I had a call from a prospective client this morning. He had been referred to me enthusisatically by a mutual colleague and was considering whether to invest in professional copywriting support. His business already had a website that was working OK but he felt there was more that could be done.
When we'd first spoken a couple of months ago, he'd been clear that he would be testing the return on any copywriting investment he made before making any significant commitment. Using Google Analytics he intended to compare the performance of the new homepage I would put together with the current page and the results would determine whether he would proceed further.
Today's call was about the results of that test. All of his measures of success had improved with the new page: visits, click-throughs, conversions to calls etc. "Ten out of ten" was his assessment of the impact that the copywriting had had. So we're getting down to work on the rest of the site and a long term relationship is in the offing.
Good copywriting makes a real difference to the success of a website. Don't be afraid to test the quality of any writing that's done for you, but don't be tempted into thinking that any old words will do. You don't know how much business you might be missing out on.