Why Great Copy Is Important For Your Business

Nothing is worse than seeing badly written copy on a website but this is even worse for a business or ecommerce website. If their content is full of spelling mistakes, emphasises features instead of benefits or is basically, bland and unappealing then this will turn away potential customers.

And customers are the life blood of any business. Turn these away and wave goodbye to your conversion rates, profits and being in business itself.

The art and science of great copy
However this can be put right with the help of a professional copywriter, employed by an Internet marketing company or a freelancer. They will understand about the importance of great copy which will ensure that your site is easily found by the search engines and is 'sticky'.

Customers first
Any copywriter worth their salt knows that it is important to write for your customers before the search engines. Whilst we know that copy is written for both of these the fact remains that it is people who read website content and then make a decision based upon the quality and persuasiveness of it.

If the content is well structured and has a nice, flowing style; talks about benefits rather than features and clearly points the customer in the direction you want them to go via a few calls to action then you are onto a winner.

As a business owner you want people to visit your site, be attracted to what is on offer and then make the decision to buy. But you need concise, professional content which speaks to the customer and clearly addresses their needs.

Content clangers

Your professionalism and reputation can be seriously affected if your website content contains any of the following:
• Spelling mistakes
• Poor use of grammar and punctuation
• Technical/business jargon
• Too much 'management' speak or overuse of marketing phrases.
• Long, rambling prose about the business rather than aimed at the customer.

And don't forget content which is long and rambling, out of date or obviously stuffed with keywords!

Have a web content plan
Every business needs a web content plan. This plan will ensure that content is timely, accurate and matches the brand values of the business. This means content which has a consistent tone of voice throughout the site, is written in a conversational style, provides useful information and is easy on the eye.

Your aim is to hook those customers and keep them long enough to take some form of action, e.g. buy your products or services. You also want to promote your business, to establish your brand and ensure its longevity.

A professional copywriter will research your customer base before creating copy which understands and fulfils their needs.

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Adaptive Consultancy is a London-based digital agency company specialising in website design, eCommerce, and internet marketing, including SEO, PPC and SMO. For more on digital marketing agency London visit http://www.adaptiveconsultancy.com/

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