Your website should contain great website copy for several reasons. Presenting information the right way is what will get you high search engines rankings. These high rankings are what will enable people to find you. If you rank near (or at) the top, you will receive more hits than if you rank in the middle or the bottom. Many web users often don’t make it very far down a results page before trying a new search. Most people don’t like to search through hundreds of results and simply don’t do it. That is why having a high website ranking is crucial. You want to be seen at the top.
The key is getting several pages to rank high. This allows you to take up several of the spots near the top. This will result in your name and URL being seen multiple times. Users will often click on a name they repeatedly see.
Great website copy presents a call to action. It clearly informs the user of what to do. For example, you might include a page on your website listing the benefits your services provide to your customers. This should be done in such a way that will prompt them to contact you to learn more. If the benefits are listed very clearly on your page, they should be easy to understand. The same is true for whatever action you want them to take.
Great web copy also evokes emotion. You want your visitors to feel something when they go to your site. Many may not be familiar with exactly what services you offer, and upon finding out, may feel a particular emotion. Perhaps it’s hope or maybe even excitement because they finally have found the information they need. No matter what it is, you have made a difference. While it is about what you say, it’s also about how you say it.
Your web copy should also tell compelling stories. These can come in the form of testimonials. People often respond well upon hearing about the experiences of others. You might even explain why you decided to open your business and tell readers about your expertise in the field.
When writing your copy, tell your stories in a way that will speak directly to your visitors. This is one of the easiest ways to turn a prospect into a customer. This is also a great way to gain trust. Prospects will want to come to you if they feel you know what you are doing and will take good care of them.
Your website copy is what will help establish your online credibility. You must write content that will inform, convince, identify with your visitor, and inspire a particular action to be taken. This often leads to the sharing of such information. A visitor who has become a customer may then recommend others to visit your website and, ultimately, your business. Your online presence should expand your business. It can help you reach people who aren’t in close proximity to you, but who might greatly benefit from the services you have to offer.
Dr. Marjukka Miinala, DBA
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