Do You Need a Website Copywriter?
If your site:
✘ Has badly-written copy
✘ Makes people click off to competitors
✘ Is not SEO friendly
✘ Is too wordy and technical
✘ Is hard for your customers to understand
✘ Is not generating enquiries and leads
✓ Then you need my website copywriting services.
I’m an experienced SEO website copywriter: I make websites work.
I transform, revamp, and rewrite websites for brands and businesses so they do what they’re meant to: Generate leads, inform, build trust, and build loyalty.
All the website copy I create - whether it’s for a one-off page, brand new site, or a sitewide rewrite - is written for your customers and clients so they instantly understand who you are, what you do, who you do it for, and what they get.
I tell it how you want to say it - but how they need to hear it. Ensuring your website copy is concise, compelling, on-brand, and appeals directly to the people you need to reach (and search engines, too).
Website Copywriting Process
Whether you’ve never used a freelance copywriter or have previously relied on your web developer or digital agency to provide your website copy, it’s good to know what to expect when you work with me as your website copywriter.
Here’s a quick overview of a typical website copywriting process, from initial discussion to website copy delivery and going live.
DISCOVERY SESSION: WHAT YOUR WEBSITE NEEDS TO DO
The discovery session is a deep dive into your existing site (if you have one), the current issues with the copy, and what you need the new site to deliver. We’ll talk about your brand, business, and tone of voice. Who are your customers? What are they looking for? What can you do for them? What are your USPs - why should people choose you? Your website has only seconds to tell customers they’re in the right place and capture their interest. The discovery session is about weeding out what will make your customers click.
THE layout: WHAT WEBSITE PAGES YOU NEED
Once we’ve nailed what your website needs to do, we need to drill down into how it will do it. If you’re happy with the current layout, then it’s a matter of changing the copy that’s on the pages. If you’re adding new pages, we need to understand how they fit in with what’s there. And if it’s a new site, we’re starting from scratch. As a basic layout, depending on the nature of your brand or business, you’ll need a Homepage (summary of everything with social proof), an About page (who you are), Services (what you do), Clients (who you work with and results), and Contact. I’ve worked with plenty of web developers and designers at this stage, so I can help devise the wireframe to meet your customer and copy needs.
THE SEO STUFF: HOW CUSTOMERS WILL FIND YOU
Now it’s time to ask - what are your customers Googling? What search terms are they using to find businesses like yours? What keywords do we need to have in your copy? Many brands already know their keywords, but if you don’t know them, it’s not a problem. I use the latest SEO software to develop your site's SEO strategy and discover the keywords, phrases, and questions we can use on each page to help it rank organically against competitors. Incorporating SEO keywords in your copy is done naturally with the user’s search intent in mind - written for people, not just search engines. Exactly how Google likes it (at the moment, at least!)
THE GOOD STUFF: STARTING YOUR WEBSITE COPYWRITING
So we know the pages, the keywords, the messaging, and the goals. Now it’s time to start your website copy! I always start with the Homepage, as that’s your site’s most critical page - it is essentially your digital shop window that encourages and entices customers inside to browse further. I send through drafts as I go to make sure I’m on the right lines - your feedback, insight, and input are crucial at this stage!
EXPANDING THE SITE: Copywriting the PAGES
Once the Homepage is cracked, I move on to the remainder of your pages. The About page isn’t just the place to tell people about you - it’s where your brand story comes to life. I’ll make sure this page isn’t wasted, transforming your brand and business bio from ‘so what’ to ‘wow’. For your Services, it’s not about the service itself - it’s what it delivers. I’ll focus on the results - giving your customers FOMO if they don’t find out more. Again, drafts are sent as I go along - giving you input at every stage and the reassurance it’s right.
READY TO CLICK: WEBSITE SIGN OFF
Once you’ve approved your pages, it’s over to you and your website designer/developer to upload the copy. Once the site draft is ready, I’ll review, proof, and work with you and your web designer/developer if anything needs tweaking before it goes live.
Then it’s time to push the ‘GO’ button!
And there you have it - a brilliant new website, precision-copywritten for your brand, business, and customers.
Website Copywriting Project Examples
Here are some business and brand websites and pages I’ve copywritten - click on the image to browse and explore.
Alexandra Mowday
The brief: A brand new website for renowned Sydney architect Alexandra Mowday, designed to showcase her work, unique design approach, and USPs to her high-end clientele, serving as a hub for prospective clients interested in collaborating with her.
Brand DNA Audio
The brief: A new mini-site for We Love Jam Studios, for its audio branding arm Brand DNA Audio. A simple one-page scrolling site that highlights their work and the what’s and why’s of audio branding to create FOMO amongst brand marketers and managers.
The IS Council
The brief: New website pages for The Infrastructure Sustainability Council (IS Council) for their world-first Ratings schemes. The existing pages were complex and technical - I rewrote them to make them concise, compelling, and easy to understand, with new FAQs, encouraging Rating adoption in the building industry.
Website Copywriting FAQs
What is website copywriting?
Website copywriting is all about crafting your website's words to ensure they resonate with your audience. It’s not about sounding good - it’s about ensuring the words on the page connect with your visitors, clearly explaining what you offer, and encouraging them to take the next step, whether that’s making an enquiry, signing up, or making a purchase.
How is website copywriting different from other types of writing?
Website copywriting requires certain skills and expertise. It’s not just words on a web page. It’s about guiding your visitors through your site, ensuring they understand your message and are motivated to take action (like clicking that ‘buy now’ or ‘enquire’ button!), all while keeping things clear, engaging, and optimised for search engines.
MY SITE COPY IS OK as it is. Why does good website copywriting matter?
Your website is the first impression your business makes online. Get it wrong, and clients and customers will simply bounce back to search results straight to your competitors. Great website copy helps build trust, clearly explains what you offer, ensures visitors take the next step, and helps your site appear higher in search engines.
How DO I KNOW if my website copy is working?
You’ll know your website copy is working when you start seeing the results you’re after, like more enquiries or sales. If your visitors are engaging with your site, browsing and converting into customers, then your copy is doing its job.
What are some common website copywriting mistakes businesses make?
One of the most common website copywriting mistakes I see is that it’s not immediately obvious what the business actually offers and does. In the past I’ve had to check external sources, like LinkedIn, to get the answers. This typically happens when the website copy is written from an internal perspective, assuming everyone knows the business as well as you do - but remember your customers don’t, and they shouldn’t have to guess or look elsewhere to figure it out.
Other mistakes I see include using complex language, lacking a clear value proposition, focusing on features over benefits, weak calls to action, ignoring SEO, inconsistent tone, not addressing customer pain points, and overloading visitors with too much information. Keeping your website copy clear, concise, and customer-focused can make all the difference.
Should the website copy or design BE STARTED FIRST?
It’s a good idea to start with the website copy - but I often work on projects where the design is already in place. When the website copy is started first, the design can be tailored around the copy, ensuring that it supports and enhances the content rather than dictating it. The ideal scenario is having the copywriter and designer work together from the beginning!
How much does it cost to hire a website copywriter?
The cost of hiring a website copywriter like myself varies, depending on things like the project’s complexity. For example, a rewrite of website pages will cost less than creating new copy from scratch. However, it’s a vital investment to attract and convert visitors and ensure your business stands out online. It’s easy to get a no-obligation quote for your website copywriting - just fill in the form below and I’ll come back to you.
Hire me as your website copywriter: Get a website copywriting quote
Complete the form below or email elizabeth@elizabethwilsoncopywriting.com.