Website copy

Is your website copy bringing you sales – or losing you sales?

A well-written website is an investment that’ll pay you back for a long time to come… in most cases we’re talking years of pay-back for website copy.

But the problem with most website copy is that it’s just not working hard enough for you.

How to spot if your website copy isn’t up to scratch:

Not only will your readers enjoy well-written website copy - but you'll love the results it can bring to your business!

Not only will your readers enjoy well-written website copy – but you’ll love the results it can bring to your business!

  • You’re not getting many visitors to your website:
    Your website isn’t ranking well on Google and the other search engines, so no-one can find it. And if people can’t find your site, they can’t buy from you. This is a big problem as 61% of consumers use search engines to help them in their product research decisions leading up to purchase. (eConsultancy, July 2010)
    In short: if Google can’t find your website, neither will anyone else!
  • You guessed at the keywords on your website:
    Guessing at keywords was commonplace 5 years ago, but now it’s a no-no. Did you know that simple differences such as the letter “s” to make things plural can make a huge variation in search volume? For example, at the time of writing, the word “widget” gets an average of 5,000,000 monthly searches; but “widgets” has 910,000 fewer searches a month? So yeah, analysing keywords is pretty important these days.
  • The behind-the-scenes meta data isn’t utilised properly on your website:
    Websites have some behind-the-scenes info called “meta data”. These have a big bearing on your search engine rankings… plus this is actually the copy that will show up in your Google listings! So it needs to be compelling as well as containing your keywords.
  • You’re not using any photographs or photo captions:
    Photographs are another sneaky way to add keywords to your web page. So if you’re not using photographs, not only does your web page look boring, but you’re missing out an important way to improve your Google rankings.
  • Your website talks about your business:
    You’re probably scratching your head at this one – after all, shouldn’t your website be about your business, or your product or service? Actually, it needs to be about what your business/product/service can do for your customer. That’s a slightly different angle to take. Have a look at how often your website copy uses the words “you” or “your” (which are great words to use), versus the words “we”, “us” and “our”. If you’re talking about yourself too much, that’ll bore your readers and will have an adverse  impact your website’s conversion rates.

Yikes, that’s pretty daunting!

The good news is that I can help you with all of the above issues.

It’s my job to understand how search engines work, and how your customers behave online, so I can apply this knowledge to help you get the most out of your website.

Simply put, this website copy service is all about helping you to grow your sales from your website, and deliver you higher profits as a result.

More Visitors + More Conversions = More Profit for You!

“re-writing was money well spent!”

David Eggleton, Suits On Broadway

“I know that websites are important, but I don’t really know much about them other than that. All that website jargon is completely confusing! So I had to take Cornelia at her word when she said that re-writing the content of my website would help my Google rankings, and help to grow my business. It was a leap of faith!

Thankfully, that leap paid off. Cornelia re-wrote (and added to) my website content over a period of time. The results? Well, a year later, the number of visitors to my site had doubled. Did it lead to more store traffic? Yes, definitely. More and more people were coming in saying they’d found us via the website. I’m still getting benefit of that investment, month in, month out: it’s proven to be a very effective marketing technique. It’s been money well spent.

Not only did Cornelia achieve what she promised, but she was good to work with too. She always took the time to explain (in plain English) what it was that she was doing, and why it was important for my business. She even liaised with my web developer for me, as that’s something I don’t enjoy doing because I don’t understand their language.

If you’re looking to get better results from your website – and grow your business – I can highly recommend Cornelia’s services. She’s friendly, professional and does a very thorough job.”

 – David Eggleton, Suits On Broadway

The website copy process

The website copy work is split into 4 steps:

1. Website consultancy/briefing meeting

In many cases, we’d need to meet to discuss your website. (Especially if it’s a new website, rather than a re-write).

2. Keyword research

Keyword research and strategy is vital to help you get the best results from your website copywriting.

Keyword research and strategy is vital to help you get the best results from your website copywriting.

To ensure that your website gets the best possible search engine rankings, I’d need to start off by undertaking some keyword research, i.e. what search terms people are actually using in Google.

This is important, as often your customers may use layman’s terms rather than industry jargon. Or it may even reveal which of your products or services are being searched for the most.

This involves obtaining data on the search terms being used by your geographical target market.

To ensure that the data is rich and varied, a number of techniques are used to obtain quality results:
(i) Brainstorming initial keywords (based on your draft website content) to ensure that all topics/pages are covered (subject to there being data available… sometimes for very niche, specialised topics there isn’t always much search volume).
(ii) Running your competitors’ websites through the keywording tool to see which keywords they’re targeting and using.
(iii) If you already have a website, key pages on your website will be run through the keywording tool to pick up on keywords that the search engines currently associate with your website.

You’ll receive a copy of the full-length keyword research spreadsheet for your reference.

Once the keyword research has been done, the next step is to devise your keyword strategy for your website.

3. Keyword strategy

Now that you’ve got keyword data, we need to figure out how best to use it! That’s what this is all about: I will recommend the primary (focus) keyword for each page. If it’s relevant, I’ll also pick some secondary keywords to weave into the copy where possible. Each web page needs to have a unique focus keyword.

You’ll be asked to sign-off this keyword strategy before the actual writing work commences, to ensure you’re happy with this.

Getting the keyword strategy agreed on is vital, as this forms the basis of the SEO website copywriting work.

4. SEO website copywriting

Now that all the background research work is complete, the writing work can begin!

The words I’ll write for you are designed to attract more visitors to your website, convert more of them into customers and grow your sales.

I’m highly experienced in online copywriting, so you can be sure your website copy will be carefully and professionally written to:

  • Improve your website’s ranking with search engines.
  • Drive more targeted traffic to your website.
  • Engage your visitors so they stick around.
  • Stimulate desire for your products and services.
  • Build trust in your business – even with people you’ve never met.
  • Persuade your website visitors to buy from you.

You’ll receive targeted, compelling, search engine optimised copy for your site that includes not only the on-screen text that your customers see, but also hugely important behind-the-scenes stuff called meta data that search engines use to help decide your ranking.

What you’ll receive:

The website copy would be supplied in a Word document for you to pass on to your website developer. This includes the visible content for the web pages, as well as the behind-the-scenes meta data:

  • Meta title
  • Meta description
  • Meta keywords – if requested (I don’t usually write these, as most search engines don’t use them any more. But if you’d like them anyway, just let me know).

The Word document will be formatted in a way that makes the copy easy-to-read, so that it’s customer-friendly as well as search engine-friendly. The formatting usually includes things like:

  • Headings and sub-headings
  • Bullet points
  • Hyperlinks to other pages

Please ensure that your website developer observes the layout of the copy, as this will have a significant impact on how reader-friendly your website will be.


I consider one website page to be a maximum of 1,000 words (that’s about two A4 pages in a Word document). For good search engine rankings, each page on your website should be a minimum of 300 optimised words.

I work on a turn-around time of about 2 weeks per draft, and a 50% deposit will be invoiced for the copywriting work at the outset. The copywriting work will be scheduled once I’ve received the cleared funds in our bank account for the deposit. After that, progress invoices will be issued for work completed. Payment terms are strictly 7 days. For more information, read the Terms of Business.

Any meetings, revisions, travel time etc. will be at additional cost. You would be advised if any requests you make take us over the agreed budget allowance, as we realise that it’s important for you to manage your marketing investment levels. If you’d like to have a briefing meeting, please let us know and we’ll gladly provide you with a revised estimate.

I like this sound of getting new website copy, but it seems so technical…

Cornelia will guide you through the website copywriting process step-by-step.

Cornelia will guide you through the website copywriting process step-by-step.

Don’t worry – this is absolutely normal for you to think that way! And that’s what I’m here for, to guide you through the whole website copy process step by step.

If you’re not sure what anything means, just ask! (Or if you’d like to learn a little more about websites and SEO, you may want to check out the Website Owner’s Manual I’ve written, which explains everything in plain English with lots of diagrams and pictures.)

Who is the website copy service for?

The website copy service is for businesses of all sizes.

As I’m based in Auckland, New Zealand, I mostly work with local businesses. Especially if it’s a new website, or a re-design, because we’d usually need to meet. (Details and prices are here.)

Please note that meeting time and travel time is chargeable. If you’re outside Auckland, the travel costs would be on-charged to you too. I’m happy to be flown to sunny, tropical places. 😉

What about working remotely?

It’s possible to work remotely if you have a really clear brief on what you need.

Try me! If I have questions about your brief, or need more information, I’ll let you know. It’s important to me that I really understand your business and your objectives, so I an do a great job on your website copy.

Clients outside of New Zealand can make payment by Credit Card (PayPal) or international bank transfer. New Zealand goods and service tax (GST) is not applied to overseas clients. (Lucky you!)

How will we work together?

Whether you’re local or far-flung, we’ll work together via email (hey, I’m a writer after all!), so that’s how we’d mostly communicate. If you’d like to talk on the phone, it’s a good idea to pre-arrange a time. That way you can be sure I’m in the office and able to take calls! I have my phone on silent when I’m writing, so that my train of thought doesn’t get de-railed when I’m writing awesome website copy for you. 😉

Who does the website copywriting work?

Usually, all the writing work is completed by me, Cornelia Luethi. From time-to-time, when I’m overloaded, some of the work may be passed on to carefully-selected local freelancers, who are highly-skilled and experienced in website copywriting. I’ll certainly let you know who’s working on your copy.

Important: I never, ever outsource this vital work to overseas contractors (e.g. in Pakistan or the Philippines). I’ve seen the quality of work that comes from the cheapie service providers… and let’s just say that you pay for what you get.

What’s the turnaround time?

Here are some indicative turnaround times for website copy:

  • Please allow up to 2 weeks for the keyword research and keyword strategy work.
  • Once the keyword strategy document is signed off, allow 2 weeks for the first draft of the website copy.
  • Subsequent revisions of the website copy will usually be turned around in 1 week.

This is a guideline… when I’m working with you, I’ll let you know when to expect work from me. You can be assured that I’ll do everything I can to meet your deadlines… and if for any reason I can’t work to the deadline, I’ll let you know before I take on your project.

Sorry, I do not take on rush jobs. I don’t do my best work under pressure, and I only want to do top quality work for you. 🙂

What’s the next step?

Just contact me ( … I’ll ask you some initial questions about your site, to see what you need done, and if I’m the right person to help you with your website copy.

So just drop me a line! 🙂

What happens after that?

After our initial conversation, I’ll need more information from you. All my questions are summarised in a short questionnaire that I’ll email you to complete.

Once I’m clear on your needs, I’ll put a written proposal document together for you which clearly explains what you’re getting; what you’ll receive; and so on. The website copy writing work will commence after I have your go-ahead.

About the pricing

When it comes to website copy, you get what you pay for. Think of it this way: why spend thousands of dollars on a whizz-bang website, but skimp on the content? It’s the content that’ll entice and convert your readers!

When you choose to work with me, you’re choosing someone who’ll do a really thorough job, and who’s focused on getting results for you. (Just see what my previous clients have said about the results I’ve achieved for them.)

What’s more, I’m continually up-skilling and taking courses to build on my knowledge. (The world of website copy doesn’t stay still for long!) It’s important to me that I invest in my skills, so I can deliver you with top-notch website copy that gets results.

So my prices aren’t cheap. Rather, website copy from Words By Cornelia is an investment that should pay for itself many times over in the years to come. You can see indicative copywriting pricing here.

You can be absolutely assured that I’ll do a good, thorough job for you. Just contact me to get started… it’s easy!

Any other questions?

Cornelia Luethi

Cornelia Luethi is here to help you get better results from your website

SEO website copywriting is quite a “big” topic. Check out the Website Copy FAQs page for more information. (Or if your question isn’t answered there, then get in touch with me.)

Here’s to making your website copy as effective as possible!


Cornelia Luethi  BSc (Hons) DipM
Website copy writer and marketing consultant, Northland & Auckland, NZ

Would you like to find out more about website copy? Let’s talk! →


All work is undertaken subject to the Terms of Business of FX Marketing Limited: the latest version is available to download from the Terms and Conditions page.