Website Copywriting

What is website copywriting?

Website copywriting is writing the words on your website's main pages, usually the homepage, About page, service or product pages and contact page, so that visitors understand what you do, see that it's for them, trust you and know what to do next. Good website copy is clear before it's clever: it makes your offer obvious within a few seconds and answers the questions people have before they get in touch.

Who needs professional website copy?

• New businesses launching their first proper site
• Established businesses whose site no longer describes what they actually do
• Anyone about to redesign, who wants the words right before the design
• Service businesses whose site gets traffic but few enquiries
• Founders who've written their own copy and know it isn't working

What makes website copy work?

It answers the visitor's questions in order

A visitor arriving on your homepage wants to know: what is this, is it for me, why should I trust it, and what do I do next? Each page should answer those questions in roughly that order.

It talks about the customer, not the company

"We are a passionate team of experts dedicated to excellence" tells a visitor nothing. "We help dental practices fill empty appointment slots without spending more on ads" (illustrative) tells them immediately whether to keep reading.

It's specific

Specific copy is more believable and more memorable. Name the clients you serve, the problems you solve, the process you follow and the results you can honestly point to.

It's built for skimming

Most visitors scan. Clear headings, short paragraphs and obvious buttons help them find what they need.

How I write website copy

1. Brief and research. A short call or questionnaire, plus a look at your competitors, reviews and customer emails.
2. Messaging. I agree the core message, audience and page structure with you before writing full pages.
3. Writing. Full copy for each page, with headings, calls to action, page titles and meta descriptions.
4. Revisions. Two rounds to refine anything that doesn't sound like you.

Which pages matter most?

Page	Its job
Homepage	Make the offer clear and route visitors to the right page
Service pages	Explain each service and answer buying questions
About page	Build trust in the people behind the business
Contact page	Make getting in touch feel easy and low-risk

How does website copy affect SEO?

Search engines read your copy to work out what each page is about and who it's for. Clear page titles, descriptive headings and body copy that uses the words your clients actually search for all help pages rank for the right terms. Just as important, copy that answers visitors' questions keeps them on the page, which is a good sign that the page satisfies the search.

I write a page title and meta description for every page, so your listing in Google says something specific instead of repeating your business name.

Common website copy problems I fix

• Headlines that describe the company instead of the customer's problem
• Generic claims every competitor could make
• Service pages that list what's included but never say who it's for
• Too many calls to action competing on one page
• No page titles or meta descriptions, which hurts click-through from Google

How much does website copywriting cost?

Website copywriting starts from $129 for a single page. Full-site projects are quoted on the number of pages, how much research and messaging work is needed, and your timeline. You get a fixed quote before any work starts.

For quick wins on your current site, my guide on how to write a homepage headline is a good place to start. If you'd like an expert review first, a website copy audit shows what to fix, and the website copy refresh package rewrites the key pages in one project.