What is a web copy? You might have seen it every day!
This year, there are almost 7 million searches on Google every day. There is a huge chance you encounter a web copy in the sites you have visited. If you have a website, you may have heard this term. Do you still plan to have it? This is the perfect place to understand what web copy is. It is an important element in your website since it plays a role in converting readers into customers.
What is a web copy?
Starting with the broad term, a copy is a written text that is used to sell. Then web copy is the promotional text you find on a website as the outcome of copywriting.
Well-written copy can attract visitors once they land on your site due to the quick snapshot. It is because you apply what you have learned in how to make a good copy as the short and sharp words are easy to digest by the visitors. If you are still unsure, realize the abundant benefits you get for integrating web copy.
Why you need web copy
1. Build brand image
A web copy allows you the present the best version of you to your audience. Then, it will affect the readers’ perception of your brand and their buying habits. Apple can be an example of this web copy function. The brand is expensive, but the way they turn their features into an intriguing web copy on their website can be your inspiration. Those are sharp, unique, and relating to the exclusivity of the brand.
2. Generate traffic
Well-crafted web copy appears on an online site. When you write a copy containing certain keywords, search engines will consider your copy relevant and display it on the result page. Then, it will drive traffic movement and help you rank on Google.
3. Help audiences continue the customer journey faster
Good web copy maximizes all the elements of it to direct readers to move from one level of the customer journey to the next one. With the understanding of excellent copywriting strategies, your potential customers can arouse their awareness. Then, they quickly move until the purchase decision.
Types of web copy
Landing page and home page
This standalone website is designed specifically for certain marketing campaigns. Hence, you may not see this when you enter the official home page of a brand. The link to a landing page is placed at the top of funnels such as Facebook, Twitter, Google Ads, and email.
Landing pages work for a single marketing goal with a CTA button for signing up for a form or ordering a product. It is unlike the home page that has many objectives to educate and promote. Thus, a home page has plenty of distractions because a company needs to provide all the information about the products and brands. While landing pages have fewer links to keep the visitors focused and increase conversions.
A product page describes your products or services which includes the specific features and benefits. You may also add information about the manufacturer of the product.
Some companies leave the page with pictures and descriptions, but others design it in a creative way by providing demos or videos. This page becomes a web copy because you should maximize the explanation to persuade them to buy your product.
About Us page
About Us page gives audiences insight about your brand which mainly explains what industry you do and how your company handles the business. You can tell a brief history of the company along with the pictures and people in charge as well. Do not forget to put the locational information or your company contact to provide transparency to the readers.
Big companies like Google and Starbucks also share their goals and social movements they concern. It helps them build the personality of their brand, which can be beneficial to create awareness for readers.
The audience may fall in love with you after noticing how you can impact society. More than 80 percent of consumers emphasize the value alignment between them and the brand. It means they will choose you than the competitors when you have the same concerns as theirs.
A website testimonial displays the success and quality of your services or products. It often comes from real clients and become a successful marketing strategy. According to Big Commerce, almost 90 percent of consumers trust online testimonials as much as their friends or family’s recommendations.
Testimonials include customer experiences, photos, and quotes. You can also integrate case studies and video reviews. Hubud, a coworking space in Bali, does well in applying video reviews for their marketing method as the sentence flows smoothly from their customers. Even Hubud gives a separate playlist on their YouTube channel named Humans of Hubud and makes viewers engaged with the “real people”.
Elements of web copy
Headlines are the large and bold phrase that viewers notice first. This element resembles the purpose of what web copy is since it holds the attention of the readers. A headline must be short to maintain the recognition of audiences as Buffer says the perfect number of this element is 6 words.
Often, you cannot count on headlines to tell all things about your brand. That is why you add brief (but longer than headlines) phrases that guide readers to understand the message you write.
After you catch the readers with headlines and subheaders, you can include a compact block of text to provide further information. There are no standardized rules on how many words you should have in the body copy.
Some say that long web copy will be more informative, while others argue that no one wants to read too much. Thus, you need to connect it with your target audience. Are they serious and eager to read text? Or, they are more likely to scan and need the highlighted features only. In conclusion, your website does not only need good content to educate but also a copy to persuade your readers. What is web copy in your own words?