Having engaging website copy is the key to converting people into customers, a better ranking on Google and to get yourself ahead of the game with AI.
When running a business, you’ll often that your first point of contact for potential customers is your website. While it is incredibly important to have a website that functions well, looks great and is easy to navigate, a lot of business owners don’t realise the importance of website copy. Having website copy that is engaging is the true driver of conversion on your website and so much more. Keep on reading to find out why website copy is now more important than ever for helping your business to grow & how Xtensive can help you to improve your website copy.
Writing That Sells Your Services
A website is more than just a pretty looking page, it is the digital front of shop for your business but how do you sell your services once the consumer is in the digital front door? Your website copy is your sales pitch where you have to communicate the value of your services clearly and quickly. Strong website copy highlights the benefits of your business – not just what you do and frames your services as the solution to the consumers problem. Having the correct tone and structure for your target audience is also incredibly important as is building trust & authority on the industry you’re offering services in. Without strong copy, it doesn’t matter how stunning your website looks it won’t convert visitors into customers.
Writing for Google & Search Engines
The steps that need to be taken to get your website ranking on search engines such as Google & Bing continue to change and one of the biggest drivers in a good ranking is in your website copy. Gone are the datas of using meta keywords to improve your Google ranking, it’s all about relevant and good quality website copy! Search engines like Google analyse the content on your website to determine what your website is about and whether it should appear in search results. Having website copy that is engaging but also strategically incorporating keywords into headings, service & product descriptions tells Google exactly who you are. Incorporating specific keywords into your copy though has to come naturally, just stuffing your copy with keywords could actually have a negative effect on your ranking and deter potential customers from using your services. If your website copy is also well-structured, it makes it a lot easier for search engines to crawl your site which helps to improve your ranking & increase organic traffic.
Preparing For The Future With AI Discovery
We’ve all used AI software like ChatGPT at some point now, whether for business or just for fun (Colin loves asking ChatGPT silly questions) and whether we like it or not, AI isn’t going to go away. More and more of us are using AI like Google for our daily lives, asking questions and getting answers more detailed and much quicker than a Google search. AI platforms like ChatGPT work much in the same way as Google in how they obtain their information – from scraping website content. Unlike Google though which returns a list of results, AI takes the information it finds and repackages the content directly to you. What does this mean exactly? It means that your website content needs to not only be engaging but also well-structured for machine readability. Clear headings, concise descriptions, clear structure – all essential to getting AI-driven discovery of your business.
Why not just use AI to write the copy yourself you ask? Simple – how many other people are doing the exact same thing. Content from AI tools such as ChatGPT is not copyrighted and so someone could very easily get the same response as you & put that content on their website. That would be classed as duplicate content & would have potentially really damaging consequences for your ranking on search engines. You also have to consider the optics of using AI content – a lot of people can spot AI content and are then put off using a business. Don’t take the risk, you cannot beat human written content.
How Can Xtensive Help?
Here at Xtensive, we don’t just create stunning, visually appealing websites – all of our websites are designed to be easily scraped by search engines and AI tools. We believe in full service solutions and provide our customers with more than just a pretty website – we give you a full service solution designed to help your business grow.
We also offer copywriting where one of our team will write engaging website copy that will be keyword rich and easy to understand for your customers as well as search engines & AI. This service is available to everyone – not just those who have a website built by us (although that does help). If you’re unhappy with your website content, are unsure if your copy is good enough & want us to look over it or anything else, contact us today and we’ll be happy to turn your website copy into a silent salesman.
