The art of copywriting is often overlooked or forgotten when it comes to creating a successful business website.
‘Cue the tiny violins.’
Your business might have a brilliant-looking, easy-to-navigate website that perfectly showcases your products and services, but it will still fall short if it’s not backed by some quality, engaging copy.
Trust us, at Blaze Media, we have had countless businesses come to us with a fantastic business model, a can-do attitude, and the eagerness to succeed. Upon research, we often discover that the reason their business isn’t thriving is due to their web copy.
In 2025, having quality website copy matters more than ever, especially if you want to compete with the millions of online businesses all clawing at the top spot.
If you’ve stumbled across this blog, it’s likely because you know that your business is struggling due to subpar, non-engaging web copy, but don’t worry. At Blaze, our Copywriter is always eager to show off, and they’re happy to provide insight into how to create impactful, conversion-led website copy.
So strap in and take notes, because you’re about to read a whole lot of valuable information, delivered by one of the best website copywriting services in Liverpool.
If we do say so ourselves.
5 Essential Pages Every Business Website Needs
Before we delve into the copy, it’s essential to ensure that you have the following pages to enhance website navigation, drive traffic, and achieve conversions. Every good business website needs:
- A clear, concise homepage.
- An about page that connects you with your clients.
- Service/product pages that showcase your business.
- Contact and CTA (call to action) pages that don’t intimidate buyers.
- Blog content, trust us, this is a biggy.
Once you have these pages designed, locked and loaded, they’re going to need some good copy.
Home Page Copy That Converts
Your home page is often the first thing that a potential customer will see, so you need to make sure that it’s a good one. First impressions matter, and if customers aren’t a fan of the copy or content on your homepage, why would they bother looking at any other page?
A huge mistake that businesses make is worrying that customers will only look at their home page, so they try to cram every bit of information they can onto a single page.
We can’t speak for everyone, but when we stumble across a website like that, our first impression is that they have no confidence in the rest of the site and know people aren’t going to venture further.
We have provided professional website copywriting services for an array of different businesses, and no matter the size of your business or the complexity of your services, we will always provide the same tip: keep your copy short and snappy.
This doesn’t mean that you should keep it bare boned, as this may have an impact on the SEO of your website and stop your site from ranking; you can still include some information about what your business offers, just make the most out of CTAs and make it clear that you have other pages that can give your customers the information they need.
We know that it might seem easier said than done, so if you’re still a bit lost, have a quick look at our copywriting case studies to see our tips in action.
Avoiding Boring ‘About’ Pages
Your ‘about’ page is where you can really showcase your brand’s personality and transform your business’s story into a sales asset. The world is becoming disillusioned with big conglomerates, with an increasing number of people wanting to support small businesses or those with an honest start that deserve backing.
Your about page isn’t the place to shy away. Through our experience in providing website copywriting services to small businesses in the city, we’ve discovered that business owners often cringe at the thought of tooting their own horns, or weaving too much of their personality into their business narrative. But guess what? You absolutely should.
Buyers want to know about the face behind your business, so show them- literally, put a picture of yourself on there and give a little backstory on your history, and what inspired you to start your business. Clients love it when businesses get a bit personal, but obviously don’t run with that and turn your about page into a diary to recount your latest therapy sessions.
We know that for people who have little to no experience in writing, trying to provide the right information without oversharing might seem impossible. Well, this is what copywriters are for.
You can send a copywriter your life story, your business’s beginnings and your star sign, and they’ll take that information to create clear, concise copy that still showcases your personality.
It can really be that easy.
Crafting Perfect Service/Product Pages
At Blaze, we’re often running research across sites to better acquaint ourselves with new trends being tested by businesses, and something that we encounter all too often is poor product and service pages.
People can become overwhelmed by the process of listing their products, and it’s easy to take the wrong approach. When showcasing a product or service, you shouldn’t just describe the product; you need to sell it.
This means showcasing the benefits of the product, highlighting why it stands out in the market, and ensuring that your clients don’t leave the page with any unanswered questions. Efficiently written ecommerce content writing can help you to achieve this.
This means that you have to get to know your product/services, because how can you create quality copy surrounding something when you don’t understand why it stands out yourself?
When it comes to a product page, a good copywriter will write from a client’s perspective, asking themselves what a client might want to know and what would make the product or service shine to the customer. They will ensure that this is highlighted in the copy.
Contact and CTA Pages That Make an Impact
Think of running your website as trying to herd cows.
Stay with us on this one.
You’re constantly, but gently, trying to direct customers to a page which will transform their visit into a conversion. Conversions look different for every business, but more often than not, you’re trying to achieve a sale.
When herding cows, you don’t want to be too aggressive, as that might spook them and lead to them running to the next field (or business, in this case).
Once again, please stick with us. Creating an analogy between a website and a farm can be difficult, and we can’t remember Old McDonald providing guidance on copy, so there’s a lot of improvisation here.
But back to websites. Much like the gentle approach you have to take to herding, you have to be clever and not too pushy when trying to direct a client towards a sale. This means that you have to have CTAs (Call to Actions) cleverly embedded across your website, which clients will want to click to learn more information about.
You have to make sure that your CTAs have clear and concise language, are strategically placed, and encourage your clients to click with well-thought-out phrasing.
You also need to ensure that your resource pool is overflowing like a well-stocked bar, ready for customers who want to reach out for a chat or get in touch with someone in your business. After all, nothing says ‘buy me’ quite like having the answers at your fingertips. Being unable to track down the information you need can be off-putting, so try to avoid that.
Your Website NEEDS Blogs
A significant mistake that businesses often make is not including a blog on their website. If you want to drive traffic, achieve conversions and generate leads, you’re going to need some blogs.
Bear with us while we break the fourth wall for a moment.
Right now, you are reading a blog that is on a business website. If it weren’t for your interest in the topic of this blog, you might never have stumbled across Blaze Media – so yes, blogs can have a positive impact on your business and bring in new faces.
Blogs are an excellent way to create fresh and relevant content that search engines love. They can attract visitors to your website who may not have otherwise considered it, and they serve as a valuable tool for sharing on social media, helping to drive traffic back to your site.
Blog content and guide pages can also provide the freedom to delve deeper into topics, and reap the benefits of longer-tail, specific search queries as a result. As we talked about earlier, your website homepage and main service pages should avoid inundating visitors with too much information, but your blogs can be packed with as much information as you like, depending on the type of topic you’re aiming to bring in traffic for.
Your blogs serve as an ideal platform to demonstrate your expertise and build a trusting relationship with your customers, making it seem as though you are speaking directly to them through your writing.
We’ll get into this in more detail shortly, but blogs are also fantastic for SEO as they provide ample opportunity to target specific keywords, enhance the structure of your website and build authority.
We know that not everyone is a natural when it comes to writing blogs, which is why we will always suggest working with an experienced copywriter to craft traffic-driven, keyword-optimised content that outshines competitors.
Our copywriting service is open to new clients. Check out our blog section to see what we can do for your business
How Blaze Has Helped Transform Businesses Through Website Copy
We know that it’s one thing to talk the talk, but you have to be able to walk the walk. After all, why would you take advice from a business when you can’t be sure they’ve even practised what they preach?
If there’s one thing about Blaze that we can guarantee, it’s that all of our advice is backed by years of industry experience.
We strongly believe in the power of decent copy and blogs, and we have seen what our work has helped our clients achieve.
Take City Fencing, for example.
When City Fencing came to us, they were already established locally. Being a family-owned business, they had made a decent local impact through word of mouth alone. When they came to us, we identified that the best way to help them reach more customers was through a complete website refresh, which meant brand new copy.
Following detailed competitor research, keyword mapping and topic planning, our team streamlined the website and introduced optimised copy, with seamless linking and product visibility throughout. As a result of our work, City Fencing experienced an 88% increase in ranking keywords in under 90 days, which shows just how powerful good website copy can be and how it can help your business stand out.
Why Your Business Needs a Copywriter
Sure, you could try to take on your copy on your own and see how it goes, but if you’re the kind of person who doesn’t know the difference between there, their, they’re and they are, you probably won’t see the results you’re looking for.
Your business doesn’t just need a copywriter, it deserves one. If you have worked to develop a company you’re proud of, it would just be a shame for it to fall short when it comes to copywriting.
With one easy consultation, a copywriter will be able to ask all of the right questions, get to know your business and then make copy that can help you achieve your website goals.
While they do all the hard work, all that you need to do is occasionally check in and watch the results speak for themselves. What is there to lose?
Copywriting and Its Impact on SEO
Well-thought-out and well-executed content can have a significant impact on how your website performs in terms of SEO. Experienced SEO copywriters, such as the one we have at Blaze, will be able to optimise your web copy and make it rank with relevant keywords, phrasing, and strategic subheadings. That’s all, while maintaining a naturalistic flow that aligns with your brand’s tone.
SEO copywriting supports websites in ranking higher in search results, improving your visibility and directing more organic traffic to your website.
Ranking high on Google for keywords that closely relate to your business is essential, as people only tend to click on websites that are high in their search results.
What to Look For in a Good Copywriter
There are a lot of copywriters out there who will claim to transform your website completely and then give you AI-generated content that reads as you’d expect, devoid of all personality and like a robot wrote it, because it did.
Finding the right copywriter for your business can feel like searching for a needle in a haystack – unless, of course, you like the tone of this blog. In that case, simply reach out to us, and voila! Your perfect copywriter awaits.
These are the things you should be searching for when on the hunt for the best website copywriting services.
A Versatile Portfolio
Any good, experienced copywriter will have a portfolio of their work. Interviewing a copywriter is a bit different to interviewing for other roles, as you have to be able to see the person’s work to be able to verify their claims.
Someone can easily suggest that they can craft versatile, well-written copy, but the proof is in the pudding. When communicating with any copywriter, ask to see their portfolio. Through their portfolio, you’ll be able to get to know their writing style and see if there is any versatility in their work or if they have previously drafted copy that matches what you’re looking for.
If a writer declines to provide a portfolio of work, it often means that they are unable to back the claims they have made in their CV or job application.
A Writing Style That You Love
Every person is different, and that means that no two writers will have the same writing style. Some people might like to write short and snappy copy, while others prefer a more flowery and romantic approach.
If you read a writer’s work and you do not gel with their style, that is a sign that you are not a good match. Hey, just because you don’t like their style doesn’t mean that other businesses won’t, but there is no point in working with someone who you don’t believe in 100%.
If you’re questioning their copy straight off the bat, it’s not meant to be.
On the other hand, if you read a copywriter’s work and you find yourself being excited or inspired by their writing style, you’ll be able to trust them more to take the lead on your website copy.
A Clear Understanding of The Industry
Every industry has its complexities, industry language and history that often need to be understood to produce great copy. Even if a copywriter has a lot of potential, if they are not able to craft website copy that uses relevant terminology or information, you’re going to encounter problems.
Copy is never going to be good if the person who writes it doesn’t know what they’re talking about. Copy is always at its best when the writer has an understanding of the industry, as it means that they aren’t worried about getting all the facts right and can use their energy to give the copy personality and ensure that it’s optimised.
Copywriters are great at being able to adapt to new industries, but some industries can be incredibly complex, so you have to make sure your writer understands it.
Adaptable
It’s great when you find a copywriter who is good at what they do, but website copy requires the ability to adapt, especially if the business wants to take a different direction with their tone and style.
A good copywriter should see the need to quickly adapt as a welcome and exciting challenge, as it allows them to stretch their writing muscles and see what they’re capable of.
This is especially important if you want a copywriter who you will use for other aspects of copy, such as email marketing and even blogs. Always ask a copywriter if they can adapt to different writing styles and forms, and if they claim to be able to, don’t be afraid to request proof.
If you have a client persona that you are set on, a writer may need to adapt their style to appeal to that persona, which isn’t always easy for all writers.
Really Funny The Ability to Showcase Personality
There is nothing worse than reading copy that is dull and lacks any sort of personality. Website copy is supposed to draw people in and make them want to explore more of the site, and nobody is going to keep reading when you’re providing copy that has just about as much excitement in it as the back of a shampoo bottle.
Injecting personality into your copy, whether via humour or sarcasm, is essential if it fits your brand.
If your brand is known for being a bit quirky and out there, it’ll just feel weird if your copy is very tame and boring. You need to work with a copywriter who not only loves the personality of your business but can convey it through their copy.
Your website copy should be a lot of things, but it should never be boring.
Make The Most of Your Website With Blaze’s Copywriting Service
Hopefully, this blog has given you all the insight you need to not only understand the magical world of copywriting better but also help you find the right copywriter for your business.
In summary, a good copywriter needs a strong portfolio, the ability to adapt and a knowledge of a range of industries… sounds a lot like the copywriter we have at Blaze, funnily enough.
If you are looking for website copy that has an impact, you’re in the right place. Get in touch to find out how Blaze can help you.