Why Great Website Makeovers Begin With Copywriting

Copywriting is an important element of website design because it helps convey the message and purpose of a website to its visitors. Here are a few reasons why great website makeovers often begin with copywriting:

1. Copywriting helps define the website’s purpose and target audience: By focusing on the language and messaging used on the website, copywriting helps define the purpose and target audience of the website. This helps ensure that the website is designed and structured in a way that will appeal to and engage its intended audience.
2. Copywriting helps create a consistent brand voice: By defining the language and tone used on the website, copywriting helps create a consistent brand voice that reflects the values and personality of the brand. This can help build trust and credibility with visitors and make the website more memorable.
3. Copywriting helps drive conversions: Effective copywriting can help persuade visitors to take the desired action, such as making a purchase or filling out a form. By focusing on the language and messaging used on the website, copywriting can help drive conversions and achieve the desired goals of the website.
4. Copywriting helps improve search engine optimization (SEO): Well-written and a keyword-rich copy can help improve the visibility of a website in search engine results pages (SERPs). This can help drive more organic traffic to the website and improve its overall performance.

A little story…ready?

“Can you give me some feedback on my website?” a life coach named “Kevin” asked his e-zine subscribers. “I just revised my site – -finally!”

Naturally, I couldn’t resist clicking over to see what Kevin had done. I knew Kevin was a thoughtful coach with a reputation for high integrity.

Kevin’s new site cried out for a re-makeover. He had paid a designer to get drop-down menus and a bit of flash. As a result, Kevin admitted, “I have no budget to pay a copywriter.”

Ouch!

After skimming a few pages of the site, I emailed Kevin. “Who is your target market? What do you offer? How are you unique?”

Kevin replied, “I asked for feedback. I don’t have time to answer a lot of questions. And everyone tells me the site looks professional.”

Okay. I can take a hint.

Sure, the site looks professional. But Kevin admits he’s in trouble. So far, he’s gotten nothing but compliments — no orders and no calls.

What can we learn from Kevin?

(1) Copywriters can save you money.

Often I (and other experienced copywriters) can save clients money on web design. Kevin didn’t need all those bells and whistles. In fact, some Internet marketing gurus claim they do more harm than good.

And Kevin didn’t understand HTML, let alone CSS. A copywriter might serve as a go-between, translating Kevin’s requirements into the web design language. Your web designer saves time – which translates into saving money.

(2) Copywriters help you earn money.

Reading between the lines, I discovered Kevin could be a stand-out. He has developed an innovative 5-step process to help clients overcome obstacles and take charge of their lives.

But Kevin doesn’t realize why he’s unique, so his website reads like five thousand other life coaching sites: vague promises of “take your life to the next level,” “discover what’s important to you” and “enjoy the work you love.”

Naturally, I’m disguising the details of “Kevin’s” story, but I really don’t have to. Hundreds (maybe thousands) of sites sound just like Kevin’s.

(3) Copywriting is collaborative.

Like Kevin, my clients often think they can show me a few pages of a website and say, “Make it sell!” Copywriting requires energy and planning, whether you’re a do-it-yourselfer or a firm believer in outsourcing to a specialist.

Our clients often invest many hours answering our questionnaire. As they write, they often realize there’s a hole in their business strategy. Or they’re sitting on buried treasure.

Until I know what Kevin wants to do with his website and his business, I can’t make realistic recommendations – even as a casual ezine reader. I need to evaluate Kevin’s copy in the context of Kevin’s own goals, target market, and unique selling proposition.

Kevin could do this himself. But, like most busy business owners, he didn’t want to invest the time. And he wasn’t sure what questions to ask.

When clients hire us, we have the luxury (and fun!) of creating a marketing message that hits the target market squarely in the center of the bull’s eye.

Bottom Line: Websites deliver messages. Without a message, a website is a calling card – nice when you have more business than you can handle.

Most of the time, revising copy brings traffic and sales. Websites typically earn back the copy investment with just a few new clients, not to mention saving energy and funds by avoiding a makeover to recover makeover.

And one day you realize you’re not getting compliments… but you are getting sales.

Overall, copywriting plays a crucial role in defining the purpose and target audience of a website, creating a consistent brand voice, driving conversions, and improving SEO. As such, it’s important to prioritize copywriting when updating or redesigning a website.