The Bermuda
Triangle. The riddle of Atlantis. Who was Jack the Ripper? Is the whole of
reality merely a hologram projected onto the eleven-dimensional surface of a Euclidean rhomboid? Why would anyone voluntarily
watch 'The Only Way is Essex'?
These are
the great unsolved mysteries of our time - pondered over by intellectual
giants, such as Plato, Professor Stephen Hawking and Danny Dyer from
Eastenders.
But there
still remains one question that towers above all these. The question which has
vexed copywriters from the dawn of time:
Why do so few businesses understand
the value of website copywriting?
Whilst the
critical importance of having a smart website is taken as being blindingly
obvious to anyone possessing an IQ higher than a glass of dirty water - the
equally vital element of having good quality written content is seen more as an
optional add-on.
Imagine if
we applied this logic to buying a new car.
Having spent
a modest sum you take collection of your shiny, new vehicle...and the first
thing you do is fill the tank with homemade petrol you've distilled in the
garden shed from old paint thinner and supermarket value-brand vodka.
Unsurprisingly,
the result would be to turn your costly investment from something designed to
convey you from A to B in style, comfort and safety, to a rather expensive lump
of scrap metal.
So why do so many businesses do
exactly this by insisting on filling their brand new, beautifully designed company
website with content which they've written themselves?
The answer,
of course, is money. An amazing number of businesses pour their entire budget
into website design without a single thought about the written content. Faced
with an urgent need to produce 2000 words of SEO friendly, professionally
written sales copy which actively engages their potential customer's interest
they will:
a) Panic.
Copy a competitor's website text, alter a few words and then wonder why they
are not attracting customers because the search engines have penalised them for
duplicate content (Possibly followed by a nice big lawsuit for copyright
infringement &/or plagiarism)
b) Ask their
Web Designer to 'cobble some content together'. Said web designer realises that
their strength lies in website design and not copywriting but manages to write
something vaguely OK which, although it fills the pages with words, provides no
real benefit to the client in terms of sales or SEO.
c) Contact a
website copywriter. The copywriter listens carefully to their needs and
produces a quote for writing smart, targeted copy which will be loved by both
search engines and their chosen audience. However, despite spending £2000 on
their website the business balks at spending less than half that on decent copy
- They resort to either a) or b)
ProfessionalSEO website copywriting is a long term investment in your business - helping you
not only get found on Google but persuading customers that you have the
solution to their needs.
Forget that
and it's likely that your expensive website might well disappear into the
Bermuda Triangle of internet obscurity...
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