Why is Copy Important for Your Website?

Content is king is one of those phrases that anyone with even the smallest amount of experience in SEO has heard.

Why is Copy Important for Your Website?

Content is king is one of those phrases that anyone with even the smallest amount of experience in SEO has heard.

Search Engine Optimisation hinges on a lot of activities; components that contribute to the performance of websites that includes all the technical aspects behind it, the use of keywords and backlinks, and the way a website’s copy is laid out.

Copy is a critical part of getting SEO right, but it serves your audience as well as Google’s bots. This makes it as important to a positive user experience, as it does for making your website easy to discover.

Let’s have a look at a few of the factors that make copy so essential for all types of websites:

Making Your Keywords Work for You

Let’s start from the perspective of search engine optimisation, where keywords need to be carefully researched, chosen, and placed across websites and pages. 

These keywords act as relevance signposts for Google when people search terms that match them.

While there are a few ways to implement keywords on website pages without placing them in the body of copy, such as in alt-tags on images, or in URL structures, placing them in content is just about critical to get these keywords to do their jobs.

This makes the presence of relevant, high quality copy important for the most base functionality of SEO, which comes from keywords.

Creating a Positive User Experience

At the end of the day, no matter how much attention you are paying to SEO, your website is being developed to be used by people, not bots. This means that the end-user, the reader and visitor to your website, makes use of the copy to get the information they are looking for.

Visitors landing on pages that are scantily clad with information are likely to keep looking elsewhere for the information they need. 

By implementing the right copy (and the right amount of it) on your site, you will give them what they need, which will keep them browsing your site instead of your competitors’.

Pictures Don’t Always Say What they Need To

A lot of brands are more reliant on visual information such as infographics, photos, and diagrams being used on their websites, than copy. There is nothing wrong with that if you keep images properly optimised and remember to name and alt-tag them correctly with your keywords.

But visitors to your website may well require more than an image. A picture might say a thousand words, sure, but does it say the right words? How informative is a series of images, versus a concise, information-laden description.

A product can be sold to visitors in no more than a 20 word description, a service’s processes can be understood in under 50, and the entire history of your brand can be communicated in 100.

Even if you’d prefer to use minimal amounts of copy in your content, having even a few words on a page can make things easier to understand, more descriptive, and gives more value to your visitors.

A Chance of Getting Shared

The digital world has added layers to word-of-mouth communication to marketing. People like to share content that they feel is interesting or valuable. People are also more likely to trust brands, products and services that have been suggested by other consumers.

Platforms like Pinterest, Facebook and Instagram showcase our collections of useful information. Even WhatsApp is used to share snippets, images, videos, and website pages.

With a click of a button, well-crafted, interesting, and information-driven content can be shared across the web, attracting in more customers and visitors to your website.

Implement Calls-to-Action

The humble call-to-action is something that often goes overlooked in the world of digital marketing. 

While great search engine optimisation might bring the right people to your website, a strong CTA will get them to take the action you want them to take when they get there.

Calls-to-action need not be long, conversely, they are best kept to the point. But they should drive visitors to engage with your business in one way or another.

This could be something as simple as ‘get in contact with us’, ‘check out our products’, or even ‘download our app.’

The point is, that without implementing any copy on your website, there is no way to craft persuasive CTAs that turn visitors into customers.

Contact ATKASA for Search Engine Optimisation

If you would like to know more about using the right content to improve your search engine optimisation performance, be sure to work with our team of marketing professionals. 

For details on our offers, be sure to browse through the ATKASA website today.