Importance of great copy

The best way of attracting traffic to your beautifully designed website, engaging visitors and converting those visitors into customers is good, clear communicative content.

It’s an essential component of your inbound marketing strategy, and its impact should not be underestimated.


When writing or reviewing your website copy, the first and always foremost factor is engaging your audience. Does your copy catch the reader and encourage them to read on? Does it inspire the reader to browse your website further or contact you? Does it clearly answer all the questions they’re searching for, and does it reassure them you are the business for them?

Get to the point

Be very clear in your mind what are the most important points you want to convey on each page. Often there is a hierarchy of information to communicate, for example:

  1. Firstly, we are excellent website designers;
  2. And, we understand what our clients need;
  3. And, we use the latest techniques and technologies;
  4. And, … so on …

If those key points are concealed in ‘waffle’ and irrelevant content, the reader is unlikely to uncover them. Tell a clear story that will build trust and reassure your audience by giving them all the information they need.


Google loves original content, so focus on that when optimising your website for organic search. If your copy is useful to your customers, it should rank well. Optimise your content after you’re happy that customers will be engaged by it. Despite the many emails we all receive to the contrary, no-one can guarantee ‘Page 1, Position 1’ search results; however focusing on good customer content will help towards good organic results.


The biggest pitfalls when writing copy for website (other than bad spelling and grammar) are to focus too heavily on SEO, and to write like a rusty old robot. If you concentrate too much on Google, the chances are that your copy will not be engaging for your customers. Ironically, if your content is original, useful to your customers, and relevant, Google will usually respond in kind. Write as if you are talking to your customers directly – be friendly and add some personality.

So, good

  1. Know, and write for your audience
  2. Write original content
  3. Be friendly, add personality
  4. Be clear, focus on your most important message
  5. Get to the point quickly and clearly
  6. Give readers all the answers they might need
  7. Build trust by demonstrating professionalism
  8. Break up expansive content for ease of ‘scanning’.
  9. Have a clear goal or call to action
  10. Have impartial eyes review your content

and bad

  1. Don’t write like a rusty old robot
  2. Never copy other’s content
  3. Don’t write unnecessary content
  4. Don’t drown key messages in ‘waffle’
  5. Don’t lose readers by focusing on search engines
  6. Keyword stuffing is never OK
  7. Don’t exaggerate – be honest
  8. Try not to sell too hard
  9. Bad spelling and grammar – no exceueses
  10. Never underestimate the impact of good content
If you need help with your content, we’re happy to help.