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by Stephen Logan on 27th July 2009
Business is all about communication. The interaction between a company and their clients, providers and customers is key to building a successful and profitable infrastructure. Online the principle remains the same, however the mode of communication is markedly changed.
Rather than being able to talk to visitors face-to-face in your store or offices, websites have to rely on a whole new method of convincing passing trade that they’re the site for them. Without the opportunity to talk directly to customers, you are instead reliant on copy to do the talking for you.
As a Copywriter here at Koozai, it is very much in my job description to extol the virtues of the written word. However, that aside, how many times have you visited a site and been unable to find what you’re looking for? Or worse still, how many times have you visited a site and left almost immediately purely because of the initial impression caused by dour, lifeless copy?
Like the design and navigation of your site, the copy is a vital element. It makes visitors feel welcome, lets them know exactly what you offer and provides them with the impetus to use your services. Occasionally we can let average site design go, as long as it’s clear enough and not overly cluttered, that is fine. But with copy, we have certain expectations. We don’t want to be left asking for more.
Copy can be your website’s best friend or its worst enemy. It operates as your company’s online salesperson; so as in the real world, if your salesperson isn’t up to much, customers will look elsewhere. Unfortunately though, first impressions are even more important online. Visitors won’t hang around and give you a chance to redeem yourself when your competitors are only a Google search away. Instant engagement and an unflinching call to action, that’s the key to good copy.
If you’ve invested a lot in a website’s design and search engine optimisation, cutting corners on your copy could prove a costly mistake. You need to look at each stage of the creation of a website as an investment. SEO will ensure long-term visitor numbers. A website design will give people something appealing when they arrive. Copy is there to seal the deal. Removing one of these building blocks could destabilise the whole site.
Copywriting isn’t for everyone. Even proficient writers can sometimes struggle to really get across the message that they want to convey. If you’re looking to get some site copy that really sparkles, contact Koozai and enquire further about our professional SEO copywriting services.