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Why Your Website Needs Words: The SEO and Clarity Connection
If you're a small business owner managing your website, you've likely asked yourself, "Is there too much text on my site?" It's a common dilemma, thinking that less text equals better design. But in the world of web design and SEO, words hold a significant role in not just converting potential clients and customers but in bringing them to your website in the first place. In this blog post, we'll explore why having the right amount of website copy is crucial for your business. It's not just about pleasing search engines; it's about engaging your audience effectively.
The SEO Secret Sauce
Think of your website as a book, and search engines as curious readers. Your website copy is the story they're searching for. If you opened a book, expecting this wondrous and captivating novel that will just suck you in and make you not wanna put your book down, but you open it to find a less than spectacular into, and as you get into the book there isn't a lot of "meat" so-to-speak... It's a very surface-level-esque story, and there isn't much to it. You might get bored and put the book down, and mentally note that you need to avoid that book the next time you're looking for a read. You might even warn a friend that that book isn't all that great. The same can happen with your website when visitors land on it and there isn't enough information, or there is very bland information.
Let's say you're looking for a hairstylist who's a master in their craft. You land on their website and the amount of content on their homepage could easily fit on a sticky note. You click over to the About page and you see a 2-3 sentence paragraph that just says something along the lines of "I'm a professional hairstylist and I specialize in XYZ. Let's make your hair dreams come true!" And as you click around this site you don't find hardly any information on this person or this salon, and you're like well how do I know that they're the right fit?? You don't... That's like going on a first date with someone who tells you nothing about themselves the entire time, leaving you a little suspicious and not likely to call back for another date.
Here's why words matter for SEO:
Keywords: Words are the breadcrumbs that help search engines understand what your website is about. They use keywords to connect users with the right content. Without enough words, those breadcrumbs become scarce, and search engines might get lost. Having enough text on your website allows you to naturally incorporate quality, relevant keywords related to your niche and industry.
Ranking: More words provide more opportunities to use those vital keywords. This can significantly boost your website's ranking in search results. It's like having more signposts directing traffic to your digital doorstep. If you don't have hardly any words on your site, there will be very few opportunities to sprinkle your keywords throughout your site.
The Clarity Connection
Now, let's shift our focus to your audience. When visitors land on your website, it's like welcoming guests to a party. Words are your way of saying, "Welcome! Here's what we're all about." If you don't have any words on your site or very few, your audience is gonna wonder if they showed up to the right house (er, website). Imagine seeing a flyer for this really awesome, huge party, and you show up to the house and it's like a ghost town. You would probably just drive away and not look back. Here is how having enough words on your website helps your audience have clarity about your business:
Context: Words provide context, like the menu at a restaurant. They explain your products, services, and the story behind your brand. Without them, visitors might feel lost and uncertain about what you offer. Your website is not the place to be mysterious and leave people wondering. It's the exact opposite. Content gives more context.
Trust: Detailed information builds trust. It shows you're serious about what you do and are willing to share valuable insights with your audience. It's like having a friendly chat with your guests at our aforementioned house party to build a connection and build trust with them.
It Paints a Picture: Having enough words on your website that tell your brand's story, describes your offers, and tells your audience all about how and why they should work with you, helps paint a picture for them in their mind, and allows them to see a glimpse of what it would be like to work with you, and how you can help them with their goal or pain point.
Finding the Right Balance
So, how do you strike that balance between too many words and too few? It's all about quality and relevance. Your website shouldn't be full of fluff or filler words (for example: how you would drag out your essays in high school or college so that you could meet that word count). You aren't there to dangle a carrot in front of your audience's face... You're there to give them the details of what they're there looking for, and trying to get them to take the next step, not bore them to sleep.
It's tricky to strike the right balance between too many words and too few, but here are some key things to remember when you're writing your website content:
Quality: Every word should add value. Avoid fluff and jargon. Make sure each word counts towards conveying your message. Think of it like crafting the perfect conversation - no need to overdo it, just make it meaningful. Think about going to a dealership to purchase a car- we all hate hearing the salesman give their 30-minute-long pitch and spend hours there, we just wanna know the specs, know the price and start the process of buying it.
Relevance: Tailor your content to your audience. What do they need to know? What questions might they have? Think of it as a conversation that addresses their specific interests and concerns. You don't wanna leave your potential client or customer unsure or unclear about what you offer. Write your website content to your specific ideal client, and address those questions, pain points, and goals that they have when it comes to possibly working with you.
The "Read More" Option
If you're concerned about overwhelming visitors with too much text, there are some things you can do throughout your website to make sure you aren't overwhelming your audience. You can use the "Read More" option to hide longer content initially. This way, visitors can choose to dive deeper if they want. It's like offering appetizers and letting your guests decide if they're ready for the main course.
This can look like having small paragraphs scattered throughout your homepage, not very overwhelming, but ensuring that you provide a CTA button that allows them to click to read more. For example, include 3 - 5 sentences on your website homepage telling about your business in a nutshell, and then have a button that links to your About page where they can go to read all about your business, meet the team, and build more trust with you and your brand. Or giving a brief description of your services, and then having a CTA that links to your full packages or offers.
Conclusion
In the world of website design, words aren't just words; they're the bridge connecting you, search engines, and your audience together to reach a common goal. Your words guide your website visitors, build trust, and enhance your online presence. So, the next time you're adding "too many words" to your site, remember that those helpful words are the key to your website's success— ultimately to your business's success.
Ready to enhance your website's copy? As a professional branding and web designer, I can help you strike the perfect balance between words and design. Let's chat about how to make your website stand out and convert leads to clients. Click below to book your free discovery call and let's transform your site!