Why copywriting is essential
As we stated in the introduction, copywriting performs a variety of key functions for any website.
You need copywriting to:
- Attract visitors to your site
- Inform visitors
- Convince visitors to become customers
- Fill your site with readable content
- Support your overall SEO strategy
These are just five of copywriting’s most important functions. We’ll tackle them one by one.
1. Attracting visitors to your site
The first function copywriting serves is attracting visitors to your site.
By that, we mean that copywriting gives people a reason to come to your site in the first place.
People want to read about your company and what you sell. Writing pages that discuss those topics — and others — gets people to your site and keeps them there.
Both of those factors are important since the longer someone is on your site, the better chances you have of turning them into customers.
So it’s in your best interest to get customers to your site and keep them there for as long as you can. And the best way to do that is to write engaging, captivating copy that’ll keep your visitors reading.
2. Informing visitors
In addition to attracting visitors, your copy should also inform visitors about topics related to your industry.
The best way to inform site visitors is to create hyper-specific pages on your site that talk about certain issues related to your industry. These pages should be somewhere around 1000 words, and they should discuss a topic in intense detail to give your visitors the information they want.
Informing visitors has a number of benefits.
First and most obviously, it gives your visitors information they want.
Second, it shows that you’re a reliable source and an authority in your industry.
Third, it helps you build valuable relationships with your visitors right away. That means every time they read something on your site, they’re one step closer to becoming a paying customer, which we’ll discuss more in our next point.
3. Convincing visitors to become customers
Your website is supposed to encourage visitors to become customers. That’s the ultimate goal of any Internet marketing strategy, including website copy.
Specifically, the part of your copy that convinces visitors to become customers is the call to action (CTA).
A CTA is an essential part of all text on the Internet. It tells readers what they should do after they’re done with your page, which increases the chance that they’ll eventually become customers.
While it may sound a little silly to say that you need to tell readers to become customers, CTAs are grounded in psychology. And as a result, they work!
But not every CTA will deliver the same results. That’s why it’s important for you to A/B test your calls to action to make sure they convert as many new customers as possible.
That will show you which CTAs work the best in general. Then, you can make more CTAs like those to get better results from all of your pages.
No matter what you do, it’s important that you have a CTA on all of your pages. They should be short, concise, and simple, and the focus of each CTA should be the verb.
Even informational pages can include CTAs about what users can do next. All you need to do is wrap up your page with a quick sentence and include phrases like:
- Add to cart
- Buy now
- Click here
- Contact us
- Donate now
- Find out more
- Get started
- Give now
- Join now
- Learn more
- Let’s start
- Read more
- Sign up now
- Start now
- Talk to us
With these CTAs on your pages, you can get more new customers than ever before.
But it’s important to note that you should only have one CTA per page. If you have more than one, you can distract from your page’s overall goal or confuse your reader with contradictory instructions.
So to make sure you’re creating the best pages possible, only use one CTA per page that will entice readers to become paying customers.
4. Fleshing out your site
Every time you write more text for your website, you’re bulking it up with good information.
You’re also making your site more robust, versatile, useful, worthwhile, and interesting — and those are all excellent qualities for your site to have.
With the right information and ideas, you can continually add to your website to make it bigger, stronger, and more versatile.
Generally speaking, there’s no real limit to the amount of text you can add to your site. That’s because text takes up very small bits of data at a time, and most websites have data storage capabilities of several hundred gigabytes.
In other words, text probably isn’t going to take up lots of storage space, but it will get you lots of customers.
Every page you create and every paragraph you write is an investment in your company that costs so little time, money, and data storage that it’s practically free. You just need to make sure your text is accurate, readable, and designed to help you achieve your online goals.
5. Supporting your overall SEO strategy
Along with making your site more robust and versatile, copy also helps your overall SEO strategy.
With copywriting, you can target as many keywords as you want to make sure you get qualified traffic to your website from search engines like Google.
Plus, the more you update your site with new pages, the more Google and other search engines will recommend your site to their users.
That’s because search engines like to see that you regularly update your site with quality information. It tells them that your site is active and that you can show recent, relevant information to search engine users.
It may not sound like much, but frequently updating your website with blog posts, article pages, graphics, videos, and other content can go a long way in promoting your brand over your competitors.
This is especially true if your competitors don’t regularly update or maintain their websites. And if that’s the case, then you have a golden opportunity to seize your market with content!