How Website Content Can Improve Or Ruin Your Business Reputation

The written word is so familiar to us as a mode of communication, we can sometimes take it for granted. A letter needs writing? Simple. A tweet composed to promote our latest blog post? Done in a flash. The blog post itself? Tapped out in minutes and uploaded. Website copy? Who knows our business better than us, too easy.
Actually, a different danger lurks for those businesses who accept their limitations and call in website copywriting experts. There is a worrying trend among some online marketing agencies: looking to boost their profits, they will employ cheap writers who do not have training or experience, often even offshore freelancers to whom English is not their first language.
Poorly conceived and written website copy can be the death of an online presence. Nobody will respect a business whose website is littered with poor grammar, punctuation and spelling errors; few will consider your products and services if your website is not engaging and speaking to them.
On the other hand, good website copy supports keyword optimisation, engages your target audience, and adds value to your online reputation. It speaks volumes for the excellence and high standards of your products and services and your authority in your niche market.
In addition, professional copywriting supports other activities that boost search engine results page rankings, such as search engine optimisation, pay-per-click campaigns and social media engagement.
I always advise that all businesses should employ a website copywriter who is appropriately qualified, trained and time-served, with a proven track record. Online marketing agencies that offer content as a service will tell you that their writers work closely with designers and optimisation experts to elicit the best results. They will also be aware of industry best practice.
There is no need to be wary that a writer will not understand your business: not only will they have written for many different industry sectors, they will work with you, sometimes through your account manager, to really understand your business, your aims and your target market.
The resulting website content will be informative, entertaining, and will help ensure that your reputation with potential customers is the best it can be.
If you would still rather have a go at writing your website content yourself, there are some crucial steps towards success.
Keyword optimised website copywriting finds the delicate balance between the needs of search engines and your audience.
Uniqueness, originality, relevance and accuracy are worth their weight in gold.
Consistency, appropriate style, length and keyword density are really important.
Website copy should present solutions to the needs of your potential customers in the easiest way possible.
Your content should represent the purposes and aims of your business plan.
You can also use this checklist to judge whether your marketing agency’s copy is meeting your requirements. Remember also that an agency’s willingness to be fully transparent about how their services are provided and why is a good yardstick for a good working relationship towards better online marketing.