- A gray cat slinks past a wooden house. There’s something a little intimidating attempting to describe.
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More often than not, the written content of a website takes a backseat to an eye-catching design or slick functionality. Let’s face it: the way a website looks and feels are much more immediately apparent than fine-tuned, persuasive copy. At first glance, a couple of paragraphs simply look like words on a page: “Yep, those are words,” you may say to yourself as you click on to something else.
With that in mind, and the fact that it’s a challenge to get people to read anything online, web copy is constantly devalued and thought of as a bonus service that can be accomplished by anyone who is comfortable with various forms of the word “there.” Sure, the client probably can’t design a homepage or ensure it looks decent on mobile—but he or she wrote a white paper and a few blogs last year, so why not take a crack at the site’s content? This sentiment leads professional writers to resent the notion that their trade is a creative skill that most believe they can do reasonably well when, in fact, developing copy for marketing materials goes far beyond a firm grasp of grammar and spelling.
Good copywriters know how to succinctly position your product, service, and/or business to motivate your target audience to take action. They are able to quickly produce highly targeted content informed by in-depth digital marketing strategy that drives conversions and ranks well in search engines.