Creating excellent website copy is essential for any business or personal brand looking to establish a strong online presence. It’s about crafting words that not only captivate your audience but also guide them towards taking action, be it making a purchase, signing up for a newsletter, or simply staying on your site longer. Learn how to write great website text that engages and retains users while also helping improve your site’s SEO and build your online profile. Below, we’ll also consider why web copy is important, how AI is changing search and the essential steps for writing attention-grabbing, SEO-friendly text.
Why web copy is important
Good web copy is a cornerstone of an effective online presence. It’s the medium through which you communicate with your audience, inform them about your products or services and persuade them to take action. Here’s why great website text is crucial:
- Grabbing Attention
The first few seconds of a visitor’s time on your site are critical. Compelling web copy grabs their attention quickly, making them want to read more instead of bouncing back to the search results. Click here to learn other tactics to reduce your website’s bounce rate. - Retaining Visitors
Engaging, well-written text keeps visitors on your site for longer. It reduces bounce rates and increases the likelihood of them exploring more pages on your website. - Generating SEO
High-quality, keyword-optimised copy helps your site rank better on search engines like Google. It increases your visibility, drives more organic traffic and makes your site easier to find. - Building Your Brand
The tone and style of your web copy help define your brand’s voice. Consistent messaging strengthens your brand identity, making it memorable and distinguishable from competitors. Remember also the impact of using the same font across all your marketing materials. This can lend to brand cohesion. - Creating an Impact
Powerful and impactful text resonates with your audience, making a strong impression. It can evoke emotions, inspire action and leave a lasting mark on the reader’s mind. - Generating Interest
Great copy piques the curiosity of potential customers. It provides enough intriguing information to spark interest, encouraging users to learn more about your offerings. - Informing Clients
Well-structured and clear text informs visitors about your products, services and the unique benefits you offer. It answers common questions and provides the information users need to make informed decisions.
How AI is changing search
Artificial Intelligence (AI) is revolutionising the way search engines like Google interpret and rank content. With advancements such as Google Gemini, AI is becoming better at understanding and evaluating web text, making it crucial for copywriters to adapt their strategies. Indeed, AI is also helping content creators to write website text – inspiring the question, does Google penalise AI text? Regardless of the answer to that, here’s how AI is changing search:
- Understanding Context
AI can now grasp the context behind queries and interpret the intent of the user, providing more accurate and relevant search results. - Reading Web Text Like a Human
Modern AI models read and comprehend text in a way that mimics human understanding, making it more critical than ever to write naturally and effectively. - Penalising Poor Quality
Google’s algorithms have become adept at identifying poor spelling, bad grammar and misleading or incorrect information, potentially penalising sites that don’t meet quality standards. - Enhanced Content Analysis
AI tools analyse content for relevance and quality, assessing factors like keyword usage, readability and user engagement metrics to rank pages. - Voice Search Integration
AI is driving the growth of voice search, meaning web copy must adapt to include more natural, conversational phrases that align with spoken queries.
How to write engaging, SEO-friendly text
Writing engaging and SEO-friendly text requires a blend of creativity and technical understanding. Whether you’re a beginner or a seasoned writer, these tips will help you craft copy that captures attention and ranks well on search engines:
- Use Heading Tags
Heading tags (H1, H2, H3) help break up content into easily digestible sections and signal to search engines what your page is about. They improve readability and provide structure. - Be Brief and Concise
Keep your writing clear and concise. Avoid unnecessary fluff and get straight to the point, as modern readers tend to scan rather than read word-for-word. - Include Internal Links
Internal links guide users to other relevant pages on your site, helping to keep them engaged longer. They also help search engines understand the structure of your site. - Add External Links
Linking to high-quality, reputable sources can add value to your content and improve its credibility. It also shows search engines that your content is well-researched and informative. - Think Like a Client
Put yourself in your audience’s shoes. Consider what questions they might have and what information they’re searching for. Tailor your content to meet their needs. A business mentoring company could help you define your company message and how to project yourself online to your target demographic. - Mirror Search Queries
Write text that mirrors common search queries. This can help your content appear in featured snippets or voice search results, increasing visibility. - Break Up Long Paragraphs
Large blocks of text can be overwhelming. Use short paragraphs, bullet points and lists to make your content more reader-friendly. - Keep Sentences Short
Shorter sentences are easier to read and understand. They help keep your audience’s attention and make your copy more engaging. - Write in an Active Voice
An active voice makes your writing more direct and dynamic. It creates a stronger connection with the reader and makes your copy more compelling. - Address Problems or Questions
Directly addressing your audience’s problems or answering their questions can make your copy more valuable and engaging. It shows you understand their needs and positions your product or service as a solution.
Content remains King
Bill Gates once wrote an essay titled “Content is King” in 1996 and his words are more relevant today than ever. As AI continues to evolve, search engines like Google are getting better at reading and understanding text. They reward well-structured, informative and engaging content. This makes quality web copy an essential part of your overall marketing strategy.
Keep a coherent message across all media
Incorporating effective web text into your social media and digital marketing efforts can boost your online profile and increase brand visibility. Your website is one of the most powerful tools you have to promote your company to a wider audience. By investing in quality copywriting, you give your business a voice and personality that resonates with potential customers, helping your company grow and thrive in a competitive digital landscape. A specialist digital marketing company could help you build all aspects of your website, including helping with web copy.
Final thoughts
Good branding, a clear message and well-crafted content not only enhance user experience but also play a significant role in SEO performance. As search engines continue to refine their algorithms and AI tools like Google Gemini further enhance search capabilities, the importance of quality web copy will only increase. In this ever-evolving online world, great content truly remains king.
