Digital Prowess: Understanding the Importance of Effective Website Copy

Emily Geisler
6 days ago
3 min read

Your website is, often, the first interaction a potential client or customer has with your brand. In the digital age, it is your storefront.

So, you pour your efforts into your design, ensuring usability, intuitive navigation, and visuals. However, no matter how aesthetically pleasing your site may be, it’s crucial not to lose your words.

Believe me, the white page terror can strike anywhere at any time, even when it comes to your own business!

Effective website copy should never be an afterthought. If you have any kind of web presence, you know that your design is meant to complement your language. People should want to see what you have to say.

Prose should be purposeful (thus our name) because the way you present yourself matters, and that includes the way you present yourself in the online space.

Why Website Copy Rules

Before you built up your website, you probably had a picture in your head of how it was going to look, work, and feel. You had an idea of the color scheme, and maybe some of the visuals.

Think of your copy like a small body of water. If that water is clean and healthy, the land and wildlife will probably thrive.

If your site copy does its job, people will listen and understand that you will get the job done. You will get more out of your site. Every word will be a call to action.

Still not convinced?

First impressions make a difference. If your copy is unclear, your site’s visitors won’t get a good impression of you or your work. You could be amazing at what you do, but your words can let you down if they’re not the right words. Showing that you are credible and trustworthy through effective copy can turn an impression into interest.
Build a connection with your community. You have something that your target audience wants. Let them know! Your copy should speak to that audience and show your core values.
Show you’re reliable. The right words in the right place at the right time will show that you are the best person to get the job done. There are a lot of ways to show you’re trustworthy, but like we said, this is your storefront. Give people a reason to want to open that door.
Drive conversions! You want your site visitors to become customers, and your copy should drive conversions. If it’s a sale, awesome! If it’s an inquiry, also awesome! Compelling copy means that your site visitors will want to take that next step with you. It’s not just what you say, it’s how you say it.

Actionable Steps: Harnessing the Power of Words

Like we said, your copy is doing just as much work, if not more, as your design. So, what can you do now?

Make sure you know who your audience is, then, know them well. Keep getting to know them. Before you write a single word, make sure you understand their needs, their goals, their pain points, their favorite color. The point is, your language should resonate with them.
Use plain language. Clarity is key. As impressive as the jargon might be, it’s best to save that for where it’s needed. Your copy should be concise and easy to understand.
Focus on value. We love that your program has features A, B, and C, but how does that benefit your customers? Show how what you have the offer will help your audience meet their goals or improve their lives.
Create those calls to action! We call it active language for a reason! Really, make sure that your verbs and adjectives fit Purposeful Prose’s Two C’s of Word Choice: context and connotation. Your audience will see your copy and feel motivated to move forward with you!
Invest in Professional Copywriting. You know your business inside and out, and we don’t doubt you, but be on the lookout for a good professional copywriter who can match your voice and brand. You know your business, they know their way around good language and how to craft copy that genuinely connects.

Your website should be the full package. It should look, sound, and read like the powerful tool that it is. So, make sure you’re leveraging all its assets.

Ready to unlock the full potential of your website copy? Purposeful Prose can help you craft language that drives results! Contact us today for a free consultation, and discover how we can lift you up in the online space.