the power
of the written word in websites, social media & print
Copywriting for websites, blogs and Social Media has made up the bulk of my professional work for the last twenty years. . . overtaking both print media and PR press releases.
Successful websites are far more than just their written copy, so you may find it useful to browse the following page in my dedicated web development site at ipinx media web design to see how text is used as a design element in its own right.
To summarise; the purpose of any commercial website is threefold;
Firstly, it must be found! You can have the most beautifully designed website on the net, but if no-one can find it. . .? Given that search engines and, more recently, LLM 'Answer Engines', compile their results based on a site's written content, the importance of thorough research and the intelligent inclusion of key words and phrases cannot be understated.
Yes, images are also indexed by search engines but this process relies largely upon the written description applied to each. . . and the 'Internet of things' is yet to make its long vaunted appearance.
It must express your values and professionalism. The 'voice' of its text, the degree of formality (or otherwise ) and the vocabulary used, all contribute to the perception of your business in the mind of the visitor. It's for this reason that spelling errors or typos can instantly undermine your business credibility and must be avoided!
Finally, it must inspire the reader to contact you. People don't buy from websites, they buy from people. . . so good website copy should, ideally, read like a conversation with a knowledgeable and trusted friend.
It also needs to include 'calls to action', typified by the 'phone link below.
call +44 (0)796 115 2281 today!
key wording
Not to be confused with paid-for Keywords that are promoted by most commercial search engines, these refer to the English terms most likely to be used in search queries (or LLM questions ) by potential customers, looking for the goods or services that you provide.
The Meta content of your website is information ABOUT information and, whilst not readily visible to visitors, should be included in any copywriting project, to ensure that it works hand-in-hand with the visible text. . . further optimising your site for search engines and AI!
By analysing your competition, and the many thousands of search queries used by visitors to sites for which I have written content over the last 40 years, plus access to several independent keyword resources, I can advise on their composition. It also allows me to predict, with a high degree of certainty, the geographical filters that your customers are likely to use (see my WRITING TIPS page for more. ).
[ FAQ: Can you maintain & edit the copy, once written? ]Yes, of course. Included in every free quotation is an option for me to monitor and address your website's performance in response to customer behaviour. . . editing the copy content to optimise key words and phrases used by visitors and, more recently, to adapt the same for Artificial Intelligence (see the AI section below ).
If you elect to take one of these options I will provide you with regular SEO reports, plus real-time notifications of any changes or additions made to the meta tags and (hidden ) key words.
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mobile first
for phones & tablets
In addition to readability, the finished text must also be designed to work within the limited display area of mobile devices such as smart 'phones and tablets, satisfying Google's 'Mobile First' standards.
[ FAQ: What is microcopy? ]Summing up complex topics in just a few words is known as 'microcopy'. . . and is a critical copywriting skill.
Mobile devices are an integral part of the web landscape. On average, mobile access currently contributes around half of all web traffic. . . but this percentage increases dramatically in some commercial sectors, and for particular user demographics. Under 25's, for example, are four times more likely to access your website on a smart phone.
The space constraints on these smaller screens means that a copywriter must ensure that the most important text elements retain their prominence.
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artificial intelligence
and large language models
No-one could have foreseen the pace at which Artificial Intelligence, and Large Language Models such as Chat GPT, Grok, OpenAI and DeepSeek would influence the internet search environment. As a consequence, all of my website copy output is now written to accommodate AI, and I am routinely called upon to re-write existing copy to the same end. . . as in some of the case study examples below.
case studies
The following are just a few of the websites that I have recently researched, copy written and Search Engine Optimised from scratch. . . linked here with the full permission of the site owners (all of whom are happy to provide testimonials ).
zendogs.uk A dog behaviourist and trainer. The value of the 'Bonus content' mechanism is perfectly illustrated in this site's extensive Breed Guide.
tanning.wales The website content for this brand-new sunbed salon, based in Neyland, demanded significant, in-depth, research into UV tanning technologies and the wider industry sector; tanning.wales
calltech.uk An interesting pair of sites, recently published, were both written from scratch to accommodate AI search engine optimisation. Compare the linguistic style of this commercial website with the client's secondary brand, targeted at domestic broadband users, which you will find at; oztech.uk
croeso.wales An affordable holiday cottage rental business, based in Broad Haven The copywriting included a series of fun 'Welsh lessons', delivered by their cartoon 'mascot' (Croeso the Pembrokeshire Puffin ).
mow.wales This site was developed as part of an overall re-branding exercise for an established gardening business in Neyland with the far less memorable name of 'Forevergreen Gardening Services'.
feeding.wales Still work-in-progress, this instructional site is particularly copy dependent, with multiple growing, cooking & nutritional guides.
waspman.uk A five-year-old development promoting a single aspect of the parent business. . . ARD Pest Control, utilising a similar design concept to reinforce their commercial connection.
nowasp.uk This 'satellite' site was authored specifically to pick up searches for wasp & hornet pests from both Herefordshire and South Wales, then to lead visitors to the appropriate family owned sites at either; waspman.uk (see above ) or pestcymru.uk.
fformiwla1.wales This interesting and novel site, promoting a replica Ferrari F1 car, was copywritten to appeal to both die-hard Grand Prix fans and venue bookers.
flotech.wales A multi-disciplinary plumbing and Gas Safe heating engineering business based in Milford Haven, Pembrokeshire. flotech specialise in grant funded green heating technologies including air source heat pumps and high-efficiency LPG, oil or Gas boiler installation.
relax.wales The holiday rental market in Pembrokeshire is hugely competitive, so this site was written specifically to capture direct bookings AFTER awareness of the cottage names had been created by their long-term Letting Agencies.
solŵr.wales With solar energy being another particularly competitive sector, in addition to general SEO, the 'search for' phrase; blue skies not required was developed and used across all of their marketing materials, including Social Media.
solŵr.uk Solŵr Ltd. expanded their catchment area into Devon & Cornwall and the site on their .uk domain variant needed careful re-writing to avoid duplicating content.
podia.wales An interesting copywriting challenge; making steel pipes and wooden planks sound interesting!
familieswest.uk The esoteric nature of this business (I, for one, had no idea that such a genre existed! ) demanded greater than usual time spent in research.
alltrades.wales This multi-disciplinary building contractor specialises in providing building services to the rental property market.
ipinx media Finally, my own web design and development site.
for more, call +44 (0)796 115 2281
