Through my growing experience across all forms of copy, I’ve come to realise that web copy is the most underrated. Yes, you may have converted a web visit, but closing the sale is an entirely different story. 

 

Through SEO, Google Ads, or sheer dumb luck, you’ve landed a new web visitor. If someone knocked on your door you wouldn’t open it and then just walk away into the abyss of your living room, would you? It’s crucial to maintain a trusting line of communication with the reader, showcasing your brand in all its glory.

 

When considering what your ‘brand’ is, it’s everything from your products or services, to the colour of your font. Therefore, your copy plays a monumental role in how your brand is perceived by consumers when visiting your site, it tells your story. 

 

With difficulty naming an unsaturated market in the present day, it’s likely there are multiple other sellers you’re up against as the consumer draws closer to their purchasing decision. Every word published on your site matters, it’s your virtual salesperson. This is why we copywriters continue to beat the drum about embodying a real, human tone of voice. 

 

You should believe that your product or service is the best on the market, and remember that your competitors think like-mindedly. To truly stand out and forge a connection with the consumer, your web copy must interest the reader and that means copy that holds relevance to them. Of course, you want to shout about your brand, but in doing so consider why the consumer would care and how that would drive them to purchase. 

 

Not only will this challenge you to consider your messaging, and whether it’s up to scratch to close the deal, but it will force you to reflect on what it is you’re selling and identify the core strengths of your brand that make it so special within your market.

 

For a truly fresh perspective, the next time you come to refresh your web copy, visit your site blindly. Follow in the steps of a new customer, see if you end up adding to cart based on first impressions or whether you get stuck on your homepage trying to figure out what on earth it is you’re actually selling.