Well written copy lies at the heart of any effective communication. Yes, it maybe the design or imagery that hooks the reader's attention, but it's the copy that reels them in. This is true whether it's a press advert or brochure, but it is absolutely vital when it comes to websites.
Writing for the web has to satisfy to two audiences: your potential clients, and the search engine robots.
If you are serious about making money from online marketing, you need a copywriter who can create the content that will rank you highly on the search engines, and then convert the resulting visitors into enquiries and sales.
Robots will count how many pages you have, how many words there are per page and whether that content is totally unique across the whole internet.
Every web page has individual markers in the code in order of importance. The content of the words within these markers signifies their weight. In priority these roughly go: Title tag, Description, Headings (h1 through to h5), bold, alt tags, title tags, paragraph.
Robots can even judge the complexity of sentences and the difficulty of words, to come up with a reading age ability. As the average in the UK is sadly that of a 14 year old, you need to keep things simple for a mass market appeal.
I know it sounds obvious, but badly written copy with errors will blot your copy book. And yes, they can differentiate between US and UK spelling.
I've been a professional copywriter since the 1980s. In those days I wrote press ads, brochures, posters, radio & TV commercials for many leading companies, such as: Birds Eye, Morrisons, Ford, Dulux, Bosch, Gore-Tex, Unilever and RBS.
Since 2000 I have specialized in the combination of copywriting for the web and SEO. Whatever your business sector - I can deliver persuasive and engaging copy that gets your message over to your target audience. People have called me many things, but in this case I am unique in the benefits I can offer your business.
Well written website copy is worth its weight in gold.
This all depends on whether you see your website as a source of income, or an expense. If you just want a simple site designed and published for under £800, then the answer is no. If you want a site that will generate income and pay for itself within a few months, then the answers is yes, aye, affirmative, yup, indubitably, sure thing ...
In the old days, by that I mean prior to 2000, if you wanted to market your business you would go to an advertising agency. The media was expensive; you were talking about thousands of pounds for a Press ad, a lot more for Poster, Radio or TV campaigns. With so much at stake, it was unthinkable to do this without the skills of a copywriter - you needed a return on your investment.
Websites changed all that.
Companies are now used to the idea of "marketing" their services for a fraction of what it would have cost ten years ago. And as the media has become cheaper, similarly the investment in its production has been slashed.
With so many web design companies and freelancers competing for the lowest possible bid - compounded by the lack of experienced copywriters available - this service has conveniently been swept under the carpet.
But this cost saving is a false economy. Because of the lack of copywriting on your site, you then have to pay more for SEO, often on a monthly basis to try and get visitors and revenue.
My take on it is this - build the site right in the first place. And that means targeted, well-written copy and it will generate income for years.
I take a holistic approach to web design. Build the thing right in the first place and you will get maximum returns on your investment.
Fortunately, I am in a unique position to do this, being a copywriter with 25 years experience and a web designer for over a decade.