A Client’s Guide to Website Copy: What It Is, What It Isn’t, and Why You Need It

by | How & What

Your website is often the first point of contact that potential customers have with your business.

It’s where they go to learn more about your products or services, find your contact information, and make a decision about whether or not to do business with you.

In order for your website to make a good impression and convert visitors into customers, you need high-quality website copy.

But what exactly is website copy?

And why is it so important for your business?

In this guide, I’ll explain what website copy is, what it isn’t, and why you need it. I’ll also provide some tips for working with a copywriter and getting the most out of your experience.

This doesn’t have to be hard or confusing! So let’s demystify it.

What is Website Copy?

What is that?,” I thought. I was staring at an email from the first client in our newly minted web design studio.

At the time, my best friend and I were working in a recording studio, and part of our job was to build a website for customers who decided to add that on.

Jared was quite experienced at building websites by that time (still, we’re talking early 2,000’s here), but I had never attempted such a thing.

I was pretty decent at writing though—and lesson #1 that I learned is a website isn’t just code and pictures—actually, it’s as much or more about words. (Check out Donald Miller’s Building a Storybrand.)

We made up a title for me — “Content Developer” — and it was my job to take the jumbled mess of words I was staring at and turn it into something pleasurable and informative to read.

I was good with grammar and sentence structure, but having worked with hundreds of websites at this point in my career, I understand that writing good website copy is so much more than that.

Website copy is any written content that appears on your website. This includes your home page copy, product descriptions, blog posts, and even the text in your navigation menu!

Website copy can also include things like captions, image alt tags, and meta descriptions.

Essentially, any text that appears on your website can be considered website copy.

Effective website copy is more than just a collection of words.

It’s written with a specific purpose in mind and tailored to the audience that will be reading it.

A good website copywriter will use the right tone of voice, choose the right words, and format the text in a way that is easy to read and understand.

What Website Copy Isn’t

Website copy is not the same as other types of writing, such as advertising copy or technical writing.

Advertising copy is focused on selling a product or service, while website copy is focused on providing information and building trust with the audience. (Though sometimes the lines are blurry, here.)

Technical writing is focused on providing detailed information about a product or service, while website copy is focused on providing a general overview.

Another thing website copy is not is filler text.

Some businesses make the mistake of thinking that they can fill their website with irrelevant or unimportant information just to have something to say. This is not the case.

Every word on your website should serve a purpose and be relevant to your audience.

Why You Need Website Copy

Website copy is critical to the success of your website for several reasons.

First and foremost, it helps drive traffic and conversions. Good website copy will clearly and accurately describe your products or services, making it easy for visitors to understand what you have to offer.

This can help increase the chances that they will take the next step and make a purchase or contact you for more information.

Website copy also plays a critical role in search engine optimization (SEO).

Search engines use the text on your website to understand what your site is about and how it should be ranked. By using relevant keywords and phrases in your website copy, you can help your site rank higher in search results.

Lastly, good website copy helps to build trust and credibility with your audience.

By providing accurate and informative information, you can demonstrate your expertise and establish yourself as a credible source of information in your industry.

How to Work with a Copywriter?

When working with a copywriter, it’s important to clearly communicate your goals and objectives.

This will help the copywriter understand what you’re trying to achieve and ensure that the copy they produce is tailored to your needs.

It’s also important to provide clear and specific feedback when reviewing the copywriter’s work. This will help them understand what changes need to be made and ensure that the final product is exactly what you’re looking for.

Finally, be open to revisions!

Website copy is not a one-time thing, it should be tweaked and reviewed regularly.

A good copywriter will be happy to make revisions and work with you until you’re satisfied with the final product.

The Importance of Great Copy

Website copy is a critical component of your website and plays a crucial role in driving traffic, conversions, and establishing trust with your audience.

It’s not just about filling your site with words, but crafting a message that resonates with your target audience and is optimized for search engines.

Investing in professional website copywriting services can be a great way to ensure that your website copy is high-quality, effective, and tailored to your business needs.

By working closely with a copywriter and providing clear feedback, you can be sure that your website copy will make the right impression and help your business succeed.

Website copy is a key element of a website and it’s important to invest in professional website copywriting services to ensure your website makes a good impression and converts visitors into customers. By understanding what website copy is, what it isn’t, and why you need it, you’ll be able to get the most out of your website copy and achieve your business goals.

If you’re in need of professional website copywriting services, consider working with NorthMac Services.

At the outset of any web design project, we send a questionnaire where we’ll ask if you need our help writing the copy or if you plan to.

Either way is fine with us, however, given the importance of website copy, we always suggest you consider letting our team handle it.

We can help you create website copy that is tailored to your business needs and goals. Don’t settle for mediocre website copy – let NorthMac Services help you create a website that truly stands out.

Request a quote today to learn more about how we can help you improve your website copy.


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