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The role of copy in crafting effective SEO and user-friendly websites

Copy, or written content (the text), is an often-overlooked aspect of web design, but it plays a crucial role in how users interact with and perceive a website. Copy can influence a user's decision to stay on a site or leave, make a purchase or move on, and ultimately can make or break the success of a website.

One of the main functions of copy in web design is to clearly convey the value of a business or product to the user. A website's copy should be written in a language that the target audience can understand, and it should clearly communicate the unique value proposition of the business. This can help visitors understand what the business does, what products and services are offered, and what sets the business apart from its competitors.

Copy also plays a key role in the user experience. A website's copy should be easy to read and understand, and it should guide the user through the site. This can include headings, subheadings, bullet points, and short paragraphs, making it easy for users to scan and find the information they need. The use of active voice, and avoiding industry jargon and complex sentence construction, can improve readability and help visitors navigate the website with ease.

Copy can also be used to increase conversions. A website's copy should include clear calls-to-action (CTA), such as "Sign Up" or "Buy Now", that guide users to take the desired action. The copy should be persuasive and compelling, encouraging visitors to take action.

Lastly, copy can also be used to improve a website's search engine optimisation (SEO). Search engines consider the content of a website when ranking it, so it is important that the website's copy includes relevant keywords and phrases. This will help the website to rank higher in search engine results, and increase the visibility of the website to potential customers.