• Abi Prowse

What Makes Good Website Copy?

And why is it important?

"Copywriting" is a term that has recently sprung into everyday conversation within the business world. But what exactly does it mean? By definition, copywriting is "the act or occupation of writing text for the purpose of advertising or other forms of marketing"; in short, it allows brands and businesses to connect with their audience in a more subtle way, enticing them into purchasing their product/service.

In fact, well-written copy is more important than it may initially seem. A good piece of copy should encourage its readers to follow a particular call-to-action, in order to drive traffic and sales - and it should do all these things without the consumer even noticing. Sounds complicated, right? Luckily, it's actually a fairly logical process.

Read on to discover why well-written copy makes a difference to the quality of your site, and how you can ensure that you are providing your customers with the right idea of what your brand can offer them.

So, what do copywriters do?

Usually - but not always - focused within the field of marketing, copywriters create promotional materials for companies and clients, allowing them to successfully communicate with their customers. These materials can consist of website copy, brochures, catalogues, adverts, social media captions, emails, and much more.

What is SEO, and why does it matter?

SEO stands for Search Engine Optimisation, and is defined to be "the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine." One of the easiest ways to increase your visibility, and to climb higher up the Google search results? Good copy!

Without any SEO efforts, your website is unlikely to be found by other internet users when carrying out a Google search. Whilst this is definitely not the only way to promote your website, it is one of the largest and most highly-populated means of driving traffic. However, there are also a number of other ways to improve your site's SEO quickly and simply:

1. Backlinks

Link your site copy to other pages of your website, and to other high-ranking sites on Google - remember they must be relevant to your content! Also ask other sites or blogs (ideally, those with a high SEO ranking) to backlink to your own site. This will prove to Google that your site is reliable.

2. Alt text & image titles

Make sure that any images uploaded to your website have relevent titles that explain what is in the picture. This allows the pictures also to be found on Google Image searches! Adding Alt Text to your images where possible is also super important for accessibility, as it allows internet users with sight impairments to understand the content of that photo.

3. Site speed

Keep your site speed updated regularly so that it works quickly and efficiently. This will push it higher up the Google search rankings - and won't leave your site visitors feeling frustrated!

4. Make it mobile-friendly

Nowadays, pretty much 50% of internet traffic comes from mobile devices - so you need to ensure that your website is as mobile-friendly as possible.

5. Meta descriptions

A.k.a. the short pieces of text that people will see when your page/post appears on a Google search. Try to make sure that the title, description, and URL address of each page is relevant to its content.

What are keywords?

"Keywords" are particular words and phrases that people will use to search for your website online. Good copywriters should always take these keywords into account, blending them seamlessly into the content of your written copy. Different types of keyword will produce different results, and can be extremely useful in guiding potential customers to your brand. For example, vague keywords such as "translation" will make it difficult for you to rank highly in a Google search, as there is such a high volume of results.

By focusing instead upon specific keywords and phrases, such as "italian to english literary translation", it will be much easier for clients to find you. When looking for a copywriter, make sure that they understand the nuances of these keywords!

Does readability matter?

Yes. Although keywords should be taken into account, a good copywriter should always be able to blend these words and phrases seamlessly into the website's content, making the copy flow nicely, be easily readable - and, of course, be engaging, entertaining and informative! By using clear headings and subheadings, and splitting the copy into smaller paragraphs, the readability rating of your copy can be greatly increased.

Large chunks of writing should also be interspersed with bright, eye-catching, and relevant imagery. There are a number of websites which offer royalty-free stock images - I'd recommend Unsplash or Pixabay.

Share, share, share!

One of the best - and least costly - ways to publicise your site, product or service? Social media! Make sure to link all your social channels back to your website, share often, and write relevant, engaging captions. Good copywriters should know to edit the content of each caption or post to suit your various audiences across different platforms, too!


Are you looking for a copywriter to create engaging, entertaining content for your site? Send me an email!


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