How is great website copy still so important?
If you’ve invested in a great-looking website but still aren’t seeing results, the issue may lie with your content.
Even the best-designed site won’t work for your business unless it has the right words to back it up. Great content is non-negotiable.
Good design turns heads, but it’s your website content that wins search rankings. If you want your website to show up in Google or AI searches and convert visitors into real customers, you need more than good looks. You need professional, keyword-optimised copywriting that reflects your brand and speaks to your audience.
Search engines like Google don’t rank websites based on how pretty they look. They rank them based on how relevant and helpful your content is. That means you need:
- Original, informative copy
- Smart use of keywords
- Easy-to-read formatting
- Content tailored to your ideal customer.
If your site isn’t on page one, it may as well be invisible. Quality copywriting can mean the difference between a website that works hard for you and one that languishes on page 10 of Google, and that’s where I come in.
I specialise in writing content that’s clear, engaging and search engine friendly. For years, I’ve helped small and medium-sized businesses across New Zealand turn their websites into hard-working sales tools.
Can’t ChatGPT just write my website content?
AI tools like ChatGPT are useful, but they don’t know your business. They can’t dig into your goals, uncover your point of difference, or reflect your voice the way a real copywriter can.
ChatGPT can generate content, but it can’t:
- Ask the right questions
- Capture your tone
- Translate your specialist knowledge into a language your customers understand
- Tailor your message properly for a local New Zealand audience.
You need web content that sounds like you, speaks to your ideal customers, and meets your marketing goals. That takes human insight, careful research, and collaboration. That’s what I do as a professional, experienced copywriter.
Why is it so hard to write about your own business?
You know your business better than anyone. You know what makes you different and what makes you good, but explaining it clearly, in a way that customers are able to relate to, can be surprisingly tricky.
It’s one thing to be an expert. It’s another to translate that expertise into everyday language that buyers or a non-specialist audience understands and that’s where I can help. Translating what you know into persuasive, customer-friendly language takes time, skill, and objectivity.
My job is to ask the right questions and help you shape your message so it connects with real people and helps them choose you.
How do I work with you to write website copy that works?
It starts with a conversation. I take time to learn about your business, your goals, your target market and research your competitors. No two businesses are the same, so I don’t use a template approach. Everything I write is tailored, targeted and thoughtful.
Your copy needs to:
- Rank well in Google and AI search
- Be easy to read
- Build trust
- Encourage people to act.
As a copywriter, my job is make that happen.
Why can’t you just leave website copy until last?
Web content isn’t an add-on. Google loves original, relevant and helpful content. The more informative and well-written your content is – with the right keywords in the right places – the better your chances of showing up in search results.
Website copy is often treated as an afterthought. But content written in a rush, or by someone without the right skills, can completely undermine your investment in design, SEO and digital marketing. Expecting someone in the office who is already busy to write the web copy, or saying you’ll write it yourself when you get a spare moment, never ends well.
Great design needs great copy to go with it. You’ve put time and money into your website design. Don’t let poor or placeholder content weaken its impact.
The words on your site need to guide the user, support your branding, and build trust in a matter of seconds. Done well, your content becomes a business asset.
How does good web copy build trust and drive results?
Your website is often your first chance to impress a potential customer. Clear, confident and informative content shows people:
- You understand their needs
- What you offer can solve their problems
- You’re a business they can trust.
Weak or confusing copy makes people click away. Great copy encourages them to stick around, pick up the phone or buy what you’re offering.
What does good website copy look like?
It doesn’t shout. It doesn’t waffle, and it makes your message crystal clear. Good web copy speaks clearly to your target customer, builds confidence, and encourages them to take the next step.
And yes, it also needs to keep Google and AI happy. That means clear structure, smart use of keywords, and helpful, high-quality information your visitors will want to read.
Effective web copy is key
The goal isn’t to stuff your site with keywords. It’s to create high-quality content that answers questions, builds trust, and gets you found online. When it comes to SEO and AI-optimised search, content is king, and good copywriting makes it happen.
What copywriting services do I offer?
- Website copywriting – homepages, service pages, about us pages, etc.
- Newsletters – engaging, informative and visually attractive
- Blog posts – fresh, relevant content to support your search rankings
- Landing pages – targeted copy for promotions, ads or specific goals
- Content refreshes – updating old content to meet current SEO and AI search standards.
Can poor copy really damage your website?
Absolutely. A beautifully designed website won’t matter if your content is full of awkward phrases, spelling mistakes, poor grammar and punctuation or unclear messaging. It can confuse, lower your credibility and send potential customers elsewhere within seconds.
Your website is your digital front door. Nothing is more likely to make a potential customer click to the competition than a website full of weak content.
Clean, concise, keyword-focused copywriting that answers real questions gives your visitors the confidence they need to call you, book a service, or make a purchase.
Why work with a local NZ copywriter?
I’ve been writing copy for New Zealand SMEs for years. I’ve helped all sorts of Kiwi businesses tell their story and grow their presence online. For example, I’ve worked with:
- Builders, plumbers and electricians
- Lawyers, doctors and physiotherapists
- Retailers, cafés, oyster farmers and tourism operators
- Coaches, beauticians, tattoo artists and boarding kennels
- Marine engineers, psychics, debt collectors and more.
No matter the industry, every business has a story worth telling, and I can help you tell yours. Clients often say they feel “heard” when we work together, and that’s because I listen, I ask the right questions, and I genuinely care about getting it right.
Want content that makes your website work harder?
Leave the words to me, so you can focus on running your business. Whether you need a new website from scratch, a page or three added to an existing website, or you need blog posts or landing pages to keep your site current and found online, I get the words right, so they work for you, your users, Google and AI searches.
Call me 027 602 5178 to talk about what I can say for you. Get in touch today to start the conversation.
