A Valuable Commodity
The ability to read and write has been prized by human society for millenia. A development which transformed our world, more so following the invention of the printing press.
A tool not required for website pages, which can be changed at will. Copy you create is able to reach wherever the web exists, offering instant, accessible business communication.
There are differences, people read web content faster than print, the way their eye scans layout is a critical design factor. Ensuring text is logical and readable truly matters.
The need to satisfy search engines is an additional consideration. Customers should always come first but for most businesses, creating text which Google can understand adds value.
Working With Search
Google dominate search in the UK and Europe, a significant route to customer awareness and sales. Failing to work with their system is likely to see business go to competitors.
That system relies on algorithmic interpretation and artificial intelligence. The latter an ever growing aspect but still at the stage of needing text which is correctly formatted.
Google believe that one day, AI will be able to understand everything but this learning process will take time. Not a concern, when the need for logical, accurate composition has other advantages.
However they write themselves, research has proven the value of offering people well created copy. Spelling, grammar and syntax errors on websites are not a route to success.
Substance & Style
Being purposeful matters, with a clear page structure and theme. Headlines should relate to content, part of building trust with users and search engines, as is unique, useful copy.
When creating a page, think whether you as a reader would want to send this on to a friend, or colleague. Does the page communicate, sell, share ideas, fill the intended role.
Beyond individual pages, communicating in a consistent way throughout a site helps users read quickly and feel comfortable. Part of appearing open, honest and meeting expectations.
Developing a personal style may be fine, as long as this gets across a trusted message. Most business websites flourish by matching the reasons people came, in a professional way.
PJW & Website Copy
Our Surrey web design office can advise on aspects such as layout and choosing fonts, using too many will not look professional. Above all, we strive to support the purpose of your web pages.
There are established approaches which work equally well for people and search engines. The days of heavy keywording should be long gone, well written copy assists both.
Our copywriters can create content for you, or provide training for self editing. They will also take care of, or explain search needs, such as page titles, alt text, anchor text on internal links.
Above all, their focus will be on serving your visitors, your customers. Images and video fill the web, they can offer great messages but the power of the written word should not be underestimated.