A website is only as good as the content it shows regardless of how well the navigational design and features have been implemented.  

Content can take many forms and better designs often implement pictures and video as well as text.

Nonetheless, the copy (text) will ultimately make or break a website,  and the better the text the better the chances a site will achieve its aims.

Consider:

• Women: without her man is nothing
• Women: without her, man is nothing

The words are the same, the only difference is a comma has changed the meaning completely.This can be the difference between a website that is successful and a failure.  

Content Types

Web copy can be broken down into various forms.

• Sales copy:  Any website that sells products or services will require sales copy.  This copy will highlight the selling points of a product or service.  The copy will be tailored to a target audience.
• SEO copy: This is copy written with search engines in mind.   By including SEO keywords into the copy a site is more likely to do well on search engines for relevant searches.
• Information:  Not all websites are geared around sales or SEO some relay information to their readerships.
• Offsite copy: Often it is necessary to display content for a website on other sites such as press release sites, article submissions sites, forum posts, social media outlets to name but a few.
• Blog posts: This is where websites post specific articles, videos, and pictures and can include opinion pieces, how - tos and reviews.

Learn more about different types of copy.

Selling points are key to a website's success, especially a business website.  Often, features of a product or service are listed rather than the selling points.  

Subsequently, the site fails to sell the product or service to potential customers or clients.

People buy the benefits products or services give them, rather than what the product or service actually does.

To highlight selling points I use the AIDA system where possible.  AIDA is an acroynm for Attention/Awareness, Interest, Desire,Action.

For example:  Some of the selling points of my services are:

• Bespoke copy written to your requirements
• SEO copy - articles which includes keywords to increase topic relevancy for search engines.
• Product description writing - highlighting the selling points of a product or service. The copy will increase sales of the product or service.

Features on the other hand could be listed as:

• I am UK based, native born copywriter
• English is my first language
• I use Microsoft Word to write unless requested to use a different word processor 

See the difference?  One sells, one explains. Apple used to say a 1000 albums in the palm of your hand to sell the iPod, they never said it had an 8GB memory as a selling point.

Learn more.

No matter how good the design the content is ultimately the maker or breaker of a website.  Without good content in place, the potential of a website is diminished and any effort which has gone into the design and subsequent marketing is wasted.

Branding

Whether you are a corporation or a small business, branding on some level is key to building a good reputation.  Though copy will not influence your business performance at delivering your products and services, a good writer can provide copy for both on and off site requirements for branding purposes.  

Whether you are looking to promote your site through advertising or organic channels, my copy can create the right feel, style, tone, and information to help you build a successful brand.

Services

Throughout the years I have created hundreds of articles, press releases, web sites, and even the odd script, all of which have been successful as a means of promoting aspects of websites.

Take a look at my writing services page to see how I can help your site fulfil its potential.