In the new age of social media it’s tempting to think that traditional copywriting no longer has a place. Who has time to read huge blocks of text on a screen anymore? Who has the time to read every page on a website? Do you REALLY need a copywriter?
Copywriters used to spend their time working mostly in print media. They crafted catalogue copy, delivered direct mail pieces and came up with catchy ads for newspapers and magazines. Today the focus is on 140 character tweets, popular hashtags and clickable Facebook posts.
Now the internet has put a virtual encyclopaedia at your fingertips. Any subject you can imagine has been catalogued, discussed, and dissected into oblivion. The ease with which we can access data has changed the way we consume information. These are some common misconceptions about how the web has eliminated the need for proper copywriting:
- Time:We think that the internet has shortened our attention spans, but the truth is that we’re just bombarded with information. You can easily spend hours watching cat videos, or chatting with friends on Facebook, so clearly you aren’t lacking the ability to concentrate. The difference is, this is something you find entertaining. When copy is well-written and fascinating, people keep reading it—no matter how far they have to scroll.
- Visual: Technology allows us to enjoy rich media like images and videos. And a picture is worth a thousand words, right? But copy and images combined are even more powerful. You couldn’t explain all the benefits of your product just using pictures. Tell a story that shows your customer what your service can do for them and they’ll be more convinced than with images alone.
- SEO: The battle for a page one ranking on search engines is never ending! Keywords are stuffed into web copy at every opportunity despite the fact that they don’t always make sense. However, this is changing as search algorithms get smarter, seeking out those sites that provide real value to users. Good copywriting can make a significant contribution to search result rankings.
It may appear that using a professional copywriter is no longer essential, but persuasive, engaging copy is still the most powerful tool for improving profits. Web pages, social media and blogs offer copywriters more opportunity to shine. Experienced copywriters who have developed their skills to include SEO and social media can help your business deliver consistent, effective messages to new and existing customers.
A tweet may drive traffic to your website, but once a visitor is there, it’s the long copy that determines whether they click further or bounce. The ability to get your customer’s attention, keep them on your page and encourage them to click further is a skill that never loses its edge!