Why is copywriting important to brands?

Most marketing managers appreciate that a website is now a key tool in their marketing portfolio. Businesses spend plenty of time and money on design, functionality, database construction and SEO optimisation. Yet one all-important element is often forgotten or rushed through as an afterthought – and that’s copywriting. The words you use to describe and create an impression of your business are crucial to its success. In this article we discuss why copy is so important to brands – and how you can improve yours to optimise your business’ presence both online and in print.

Why is good quality copy important for user experiences?

The most obvious answer to this question is that good quality copy is more attractive and engaging for customers. Poorly written text riddled with spelling mistakes lacking direction and flow (not to mention crucial information) fails to make a positive, viable connection with readers, whether they’re browsing your website or reading a brochure detailing your latest product.

Yet great copy goes deeper than that – and the benefits are far-reaching. Professionally-written copy speaks to your audience and subconsciously encourages them to engage and identify with your brand – it flows and interests them enough to keep them hooked, it creates a need in them for your product or service to fulfill. Additionally Google’s recent algorithm change has seen keywords lose relevance in favour of quality, regularly updated text content – so poor copy could negatively affect your SEO ranking.

How can copy influence sales positively (or negatively?)

Aside from the clear advantages of accurate, grammatically correct copy, content constructs an impression of your business which is difficult to change (or rectify) once it’s forged in the mind of readers. For this reason it’s important to get it right first time, building on a positive rather than trying to smooth over a negative.

Poorly written copy can of course be detrimental and lose valuable clients – often this occurs when it is written in an inappropriate tone, fails to capture their attention or negatively influences their impression of your company through inaccuracy and errors.

As discussed previously, copy can also naturally increase sales from an SEO perspective through regular updates and blogs – especially when keywords are incorporated.

How can I ensure my copywriting is up to scratch?

Often the arduous, lengthy and on occasion complicated task of copywriting is left to the marketing manager in charge of the project in question – which ultimately takes that person away from where they’re best utilised, but can also result in copy which is less than effective or engaging for its desired audience. Enlisting the help of a professional copywriter is the only way to ensure that the content you share with potential and existing clients is up to scratch and works as hard as possible to secure sales for your company. Their involvement can be intensive or offered on a consultative basis, depending on budget. They will be able to identify how your target audience needs to be reached and can glean information from you to ensure that crucial points aren’t missed, whilst superfluous information is omitted to help deliver a clear message.

The bottom line is: good copy can make you money – but bad copy could cost you. Design needs to work cohesively with other quality content to be successful – so it’s always worth investing in professional support for every aspect of your marketing and branding activity.