Why Good Copy is More Important than Good Design

Why Good Copy is More Important than Good Design

It's not to say that design isn't an important factor when it comes to creating a quality website. Eye catching and appealing designs are great for the user-experience; they encourage visitors to stay and browse the site and usually make it easy for visitors to navigate through the information. But without quality content and well-written copy to fill the pages, it doesn't matter how well designed a site is. Too many new webmasters or business owners start a website and think that a pretty face will deliver traffic to their website. It won't.

In the online worlds of Internet marketing and SEO, content is king. Search engines use bots called search spiders to index and crawl your site for information they deem relevant to a user's search query. Search spiders CAN'T search images. This is why many SEO professionals don't recommend a heavy reliance on Flash to build your website. While it may look crisp and professional to a user, to the search spiders it is an empty page. If the search spiders can't find your content, they won't include your site in the SERP. If your site isn't showing up in the search engines, it will be much harder for users to find your site.

Content is arguably the most important factor of a website's long term SEO success. Site content is what your visitors are going to see when they land on your site and it is what is going to prompt them to action. That is why it is so important that you site's content be written for a human reader, and NOT for the search spiders. While incorporating your targeted keywords in every sentence may make it easier for a spider to find your site, it is not going to produce copy that your visitors are going to want to read. A site's content is what is going to make the biggest impact on a visitor.

Here are some tips for drafting successful copy for your website:

Avoid spelling and grammar errors

Don't imbed content into images

Write your content for humans

Don't stuff keywords

Keep it simple

Make your site's goal obvious

Include call-to-action phrases

Not every website owner is going to have the necessary writing skills to produce great content for their site that is both user and SEO friendly. That's why, if you are considering bring in outside help for anything, let it be your content. It is too important to be mishandled. A great copywriter, especially one with a working knowledge of SEO, is going to be able to make your site that much more attractive to search engines and users alike.

At the end of the day, what your site says is more important than how great it looks. It's a good goal to strive for a combination of good copy and design elements, but design should be the element that takes a back seat when needed.

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