Copywriting Is So Much More Than Smarties on Your Brand Cake
How honouring your brand with SEO-informed website copy turns browsers into buyers
Online business ‘webarrassment’
Have you looked at your website recently and thought, “This could be working so much better”?
You’re not alone.
According to a recent article, 47% of businesses are embarrassed by their website. But even scarier than that, 92% of businesses said they believe their poor user experience (UX) is actually costing them sales.
That’s a surprising amount of business bods who admit they’re leaving money on the table every single time someone visits their website.
Visitors expect a lot from the UX on your site
But more importantly than all of this, in 2025, Forbes reported that 88% of website visitors won’t return to a site if they’ve previously had a bad experience.
Let me clarify what a bad website user experience can look like:
Unclear or undefined information
No or buried contact details
Slow page load
Poor mobile design
Irritating pop-ups that won’t. give. up.
Poor internal linking or navigation
No or unclear calls to action
Broken links
And it’s not just humans who feel this way.
The latest update from Google is exciting for businesses like yours
Google’s spring 2026 update focuses on the user experience and people-first content, because in this AI-age, browsers are looking for dynamic, actionable content that will help them to make their decisions and therefore solve their problems as conveniently and easily as possible.
“Google is getting better at identifying what kind of source a site is, and whether that source is actually the right place to send someone for a given query. If your website answers that question clearly – through specific, detailed, useful content that demonstrates genuine expertise in a defined area – you’re doing what this update rewards.”
I want your F&B brand website to perform well in search, not only because that’s what could happen, but because that’s what can happen.
Well-crafted copy is part of a positive user experience
Copywriting can feel like one of the last things you need to think about when it comes to making your site as user-friendly as possible. Design, SEO and general maintenance can appear to be top of the list for having good site health.
Copywriting can feel like a nice-to-have, some lovely words to welcome people to your site, tell your backstory and describe your product.
But let’s revisit what Nikki said about your website content - it needs to be “specific, detailed, useful content that demonstrates genuine expertise in a defined area”.
And as well as the lovely words, this content needs to be copywritten too. You need bespoke copywriting to honour your business, your brand, your experience, expertise and fantastic product.
The benefits of SEO-informed copy
Not only that, professionally written, SEO-informed* copy goes hand in hand with every aspect of the usability of your website, and is the very element that takes visitors by the hand and can turn traffic into trade.
*not just ‘SEO-friendly’, which hints at some understanding but may not take into account your whole SEO strategy
Don’t do your website a disservice by leaving out the copywriting
An SEO-informed copywriter will write your brand’s messages, product descriptions and unique backstory and make sure your website’s user experience is second to none.
My expertise in both copywriting and technical SEO means every word I write for you will count towards your overall marketing and SEO optimisation strategy.
The only things you’ll need to do are to go forth with your fabulous food and drink brand and take those new enquiries.