The Importance of Writing Good Copy

by Kareem Panton
Marketing
on May 20, 2018

Are words really just words? You probably read that with an upward inflection at the end of it. That's generally the natural state of question formats. It spurs curiosity, and we use formats like that everyday.

By the way, the answer to that question is... not quite. Words aren't just words... unless you let them be, and making sure they hit their mark is at the heart of what we call Copywriting.

Quicksprout.com defines copywriting as, "the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action." So a 1 in CSEC English isn't enough to make you a good Copywriter. When you write copy, you're not writing for a grade, you're writing to spur an action, and keeping that in mind is the bare minimum when acquiring new customers online.

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On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.

To give some context on why copywriting is so crucial, consider the following:
  • On average, visitors only read 20% of the content on a web page
  • More than half (59%) would avoid doing business with a company who made obvious spelling or grammar mistakes.

Your words, how they’re structured, and how they’re communicated all reflect your brand. To get a reader to buy-in, they need to be crystal-clear. Online reading statistics and human attention spans are already stacked against you, so each portion of your copy must be optimized.

Another noteworthy point is that on average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. This speaks to the importance of not just writing good copy, but also putting it in the right places to get the most attention. Unfortunately, even when you become a Master-class copywriter, much of your work might never be read. This shows that the less copy it takes for a customer to buy-in, the better.

It’s definitely a tough job, but one that can yield significant benefits when done correctly.

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So let me give you a quick checklist. You can look back at it before you ultimately publish your next piece of copy.
  • Is anything unclear?
  • Is the value in my message communicated soon enough?
  • Are my headings standing out enough?
  • Do I have any grammar and spelling errors?

At Ja++, we follow this same checklist whenever we're publishing copy for a client, then that leaves only the final step. Before we mark the job complete, we ask ourselves: Are these words really just words?

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