09/01/2020

Many business owners often question the ratio of copy to media. Frequently pining their success on the multimedia displayed on their website.  What many people fail to understand is the impact copy has on a website’s visibility and authenticity within their industry. Consider this example: 

Before arranging a family dinner, you might decide to look up a few restaurants within your area.  

When choosing between two websites, you would likely choose the website that uses the most descriptive copy to describe their menu. Similarly, when writing copy for a website, it is important to be descriptive, informative and engaging.

Why is Web Copy essential?

During the process of a Google search, search engine web crawlers scan through billions of web pages (including your pages) in search of the most relevant pages. The key signals picked out are:

• Keywords

• The Page’s Update Frequency

• The Type of Content

• User Engagement

Did you know when writing copy, all four of these key signals are addressed? Allow us to break down each signal.

1) Keywords

Each paragraph of copy that you write contains keywords relevant to your product/service. For example, if you sell windows a keyword for your business might be “window” or “windows”. Therefore, whenever you mention the keyword “window”, you are making yourself more noticeable to web crawlers looking for window merchants.

In contrast, “Keyword Stuffing” can result in penalization of websites trying to overload SEO keywords onto a page, so avoid unnecessary use of keywords.

2) The Page’s Update Frequency

Nowadays several websites contain blog pages where articles on recent events,  How-Tos or vacant job positions are frequently written. The frequent uploading of copy onto these pages will prove to web crawlers that your website is up-to-date and therefore a good website to show to customers.

3) The Type of Content

Even though a combination of images, videos and audios help prove your website uses multimedia, it is important to remember that unlike those media types, copy doesn’t require alt tags to be described to crawlers.

Its readable format makes it easier for web crawlers to understand the product or service you are selling/promoting.

4) User Engagement

If your copy is engaging and informative, it will not only increase your website’s CTR (Click-Through Rate) and Page Duration but will additionally lower your Bounce Rate. 

In effect, Google will recognise your website’s high level of user engagement and push your website’s visibility further up. Hence, causing your website to be shown to more potential customers.

How can Web Copy become beneficial?

Copywriting for a website is meant to engage with readers and convince them that your company is unique among your competitors. Once customers can understand the value of your brand, they will feel more inclined to listen to you. 

Therefore, when writing copy, it is important to first relate to your reader, address their concerns and then finally persuade them how your product is the solution to their problem.

You can achieve this by including a call to action. Your copy should be clear and informative so that customers can clearly understand what is needed from them to buy or make use of your service. Keep direct and avoid confusing your reader by providing the wrong or vague information. The goal is to direct them to your products/services clearly.

Finally remember, the best kind of copywriting is friendly, informative, engaging and shareable to readers. Good copy will increase website traffic so focus on optimising the use of keywords to draw in customers looking for your products.

Struggling to write copy for your website? With the help of our specialist team, you can upload personalized blogs to your website, every month! For more information, call us on 0113 204 7755 or email us at info@wtstechnologies.com.