Why the WORDS on your site are so important

Most people don't place enough importance on the words on their website. But the words on a website are different from other types of writing.

A great design is vital to catch people's attention, get across your company brand and image and make your site easy to use. But the words that you put on your site will be what really sells your product or service.

The words on a website have to work on many different levels:

Sales
Did you know that the words on your website will be your ‘salesperson’? Your copy must speak to your customer using the right tone and language to communicate effectively with them. Like a good salesperson your copy must answer all the questions a potential customer that calls you on the phone or comes into your store might have. The words on your website must also lead your customer easily through your website with calls to action at the right points.

Information
What do your customers need when they come to your site? Do they want your opening hours? Prices? Contact details? Or something else? The words on your site should make it easy for your customers. Remember in the online world people don’t hang around. If they can’t quickly find what they are looking for then in just one click you have lost them.
 
Search Engines
The words on your website are important for your rankings in search engines such as google and yahoo. You need to find the right keywords that people are searching for when looking for your particular business. For example if you are a caterer then keywords for you might be ‘food delivery.’ Including these important words on your website in the right places and at the right  repetition can help your site to rank higher in search engines. The higher your website ranks the more likely customers are to find you.

Layout
How you place the words on each website page is also important. People read websites a bit differently from other text such as books. Words need to be laid out on the page so it is easy to read, so people can find what they are looking for and you get your point across effectively. Good layout involves:
  • Spacing between sentences 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.

It is a balancing act writing good copy for SEO, sales and marketing, brand and ease of use. 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 it makes sense to also invest in the words.

Check it before you press publish

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Have you looked at a website and noticed a speling or grammar mistak?  How does it make you feel? Did you think the business was professional? Maybe you even started to have doubts about using them?

Today it is easy to set up websites. This means it can be difficult to get people’s trust. Will your company do what it says it will? Does it even exist?!

To make your website really work for you then you have to create trust with your potential customers. Part of this means you have to put across a professional image and not give them any reason to doubt you.

Correct copy creates trust and is also easier to read and gets your point across better. You don’t want your customers spending more time focusing on your spelling mistakes than finding out about your products or services do you?
Photo: Unhindered by Talent