There are so many ingredients that go into making a successful
Web site. Layout, design, colors, graphics, photos, links and
copy (text) are all included in the mix. Do you know which of
these is the most important element? Believe it or not, copy!
That's right. Copy is where your attention should fall first when
designing a site. There are several reasons why this component
requires special consideration. Let's look at three areas copy
impacts and discover the true bearing it has on your site and
your visitors.
GETS YOUR MESSAGE ACROSS
First and foremost, the copy on your Web site must get your
message across to the visitor. Its function is to provide information
and/or sell a product or service, depending on the purpose of your
site. Photos can show products, but they can't make the sale by
themselves. Stop and think for a moment. Have you ever purchased
anything based solely on a photo? The majority of customers will
require details about a product or service before buying. Copy is
the bridge between indecision and purchase.
DRAWS ATTENTION
The headlines on your Web site draw more attention than the graphics
or photos. Stanford University, in conjunction with The Poynter
Institute, recently completed a four-year study that proved the
importance of text over graphics on Web sites. (See www.poynter.org/eyetrack2000/body.htm) According to this research
'readers of print newspapers looked first at the lead art element on a
newspaper page and then moved their eyes to the biggest headline.'
However, the study continues with, 'Web site readers tend to look first
and most intently at plain text, passing lightly over photos and images'.
Contrary to popular belief, the copy on your site gets attention from the
visitor before the other elements.
INCREASES CHANCES OF GOOD SEARCH ENGINE
POSITIONING
Robin Nobles, of the Academy of Web Specialists (www.academywebspecialists.com), recently wrote an article
discussing doorway pages. In it Robin made the following
comment, 'Since every page is essentially a doorway into your
site anyway, concentrate on building content. Now you're giving
the engines just what they want to see these days: content'.
Unfortunately, many Web designers and do-it-yourselfers are not
aware of the importance of copy in the overall workings of search
engines. Without solid content it is almost impossible to get
positioned well by search engines. The copy on the site must be
a delicate balance of repeated keywords and promotional information
in order to make sense to the reader and meet engine criteria. The
more times your keywords are presented within the copy, the greater
your chance to receive a position in the coveted Top 20. However,
overload your copy with keywords and key phrases and you'll find
yourself labeled as a spammer and be banned from the engine -
permanently!
There are also other factors involved with copy and engine position.
The site title and site description must be just as delicately created
as the body copy in order to obtain high rankings.
Considering these three facts brings a whole new light to the importance
of excellent, well created Web site copy. Before you decide on colors
or graphics or photos or design, stop and give due thought to the copy
first. It will pay off in the long run!
About the Author
Karon is Owner and President of KT & Associates who offers
targeted copywriting, copy editing & ghostwriting services.
Subscribe to KT & Associates' Ezine "Business Essentials" at
BusinessEssentials-subscribe@topica.com or visit her site at
http://www.ktamarketing.com