Why your words matter more than you think
It’s easy to get caught up in colours, logos and layouts when you’re planning a new website. But here’s the truth: if the words aren’t right, the site won’t do its job.
Good copy is what turns a pretty website into a business tool. It tells people exactly what you do, why it matters, and why they should choose you. And if it’s written with search engines in mind, it can also help the right people find you in the first place.
That’s what SEO copywriting is all about — words that work for both people and Google.
So, what is SEO copywriting?
Put simply, it’s a balance between:
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Writing for humans → clear, friendly words that explain who you are and how you help.
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Writing for search engines → using keywords and structure so Google understands your site.
Neither should take over. It’s not about stuffing your text with awkward phrases. It’s about being specific, natural, and useful.
Why Google cares about quality
Google has got a lot smarter over the last few years. It now rewards websites that feel real and trustworthy. That means showing:
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Expertise — you know your subject inside out.
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Experience — you’ve actually done the work you’re talking about.
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Authority — other people recognise you as reliable.
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Trust — your site feels genuine and clear.
Sounds complicated, but in practice? It’s just about being yourself. Write like you’d talk to a potential customer. Share real examples. Be clear about what you do. That’s what ticks the SEO boxes.
A quick example
Here’s a real one from a project I worked on.
The original services page said:
“We offer a range of professional solutions tailored to your needs.”
It sounded fine at first glance — but it could apply to almost any business. We changed it to:
“We provide affordable dog grooming in Sidmouth, from puppy trims to full pamper sessions.”
Straight away, it’s friendlier, clearer, and much more helpful to someone searching online.
What good SEO copy will do for you
When your copy is written well, it will:
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Bring the right people to your website.
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Make it clear what you offer and where you’re based.
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Build trust by showing personality and experience.
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Encourage visitors to take action — whether that’s booking, calling, or buying.
What to do next
Understanding why SEO-friendly copy matters is the first step. The next step is learning how to actually plan it out — from keywords to headings. I’ve written a follow-up post to guide you through it: Planning Your Website Copy for SEO Success.