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5 copy must-haves for a successful business website

Text 'Five Copy Must Haves For A Successful Business Website' overlaid a soft focus photograph of a blond, caucasion woman looking ahead

If your business website copy was written on a whim and a dream, you’re not alone. In fact, I’d say that’s very normal. THE normal, even.

Sure, in a perfect world we’d all start a new business with a thoroughly researched business plan, a professionally designed logo and a strategic marketing plan.

But this is the real world. And here’s what usually happens. An idea flourishes and the natural thing to do is just GO FOR IT. And bang – the marathon race of Doing It All to launch and run your business begins.

In a constant whirlwind, you find yourself pounding the pavement to get the word out. Chasing down every lead. Negotiating every proposal. Solving every e-commerce issue. And writing every word on every touchpoint across your business marketing and communications. Including your website.

5 Essentials Your Business Website Needs

Whether you’re starting afresh or updating an existing site, there are numerous things that your business website copy needs to make it work. Forget scrolling through Word Hippo for the ultimate synonym. Or copying AI-written content straight into your CMS.

At the end of the day, your website needs strategically-created copy that serves your company goals so it supports your success.

Here’s five essentials to consider:

1. Start with purpose

Whether you call it a strategic goal or purpose, good business website copy will always aim to do something. It’s not just cute alliteration or witty wordplay plucked from the sky. Every word is based on what your goal is for your website and how it serves your business. To succeed.

2. The perfect mix of clarity and creativity

You know what they say. Communication is key. Yes, it’s a knockabout phrase. But it’s totally on-the-money because it’s the base to getting your message right.

First of all, it takes skill and experience to use the right words to convey the right meaning in your message. And then, those right words must be on point with your audience’s evolving lingo and communication style.

And that’s just the beginning. Clarity and creativity with your website words are essential to grab and hold their attention as long as possible. If we’re going to talk global stats, that means you have about fifteen seconds. 15 seconds!

That’s why it’s so important to get the words on your website right. They must be:


Because we are a world of online skimmers


Because bland, generic copy lacks engagement and relatability

From the first headline on your homepage to the paragraph copy on your ‘About’ or ‘Case Studies’ page, every word has to work hard for you. Professional website copywriting services  employ strategic thought to inspire the creative execution of your business website. Every word is carefully considered to achieve the goal of your website (whether that’s education, connection or conversion).

3. The perfect structure

Using the right structure for your site is important for both humans and search engines. The world is busy and fast-paced. So, we all expect to be able to find what we need easily and quickly. We don’t want to work hard to find it. Or we’ll ‘bounce’.

That’s why the structure and flow of your business website, and the content of each individual webpage, must be strategic and consistent with industry norms. When you engage a professional website copywriter, you can be confident that your website content will be well-structured, designed to be understood easily, and well-connected through effective cross-linking to help your audience find what they want. Structure is also important for SEO.

4. Be optimised for search engines

Want to meet more customers for your business? SEO is a natural and cost-effective way to do it. Search engine optimisation (SEO) simply means making your website words readable for search engines like Google, Bing and Yahoo. Search is legitimately where a huge number of consumer journeys begin. After all, Google processes 40,000 queries per second each day (on average) globally.

We know through research that:

  • 68% of online experiences begin with search (BrightEdge, via Ahrefs)
  • 51% of global shoppers say they use google to research a purchase they plan to make (Global Retail Study, Google/Ipsos)
  • 97% of users learned about a local business online, more than anywhere else (SEO Tribunal, via Hubspot)

SEO copywriting is the technique or weaving the right keywords or phrases into your website words naturally. It helps Google read your website so it can connect you to the people looking for what you offer. And it does that by ranking your site against relevant search queries.

5. Be refined and error-free  

Whilst it can be tempting to just whack the words you wrote on a whim straight into WordPress, editing and proofreading your business website text is where the magic happens. Take a day (or two!) to refine and shine-up your words.

Not only can you catch every typo, misspelled or omitted word, but you can adjust duplications and cut out copy that’s filler (not killer). Plus, a mistake-proof website naturally builds confidence, trust and credibility with your audience. Win-win.

Looking for the right website copywriting service for you?

When it comes to creating a standout website, it’s so much more than just a beautiful design. It’s designing a professional, and search-friendly structure. It’s choosing the right imagery. It’s nailing the right words so your message is precise, powerful and personality-packed. And can be found by Google.

If your website isn’t working hard to bring you business, it’s time to consider clear, compelling and clickable copy from professional website copywriting services (like me). Read my story, explore my previous work or check out my affordable copywriting packages. I’d love to help you shine online.

Lindsay Salmon
Lindsay Salmon

An ex-Marketing Manager, I help businesses on a mission create purposeful websites. I partner with them to conquer their content: I write SEO websites, blogs, and emails with words that work. When I’m not writing, you’ll find me experimenting with photography, caring for my veggie patch and travelling with my young family.

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