The copy that is written for your website includes every bit of text you see — headlines, paragraphs, labels — and some that you don’t see — like META descriptions. Copywriting even includes the URLs for your web pages. Yes, those words matter too. In fact, even the way you name the images that you use on your website is important.
All of the the text on your website should be written for two audiences. Both of them need to be able to read it, understand it and make decisions based on what they’ve read.
The first audience is made up of real people. They are trying to learn something, answer a question, solve a problem, or decide where to buy a product or service. Search engines are your second audience. They need to crawl your site, index the content and rank it against all of other websites out there that cover the same topic.
Your text needs to be descriptive and thorough, yet clear and concise. It takes a lot of work to get to that point, but choosing the words and phrases for your website is well worth the time and effort. If you get it right, it can lead to good search engine rankings, which will help people get to your website.