Website Copywriting Services


Copy that influences, informs and engages!

When it comes to your web copy, don’t settle for inferior quality – use the website copywriting services of Connotations.


We create copy that will engage, inform, reassure, and ultimately influence your visitors, clients, or customers.


Let’s chat …

If you would like to order web copy, or otherwise like to find out more about our Website Copywriting Services, drop us a line by filling out the form below and hitting ‘submit’. We typically reply to all communication within a couple of hours or so during business hours.

If for any reason our form doesn’t function as required (it can get a bit temperamental sometimes), please send your request to: info [at] connotations [dot] co [dot] uk

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When it comes to being successful online, no single factor carries as much weight as the written word. In the densely populated and hugely influential marketplace that the internet has become, the content on your website can be the deciding factor in whether your business thrives or fails. Connotations’ website copywriting services will help ensure a prosperous future for your business.

Your website is what links you to your audience – the platform that brings in visitors and generates leads for your products and services. The content on your website is that which attracts people to your business, and is ultimately that which compels them to invest in your offerings. For your business to succeed your website needs to be attention-grabbing, relevant, interesting, and easy to read – achieving each of these elements requires one thing: great content written by a great web copywriter.


At Connotations, our team of web copywriter specialists have the experience and the expertise to provide you with content that delivers.

By utilising the website copywriting services of Connotations, your website could benefit from:

  • higher search engine rankings
  • enhanced reputation
  • increased conversion rates.

Our knowledge of SEO (search engine optimisation) and our ability to write in a way that excites and moves readers will ensure that your website is able to maximise return on investment. Web copy services from the Connotations team will hit the spot every time.

Our Website Copywriting Services Offer Substance, Structure, and Style

We believe that to perform, high-quality content must be built on solid foundations, which is why we deliver effective copy that always adheres to the three S’s: substance, structure, and style.

  • Substance – research is an essential element in successful copywriting. The Connotations team will take the time to understand your business, audience, and your objectives, to write killer copy using a myriad of facts and figures to ensure your readers benefit.
  • Structure – reading online is very different from reading print. Our copywriters know this so are skilled at structuring written content in such a way that it is eye-catching and engrossing; breaking up content with punchy sub-headings, bullet lists, and short paragraphs without ever compromising flow.
  • Style – your content must speak to your audience in a language that they understand. Through the understanding of what enlivens your readers, our web copy is delivered in a style that keeps people coming back for more.

The content of your website is as important to us as it is to you. Do not let uninspiring copy ruin your chances of success, contact us today to find out more about our website copywriting services.


For a webcopy service you can trust, contact Connotations today!


If you were asked to explain the most important measures of website success and why you saw things that way, what would your response be? If you were like most website owners, you would probably consider site traffic volume and conversion rates as being at the top of the list. This is completely reasonable. After all, the whole reason for developing and maintaining a website is to attract new customers who are willing to buy your products or services.

That being the case, website copywriting is an important component to the success of your website. A lack of quality copywriting can doom a website to the scrap heap of irrelevance in a short amount of time. However, please understand that copywriting is a very specific kind of writing. It is an art form that existed long before the internet was even a dream.


There really is no such thing as a boring subject. Just boring, unimaginative writers~ marketer and copywriter Ben Hurt


Definition of Copywriting

A misunderstanding of what copywriting is leads to poorly written content that does not achieve expected results. So what is copywriting? It is a type of writing used to compel readers to make a decision about a given topic. For example, good copy on a retail oriented website would encourage customers to purchase the products in question.

According to the Business Dictionary, the copywriter is:

[A] professional who composes headings, sub-headings, and body copy of advertisements, brochures, catalogues, direct mail offers, product literature, etc. Some copywriters work independently while others are employed by the advertising agencies.

You will notice the definition includes the words ‘advertisements’ and ‘advertising’. In a strictly technical sense, copywriting is the art of composing text for advertising purposes. Outside of the digital realm copywriting is used to create magazine adverts, television and radio adverts, and other forms of advertising including posters, brochures, etc. Copywriting within the arena of the Internet produces several different types of content.

As you can see, copywriting is not the same thing as article writing or blog posting. Articles and blogs may contain some text designed to compel readers to make a decision, but that is not their primary intent. Their primary intent is to inform readers of certain facts or engage them in some sort of digital conversation. Copywriting is specifically intended to result in a positive decision being made.

The foundation of any good copy is a good idea. The right idea effectively explored by the web copywriter provokes a reaction in the mind of the reader. Hopefully, that reaction is positive.

Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen~ John Steinbeck

Different Forms of Website Copywriting

Website copywriting comes in many different forms, all of which Connotations’ website copywriting services is capable of producing. The form a piece of copy takes depends on the specific page location and the goals the client wants to accomplish. Here are just a few examples of different forms of copy:

  • Product Descriptions – A product description is one of the most basic forms of copywriting. Product descriptions explain key points about a product or service and how customers are benefited by them.
  • Product Reviews – Though not as short and concise as most other types of website copy, product reviews are still classified under the copywriting heading because their core focus is sales.
  • Promotional Copy – Promotional copy is similar to article writing or blog posting except that its core purpose is sales. A good example would be a short, 300-word article describing how your company’s new service can help improve the lives of your customers.
  • Landing Pages – The landing page is a great tool for grabbing the attention of website visitors and focusing in on a specific topic. These kinds of pages are often used for seasonal promotions or introducing a new product or service.
  • Targeted Adverts – Advertising campaigns, such as those utilising Google AdWords, make use of very small snippets of text to encourage readers to make a decision. Advertising copy is very powerful in the hands of a skilled writer.

The Connotations writing team include writers who are very skilled at creating effective website copy. Whether you are looking for product descriptions, product reviews, or powerful AdWords ads, we can create it for you. Our web copy services produce tangible results, especially when combined with other effective digital marketing strategies.

The Copywriting Process

Connotations’ website copywriting services utilises a thorough and purposeful approach to ensuring effective copywriting with every project. Our approach includes the following six components:

  • Research – Before we can persuade others to purchase your products or services, we need to understand them and what they are looking for. This information only comes through thorough research.
  • Outlining – Effective copywriting involves establishing an outline for presenting information. This outline applies to individual pieces as well as entire projects.
  • Draft Creation – The first draft of any written text rarely goes on to become the finished product. We write drafts as a means of organising and focusing thoughts.
  • Revisions – The best web copywriter will continually revise his or her work until he or she is satisfied it is as good as it can possibly be. More revisions do not necessarily equate to better work, but we are not afraid to revise our copy as often as needed to make it perfect.
  • Copy Testing – Effective copywriting requires copy testing. How do you test copy? By putting it out there and measuring results. To that end, we welcome input from our clients regarding the performance of the copy we produce. Poor performing copy may need to be revised multiple times before it achieves the desired results.

No web copywriter writes perfect copy on the first try, every time. Moreover, sometimes, poorly performing copy is more a product of a poor online marketing plan than the copy itself. At any rate, Connotations continually strives to produce the website copy that will be most effective for each client. Our website copywriting services can be an important part of a broad online strategy designed to increase your website traffic and customer conversion rates.

We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad’~ Leo Burnett, advertising executive and late founder of Leo Burnett Worldwide


What forms of website copywriting do you offer?

To professional writers and marketers, copywriting is a unique form of writing designed around sales and brand development. However, the term has come to mean so much more in a broader marketing sense. Most non-professional writers now see website copywriting as covering nearly every form of written content you might find on a website.

Using the broader definition, Connotations can create any kind of content you need for your site. We can write blog posts, informational articles, product reviews, product descriptions, short memes, testimonials, and textual snippets. Whatever you need to fill out the text space of your website can be produced by our skilled writers. Please note that various forms of content serve different purposes. When you use us as your website copywriting services of choice, please be prepared to help us understand your goals and objectives.

How do I start the process of ordering website content?

Connotations is always happy to work with new customers just starting the ordering process. Contact us using the contact box on any of our service pages or call and speak to one of our representatives. Should you choose to contact us online, we can respond via e-mail or a callback – it’s your choice.

The purpose of our first contact is to gauge what kind of content you need and what your goals for that content are. We can then take it from there. We may need to ask follow-up questions from time to time in order to make sure we stay on track.

If you are a current Connotations client, you can order new content via e-mail or through our contact forms. If the content involves new requirements we are not already aware of, we will need the details of those requirements.

How far in advance should I place my website copy order?

Deadlines are a very important part of our industry. As such, we appreciate as much lead time as possible in order to deliver your work on or before the agreed deadline. We look for a few days to a week or more for smaller jobs; we may need several weeks or longer for large jobs.

Also bear in mind that a job can be as small as one piece or as large as hundreds of pieces. The size of the total project will determine delivery dates. A one-piece job doesn’t need to be ordered a month out, but a project requiring hundreds of pieces totalling thousands of words should be ordered that far in advance. Rest assured that when you use our webcopy service, we will do everything we can to accommodate your needs in terms of deadlines.

Is it possible to order ongoing website copy?

Connotations is happy to take projects that are ongoing. We currently have quite a few clients for whom we write content on a daily or weekly basis. It’s all up to you and your requirements. All we ask for ongoing content is that you provide us with a regular schedule we can depend on. That makes it easier for us to schedule the work on our end.

Should you order ongoing work and your needs change, please make a point to inform us of those changes as soon as possible. Connotations’ schedules work several weeks in advance for most jobs. Occasionally, we have to schedule things several months out to accommodate larger projects. Therefore, changes in your needs may affect other projects we have in the pipeline. We appreciate your cooperation when it comes to scheduling needs and changes.

Are there any copyright issues related to website copy I should be worried about?

Website copy that fits the traditional definition is usually short bursts of information designed to promote sales. That means we’re talking about things like product descriptions, sales pitches, category snippets, and landing page blurbs. There are generally no copyright issues to worry about as long as the website owner is not copying and pasting protected information from another site.

For the record, copying and pasting from other sites is considered a black hat practice for content creators. We don’t do it. You should know that you are ultimately responsible for any and all content that is published on your site. If you do use protected information from other sites, you may run into copyright issues as a result. Always check with content owners before you reuse anything that is not original to you or that you did not contract with us to create.

Should I be concerned about a particular volume of website content?

Our website copywriting services are designed to provide clients with whatever written content they need to fill out their sites. Having said that, there’s no particular volume of content that site owners should be targeting. Content volume is left entirely up to the goals of the website and the needs of its regular users.

Our only recommendation in terms of volume is that website owners update frequently. Updates are the only means by which search engines know that website owners are still putting effort into maintaining their online spaces. Sites that are infrequently updated tend to plummet in the rankings while those that receive regular updates tend to do better. Don’t focus on a particular volume, but do focus on updating regularly.

How often should I be ordering website copy?

Websites should be updated regularly in order to achieve maximum search engine results. As such, we recommend standing orders of website copy for any clients who order things like blog posts and informational articles. Both forms of content are the bread-and-butter of website updates. As for other forms of website copy, they can be updated based on need. For example, new product descriptions for a retail website need only be ordered when the products actually change. The same would apply to things like company information, contact pages, offered services, and so on.

How Important Is A Call To Action In Web Writing?

The call to action is an important SEO tool used for the purposes of conversion optimisation. If you are not familiar with the term, conversion optimisation is the practice of encouraging casual website visitors to become paying customers. That is exactly what the call to action does.

Our webcopy service uses calls to action in order to prompt a website visitor to make a decision about the information he or she has just absorbed. It is a useful tool for blog posts, informational articles, advertising copy, and just about any other form of web content. However, the call to action must be used appropriately and in context.

A well-formed call to action prompts the website visitor to do something without directly challenging him or her. Why? Because visitors that feel as though they are being challenged are likely to leave a site quickly – without becoming a paying customer and with a negative impression in the mind. To avoid this kind of scenario, a call to action should be direct enough to be clear but subtle enough to seem a suggestion rather than a challenge. When used correctly, it is a powerful tool.

What is a Keyword and Why is it Important?

SEO experts often talk of keywords and their placement within text. They do so with good reason. Keywords are the bait that writers and SEO developers use to attract search engines. The better the bait, the more successful the expedition.

A good keyword is one that is regularly associated with the topic at hand. Let’s take electronic cigarettes as an example. The e-cigarette industry has exploded over the last five years to become a worldwide phenomenon now worth more than USD $3 billion annually. When people talk about e-cigarettes, the words they use include terms such as ‘vaping’, ‘tank systems’, ‘cigalikes’, and ‘e-liquid’.

If we were to write a blog post for an e-cigarette customer, we would look to use these words throughout the text. As keywords, they link the content to the topic of e-cigarettes in order to tell search engine algorithms what the page is about. If the search engines successfully figure it out, that particular page will rank very well for those specific keywords.

In order to make the bait as attractive as possible, we like to include keywords in the title, first paragraph, last paragraph and several other places scattered throughout the text.

Why Do Writers Use Sub-headings and Bullet Points so Often?

Perhaps you have noticed that web-based writers make frequent use of sub-headings and bullet points. This is no accident. It is done in order to break up text so that it is more readable to the average visitor.

Studies have shown that the average internet user spends very little time on a given web page reading content thoroughly. Instead, they skim pages looking for relevant information that can help answer their questions or point them in the right direction. They only stop and read thoroughly if skimming proves fruitful enough to pique their interest.

Sub-headings are used to give the reader a summarised explanation of what a given paragraph is about. Bullet points complete the picture with a few additional details. When done properly, readers who are just looking for basic information get what they need very quickly. Those who have a mind to read in depth are invited to do so by the summarised sub-headings and bullet points.

Without breaking up the text, a writer has but a slim chance of convincing the average web user to read a piece of content in its entirety. This is the reason why web-based writers use sub-headings and bullet points.

What Is the Difference between Web Copy and Advertising Copy?

Web copy and advertising copy are similar inasmuch as both are designed to promote products and services with a soft sell approach. Yet there are subtle differences that can determine the effectiveness of how they are used. Allow us to explain.

Advertising copy, in a generic sense, is any kind of written text put together for the purposes of selling a product or service. The platform for the text is irrelevant for purposes of definition. Whether you see the written word on a billboard, poster, your smart phone, or an ad on a web page, it is all advertising copy. This sort of copy existed long before there was an internet.

Web copy, on the other hand, is a form of advertising copy that is created to take advantage of the unique aspects of online marketing. It can take the form of product descriptions on a retail page or product reviews intended to promote one product choice over another. The web copywriter must know how to soft sell the product in question, and he or she must also know how to structure the text in order for it to be search engine friendly.

What Sorts of SEO Practices Does Connotations Employ?

We are asked all the time about the SEO practices we employ in our content creation. Our clients want to know because using certain black hat practices can cause a website to run afoul of Google and the other search engines. Right from the start, we want to say that all of the SEO practices we employ are white hat only. Connotations will never knowingly violate search engine policy or protocol by delving into the black hat arena.

As for the specific practices, please understand that Connotations is only involved in the content creation aspect of SEO development. Our SEO practices are limited as such. The practices we implement include proper keyword placement, keyword density as ordered by the client, creative use of titles, use of sub-headings and bulleted lists, calls to action, and the implementation of localisation techniques.

Our most important SEO tool is that of creating content that is highly relevant and useful. Relevance improves search engine rankings while usefulness drives traffic by encouraging readers to engage with our content. These two practices, combined with the others listed above, enable Connotations’ website copywriting services to create content that is SEO friendly in every aspect.

Do You Follow Any Keyword Density Rules?

Connotations web copy services always follow any keyword density requests made by our customers. Beyond that however, there are no specific keyword density rules we follow. There is much debate across the entire spectrum of SEO about whether or not keyword density is important, and we do not envision a day when everyone agrees.

The standard rule of thumb we see published quite often is a 1% density. That would mean a single keyword would appear one time for every 100 words of text. In truth, there is no hard and fast rule. Even Google’s Matt Cutts has been quoted as saying that he wishes people would stop obsessing over keyword density. It is not that density plays no role in SEO results; it is just that the overall quality of a piece of content is more important.

In short, the density of your chosen keywords should be relative to the topic of your content and how it is presented. Everything you write should flow smoothly and naturally irrespective of keywords and their density. If it does not, the density of your keywords will not matter very much.

Is the Placement of Keywords within Text Important?

Unlike the keyword density question, there are some very specific guidelines about placing keywords and phrases within SEO targeted text. This is because Google and the other major search engines use computer algorithms to analyse text for the purposes of determining relevance. Moreover, because computers do not have the benefit of human thought, they can only analyse text by comparing words.

Placing keywords and phrases in specific positions helps search algorithms better analyse topic and relevance. Therefore, the place to start is the title. The title of the page tells the search engine what a piece of content is supposed to be about. Including a keyword is always a good idea. Repeating that keyword in the first and last paragraphs provides additional clues that help search algorithms analyse content. From there, it is a matter of placing keywords within the text wherever this is appropriate and logical.

Google also likes keyword derivatives. Such derivatives give the algorithm more concrete evidence of context and relevance. The combination of well-placed keywords and a few derivatives can go a long way toward achieving the search engine ranking you are looking for for any given page.

How Does Your Company Research Projects?

Creating web-based content requires a tremendous amount of research due to the vast number of subjects we are expected to write about. Our webcopy service may be covering green energy on one day and Scottish boat tours on the next. On any given day, we have to research numerous topics about which we do not have enough personal knowledge to credibly write. Know that we do everything we can to make sure all of the information we present is accurate.

The internet makes our research much easier today than it would have been in the past. In fact, most of our research is done online. However, we must be very particular about the sources of information we choose. We must always use credible sites with information that can be verified elsewhere.

From time to time, we are known conduct research through government agencies, educational institutions, and news outlets. Again, most of the information they provide us is found online. Nevertheless, using these kinds of sources adds further credibility to the information we are presenting. Without credible and verifiable sources, we would not be able to create content that our clients and their website visitors could trust.

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