You can have a fabulous-looking website, but it won’t work for you if it’s riddled with spelling errors, bad grammar, baffling sentences, out-of-date content, duplicated content, text that is not optimized for the search engines, etc. If your website copy is sloppy, what will visitors think of your service or product?
Even if your content is clear and correct, though, it may be ineffective. What attracts people to your site? The words picked up by the search engines. What persuades them to do what you want them to do? Combined, of course, with a well-designed and effective website, it’s the words.
We all know when we need expert help (for example, to design a website) but, because we all speak English, people tend to think that they can produce excellent website copy themselves. It’ll save money, after all, won’t it? Not necessarily. For instance, a professional editor rewrote a sales letter.
It brought in an extra $11 million of new business(Source: Plain English Campaign).
Even if some can write well, that doesn’t mean they can write excellent website copy.