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Web Copy: What is It? And Why Does It Matter?

Updated: Feb 5, 2023

Laptop showing a registration website for "The Green Conference" with engaging web copy

This blog post is the first of a three-part series on “web copy” or “website copywriting.” In this first post, we are going to cover what it is and how it affects your website. The second and third parts of the series are going to dive deeper into how to improve your web copy and connect with your audience.

What Is It?

I had been working in the marketing industry for quite some time before I learned what “web copy” meant. I didn’t come from a marketing background, so I wasn’t familiar with the industry jargon. It was one of those terms that were thrown around so casually that I didn’t want to display my ignorance by asking for clarification.

Simply put, web copy is the text on your website that helps guide your visitors through your site. Its purpose is to convert a website visitor into a customer as quickly as possible. This includes the text on your home page, about page, services page, and more.

It is important that your web copy prompts visitors to take action. These actions can be as simple as signing up for an account or clicking on a product page. Generally, blog content is not considered to be web copy because of the difference in its purpose. Blog content is usually educational. Web copy exists to sell something.

Why Does It Matter?

One of the greatest mistakes you can make as a business owner is to neglect your web copy. Businesses need to have a powerful online presence to succeed. When someone visits your website looking for a product or service, they aren’t interested in reading. They are looking for their needs to be met as quickly as possible. Fluffy, blocky, or poorly written content will leave a bad first impression.

In part two of this series, we will go more in-depth on how to properly write web copy. For now, here is an exercise that can help you improve what you already have:

1. Go to your Home page

2. For each piece of text, ask yourself…

a. What is the purpose of this text?

b. Does it prompt action?

c. Does the prompted action lead toward a sale?

d. Is there a way to simplify the wording?

3. Check with someone else to ensure that your new revisions make sense

As you go through this exercise, don’t neglect items like your menu labels. These are important navigation tools and can make or break your website.

Would you like a professional writer to improve your web copy? Click here to learn more about our services.


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