Why planning your website copy matters
When you sit down to write your website, it’s easy to feel overwhelmed.
- Where do you start?
- What should you include?
- How do you make sure it works for both Google and your readers?
Taking a little time to plan your copy first saves you stress later.
It helps you focus on the right messages, makes writing easier, and ensures your site is set up to perform well in search results.
Start with your audience
Before you think about keywords or headings, think about your visitors:
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Who do you want to attract?
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What problems are they trying to solve?
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What tone of voice will reassure them?
Your answers will shape everything you write.
Keyword basics made simple
Keywords are simply the words people type into Google. A dog groomer in Sidmouth, for example, might want to appear for:
- Dog grooming Sidmouth
- Puppy grooming East Devon
- Mobile dog groomer near me
Choose a handful of phrases that reflect what you do and where you do it. Don’t overthink — just imagine what your customer would search for.
Use keywords in the right places
Once you’ve got a few phrases, sprinkle them naturally into:
- Headings (Google pays extra attention here)
- First paragraph of text
- Page titles and meta descriptions
- Image alt text
Keep it natural. If it feels forced, rewrite. Your copy should always sound like you.
Write for people first
SEO is important, but your site won’t convert if it reads like a robot wrote it. Keep your copy:
- Short and clear
- Benefit-led (“what’s in it for the customer?”)
- Friendly, approachable, and true to your brand voice
Imagine you’re speaking to a potential customer over a cuppa.
Don’t forget your meta titles and descriptions
Your meta title and description are the little snippets that appear in Google results. They’re your first impression.
- Meta title: up to 60 characters, include your main keyword.
- Meta description: up to 160 characters, explain what’s on the page and why someone should click.
Example:
Dog Grooming in Sidmouth – Friendly, affordable dog grooming services. Book your pup’s pamper session today.
Next steps
Once you’ve planned your copy, it’s time to put pen to paper (or fingers to keyboard).
My Page by Page Content Guide will walk you through what to include on each page.