Does the Copy on Your Website Reflect Your Business

Copywriting services aren’t always at the top of the web design checklist. But copy is crucial to the success of any site, whether for a small business or huge enterprise. The internet may be the home of cutting-edge technology but the truth is that words still matter – and copywriting converts customers.

That’s why we offer copywriting services as an integral element of our web design offer. 

In our experience copywriting services work best when they are integrated with every other element of your web project: from your sitemap to your logos, your colours and fonts to your hero images and headers, the best copy will sit alongside the rest of your digital identity to help express and amplify your core messages. Copywriting isn’t an old-world skill,  – it’s a crucial element of every twenty-first century online business, understanding how to write for the web. and how to write in a way that fits your brand.

Let us show you why – and how.

What Does Good Copy Achieve?

First, why does a business need copywriting services anyway? First and foremost, because a business needs to communicate. In today’s digital word, that means more than words of a virtual page … but it doesn’t mean everything but those words.

Video, audio, images and design all matter hugely. But, small businesses and corporations alike ignore at their peril professional copywriting services. Why? Because many users will only see your first image and your opening headline: in other words, they will read words first. Make those the wrong words, and users will click away.

Good copy will grab your users’ attention. But it will also attract those eyeballs in the first place. That is, good copywriting will improve your search engine rankings. Digital copywriting services should include search engine optimisation techniques as standard – and good copywriters will incorporate keyphrases in readable, human-sounding ways. At ImagePlus, we aren’t using Coventry’s latest AI copywriters, we use people. 

So good copywriting attracts audiences, retains interest and builds connection. It expresses your business in ways consistent with your wider brand, can offer both impactful and summative headlines and in-depth, more detailed content. And it should speak to your audience, focusing on your customers in ways that will also appeal to them.

In other words, copywriting services unlock your website’s potential to communicate across all available channels. Copy can help structure a page, leading users from buttons to videos, between menu items and towards calls to action. Your business – and your website – has a story. Copy is how you tell it. Copywriting is important because it provides a strong spine for all your content.

What Does Good Copy Look Like?

Fundamentally, good copy looks like your business.

A good copywriter knows how to distil your business, and your offering, into a single catchy line. They know how to centre your customers, and what they want, when doing so. And they know how to seal the deal – how to make your business the solution to your customers’ problem.

Critically, all this needs doing in as few words as possible. Detail can matter, and good copywriters can write at length in entertaining, informative ways. But concision and creativity are also essential – and only professional copywriting services can get you both. We can all write … but only copywriters can do so compellingly.

How concisely – and compellingly – can a non-professional express what a business does, who its customers are, why their services or products have benefit, and convince a customer to take an action? This is hard to do, and copywriting services unlock the creative and technical know-how required to make your business’s copy really sing.

Copywriting for small business can be especially effective, because it’s such a great way for a new product or service to express itself. From word choice to syntax, rhythm and metre to simile and metaphor, a copywriter can bring to bear a full range of writerly techniques not just to explain but to embody your brand.

Good copy is concise, clear and comprehensive. You’re looking to achieve words that are both entertaining and informative to read – that are of genuine utility to your audience, and which they will find themselves wanting to keep reading. In other words, good copy brings people in. 

When Does My Business Need New Copy?

Unless you’re a start-up or very small business, the chances are that you already have a website – and it already has some words on its pages. But are they all that professional copywriting services might make them be?

To figure out if your business website needs new copy, do an audit. When was it last updated? Your business changes over time, and so should your copy. Just as you give your logo or branding a refresh every now and then, your copy should keep pace with your customers: giving it a facelift over time makes a lot of sense.

Whether this is a single rewrite every few years or continual maintenance depends upon exactly how your business works. Focus on your customers: how often do their needs and tastes change? A website’s copy should appeal to its audience, and when the reasons they have for logging on change, so should the words they read.

Likewise, what are your competitors up to? Does how you express yourself need to change to keep up with them? Or has one of them overtaken you in the search rankings? Either way, you’re going to need fresh copy.

Copywriting services exist to enable your business to communicate effectively and efficiently. Part of achieving that end is keeping on top of your market – and being open to changing what you say, and how you say it, as that market demands. Regular audits of your website copywriting are the best way to make sure you’re using words that count.

The Take-Away?

Your website needs to benefit from all the latest in website design and development. But it also needs words. From our Coventry HQ, we work with large and small businesses alike, and they all need copywriting. Words matter – online as well as off. 

Ultimately, expressing yourself concisely and compellingly is a bit of an art. You need a specialist who can turn a sentence if you’re to convert a client. Since every business’s website exists for a purpose, whether it’s to make a sale or provide information, make sure you’re paying close attention to the words on your webpages. 

Drop us a line if you’re looking optimised copywriting for your business’s website. Our team are here to help every step of the way.