Copy is the writing that appears on a printed document or web page.

why is good copywriting so important?

Good copywriting is always important on any marketing communication, on a flyer, brochure or webpage.

Photographs and graphics can create a favourable impression but it is the words that convince the reader to take the next course of action.

it is even more important on the internet...

A typical visitor from a search engine to your website will spend between 3 and 8 seconds on deciding whether they want to read on and if they hit the back button they don't have any physical flyer or brochure to prompt them to come back to you.

Visitors will admire the photographs, but the words, particularly the headlines will make them stay and take the action you want them to take.

Copywriting has a second major role on web pages, in search engine optimisation.

Keyword phrases need to be included so the search engines can index the page correctly but the copy must still read well.


the bad

How many websites have you seen that say:

Welcome to my internet marketing site where you can find lots of information on internet marketing such as how the Google search engine works. Feel free to browse through the articles and then contact me

So if you need some help please call me on 021 776 334 and we can see how we can work together.

Not very inspiring and it doesn't address any specific concerns the visitor may have. Conversion will be low.


and a better example

Do you want to increase the profitability of your website?

Call me now on 021 776 334 to see how we can work together.

Immediately this copy identifies a problem - your website isn't profitable enough - so you read on - it then gives two possible causes for the problem and then suggests a solution would be to ring a number. Conversion of visitors should be much higher.

Note: neither of these pieces of copy are optimised for the search engines.

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