SEO Web Content

Is your site performing perfectly?

Does it clearly explain to the user what you do or offer?

Is your website copy perfect and exactly as you’d like it?

 

If your answers are ‘yes’, congratulations, you don’t need a copywriter!

But I’m sure for most businesses, improvements could be made. To look professional, it’s imperative that your website copy is up to scratch and that it explains what you offer and why a buyer should choose you.

Whether you need someone to review the existing copy or write something from scratch, I can stick to a brief and write in a certain tone of voice, depending on your target audience.

How does the website copywriting process work?

 

Step 1: Understanding

 

First, I’ll get to know you and your business, asking the questions I need to know the answers to in order to provide you with the best quality content.

I may ask who your target audience is, why your products are unique or stand out from your competitors and what your main goals are for your website (traffic increase, sales increase, improved CTR).

Any tone of voice or brand guidelines documents are exceptionally useful to me at this stage.

Step 2: Research

 

I’ll spend a bit of time looking into your industry, your competitors’ websites and your website to see where you stand.

Step 3: Writing

 

Then it’s onto the main task — the writing. In order to create something that works for you, I will need some sort of brief or document that gives me direction. This could include keywords, a word count guide, suggested headings and any other details you think I’ll need.

If you’re unsure of what new content you need, I’d suggest my content strategy package, where I take the time to do keyword research and other analysis to decide exactly what your website needs.

Step 4: Feedback

 

Feedback is always welcome, so once the content is written, we can work together to ensure you’re completely happy with what I’ve produced. You have up to two rounds of feedback where I can make any suggested changes.

 

Why is web copy so important?

A website’s design, functionality, and speed all play a role in shaping the user experience, but at its core, it is the words on the page that carry the greatest weight.

Whether visitors arrive with the intent to purchase, research, or simply explore, the quality and clarity of your written content determine how effectively your message is received and acted upon.

From an SEO perspective, the importance of web copy cannot be overstated. Search engines don’t evaluate sleek layouts or flashy features — they analyse the code and, crucially, the text itself. The words you choose directly influence how Google indexes your site and where it positions you in the search engine results pages (SERPs).

In short, compelling and strategic copy shouldn’t be seen as an enhancement but a necessity. It has the power to take your website above your competitors, attract thousands of organic visitors, and ultimately drive business growth.

 

Web content FAQs

• What is SEO and how does it relate to web copy?
• What are keywords and how are they used in web copy?
• Can I just write the copy myself and add keywords later?
• How many keywords should be on a web page?
• How long does SEO copywriting take?
• Will strong SEO copy get me to the top of Google?
• How often should I update my web copy?
• Can I use the same content across multiple pages?
• What’s the difference between web copy and blog content?

 

1. What is SEO, and how does it relate to web copy?

SEO (Search Engine Optimisation) is the practice of improving your website so it ranks higher in search engine results. Well-written, keyword-optimised web copy is a key part of SEO, as it helps search engines understand what your site is about and makes it more likely people will find you. There are, however, other aspects of SEO that are super important too, like page speed, structured data, site structure, user experience and trustworthiness.

2. What are keywords and how are they used in web copy?

Keywords are the words and phrases people type into search engines when looking for something. As an SEO-friendly copywriter, I will write SEO-friendly copy that uses relevant keywords to help your site appear in search results for those terms (without stuffing or sounding unnatural).

3. Can I just write the copy myself and add keywords later?

You can, but it’s often not as effective. SEO copywriting balances clarity, brand tone, and technical optimisation from the start. Keywords need to be woven into the copy in a way that feels natural to readers and makes sense to search engines.

4. How many keywords should be in a web page?

I get asked this question all the time. While 10 years ago, there may have been a set answer, you don’t want to overuse keywords or force them in. It’s about quality and relevance rather than quantity. Overusing keywords (called keyword stuffing) can harm your rankings. A skilled SEO copywriter like me will use a primary keyword and a few relevant secondary terms without overdoing it.

5. How long does SEO copywriting take?

It depends on the number of pages I’m providing, how much research is needed, and whether you already have a clear brand voice and content direction. On average, a single service page or blog post might take a few hours to produce.

6. Will strong SEO copy get me to the top of Google?

Strong SEO copy is essential, but it’s just one part of the puzzle. Other factors include website speed, mobile-friendliness, backlinks, and technical SEO. Good copy sets a strong foundation, but results also depend on your overall SEO strategy.

7. How often should I update my web copy?

It’s a good idea to review your key web pages every 6 to 12 months. If your services change, your audience evolves, or SEO trends shift, your copy should reflect that. Regular updates also signal to search engines that your site is active and up to date.

8. Can I use the same content across multiple pages?

I’d highly recommend that you avoid duplicating content across pages. It can confuse search engines and dilute your SEO effectiveness. Each page should have unique, targeted copy that’s written with a specific audience and purpose in mind.

9. What’s the difference between web copy and blog content?

Web copy is written to convert visitors into customers. Therefore, it’s concise, persuasive, and focused on your services. Blog content is more informational and supports SEO by targeting long-tail keywords and answering common customer questions.