancy; it just needs to be effective. Knowing the purpose of your website copy and blog will ensure that your messaging remains on point.
People expect simplicity and convenience when engaging with businesses online. If you would like a content audit of your current website or would like to discuss your company’s digital marketing potential further, Agency Media is happy to advise with a range of strategies and services. Send us a message today!