It’s probably no surprise that digital marketing represents the largest share of marketing budgets in businesses today. What IS surprising, at least to me, is that given the tremendous focus businesses put on their online presence, their SEO, Googling their competitors, that they actually spend little time thinking about their own website once it’s finished.
Your website is often the first interaction potential customers have with your business. Whether you’re selling a product, offering a service, or sharing a valuable resource, what people read on your website, the copy, plays a crucial role in shaping visitors’ perceptions about your business. The quality, clarity, and tone of your copy builds trust, establishes your authority and expertise, and ultimately drives conversions. It’s a pretty significant part of whether or not your website is successful!
So WHY do so many business owners overlook the importance of having their website copy reviewed by a professional? Here’s why it matters and how professional insights can add tremendous value to your business:
When someone arrives on your website and begins to read it, think of your website copy as how you would like a prospective customer to be treated when they walk through your door for the first time. Your website copy is your digital handshake. If it’s unclear, has an inconsistent tone or message, and is riddled with grammatical errors, it’s a big turnoff. It will definitely turn potential customers away in seconds.
A professional copy review will ensure your written content is polished, engaging, and conveys your brand’s message effectively throughout your site.
Visitors to your website don’t want to read through paragraphs of fluff to find what they need. In fact, they won’t. Copy full of unnecessary jargon and industry language, or what I refer to a “filler text” is an invitation to go to your competitor’s site.
A professional copywriter knows how to refine your message so it’s concise, and we make sure every word serves a purpose. When copy on a website is clear and the reader knows what to do next and how to find what they are looking for, you get far better engagement and, ultimately, more conversions.
Sometimes, an owner will think they can write their own copy for their website, or they know someone who is “a great writer”. This may be true, but even the well written copy doesn’t do much good if no one finds your website. People often don’t realize how much the copy content on your website directly influences the effectiveness of your SEO. Your website MUST have quality, properly optimized content to rank on search engines.
Professionals understand how to balance compelling text with strategic SEO practices. There are many optimizing tactics and requirements professional copywriters use these days to guarantee your website ranks higher on search engines while still creating interesting copy for human visitors.
A professional copy review looks for a consistent tone, voice, and messaging throughout your entire website. It doesn’t matter whether your brand is a friendly and conversational ice cream shop or authoritative and professional financial planner, consistency fosters brand recognition and trust.
Part of writing website copy is to serve as a guide to visitors. Just as you might give a first-time visitor a tour of your facility, when someone lands on your website they need to know where the information they are looking for is. They need to know how to get or purchase what they want.
Professionals consider user experience (UX) when reviewing copy. This is a very important aspect of a copy review. The Reviewer checks that the content flows logically, aligns with the navigation, and makes information easily accessible.
Typos, broken links, and missing or outdated information on your website makes your business look unprofessional. It sends a message that you aren’t that careful, or even that reliable or trustworthy. If you don’t care about simple things on your own business website, how much will you care about my needs?
A professional review helps catch any errors on your site. Leaving them sitting there will negatively impact your credibility and cost you potential sales.
Perhaps one of the most valuable aspects of a professional copy review is that you get an unbiased outside assessment of your website. As the business owner, you’re deeply invested in your company, this often makes it difficult to see your website copy objectively. A fresh perspective from a professional can identify gaps, redundancies, and opportunities for improvement that you might have overlooked.
Investing in a professional website copy review isn’t just about fixing typos. It’s done by a marketing professional with writing expertise that can help you refine your message, optimize your website for search engines, and ensure that your site speaks directly to your target audience. With such a tremendous competitive online landscape, well-crafted website copy can make the difference between a visitor bouncing away or becoming a loyal customer.
If you want to maximize your website’s impact, don’t underestimate the power of a professional copywriter’s insights. This small investment in a copy review now can lead to greater credibility, customer engagement, and revenue in the long run.