So many designers ask me this question. They wonder if it matters to anyone whether they have a full bio or just a couple of lines, detailed service descriptions or just a high-level overview, not to mention descriptions for every project in their portfolio.
If people aren’t going to read it, why invest in it, right?
As a copywriter, I’m admittedly biased. But if you’re wondering whether it’s worth it to have more than the bare minimum of copy on your site, here’s a little food for thought.
Google likes (and rewards) copy.
Ultimately, Google and its all-powerful algorithm are working to provide the best information (i.e. search results) to searchers’ queries.
When someone types in a search for an interior designer in your area, the Google bots need to find evidence on your site to support that you’re a good match for that search.
Yoast puts it this way, “When your text is longer, Google has more clues to determine what it is about.”
The higher the investment, the more people read.
Content writer, Nico Prins, says that when writing marketing copy for the web, if your product/service costs more than $20, if you can claim it solves a problem for your perfect match clients, if people wouldn’t likely make this purchase on a whim, and/or if you need to overcome objections or hesitations, you’re going to need more copy in order to effectively build trust with your prospects.
Hiring an interior designer is a big investment and a high-stakes decision. And while most prospects expect to get deeper information on a call with you or a team member, they’ll be much more inclined to schedule that call if they feel informed and comfortable with talking to you based on their experience on your website.
You can’t craft an experience with only a few words.
What I mean is how your prospect feels about their experience on your site. It’s the sum of all the parts of your site, but the copy plays a lead role in making people feel a certain way about you and your services.
Generally speaking, minimal copy just can’t convey enough about your business to get the job done.
You just never know…
Your prospects are most likely to represent a variety of different decision-making processes. Some may be ready to reach out the moment they see your portfolio. Others may want more information before they take that step.
The truth is, the fast decision-makers are going to flip through your site rapidly no matter what. But anyone who needs to get more of a feel for who you are and what it’s like to work with you will be disinclined to schedule a call if they can’t get much of a handle on you based on your site.
You just never know who’s going to visit your site and what they’ll want to skim vs. what they’ll want to read about more deeply. Cater to everyone’s needs by having sufficient copy to convey information and create an amazing experience, but not so much that it’s overwhelming.
My bias aside, I think this is all worth considering if you’re thinking about getting a new website (or just new copy).
Want to chat with me about how I give my clients awesome website copy?