The short answer is: probably more than you think.
To understand why, let’s think about websites for a moment.
When you visit a website, what is it that persuades you to buy from it or engage with the company it belongs to?
Is it the design?
Is it the clever widgets that pop up when you interact with it?
These factors play a part, certainly. But there’s only one thing that’s crucial to the way you feel about the website and the company it belongs to. And that’s the content.
With the right content the design can be as basic as it comes and it won’t matter.
With the right content you don’t need any clever technical bells and whistles.
You can have the most beautifully designed website in the world but without the right content it won’t do its job.
You can have all the fancy widgets you like but unless the content is any good they’re pointless.
Let’s think about it another way.
Your website is a piece of ‘evergreen’ marketing. It may evolve over time but the core content and structure of your website is likely to last you at least a few years. And in that time it could (or should) bring you in many new leads and many new customers.
When you think about it like that, you can see the impressive return you’ll be getting on your original investment.
Quite simply, the content on your website is the most important part. And so it makes sense to invest in getting it right.
As a general rule of thumb, you should be thinking along the lines of investing at least as much – if not more – in the copywriting as in the design. It’ll pay literal dividends in the long run.
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