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15 minutes to beef up a website? Start here...

My top 5 tips for helping your business website up its game.



No waffle, no long explanation, just straight to the point. I created this little graphic thing to give you something to ponder the next time you're staring miserably at your website and screaming, "Why, why WHY?!" like someone who is desperately looking for the UK's fourth longest river...


If you want to improve your website copywriting in the time it takes to watch 0.001% of the Lord Of The Rings trilogy, try this...


Image of a 5-step plan to improve websites

Yes, I see now that I foolishly underlined Wix as if there were a link to it. To save you typing that taxing three-letter word into Google, try this.


2025 update: website copywriting is ever-evolving. Since the above was written a couple of years ago, the importance of creating quality, helpful copy has grown.


To add to the above, I would add three important things any SME owner trying to improve their website today should consider.


1/ Give as much away as you can

Websites are less about 'buy this' (though that is still important) and more about becoming a reliable partner that your reader will keep coming back to.


How do you do this? By giving away helpful information for free.


Let's say you sell handmade cards. Thoughtful, authoritative articles about how to write the perfect message or what kind of paper to use if making your own cards are in sync with your visitors' interests.


2/ Anticipate and answer your readers' questions

Putting yourself in their shoes can help iron out any issues as they journey through your website.


If you think they often want to buy a card quickly, consider offering a quick-buy, 'card of the day' button on the homepage. If they struggle to find the right card, how about offering a random card generator?


Thinking this way helps inform what kind of blog posts to write, too. If your visitors want to know why your cards cost so much, offer a blog post on the hard work and craft skills that go into each one.


3/ Go wide on the keywords

Once upon a time, your online card shop would have been overflowing with 'buy cards online', 'online cards', 'handmade cards' and other core keywords. While these still have a place, sensible business owners today insert relevant long-tail keywords, too.


Long-tails have a better chance of matching what people actually say, which is especially important in this era of voice and AI search. They also represent 70% of total search volume.


But what kind of things?


In the case of our card company, it's stuff like:

"Best card for dad's birthday"

"Handmade cards for weddings"

"Custom cards by mail"


Before you get carried away with long-tail keywords, though, you need to make sure they have at least some search volume. You can find that out using the free WordStream keyword research tool.



Written by Mike Peake, UK freelance copywriter and website content writer.

T: +44 (0)208 133 4306

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