Confused about the differences between online content and online copy?
Join the crowd. Merriam-Webster's* defines content as "the principal
substance (as written matter, illustrations, or music) offered by a
World Wide Web site." The Web Content Style Guide (McGovern, et al),
says that content is knowledge that's been formally produced into media
(text, graphics, video, animation, etc.). Some Web experts consider
content and copy synonymous.
Regardless of the debate between content vs. copy, let's discuss why
good copy is so vital to a website's success. Most people have websites
to achieve the following:
- Educate
- Provide information
- Sell products
- Sell services
All-graphic sites often fall into the category of online brochures. And
when a business says it wants nothing more than an online brochure, it
probably means that the website is not--and is not expected to be--the
primary source of income.
While it's possible for an all-graphic website to convey a product or
service effectively, why are there so few-in terms of percentage-on the
Web? Because of the need for search engines: those awesome software
programs that bring us most of our visitors.
If you have an online business, and were given the choice between having
a website with either graphics or copy, which would you choose? Most
online business owners value search engines and visitors (VIZBOTS).**
And most search engines have great regard for relevant copy, and no
interest in graphics.
Text. Graphics. Audio. Video. All these features can offer relevance. But
for a moment, try thinking of your website as a kingdom and your copy as
king. A king reclines regally on his throne, surrounded by those who serve
in various capacities. His ability to delegate wisely makes a profound
difference in the outcome of the kingdom. Every person at every level has
a job and understands the kingdom's hierarchy. Common threads. Common goals.
Everyone wins.
Would His Royal Highness perch on the edge of the throne, timidly raise his
hand and say, "'Scuse me, guys. May I speak?" Nope. Why should he? Further,
should he roar to get attention? He simply must be where he belongs--surrounded
by those props and people that make him look majestic-so he can command and
control for the good of the kingdom.
If you have a website, why not treat your visitors as if they were royalty?
Create peerless copy. And make sure the best copy is placed on your first
page, first screen. Regardless of writing style, these words have a mission:
they must let visitors know how the website can fill their needs or help meet
their goals. And they must entice search engine robots.
Although it's important to have unusually good copy on the first page, it's
also important to brighten every page with excellent copy for VIZBOTS. Good
copy is a tapestry woven with the best of grammar, HTML, marketing, sales,
research, search engine optimization, programming, and customer service.
Whether copy is king, content is king, or copy is content, copy deserves
respect. Big time. Learn more about the importance of copy from experts like
Mike Fortin, Gerry McGovern, Nick Usborne, Jill Whalen, and Marcia Yudkin.
Then go back to your website, do an analysis, and-if necessary-get busy and
create copy worthy of your VIZBOTS.
Resources:
Mike Fortin: http://www.successdoctor.com
Lorrie Morgan-Ferraro: http://www.red-hot-copy.com
Gerry McGovern: http://www.gerrymcgovern.com
Nick Usborne: http://www.nickusborne.com
Jill Whalen: http://www.highrankings.com/
Marcia Yudkin: http://www.yudkin.com/marketing.htm
* Merriam-Webster's Collegiate Dictionary, 11th edition (2003).
** VIZBOTS: site visitors and search engine robots
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