Website copywriting: how to write copy that gets read and found

It is a scene we know well. The design is approved, development is done and the site is ready to launch. Except for one thing: the copy. Half the pages still show placeholder text, and the person who was supposed to write it has been busy with everything else for six weeks. Copy is the most common reason websites are delayed, and also the part that decides whether the site works. So it makes sense to approach it with the same seriousness as the design.

What makes good website copy?

Good website copy is written for a person with a problem and little time. It starts with what matters most, uses concrete words and numbers, and makes the next step easy to see. It sounds like you at your best: like an experienced salesperson explaining to a new customer what you can help with. And it is written to be scanned: short paragraphs, headings that say something and lists where they make sense.

How should the copy on each page be structured?

Every page has a job, and the structure follows from the job. The table here is the template we start from when we plan content for a new website. Lengths are indicative and depend on how competitive the keyword is.

The homepage

The homepage is a signpost. In a few seconds it must tell visitors they are in the right place and send them on to the service that suits them. Start with a promise concrete enough that a competitor couldn’t write the same thing. Follow up with proof, such as client logos or a number, then present your services as clear paths onwards. We go into the order in depth in homepage design.

Service pages

Service pages are where sales happen and where most searches land. Write them like a good sales meeting: start with the customer’s problem in their own words, explain what you do about it, show what it costs or what the price depends on, describe the process, and finish with the questions customers usually ask. Each service needs its own page. A single page listing every service can neither rank nor persuade for any of them.

The about page

The about page is read by people close to a decision who want to know who they will be working with. Write about why you do what you do, how you work and what customers can expect. Photos of real people and real premises achieve more than stock photos. Skip a long history with dates unless it explains something the customer benefits from knowing.

Which headline formulas work on a website?

The headline is the text most people read. On many pages it is the only thing read properly. Here are the formulas we use most often, with examples from different trades. Use them as a starting point, and always write five versions before you choose.

How do you write SEO copy that people also want to read?

SEO copy is simply good copy that uses the words customers search for and answers the question better than the pages ranking above you today. Start by searching for your most important keyword and reading the top ten results. What do they answer, and what is missing? Then write a page that gives the answer straight away and covers the topic more thoroughly. These are the technical points that must be in place:

• The primary keyword is in the page title, the H1 and the first paragraph, phrased naturally.
• The page title is at most about 60 characters, and the meta description is 120–160 characters with a reason to click.
• Subheadings are phrased as the questions people search for.
• Each page has one main topic. Two pages on the same thing compete against each other.
• Internal links with descriptive anchor text connect the page with related pages.
• Images have alt text that describes them.
• The FAQ section answers the questions Google shows under “People also ask”.

Copy is only half of SEO. Structure, speed and technical set-up are the other half, and we cover those in SEO-friendly website.

What is the difference between weak and strong website copy?

Notice that the strong copy is more concrete and often shorter. This applies especially to buttons, forms and error messages, where a few words make a big difference to whether people complete. That field is called UX writing, and we have a full guide on UX writing and microcopy.

What does the writing process look like from start to approval?

Who should write the copy: you, a copywriter or the agency?

Our recommendation is a combination: you provide the knowledge and raw material, and an experienced writer shapes it. That produces copy that is both precise and easy to read. At Ceptiv we work on content structure from the first workshop, so design and copy fit together, and you can follow and comment on drafts in our client panel.

Can AI write your copy?

AI can write a decent text in seconds, which has made generic copy free. That is exactly why generic copy has lost its value. What sets you apart is what AI can’t know: your prices, your process, your customers’ words and your experience. Use AI for structure, headline variants and cutting down. Write the parts that are about you yourselves.

How do you write for Danish readers, and what about English?

Danish readers are allergic to superlatives. “The best on the market” and “unique solutions” read as noise. Write directly and concretely, ideally with a dry tone, and let numbers and examples do the work. If the site will also be in English, write the English version in parallel as its own text. The keywords differ, sentences are built differently, and English readers often expect a little more warmth in the tone. That is one reason machine-translated pages rarely rank well.

What should you check before the copy goes live?

1. Does the headline say what you do and for whom?
2. Is there one clear action on each page, and does the button say what happens?
3. Are all claims concrete, and can you stand behind every number?
4. Is the primary keyword in the title, the H1 and the first paragraph?
5. Are all prices, opening hours and contact details correct?
6. Is the form of address consistent across the site?
7. Are paragraphs short enough to read on a phone?
8. Does every page have at least two internal links to relevant pages?
9. Has the copy been read aloud and proofread by someone other than the writer?
10. Has a customer or an outsider read the most important pages?

What do we see in practice when copy delays or saves a project?

The projects that move fastest are those where copy is written early, ideally before the design is locked. Then the layout can be built for what will actually be on the page. The projects that drag on almost always have a copy owner who also has a full-time job alongside. So we recommend putting copy on the project plan with its own deadlines and a named owner in the company. It is a small thing that often saves weeks. See the whole journey in new website step by step.

Once the copy is written, the next step is to see how it performs. The goal is more enquiries, and our guide to conversion rate optimisation shows how to measure and improve. And if you need a new website where copy, design and technology fit together from the start, get a fixed price within 24 hours.