By Derek Ashauer
Do you love looking at different web designs and images, but hate the idea of writing the content that will have to fill your new pages?
If so, we’ve got some good news and some bad news. The good news is that you certainly aren’t alone – most people are visual thinkers who hate the process of generating sales and marketing-oriented writing. The bad news, though, is that web content is the hidden force that makes your website “go” and turns it into a machine for sales and conversions. In fact, it’s very hard to generate customers online without good writing.
To understand why the words on your web pages matter much as they do, here are a few things you have to remember…
Good Content Brings in Search Visitors
Despite all of the Penguins, Pandas, and other animals Google has thrown into its search algorithm mix lately, the fact of the matter is that on-page headings and text are still the top determinant of search engine rankings. So, if you want to have visitors coming to your website, you’re going to need good copywriting.
That includes the pages on your website, of course, but also blog posts, email newsletters, and even social posts. Original, search-friendly content brings buyers to your front door.
Content Separates You From the Competition
When a potential buyer comes to your website for the first time, they want to know what you do and why it’s different from what your competitors do. You can demonstrate that with images to a certain degree, but it’s going to take some focused web content if you want people to understand why they should work with you instead of someone else.
It’s not enough to simply list your differentiators, either. You also want to write to customers in a way that speaks to their needs and concerns. You aren’t going to do that with generic, uninspired writing.
Design Build Credibility, But Content Creates Conversions
Website visitors glancing your pages to see whether you seem like a professional, or a credible business that can be trusted. Those first impressions can be powerful and lasting, which is why web design is the foundation of a good Internet marketing plan.
After they have scanned your website, though, interested buyers are going to read what you have to say. At that point, it’s up to you to persuade them to take the next step with your words, storytelling, and product descriptions. In other words, design convinces people you might have what they need, but strong copywriting generates the conversions that drive your business forward.
When it comes to online copywriting, you have two good choices: you can either take the time to outline your best ideas and turn them into compelling statements, or you can work with a professional writer who can do that for you (don’t worry, a company like ours can help you find the right voice for your project). What you can’t do, though, is ignore copywriting altogether. There’s too much on the line, and your website just won’t work unless you fill it with the right messaging.