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As a web designer, I understand that creating a visually appealing website is only half the cake. The other half? Engaging, effective, and professional copy. It is so important that it can transform an average website into a great one. However, explaining this to clients can sometimes be a challenge. Here’s how I convey the importance of professional copy to my web design clients.
1. The First Impression Matters
Imagine walking into a store where the staff can’t clearly explain what they sell or why you should buy from them. You’d likely leave, right? It’s the same with websites. Professional copy ensures visitors immediately understand who you are and what you offer, making them more likely to stay and engage.
When combined with an excellent design, professional copy ensures that this initial impression is not only positive but also unforgettable. Well-crafted headlines, compelling calls-to-action, and clear, concise body text can distinguish between a visitor staying on your site or leaving for a competitor’s.
2. Enhances User Experience
Think of your website as a roadmap. The design is the path, but the copy is the signpost that tells visitors where to go and what to do next. Without clear and compelling signs, visitors can get lost, frustrated, and leave.
Clear and concise copy guides users through your site, helping them find the information they need quickly and easily.
3. Boosts SEO and Visibility
Well-written, keyword-optimized content is essential for improving your search engine rankings. This means more visibility, more traffic, and ultimately, more business.
Good copy speaks to your customers and to search engines like Google. By incorporating relevant keywords naturally into the text, a professional copy helps improve your site’s search rankings, making it easier for potential customers to find you.
4. Builds Brand Identity and Trust
Imagine if every time you spoke to a company, the tone and message were completely different. It would be confusing and undermine your trust in them. Professional copy ensures your brand’s voice is consistent and trustworthy, making customers feel confident in choosing you.
Professional copywriters excel at capturing this voice, ensuring consistency across all your content. This consistency builds trust and helps establish a strong brand identity.
5. Drives Conversions
Professional copy is like having a skilled salesperson on your website 24/7. It knows how to highlight benefits, address objections, and persuade visitors to take the next step, turning more visitors into customers.
Professional copywriters are skilled at creating compelling content that encourages visitors to take action. And taking action can mean making a purchase, completing a contact form, or subscribing to a newsletter.
How We Incorporate Professional Copy into Our Design Process
I collaborate with trusted copywriters to create website content or adapt existing copy to fit SEO rules, complementing design and enhancing user experience. This is totally up to my clients’ budgets and preferences.
you’d like to see the guidelines that I share with my clients to help them understand what to write on each page, make sure to download my Website Content & SEO workbook.
Conclusion
In web design, professional copy is a cornerstone of success. It enhances user experience, boosts SEO, builds brand identity, and drives conversions. As web designers, it’s our job to help clients see the enormous value in investing in a professional copy. By doing so, I ensure the websites I create are not only beautiful but also effective in achieving my clients’ business goals.
Investing in professional copy isn’t just an option; it’s a necessity for anyone serious about their online presence. So, let’s collaborate to transform your website into not only a visual masterpiece but also a conversion powerhouse.
