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The Value of Copy in a Visual Age

The Value of Copy in a Visual Age

Images are becoming increasingly important in media and digital marketing, from larger and larger cover photos and posts on social platforms to the use of infographics to relay information in an easy to digest manner. Thus, it stands to reason that photos and graphics should play an important role on your website. However, this should not be at the expense of all traditional copy.

Copy Can’t Be Left Behind

It can be tempting to let photos speak for themselves on your website – especially if it’s an e-commerce site – with little to no supporting copy. Resist this urge to push your site live without a solid base of copy on each page. The reasoning for this approach is three-fold:

  • Following SEO Best Practices:

    Google penalizes sites with what they deem to be “thin content” – or pages with little to no content – even if they may be of use to your site visitors. Adding sufficient text to each page not only prevents you from becoming a target, it gives you greater opportunities to optimize for you keywords.

  • Answering Customer Questions:

    Customers quickly become frustrated when they feel as though they can’t find the answers that they’re looking for. Providing adequate information in the text on each page greatly decreases the chances that they will abandon your website and go looking elsewhere.

  • Encouraging Further Site Navigation:

    Within the copy on your site, you can refer to other products, services, or pages on your site and link directly to them. This strategy influences users to spend more time on your site clicking through to additional pages they may not have viewed otherwise.

Incorporating Copy

Knowing what to include for copy on your visual site can be difficult, particularly if you’re not an experienced copywriter. Following these steps will help flush out the text for effective copy:

  • Consider the Purpose of the Page:

    Before you sit down to write your copy, consider the purpose of each page and what the goal is for your users. Is it a gallery of your products? A landing page that leads off to sub-pages? Should visitors use this page to find others on your site, to purchase products, or to fill out a form? Any copy that you write will need to be crafted with this purpose in mind and should lead users to the end goal.

  • Answer Your Customers’ Questions:

    Aside from what you want to tell your customers, contemplate what questions they may have about that content. Ask friends or family members to review the pages and tell you if there any points on which they are confused or any holes in the content. Ask your staff about the customer questions they receive regularly and be sure to make the answers clear on the site.

  • Include Bullets Where Possible:

    Bullet points, aside from getting information across quickly and efficiently, are often quicker to craft than full paragraphs of text. Don’t rely solely on bullet points and lists, but do use them strategically throughout the site to provide necessary information.

Need Help?

Still not sure where to begin when drafting copy for your site? The benefit of working with a full service digital marketing firm is that our team of copywriters can craft text for your site that hits all of these points and adheres to marketing best practices.

Ready to revamp (or introduce) the copy on your site? Reach out to us for a free consultation.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office