Post-CSR web copywriting: only one thing matters

It’s nearly two weeks since the announcement of the long-awaited comprehensive spending review (CSR). Up on the hill behind the village, little has changed except for the browning autumn leaves. And in boardrooms around the country, the lines are drawn between cautious optimists and those who see impending economic doom. Whether CSR proves to be the key to economic recovery or the trigger for the dreaded double-dip recession, the case for better copywriting is clear.

Back in the 1980s we were all advised to advertise through recession. We were told that brands that invested through the hard times would emerge stronger at the other end. This time around, online presence is the one thing that no business can afford to neglect. Is your website looking tired or underperforming in Google? Now’s the perfect time to invest in a makeover. Never got beyond a first generation site? How about going to the next level? Either way, words can work for you.

Whatever you decide to do, investing in better copy puts the perfect face on your web presence and complements the underlying design and SEO work. Poor copy is a surefire way to put-off human visitors (your potential customers) and the search engines alike. Good copy, on the other hand, is a great way to engage prospects and bots effectively.

Whether the CSR cloud reveals a silver lining or we dive deeper into recession, even a modest investment in those words has to be a good thing. If things get better you’re perfectly positioned to outgun your competition; if they worsen, to compete harder for business. Either way, from simple copy-editing of existing content to a wholesale copy revamp, words from one of the Gloucestershire copywriters could be working harder for you.

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