By Lachy Banton on Thursday, October 6th, 2016 in Uncategorised.
We’ve all heard the saying “if you build it, they will come” but the real question is, will they stay?
In the pursuit of more customers – and a juicy slice of the online pie – a new website can often be seen as the simple answer for businesses.
So you get it built, you optimize it for search engines, you put money into advertising and you pump it up on social media. Then you wait.
Suddenly the flood gates open and the traffic flows in, but instead of staying, enquiring and purchasing, they look around and quickly exit – leaving you nothing more than a skyrocketing bounce rate.
So the question you find yourself asking is why – with our brand-new, optimized website – are we not getting the results we wanted?
The secret is in the content
Spending all your money on a great design, and leaving none for the content is like buying a top of the range car without an engine – sure it looks good, but it won’t take you anywhere.
Often the most overlooked aspect of websites, copywriting is as important as any other element. The copywriting on your website is the voice of your business and if it’s filled with bad spelling, bland language and poor structure, any credibility your business has will quickly evaporate.
The Value of Good Copywriting
- Good copywriting engages the reader and holds their interest
- Good copywriting is benefit driven, enticing the reader to act
- Good – not keyword stuffed – copywriting will boost your organic search ranking in Google.
- Good copywriting gives your brand a voice that builds loyalty, and gains trust
- Good copywriting converts enquiries to interest, and interest to action
Tell a story consumers want to listen to
Content is more than just words on a page. It’s a carefully constructed conversation between your business and your audience. And the better the content, the stronger the bond you will create with your readers.
Good copywriting enhances your clients’ trust in your brand. It creates an intimacy with your reader, and it’s this emotion that will ultimately sell your product or service.
So when you’re building your new website for your business, it’s important you put as much focus on the content as you do the design.
Remember, a great design might grab your clients’ attention, but it’s the copywriting that convinces. And ultimately converts.