Web Copywriting

Optimised web copywriting that ranks and converts.

Whether you want to inform, promote, display, share or sell, your website is the most important marketing tool in your toolbox. It’s your online salesperson. More often than not, it’s the first port of call for potential customers, clients, suppliers and partners, so it quickly has to make the right impression. But without well-researched and well-written web copywriting, your website is nothing more than a collection of pretty pictures that almost no-one will ever see. Effective web copywriting, also known as website copywriting has to work hard. It not only has to attract and engage the reader, it also has to capture the attention of search engine robots.

While design catches the eye, it’s the words that engage the mind and capture the attention of search engines. The best writing for the internet is achieved through a combination of specific content structure, consistent brand identity, an authoritative tone of voice, relevant and compelling content, short paragraphs that are separated by relevant headings and sub-headings, important information that is frontloaded, bullet-points that reiterate key information, and well-researched and purposefully positioned short and long-tail keywords (SEO) that will boost your search engine rankings and drive traffic to your site. You need web copywriting that justifies its place.

In an online world full of distractions, people browse quickly and patience is short. You only have a few seconds to grab the reader’s attention before they decide whether to read on or not. In a few short sentences, you must persuade visitors that they’ve found what they’re looking for and inspire them to read on. Identify your ideal customer or client and take them on a journey and guides them through the website and takes them n the direction you want them to go. Write with passion and persuasion that fully embodies your brand tone of voice, consider the reader’s pain points and engage them with a solution and use irresistible and explanatory headlines and sub-headlines.

The internet doesn’t stand still and neither should your website. Updating and upgrading your online presence is a fact of life. Websites quickly become stale and need fresh content to help you stay relevant, reach new markets and expand your market. Now, you might decide to simply upload your brochure content to your website but what works in print won’t work online. You could go to one of the many pile ‘em high, sell ‘em cheap copy mills but your website will be written by a student or part-time copywriter. You might try one of the many AI writing programs but you’ll end up with dry, emotionless words. the end, there’s still no substitution for an experienced web copywriter.

  • Decide on who you target audience is and what your objective is.
  • Focus on your customer/client using a personal, conversational tone.
  • Include quantifiable facts if/where appropriate.
  • Anticipate and address audience objections and alternatives.
  • Emphasise action. What do you want them to do?
  • Keep the copy simple, clear and concise. Clarity is king.
  • Write with both potential customers/clients and search engines in mind.
  • Write compelling headlines and sub-headlines.
  • Leverage social influence by adding reviews and testimonials.
  • Use psychology to motivate your readers.


As an experienced website copywriter, I’ve written web copy for landing pages, category pages, service and product pages to 200-page eCommerce sites. Whether you’re launching a new website or injecting new life into an existing website, I can help you engage your audience, increase your website traffic and boost your conversion rate with better thinking and better words. To see examples of my web copywriting, please visit my portfolio page. Or if you would like to discuss your website, please contact me.

“Tom spent a lot of time beforehand gathering the source material and getting to know the business and its personality. This obviously paid off as the web content he supplied was pretty much spot on the first time”.

Yashar Rahmatollahi, CIGP