When someone lands on your website, the words they read can be the difference between leaving in seconds or becoming a loyal customer.
At its best, copywriting for businesses persuades, guides, and inspires action.
In this article, we explore why good copywriting matters, the different ways it impacts SEO and customer experience, and how you can use it to grow your business.
At the end, you will find a quick checklist of actions you can start using straight away.
Why copywriting matters for businesses
Strong copywriting directly impacts how people engage with your brand.
According to Salsify, 87% of customers will pay more for products from brands they trust, and trust is often built through words that feel authentic and relatable.
Good copywriting for businesses achieves three key things:
- Improves online visibility through SEO
- Builds authority and trust with customers
- Increases conversions by guiding readers to take action
With competition growing online, persuasive and search-friendly copy has never been more important.
Optimise your website with the right words
Your website is your shopfront. It needs to explain what you do clearly and show why customers should choose you.
One great tactic is to create individual service pages rather than listing everything on one page. For example, if you are a consultancy, you might have dedicated pages for business planning, financial advice, and marketing strategy.
Each page should include:
- A clear overview in plain English
- Answers to common client questions
- A strong call to action, such as ‘Book a consultation’
Adding relevant keywords naturally into your headings and copy helps search engines understand your services. This type of structured copywriting for businesses makes your site easier to find, as well as more persuasive once visitors arrive.
Build authority with content marketing
Content marketing and copywriting go hand in hand. Blog posts, guides, and FAQs written with a customer-first approach can answer real questions and attract new visitors.
For example:
- An accountant might publish a guide on ‘How small businesses can manage cash flow’
- A fitness studio could post ‘Five tips to stay motivated with personal training’
Beyond ranking in Google, these articles position your business as knowledgeable and trustworthy. Well-written copy also increases the chance of being featured in Google’s ‘People also ask’ boxes or even in Featured Snippets.
Authoritative research supports this. A HubSpot study found that businesses publishing 16 or more blog posts per month generated 3.5 times more traffic than those posting four or fewer.
Enhance user experience with clear messaging
Great copywriting also improves user experience. If your words are too complex, people will leave.
Research from the Australian Government’s Digital Transformation Agency shows that content written in plain English increases comprehension and reduces confusion for users across all ages.
Some practical ways to make your copy more user-friendly:
- Use short sentences and paragraphs
- Avoid jargon unless explained
- Guide readers with subheadings and bullet points
- Write as if you are speaking directly to your customer
Clear messaging keeps visitors on your site longer, which also signals quality to search engines.
Build trust through reviews and backlinks
Your copy is more persuasive when supported by third-party validation. Online reviews, testimonials, and backlinks from other trusted sites all help.
I recommend that copywriting for businesses can highlight customer success stories and encourage reviews without sounding promotional. Adding reviews to your website content also improves conversion rates.
BrightLocal reports that 29% of consumers always read online reviews for local businesses before making a purchase decision, while 42% regularly do.
Backlinks from relevant industry associations or local partners give you more authority, showing both customers and Google that your business is credible. I suggest listing your business on as many association pages as possible.
Copywriting case study
We worked with Swoop Broadband to improve their online visibility and engagement, especially on their nbn-service pages.
Their challenge was clear. Their service pages initially lacked persuasive copy and were not optimised for search.
Take, for example, their page promoting their ‘nbn 750 Mbps’ plan https://www.swoop.com.au/nbn/nbn-750-plans/
This service tier was new to the market, and many competitors had not yet built out detailed content for it. That gave us an opportunity to position Swoop as an early authority….but it depended on the right words.
We completely rewrote the page with clear, persuasive copy.
Instead of simply listing plan features, the content focused on customer benefits. Things like faster streaming, smoother video calls, and reliable connections for families and small businesses.
This is what we did:
- SEO-driven headings such as ‘What is nbn 750?’s.
- Plain-English explanations of technical details, helping customers understand the upgrade without technicals.
- Calls to action throughout the page, making it easy for readers to compare, choose, and sign up.
- Internal links to related pages like nbn 100, nbn 500, and nbn 1000, guiding customers through the full range of options.
The overall result was improved rankings for uplift-related keywords like nbn 750 plans and nbn 750 upgrade. This one page now acts as a traffic magnet and conversion driver.
This shows how strategic copywriting for businesses can directly influence both traffic and conversions.
Copywriting for business, when combined with SEO, becomes a powerful driver of growth.
By optimising your website, publishing valuable content, and showing real proof through reviews and case studies, you can attract more customers and build a stronger brand.
Use the checklist below to start today. Small, consistent actions will add up to long-term results.
Quick-win copywriting checklist
Want to improve your business copy today? Start with these steps:
- Create separate service pages with clear headings and calls to action
- Use plain English, short sentences, and customer-friendly language
- Add FAQs to answer common client questions and improve SEO
- Publish at least one helpful blog post per month
- Encourage and display reviews on your site
- Gain backlinks from industry partners or associations
- Review old content and refresh it with updated information and keywords
Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing, and project management.