The Science of Copy
Copy refers to written material, in contrast to photographs or other elements of layout, in a large number of contexts, including websites. Copy writing is the act of writing this text, and has nothing to do with protection and copyright.
What I have seen over and over again, is small businesses on a small budget, paying for mediocre web design, but writing their own copy. Most web designers actually work this way. They're good at creating good looking layouts, but cannot write compelling copy if their lives depended on it.
On the other hand, most business owners (most people) cannot write compelling copy. It's more of an art than graphic design and web design. And there's way more science behind it.
At the end of the day, a website's messaging is WAY more important than it's graphical beauty. The most dazzling website will fail if the messaging is not right. On the other hand, if the messaging is good, the graphic design aspect is almost unimportant - as long as the website is professional. Even the best messaging cannot save a website that looks cheap, or just plain ugly.
Writing copy is an incredibly time-consuming activity. Just writing headlines is an art in itself. Good copy requires logical flow, ease-of-reading by breaking up large blocks, consistent calls-to-action, and an abundance of psychological triggers.
To create excellent psychological triggers, you REALLY need to know your target audience. They need to identify with what they read, and mentally at least, put their hand up, and say "THAT'S ME!".
In most instances, we've more than doubled conversion rates of websites, just by employing professional copy over the client-provided text.
Imagine getting twice as much business, without having to buy any additional traffic.
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