Website Copywriting Services
Websites need to communicate value fast - what you do, who you help, and why clients should choose you.
Most struggle with clarity: too much internal language, not enough client perspective.
I write clear, on-brand website copy that makes your expertise easy to understand and guides clients toward enquiry - without losing accuracy or tone.
If your current site feels unclear or outdated, I will refine your pages so they reinforce credibility at every touchpoint.
I’m an experienced SEO website copywriter
I write websites for brands and professional services firms so they’re clear, useful, and easy to act on.
Whether you need a single page or a full rewrite, your copy will be written for the people who matter most - your clients. They’ll quickly understand who you are, what you do, who you help, and how to take the next step.
I shape what you want to say into what clients need to hear. Your website copy will be concise, confident, on-brand, and structured to make enquiry easy - while working naturally with modern search and AI.
Website Copywriting Process
Whether you’ve never used a freelance copywriter or have previously relied on your web developer or digital agency to provide your website copy, it’s good to know what to expect when you work with me as your website copywriter.
Here’s a quick overview of a typical website copywriting process, from initial discussion to website copy delivery and going live.
DISCOVERY SESSION: WHAT YOUR WEBSITE NEEDS TO DO
The discovery session explores your current site (if you have one), what isn’t working, and what the new site needs to achieve. We’ll talk about your brand, tone of voice, audience, and the questions clients need answered before they take the next step.
We’ll identify what matters most to your customers, what sets you apart, and the proof points that build confidence. Your website has only seconds to show visitors they’re in the right place. This session uncovers what makes them stay and engage.
THE layout: WHAT WEBSITE PAGES YOU NEED
Once we’re clear on what your website needs to achieve, we’ll map how it should be structured. If you’re keeping your current layout, we’ll update and improve the copy on each page. If you’re adding new pages, we’ll define where they sit and how they support the journey. And if it’s a new site, we’ll build the structure from the ground up.
Most websites need a Homepage (summary and proof), About (credibility and context), Services (what you do), Clients or Case Studies (results), and Contact. Depending on your business, we can add or remove pages to keep the experience simple and relevant.
I work closely with web developers and designers at this stage and can help shape the wireframe so the copy is supported - not squeezed into the wrong places.
SEO: HOW Clients WILL FIND YOU
Next, we look at how clients search for businesses like yours. What are they typing into Google? What questions are they asking? What language do they use?
If you already have keyword research, we’ll use it. If not, I’ll shape your search strategy and identify the terms, phrases, and questions that matter - and how they differ across key pages.
Those elements are woven into your copy naturally, with search intent front and centre. Everything is written for people first, and optimised for how Google (and AI systems) surface information today.
This approach helps your site perform in traditional search results, AI-powered answers and overviews, so you stay visible wherever your clients are looking.
COPYWRITING: BRINGING YOUR PAGES TO LIFE
Once we’re clear on structure, search intent, messaging and goals, it’s time to write your website copy. I start with the Homepage it’s the first impression and sets the tone, clarity and confidence for the rest of the site.
You’ll receive staged drafts with clear rationale, so feedback is simple and focused. Your insight matters here; it helps shape tone, emphasis and the language your clients expect to see.
EXPANDING THE SITE
Once the Homepage is complete, I move on to the rest of your pages.
Your About page isn’t just background information — it’s where your positioning, credibility and story come together. I’ll make sure it explains who you are in a way that feels relevant to your clients.
For Services pages, the focus isn’t the service itself, but what it delivers. I’ll highlight outcomes, clarity, and the difference your work makes, so clients can see themselves working with you.
You’ll see drafts along the way, with space to adjust tone, emphasis and detail as needed.
READY TO CLICK: WEBSITE SIGN OFF
Once you’ve approved your pages, it’s over to you and your website designer/developer to upload the copy. When the draft site is ready, I’ll review and proof it in place, and flag anything that needs adjusting before you go live.
After that, you’re ready to launch - with clear, confident website copy written for your brand, business and clients.
Website Copywriting Project Examples
Here are some business and brand websites and pages I’ve copywritten - click on the image to browse and explore.
EML
The brief: A complete website rewrite for EML Group, Australia’s largest personal injury claims manager. Hero pages including Homepage, Who We Are, journey & more. Clear, emphatic messaging that connects with employers, stakeholders and injured workers. Working with EML’s marketing teams, web developers and Figma workflows.
Prophet
The brief: Launch website for NZ trade promotion optimisation software, Prophet. All page copy, headlines and CTAs, working closely with founders and website designer.
Alexandra Mowday
The brief: A brand new website for renowned Sydney architect Alexandra Mowday, designed to showcase her work, unique design approach, and USPs to her high-end clientele, serving as a hub for prospective clients interested in collaborating with her.
Brand DNA Audio
The brief: A new mini-site for We Love Jam Studios, for its audio branding arm Brand DNA Audio. A simple one-page scrolling site that highlights their work and the what’s and why’s of audio branding to create FOMO amongst brand marketers and managers.
The IS Council
The brief: New website pages for The Infrastructure Sustainability Council (IS Council) for their world-first Ratings schemes. The existing pages were complex and technical - I rewrote them to make them concise, compelling, and easy to understand, with new FAQs, encouraging Rating adoption in the building industry.
Website Copywriting FAQs
Common questions about website copywriting, SEO, project timelines and how the process works.
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Website copywriting is the process of writing clear, client-focused content for your website pages. Its purpose is to communicate what you do, who you help and why it matters, using language that resonates with visitors. Good website copy guides people toward a next step, such as making an enquiry, booking a consultation or completing a purchase.
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Website copywriting blends messaging, user experience (UX) and SEO. It guides visitors through a structured journey, answers questions as they arise and motivates action using concise, on-brand language. Unlike longer-form content, website copy must be scannable, search-friendly and aligned to how customers make decisions online.
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Good website copy helps visitors understand your value quickly. It builds trust, reduces confusion and increases conversions. Clear messaging also improves visibility in search results, helping potential clients find you. Weak or unclear website copy can lead to high bounce rates and lost opportunities - often without you realising it.
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Website copy is working when visitors take meaningful action. This includes more enquiries, higher engagement, deeper page views and improved lead quality. If customers understand what you offer, feel confident and can take the next step easily, your copy is doing its job.
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Common mistakes include unclear value propositions, internal jargon, copy written from the company’s perspective rather than the client’s, and pages that don’t explain what the business actually does. Other mistakes include complex language, weak calls to action, keyword stuffing, ignoring SEO, inconsistent tone and overwhelming visitors with unnecessary detail. Effective website copy is clear, concise and centred on customer outcomes.
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Ideally, website copy should come first. Copy defines the structure, messaging and priorities, allowing the design to support it. However, copywriters can work within existing design wireframes. The best results happen when the copywriter and designer collaborate early, so layout and messaging work together.
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The cost of website copywriting varies depending on project scope, page volume and complexity. Rewriting existing pages typically costs less than creating new content from scratch. Investing in professional website copy can improve visibility, engagement and conversions. For a fixed project fee and inclusions, you can request a no-obligation quote using the form below.
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Website copywriting timeframes vary based on project size and complexity. A small set of pages can take one to two weeks, while full website rewrites may require several weeks. Clear briefing and timely feedback help maintain momentum and ensure a smooth delivery timeline.
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SEO website copywriting helps search engines understand what your business does, improves visibility for relevant keywords and increases organic enquiries. It also answers the common questions customers search for, which can surface your content in AI Overviews. Without SEO-aligned copy, your website may be difficult to find, even if the design is strong.
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Yes. I regularly collaborate with designers, developers and marketing teams to keep messaging consistent across pages. I can work in documents, CMS drafts or design tools like Figma when needed, reducing back-and-forth and speeding up delivery.
Hire me as your website copywriter: Get a website copywriting quote
Complete the form below or email elizabeth@elizabethwilsoncopywriting.com.