Today’s Internet users know more about picking out quality content than ever. Likewise, search engines, like Google, Yahoo, and Bing have gotten better at filtering the spam from the ham. To compete, your business website needs original words and quality content.

search engine word cloud
Search engine algorithms detect unique content.

As the Internet has grown, “something like 25 or 30 percent of all of the web’s content is duplicate content,” according to Matt Cutts, the former head of search quality at Google. With so much content on the table, you need to work hard to make your business website stand out. It needs to look sharp and give readers something not available on a dozen other websites.

Your site also needs to read better than the murmur from the masses. Properly written content can get more visitors to your website and help convert more visitors to leads and leads to customers.

Ten Reasons Why Quality Original Copy Matters

Quality, novel copy, or text, matters on business websites. Take a look at why original words on your website can help your business earn a better return on investment (ROI) on your website or blog.

1.  Your Business Needs Ethical, Legal Content

Building customer trust ranks high among business website goals. If your business makes an effort to generate unique content for visitor browsing pleasure, prospects will likely view your business as an ethical, law-abiding entity. That builds trust.

Copied and pasted material or simple links and URLs from an RSS feed only demonstrate a lack of interest in customer benefits. Site visitors will likely click through to the source content, on other websites and spend their consumer cash with the rightful owner.

Website owners should post only copy that complies with copyright law.
Work with a writer who understands copyright and Trade Commission laws.

In addition, copyright law limits how much copy you can borrow from other sites. Copyright infringement can yield serious consequences: 

“The … infringer pays the actual dollar amount of damages and profits. The law provides a range from $200 to $150,000 for each work infringed. [The] infringer pays for all attorneys fees and court costs.”


 University Copyright Office, at Purdue

Avoiding a lawsuit makes a professional blogger or copywriter a good investment. A professional writer understands that borrowed content requires proper citation, giving credit to its author. Your writer should understand copyright law and guarantee plagiarism free text for your website.

2. Original Words Encourage Sharing

Have you ever had someone invite you to his or her home for a special meal? You know that hosts go all out to impress guests with a delicious meal and table settings. You expect something better than the plastic-wrapped sandwiches in the cafeteria at your workplace. Your hosts serve you ham, not spam.

Post original content on your website to get more social media shares.
Innovative content earns more shares on social media.

Hosts want to impress you with a quality experience. They want you to remember the occasion and associate them with an enjoyable, unique event. They want you to delight you so that you would gladly accept a follow-up invite without thinking twice about it.

Website owners want the same thing. Viewers of a memorable, unique website return when invited again. They may even show up again without another invite.

Website users like to share sharp, new content to impress their friends and co-workers. That’s what quality, original words bring to the table.

3. Original Words Earn Respect

Self-publishing on the Internet has given the whole world a voice, but it has also cut out the filters that once kept most poorly written text out of the public view. Today anyone can publish online without any editing or other quality control, and Internet users know that.

As you research your topic online, chances are you’ll find similar topics. If you want your web copy to stand out from the average online servings, your writer should make it better than what readers already find online.

Original words and other original content help your website stand out from the crowd.
You need your business to stand out as an authority, above all other businesses in your field.

You need your business to stand out as an authority, above all other businesses in your field. You need your customers to see that you have the most reliable information out there to support your product or service.

Only by writing unique content can your business beat out the competition. Internet users will note the difference and respect your business if they see that your website contains better content than the competition.

4. By Writing Novel Content You Ensure Accuracy

Do you know someone who has copied and pasted the text from someone else’s email and mailed it to you with the other person’s name at the top? How did you feel about the effort that the sender made to communicate with you?

Developing new copy with a professional writer ensures content accuracy.

The same thing happens with web copy. If you copy and paste material into your website, you replicate the errors, inconsistencies, and inaccuracies of the original text. Only by generating new copy together with your writer do you review the content carefully enough to ensure 100% accuracy.

5. Original Copy Means Fresh Content

Search engines give preference to regularly updated web pages. Your customers prefer them too. No one wants to read stale content, and brand-new copy guarantees freshness.

Search engines give preference to web pages that receive regular updates.

Generating original content takes more work than copying and pasting news from other websites. However, investing the time and effort into collaborating with your writer helps you understand your website. It shows you what needs updating or refreshing. Both search engines and readers will reward you for that effort.

6. Unique Copy Reflects Your Brand’s Voice and Tone

When a co-worker leaves a note on your desk, even without signing it, you generally know who wrote the note. The author’s voice and tone … the language that he or she used in the note … and handwriting “brand” the note. They identify the author even without the signature.

That’s how nurtured brands work. If your website and social media contain custom drafted text, your site visitors will learn to recognize your brand and associate it with quality content.

Copied and pasted content reflect someone else’s voice and tone, confusing readers. It might even unconsciously drive them to the competition.

You want consistency among your website pages and social media posts. Made-to-order written copy tells your site visitors who you are.

Consistent tone and voice on website pages and social media posts comes from custom copy.

7. Custom Copy Precisely Targets Quality Prospects

When you develop business website content together with a professional writer, you can forge the material to precisely target quality prospects. If you work directly with customers, you know their language and how to talk to them.

Original words on your website encourage readers to return for more.

Through collaborative editing, you can ensure that your writer uses the same lingo. Customers trust language they recognize and understand, helping your marketers target their personas.

8. Original Words Boost Business Page SEO

You also need unique content to search engine optimize (SEO) your website. Human site users and search engines both notice duplicated content.

Search engines will dock your page or even your entire website for it. Google’s Cutts provided an example of what he, as a representative of Google, considered of spammy, duplicate content:

“If you are automatically generating stuff that’s coming from nothing but an RSS feed, you’re not adding a lot of value. So that duplicate content might be a little bit more likely to be viewed as spam.”


Matt Cutts, Former Head of Search Quality at Google

Normal Duplicate Content

On the other hand, he viewed some content as “normal” and, hence, more acceptable, duplicate content:

“… if you’re just making a regular website, and you’re worried about whether you have something on the dot-com and the dot-code at UK, or you … might have two versions of your terms and conditions — an older version and a newer version or something like that — that sort of duplicate content happens all the time on the web. … I really wouldn’t get stressed out about the notion that you might have a little bit of duplicate content as long as you’re not, [for example,] trying to massively copy … for every city, in every state, in the entire United States [to] show the same boilerplate text … you should be in very good shape and not really have to worry about it.”


Matt Cutts, Former Head of Search Quality at Google
Human site users and search engines will notice duplicated content.

Scraped Content

Google refers specifically to “scraped content” in its Search Console Manual Actions Report:

“Some webmasters use content taken (‘scraped’) from other, more reputable sites on the assumption that increasing the volume of pages on their site is a good long-term strategy regardless of the relevance or uniqueness of that content. Purely scraped content, even from high-quality sources, may not provide any added value to your users without additional useful services or content provided by your site; it may also constitute copyright infringement in some cases. It’s worthwhile to take the time to create original content that sets your site apart. This will keep your visitors coming back and will provide more useful results for users searching on Google.”


Google Search Console Manual Actions Report

Google includes a number of examples of scraped content on sites that …

  1. … copy and republish content from other sites without adding any new content or value.
  2. … copy content from other sites, modify it slightly (for example, by substituting synonyms or using automated techniques), and republish it.
  3. … reproduce content feeds from other sites without providing some type of unique organization or benefit to the user.
  4. … embed … content such as video, images, or other media from other sites without substantial added value to the user.

9. Well Written Freshened Content Ensures Readability

Both people and search engines look for readability in online copy. Unfortunately, many professionals do not communicate in words that average readers understand. For example, research from the School of Health and Social Development, in the Faculty of Health, at Deakin University, in Victoria, confirmed what research elsewhere has shown about health information online:

“While the Internet is hailed as a useful tool to increase health literacy, studies from the US and Europe continue to find that the readability of online health information is written above the average reading ability of adults.”


School of Health and Social Development, in the Faculty of Health, at Deakin University, in Victoria
Only 0.4% of Australian health web pages were written at an acceptable reading level.

Only 0.4% of Australian health web pages were written at an acceptable reading level. By publishing original words in collaboration with a professional writer who understands reading levels, you ensure that your prospects will understand your online content. Meanwhile, copying and pasting material from existing websites might throw your website into the 99.6% of difficult-to-read content.

10. Developing Collaborative Copy Grows Company Culture

As your business team collaborates with a writer, to develop company website copy, they will begin to refine key ideas and processes that distinguish your business from the competition. They learn the intricacies of each page’s content, helping them understand its strengths and weaknesses.

It your writer conducts a content audit, sharing its results with your business team, he provides them with a snapshot of your website’s entire content. They will better understand how clients see the company through its online presence.

Collaborative writing and editing causes teammates to share information and interact in a way that helps develop company culture.
Developing Collaborative Copy Grows Company Culture

A writer who creates original words to express your business ideas, on your website, helps your business project an authoritative, reliable image. That earns consumer trust. If you want more traffic, higher conversions, and consumer loyalty, create a well-written website to compliment your quality product or service.

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