The internet never stands still – and neither should your website. What was fresh and cutting-edge yesterday can look tired and outdated today. Without regularly updating your website content, your online presence can quickly become stale. Search engines crave on fresh content and your audiences demand it. That’s why investing in expert website copywriting isn’t a luxury – it’s a necessity.

Website copywriting is no longer just about sounding good. It’s about making your words work harder: attracting, engaging, informing, ranking, converting. Whether you need to refresh existing web copy or create compelling content from scratch, investing in professional website copywriting is a strategic move that can significantly improve search rankings and enhance your online presence.

What Is Website Copywriting? (And Why It Can’t be Ignored)

Copywriting for websites covers every aspect of web content from landing pages to homepage introductions, service descriptions to  blog posts and case studies. It’s about creating persuasive, engaging, and informative content that resonates with your audience, establishes authority, builds trust, and drives action.

Think of your website as your top salesperson, most helpful customer service rep, and brand ambassador all rolled into one. It blends strategic messaging with clear call-to-action (CTAs), motivating visitors to engage – whether by making a purchase, signing up, or reaching out.

In days gone by, businesses spent thousands on a stunning site design and photography, only to hand the content over to David from accounts who is writing a sci-fi novel. These days, savvy businesses realise that a sleek site without SEO-optimised content is a bit like owning a Ferrari without an engine: beautiful to look at but not going anywhere.

• Build trust and authority
• Strengthen brand identity
• Improve user experience
• Provide clarity and reassurance
• Differentiate your business
• Encourage deeper engagement
• Drive users to take action
• Optimise search visibility

How to Write Effective Web Copy

Effective web copywriting is the strategic craft of creating clear, engaging, and action-focused content that speaks to both users and search engines. It combines persuasive messaging, consistent brand voice, and SEO best practices to drive conversions—whether that’s a purchase, enquiry, or sign-up. Visitors should instantly understand what your business offers and why it matters. 

Use compelling headlines, short paragraphs, frontloaded information, and bullet points to boost readability and engagement. Optimised web copy improves visibility, lowers bounce rates, and enhances user experience. By aligning user intent with structured, keyword-rich content, you build trust and position your site as a credible, competitive industry presence.

Website Copywriting Services & SEO Content That Converts

Whether you’re launching a startup, scaling a business or updating a global corporate web platform, I offer a comprehensive copywriting service.

• Homepage Copywriting: Grab attention fast and keep readers scrolling.
• Landing Page Copywriting: Convert visitors into leads and sales.
• Service Page Copywriting: Showcase offerings in a compelling, benefits-led format.
• Product Descriptions: Persuasive, SEO-focused content for eCommerce and SaaS platforms.
• About Us Page Copywriting: Humanise your brand, build trust, and connect.
• Blog Post Creation: Keep your content fresh, relevant and keyword-optimised.
• Website Rewrites & Content Refreshes: Bring dated pages back to life.
• Web Content Creation for Niche Sectors: Industry-specific copy tailored to your audience.
• Sales Funnel Content: Emails, lead magnets, and landing pages that nurture and convert.

SEO Website Copywriting: Why Your Words Need To Work Smarter

You could have the most spectacularly designed website in the world but if no one can find it, it’s useless. SEO-optimised website copywriting is about blending strategic short-tail keywords and long-tail search terms with engaging storytelling, a clear structure, and a focus on user experience. Search engines prioritise well-optimised, high-quality content that is easy to read and hard to ignore.

Effective SEO website copywriting goes beyond keyword stuffing. It uses strategic headings, meta descriptions, bullet points, and concise structure to boost visibility and engagement. By aligning search intent with persuasive techniques, it attracts organic traffic, holds attention, and drives conversions—making it essential for online success and long-term visibility.

• Keywords: Integrate primary and secondary short-tail keywords and long-term search terms.
• Strategic content structure: Ensuring the information is well-organised and easy to navigate.
• Consistent brand identity: Establishing a strong and recognisable tone of voice.
• Compelling headlines and sub-headings: Capturing attention and guiding users.
• Short paragraphs: Keeping content easy to scan and digest.
• Bullet points and lists: Highlighting key value-driven messages quickly.
• Frontloaded information: Placing the most important content at the beginning.
• SEO optimisation: Integrating relevant keywords naturally for better search rankings.

Who Needs Website Copywriting Services?

From independent consultants to global brands, just about every organisation with an online presence can benefit from working with a professional website copywriter. Over the years, I have worked with:

• E-commerce businesses (online retailers, subscription boxes)
• Professional services (solicitors, accountants, consultants)
• Tech companies & startups (SaaS, fintech, app developers)
• Hospitality & tourism (hotels, travel agencies, resorts)
• Healthcare & wellness providers (clinics, therapists, private hospitals)
• Real estate agencies (estate agents, developers, letting agencies)
• Local government departments (council services, community programmes)
• Educational institutions (universities, colleges, training providers)
• NHS trusts & public health bodies (health campaigns, service info)
• Museums, libraries & cultural institutions (galleries, archives)
• Charities & nonprofits (humanitarian, environmental, local initiatives)

Why You Need a Professional Website Copywriter

You might be starting a new business and need help with your website? Are you rebranding and need optimised web copy that aligns with your new identity? Do you need SEO-driven product and service pages that rank and persuade? Are you looking for corporate website content that builds trust and authority, industry-specific content tailored to niche markets, meta titles and meta descriptions that grab the attention of browsers or optimised H1 and H2 headings that get noticed by search engines? You could go to one of the many pile ‘em high, sell ‘em cheap copy mills but your website will be written by a student. part-time copywriter or even worse, by ChatGPT. But I wouldn’t recommend it. You’ll end up with dry. Emotionless. Keyword-stuffed pages and search engines will penalise you for it. For the moment at least, there’s no substitute for an experienced website copywriter like me.

Website Words <atter. Let’s Start Making Yours Count.

As an experienced website copywriter, I’ve written web copy for single landing pages, five-page small business sites and 200-page corporate websites across most industries and sectors. Whether a growing business or global brand, launching a new website or wanting to inject some life into an existing one, I bring industry insight, creative thinking and SEO knowledge  to every project. Call me on +44 (0) 7715 171286, email me at info@tomrigby.com or drop me a line using the contact form

My Top Website Copywriting Tips

• Capture attention instantly. You’ve got 3–5 seconds to hook a reader.
• Clearly communicate your brand message. Be bold about who you are and what you offer.
• Use a conversational tone. It’s more relatable and engaging.
• Decide on your target audience. Tailor your words directly to their goals and pain points.
• Integrate keywords naturally. SEO matters, but never at the expense of readability.
• Frontload the most important information. Get the critical stuff in early.
• Use strong Calls To Action (CTAs). Tell users exactly what to do next.
• Incorporate social proof. Testimonials and case studies work wonders.
• Keep it concise. Every word must earn its place.
• Use emotional triggers. Motivate readers by connecting with their emotions.

Website Copywriting FAQs

What is website copywriting
Website copywriting is the process of crafting persuasive, action-focused text for websites. Its purpose is to attract visitors, keep them engaged, and drive them to take specific actions, such as making a purchase, signing up, or contacting your business.

How is web copy different from web content?

Web copy is designed to prompt immediate action—think homepages, product pages, and calls to action (CTAs). Web content, like blogs, FAQs, and guides, focuses more on informing, educating, or entertaining the audience to build trust over time.

Why is SEO copywriting so important?

Without SEO, even the best-written web copy risks being invisible online. SEO copywriting helps your website rank higher in Google searches, increasing visibility, driving more traffic, and ultimately helping your business reach and convert a wider audience.

How do I know if my website needs new copy?

If you notice high bounce rates, low conversion rates, or outdated brand messaging, it’s a clear sign your website could benefit from new, refreshed, SEO-optimised copy. Stronger copy can drastically improve user engagement, lead generation, and overall performance. 

Can professional copywriting get my site on Page One of Google?

Professional SEO copywriting plays a crucial role in helping you reach Page One, but it’s only part of the puzzle. Strong SEO-friendly copy combined with backlinks, mobile optimisation, fast load times, and a smart overall strategy achieves the best results.

How do I identify my target audience?

Identify your target audience by researching demographics, needs, pain points, and behavioural patterns. Surveys, interviews, and analytics tools help you create audience personas, enabling you to craft website copy that resonates powerfully and speaks directly to their priorities.

How long does it take to write good website content?

The timeframe varies depending on project complexity and volume, but for most business websites, professional copywriting takes between 5 and 10 working days. This allows time for research, writing, revisions, proofreading, and polishing to ensure a high-quality final result.

How much does website copywriting cost?

Website copywriting costs vary depending on the size, scope, and complexity of the project, as well as the experience of the copywriter. However, quality website copy is a valuable investment that can pay for itself many times over through conversions.