Why does good copy matter?
Philippa Lowe
Published: 21st June 2017

Why Does Good Copy Matter?

There are certain professions in which people assume great writing is a given – an English teacher, a journalist or an author, perhaps, but you’re a builder, an astronaut or a café owner – no one expects you to be a prodigy with the pen, so why does it matter if your copy isn’t perfect?

Let’s put ourselves in the shoes of our customers. Where will they go if they need to find you? With the digital age in full swing, their first port of call is likely to be your website, blog or social media.

Are you ready for that? Are you fully prepared for a potential customer to engage with your business or dismiss you, depending what they read in those first few seconds?

Design is one aspect of this all-important first impression. Without good design, any potential client will click away in an instant. After the initial aesthetic impression, comes the content.

Cast your mind back to the days of creating presentations in school; if you were lucky, you got a very small percentage of your grade dedicated to how well you designed your project. The thing your teachers really cared about was the content.  If you had inaccuracies in facts, mistakes in grammar or glaringly obvious spelling mistakes, you lost marks. It’s similar with your copy, your customers give you a subconscious grade and it’s your job to make sure you pass.

Great copy is not only important for initial impressions; it also plays a huge role in the lasting reputation of your brand; is your business creative, innovative and unique? Are you reliable, sturdy, professional and established? The words you choose should reflect your business and project your voice to your customers. Sloppiness, laziness or disjointed display of values and ideas could lead your potential customers to believe that your business is like your words – sloppy, lazy and disconnected.

Your copy is your side of the conversation – before they email or call you, your customers are reading what you’ve put out into the world. Your customers figure out what kind of business you are and what you’re on about, all in the first words of your website. If your potential clients can’t relate to what you’re offering, if your story isn’t cohesive, your voice isn’t clear and there’s no call to action – you can almost always count those potential clients as lost.

At the end of the day, your copy is just as important as the uniform you wear, or the design of your website. If you think your copy needs work or if you have no idea where to begin – drop Incredible Communications a line today to start putting all your ideas into the words to tell your story effectively.