Why do I need to pay someone to write my website content? I can string a sentence together so I’ll just do it myself. Anyway can’t we just put our company brochure on there and save some money?

Sound familiar? The reason many people don’t place much importance on the words they place on their site is simple – they don’t know that words on a website are different from other forms of writing.

The content you put on your website is crucial to the results that your site will achieve for your business.  Why? Think about this - why do people come to your website? They want to find out about what you do and get the right information.  While a great design is essential to catch people's attention, get across your company brand and image and make your site easy to navigate, the WORDS you put on your site are what will really help to sell your product or service. On a website the words have to work on several different levels:

Sales
The words you use will essentially be acting as your ‘salesperson’ online. Your copy must know who your customer is and use the right tone and language to communicate effectively with them.Think of all the questions a potential customer that calls you on the phone or comes into your store might have. Your website copy must attempt to guess what these questions or concerns might be then answer them. The copy must also lead your customer easily through the site with appropriate calls to action at certain points.

Information
Your copy must get across effectively the information your customers are most likely coming to your site to get. Do your customers want your contact details? Opening hours? Prices, or something else? It’s the copywriter’s job to work out where to put things, to make your site easy for your customers. Remember in the virtual world people don’t want to waste time. If they can’t easily find what they are looking for then one click and they are gone.

Search Engines
Search engines such as google and yahoo partially rank websites on the words that are written on them. For example if you are a florist then keywords for you might be ‘flower delivery.’ You need to find the right keywords that are relevant to your particular business.  To do this in a basic way for free try the google adwords tool. Including these words on the site in key places and at the right density or repetition can help your site to rank higher in search engines and therefore for people to find you in the online world.

Layout
Once you have the right copy to put on your site how you actually place it on the website page also matters. People read websites a bit differently from other forms of text such as books. Your copywriter will help you to lay the text on the page in such a way that it will be easy to read, so people can find what they are looking for and you get your point across effectively. When laying out your copy you need to thing about:

• Spacing between sentence and paragraphs.
• How much text is put on each page.
• Bullet points.
• What key parts of the text should be bold or underlined for maximum impact.

Proofreading
How many times have you gone onto a website and noticed a speling or grammar mistak? Hopefully you can answer right now!  How did it make you feel? Did the business come across as professional? Did you perhaps even start to have doubts about using them? Because it is so easy to set up websites these days it can be harder to get people’s trust. Will your company do what it says it will? Does it even actually exist?! Creating trust with your potential customers is crucial and one part of this is ensuring you are putting across a professional image and not giving them any reason to doubt you. Making sure your website is correct and professional creates trust. You have taken the time to care about the image you are putting across. Correct copy is also easier to read and gets your point across better. After all you don’t want your customers spending more time focusing on your spelling mistakes than finding out about your products or services do you?

Well-written website copy can get you the business you want and more than pay for itself many times over.

Achieving the right balance between words for SEO, sales and marketing, brand and ease of use is not easy. That’s why investing in some good copywriting can make a big difference to your site and the results you get. If you’re investing money in getting a great website designed in the first place it doesn’t make sense to consider the words as an after thought. After all the whole point of your site is to communicate with potential customers to make sales and/or get your phones ringing hot, right? And what is the primary mode of human communication? Words. But the good news is that now you have read this you will already be ahead of your competition. Because the web is still a relatively new area for many businesses most do not know they need to get their copy professionally written. If you do, then you will already be one step ahead of your competitors in the online world.

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