Investing in quality website copy is essential for the success of your online presence. Worryingly, however, website copy is often overlooked and/or left until the last minute before being written. Perhaps even more worrying is the tendency for this last-minute rush of content writing to be carried out by less than capable copywriters. So what are website owners to do?
Sourcing experienced writers
The world of digital marketing is awash with varied job titles which can often be misleading. That said, the role of a copywriter has changed little since before the web even came into existence. Copy will always need to be written, and an experienced copywriter should be the person to turn to. Being able to create content that is effective, high-quality, and search engine friendly will lay the foundations for a successful website. You will seldom see any major organisation sacrifice the quality of their written content, so why should you do the same?
Judge value not by price
Knowing how and where to invest your marketing spend in website copy isn’t straightforward, and it’s easy to fall into the trap of purchasing quantity over quality. In years past, websites hosting thousands upon thousands of pages would perform well in the search engines, securing steady traffic through a ‘catch-all’ approach. Thankfully, the Panda and Penguin algorithm updates from Google have managed to penalise these content farms, placing relevant, high-quality writing above keyword-stuffed, over-optimised content.
But where does this leave you? In terms of investing in website copy, you can take solace in the fact that less is more. Paying a little bit extra for website copy written by experienced, capable copywriters will pay dividends in the future performance of your site. What’s more, many experienced writers – such as Minerva Copywriting – will ensure pages are ready for the search engines, featuring just the right amount of optimisation without sacrificing on quality.
Keep website copy fresh
Keeping website copy fresh and up to date is often overlooked, yet is hugely significant. Be certain that you carry out regular audits of your site content to ensure it maintains its relevance to your audience. Failure to successfully maintain the standard across your site will soon prove detrimental to all the initial hard work of launching your online presence.
Minerva Copywriting has a team of experienced copywriters which can offer advice and assistance in the production of your website copy. Contact Minerva Copywriting today for details.