Despite the importance of graphic design, web development, and social media, good copy truly can make or break your web success. Moreover, the success of your business can also hinge on the quality of your copywriting. From your web descriptions, flyers and promotional material, blogs, and product descriptions, your copy matters. The days of outsourcing copywriting for an SEO word count are limited. Considering the quality of your copy can demonstrate your industry knowledge, customer connection, enable you to sell more products, and ultimately determine the voice of your company, you may want to think twice before just giving anyone the reins. That being said, here are four ways to write good copy for your website, or five parameters you should consider before outsourcing it. Make your copy clear Your message, regardless of the medium, should be clear. If you can communicate something with fewer words, eliminate them. Simplify the terminology that you are using. Though you have a working knowledge of your field, many who are reading your content do so to be educated, so be intentional about the words you use. Use active verbs, remove filler language, and opt not to use industry jargon. Concentrate on communicating a clear and simple message that will allow your audience to fully understand your message. Prioritize wording and headlines The words you choose and the way you present them also play a large role in creating good copy. Your headlines serve as a great way to entice your audience to read your copy, so focus on making them engaging and relevant. Consider the topics most important to your audience, and focus on choosing fewer words that are rich in meaning. Every character counts, so use each one wisely to communicate relevant ideas. Write copy to serve your target audience One surefire way to create poor copy is writing for personal gain. Though including copywriting on your website does improve your search engine ranking, your primary objective should always be serving your audience. Focus on creating material that educates and informs, not persuades them to purchase from you. Writing copy only focused on boosting your ranking or getting a quick sale cheapens your brand, and hurts more in the long run. Call your audience to act Never write copy without determining what action you want your audience to take. Whether it’s reading another article, visiting a link, or commenting below – always encourage them on their next step. Doing so typically will engage your audience on your website for longer durations of time, in addition to building rapport with your audience by offering action steps that will help them.