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Web Design Blog

Toolkit's Guide to: Copywriting

When it comes to writing your copy for your website, you may be unsure of a number of things. How much content is enough? How much is too much? How important is it to have keywords and SEO in mind when writing your content? What happens if there are too many keywords, will I get penalised for keyword stuffing? And so on...

Firstly, as a web design company, we don't offer a comprehensive copy writing service. You will be required to provide the written copy for each of your website pages. That's not to say we won't recommend, or proof read the copy you send over. We're keen for the website to look great and the end result is just as important to us as it is to you!

What it does mean, is that if you want more in-depth, optimised and professional written copy, you will need to hire a copy writer for this service. They can work with you in terms of writing a first draft, and making any tweaks or changes you require as you go along. They will also have basic SEO practices in mind, making sure that your content links to other pages, or sources where necessary, and that the content is rich, a good amount and a true representation of your business.

If you decide to write the copy yourself, here are some helpful hints and tips to get you started:

1. When writing your content, always begin with a page structure.

Depending on how many pages your website consists of, you'll need to write out a plan for those pages.

For example, if you have a 5 page website, you may have the following site map:


2. The Home page.

This is the most important page on your site. Google says:

“Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, your content will attract many visitors and entice web-masters to link to your site. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site."

The home page usually consists of a summary of Who you are, What you do and Where you are based. The main three things clients or potential clients will be on the look out for. This as well as your contact details, and opening hours. This is the first page people see, so it needs to make an impression and refrain from being too cluttered or content heavy.

3. The internal pages. 

When it comes to how much content you need. Usually the answer is to keep it brief. You want to entice people to your services or products. If your aim is for people to pick up the phone or fill in your data capture fields, you won't want to give them too much information right away. A brief outline of your services or products would suffice, and if your customer or client has any further requirements or questions, they can always get in touch with you, which is initially what you want. Client interaction! 

"Website content creation is an art form all on its own because unlike print materials, web visitors prefer to skim the text. With literally millions of choices at their fingertips, internet users prefer to scan content quickly to find results. If they don’t find what they are looking for, they will quickly bounce from your site." ~ Kelly Thomas Mango 

4. Keywords and Phrases 

Yes your content does need to include your SEO keywords and phrases. But if they don't fit naturally and you feel like you need to force them you shouldn't include it. Google may well be looking for content rich text, but they penalise for keyword stuffing. They want the user to have the best experience on your website, and so you must write your content for your target audience. Not for Search Engines. Google simply want well written, frequently updated and quality content. 

"For better or worse, Google demands good content in return for high rankings. Pretending that SEO companies can magically find a shortcut that allows you to avoid this trade off just isn’t going to cut it.

If you care about how you rank, it is time to take responsibility for your website’s content. Once you overcome the initial hurdle, you will find that producing quality content on an ongoing basis becomes second nature." ~ Smashing Magazine

5. Getting a copywriter. 

If you feel that you need a copywriter to provide your content, because you don't have the time/ aren't sure where to start or would rather an expert do it, that's absolutely fine. We have a copywriter that we work closely with, that we can refer you to in case you get stuck.

However, having a go at writing your own content first is highly recommended. As the business owner/ staff, you have full knowledge of how your business wants to come across, the tone of voice needed, the knowledge that needs to be included and the ins and outs of the business services and products.

"Admittedly, a good SEO company will have copywriters on board who can write content for you. However, their knowledge will be limited, as will their ability to really get to know your business. 

The truth is that if you are serious about improving your placement on search engines, it has to be done internally." ~ The inconvenient truth - Smashing Magazine

If you have any questions, feel free to get in touch!