There was a time when creating a website meant writing some code, adding some photos and tossing in a few keywords in order for search engines like Google or Bing to find your company. With hundreds of thousands of websites being added to the web each day, however, getting the attention of search engine crawlers is harder than ever. The reason is that search engines are now looking for copy that is well-written, grammatically correct and informative.

Also see: 10 Web Design Tips for Better Usability


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Original Content is Key: Today’s search engines want to find original content. Although keywords still play an important part in getting your website found, they are not as critical as they used to be. It is important to remember that search engines change their algorithms on a regular basis and the most recent changes point to a need to have well-written, original content in all copy found on your website. Everything from product descriptions to the About Us page needs to be original, informative and interesting.


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Customer Attention: Anyone who has ever searched for information online has come across a website with poor grammar, misspelled words or sentences that simply don’t make sense. Those are the websites that cause us to immediately hit the back button and move to the next result in the search engine. What this means for that company is that they have just lost a customer. Remember, it is the copy on your website that keeps the customer there, not just the flashy graphics or latest YouTube video.


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Rewrite Everything: Manufacturers often include product descriptions that retail companies can use on their websites or in catalogs to describe the item they are selling. However, if you simply use the manufacturer description, your website copy is no different than that of your competitor. Instead, every product description should be rewritten so that it is unique and original in order to not only attract search engines to your site, but provide additional information to customers that your competitor is not providing. This can dramatically increase sales of products, whether they are nuts and bolts or high-end fashion.


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Encourages Links: One of the best ways to get your company noticed is through shared links, especially on social media. The more interesting your copy is, the more likely a customer is to share it with their friends and family. When your website is shared, potential customers click on the link to see what is so interesting, which could lead to even more sales and an increase in your customer base.


Copy is one of the most overlooked aspects of any website yet it is becoming one of the most critical. If you don’t have strong writing skills, talk to your ecommerce website builder about using a professional copy writer to create the text on your website. Good copy not only draws customers to your site, it keeps them there, often turning a click into a sale simply because the customer has a better understanding of your site, learns more about a product they are researching or finds your copy more interesting than that of your competitor.