Website copywriting is an art form that goes underappreciated. It’s easy to look at it as simply putting some words on your site to fill it with content. However, it goes much deeper than this, making copywriting the most important part of your site…arguably!

Sure, a key purpose of writing copy is to give users more information. The copy tells them about products or your business, building trust and helping to elicit more sales. Nevertheless, this isn’t the reason copywriting is so crucial. Instead, it’s all about our good friend SEO.

A brief understanding of SEO

Search engine optimization is probably the biggest buzzword in the business world today. It refers to how well your website is structured to perform in search engine results. Sites with good SEO will rank highly in the most relevant searches. Lots of factors come into improving your SEO, with some being highly technical – like the coding on your site. 

Copywriting is also one of these factors. The copy on your site can boost your SEO, leading to more web traffic, and more leads. 

How is this possible? How do some words on a website do this? You can actually break things down and uncover multiple reasons, but here are the top three: 

Copywriting helps you include keywords

Keywords are very important when it comes to SEO. Basically, these are the words or phrases you’re trying to target in search engines. As such, you want your site to include your main keywords as much as possible – without overstuffing them. I think WebX360 puts it best by saying you can generate the words that ignite search engine results and convey your message. Copy is the best way to get keywords onto your site, letting search engines put you in the right search results.

Copywriting builds your site structure

Site structure is another crucial element of SEO because it makes your website easier for search engine bots to navigate. Having things like a sitemap can help with this, but did you know that copywriting is just as important? Within your copy, you have opportunities to link to different pages on your site. These internal links let you connect pages to one another, which really helps search engines find your content and rank you accordingly. 

Copywriting improves the user experience

Let’s go back to one of the earlier points made on copywriting and its purpose. It was mentioned that copywriting helps build trust with users and provides them with good information. Well, this is also indirectly beneficial for SEO. You see, excellent web copy will keep people on your site for longer. It enhances the user experience because they’re reading valuable information and learning more about you. In turn, this lowers your bounce rate. A bounce rate is a rate at which users visit your site and leave before doing anything. It’s usually a sign of a bad site, which is why Google punishes sites with a high bounce rate. Instead, search engines prioritize sites with very low bounce rates because they clearly offer good experiences to users. With great copy, you can lower your bounce rate and climb the rankings. 

All in all, copywriting is an important part of your website because it helps you improve your SEO. From here, you drive targeted traffic to your site, which can lead to more leads, conversions, and sales!