The words you use to describe your service, product, brand or business form the foundation of all your marketing. This is why copywriting is important for every business.
Creative writing is an art form. It takes great skill to choose words, which when put together, can inspire opinions or persuade people to do something.
Just like the application of social media in marketing, copywriting is subtle but highly effective.
Three reasons why copywriting is important?
Most websites receive tens, hundreds or thousands of visitors every day. This is a huge number of potential customers. Each one will judge your business on the copy that is present on your website.
Good grammar, excellent spelling and great content is a must. Below are factors that make up good copywriting and highlight why it is important.
Good spelling and grammar
Spelling and grammar are very important. Studies have found bad spelling and grammar on websites or within marketing materials severely impact perception. Some participants even went as far as saying they “wouldn’t trust” a company that used incorrect grammar and bad spelling.
Interesting to read
You are competing with every bit of media that may take the attention of your target market. As a result, your copy must be interesting.
The language you use, sentence structures and even the overall copy layout are important. Content has to be relevant to the target audience and stimulating to read.
In the modern digital age just holding someone’s attention for 30 seconds is difficult. Getting them to read your website page, which may take over three minutes is a challenge. One that can only be overcome with interesting and well-written content.
Accessible to a wide skill range
Your website and especially the copy within it has to be accessible to a wide range of people. This is to say it needs to be understood by the majority. To do this you require a skilled copywriter that does not make the mistake of over embellishment of words and language.
“A 2011 government survey of adult literacy skills found that 14.9% (or 1 in 7) of adults in England have literacy levels at or below Entry Level 3, which is equivalent to the literacy skills expected of a nine to 11-year-old.” National Literacy Trust Website
Are you reading this page or just skimming?
It does not matter as the copy and layout have been designed for both!