27 Mar Jargon Buster – Copy.
Jargon Buster – Copy.
From YMG – The Award-Winning Digital Marketing Agency in Chelmsford, Essex.
We’re back with another edition of Jargon Buster, copy? No, it’s not that kind of copy. Sorry.
As I’m sure you know by now, with this series, we take terms that are used in the digital marketing word and give you the lowdown. What they mean, where they apply, and how they can help your business. And this edition is no different.
One of the biggest factors separating the great business from the rest is copy. Those with professional copy convert more of their target audience, whilst looking professional at the same time. It’s a tricky art to master, but one that will enhance your business if used correctly.
So, without further ado, let’s get into the basics you need to know about copy.
What is Copy?
Copy is not a copy. It’s original. Confusing eh?
Copy is the industry term for anything specifically written online. Originally, the term copy meant text written with the purpose of selling or advertising material. However, it’s commonly used today to describe any written content online.
From short product descriptions to welcome emails, any text used online now can be described as copy. And it’s more important than you may think.
Who Writes Copy?
Anybody can write copy. That’s right, anyone. Try it for yourself. Write a description of the item to your right as if you were selling it. Congratulations, you’ve written copy.
However, professional copy is written by a copywriter. No, not a copyrighter, a copywriter. Confusing, huh?
A copywriter is someone who specialises in writing copy. Much like a bricklayer specialises in constructing brickwork and a baker specialises in baking goods, a copywriter’s bread and butter is writing copy. From writing compelling blogs to enticing your audience in with sales copy, good copywriters are a useful asset to any business. Imagine them like a chameleon of writing. Give them a writing task, and the mould to it, producing a stunning piece of work that’s both effective and fun to read. At least, that’s what the good ones do.
Why Is Copy Important?
Copy is often overlooked by businesses, thinking they can either write it themselves or get in a cheap option. But you wouldn’t fill up a classy car like a Jaguar or Bugatti with the cheapest petrol possible or with petrol your friend makes (you should never accept homemade petrol). So why would you supply your website with sub-par copy?
Well-written copy separates the good websites from the great ones. And it’s no surprise when you look at the benefits of what great copy can bring to your website.
Let’s take blog writing for example. A well-written and well-researched blog will bring multiple benefits to your website. Not only will they hit relevant keywords and phrases (boosting your SEO), but they’ll also keep your audience entertained and engaged. This will improve your bounce rate, also help boost your SEO ranking. Additional benefits include showing that your business can be trusted and improve the potential of becoming a figurehead in your industry. After all, if your business is seen to be producing regular, reliable, and interesting content, you’re more likely to create brand evangelists and build trust with your audience.
With regards to sales copy, a copywriter can identify and focus on the pain points your audience has. Constructing copy around this, copywriters can write content that relates to your audience, resulting in a higher chance of conversion. Rather than just trying to sell an item or service, they identify how this will help solve an issue or problem they have. Conveying it in a relatable yet professional way, this will also increase the chances of engagement from your audience.
Email campaigns, homepages, social media statuses, and more. Copywriters can be used for a wide range of work. So, if you’re looking to push your website to the next level, you’ll want professional copywriting services.
Where Can My Business Use Copy?
If your business has a website (which, if it doesn’t, you need one), then your business can and will benefit from the use of professionally written copy.
Almost every part of your website can be enhanced with the use of professionally written copy. As we’ve previously mentioned, the homepage for your business is often the best place to start with a professional copywriter. However, one of the most common places is a blog page on your website.
As we’ve previously mentioned, blogs are a great way for businesses to help boost their online visibility. They’re also a great asset to draw new people to your website – if they’re well-written.
However, copywriters can help enhance almost every part of your website. As, not only do they produce their own work, but they can also help to improve pre-existing copy. After all, spelling and grammatical errors can be extremely harmful to your website. So, unless you’re 100% certain that your website contains no spelling or grammatical errors, you may want to contact a copywriter to check over your website.
Copywriters can also write for compelling email campaigns, and even for external marketing. If you’re looking at getting flyers and banners printed, a copywriter can once again check for any errors before printing.
How Can My Business Get Professional Copy?
Getting professional copy is now easier than ever. With YMG’s new Buy It Now Digital Marketing store, all prices are displayed upfront.
Simply head over to the content area of our store to browse the copywriting services we have available. Can’t see what you’re looking for? Get in contact by emailing firstname.lastname@example.org to see how our professional copywriters can help fulfil your needs.
Hiring an independent copywriter can also work. But with us recently being nominated for FSB’s Small Business of the Year award, why go anywhere else?
There are all the basics you need to know about copy. Have we missed anything out? Comment down below with your questions, and our professional copywriters will get back to you!
Thanks for reading, and we’ll see you at the next blog!
YMG are an award-winning and full-service digital marketing agency based in Chelmsford, Essex, and home of the Jargon Buster series, helping business owners to understand the technical terms of digital marketing.