SEO Copywriting Services

If you’ve read your own homepage and it sounds fine, but nobody’s converting, outsourcing your B2C or B2B copywriting needs would be a smart investment.

After all, words matter when it comes to building trust with potential customers. If someone lands on your site and the copy feels generic, vague or like it was knocked out in five minutes by ChatGPT, they’ll almost certainly leave.

And when a page gives people nothing to act on, it doesn’t just cost you that visitor. It sits there ranking for terms it never converts, while a competitor with clearer copy takes the enquiry.

When people repeatedly bounce out of a site quickly, this also tells Google your site likely isn’t reputable, which risks it being ranked lower.

SEO copywriting is web copy built around what people actually search for, structured so search engines and AI tools can read it, and written so a human being wants to engage with it. Copy written purely for search reads like it was assembled rather than written, and beautifully written brand copy with no view of search intent tends to sit on a page that nobody ever finds.

Any SEO copywriter worth their weight will use paid tools like SEMrush, Ahrefs or Moz to do comprehensive keyword and intent research before anything gets written. Then page structure and heading hierarchy, followed by the copy itself, with titles, meta descriptions and internal links added last.

A good SEO content writer will also tell you when a page doesn’t need to exist, or if it’s competing against others on your site. I’ve seen three thin pages targeting near-identical terms, all competing with each other, and splitting traffic three ways rather than consolidating the path for potential leads to one page.

Metadata is included with all of it rather than quoted separately.

I write both B2B and B2C. A fair amount of my work sits between the two, which is normal for specialist retailers selling to trade and public at once.

In my experience, owners wanting to write their own copy tend to be the single biggest thing delaying new website launches. Sometimes it’s because they know best how to describe what they do, sometimes it’s because they’d rather not pay someone else to write it, which is fair enough. Either way, the result is the same.

More often than I can recount, developers and designers have got a client’s brand-new site built and ready to go, and then it sits there for weeks or even months because the content isn’t finished.

Service-based businesses tend to struggle most with this. Carpenters, plumbers, salons and removals firms are the ones with the least slack in their week, and writing 800 words about bathroom fitting is never going to beat an actual bathroom that needs fitting on a particular day. So it gets pushed, and pushed again, and the new site that was supposed to launch in March goes live in August.

The delay means the old site still ranks on old copy, and several months of enquiries the new site was built to win are lost in the content-delay-wormhole.

If you build websites, you already know how it feels when the site build is done but the client has gone quiet because they’re avoiding the content rather than avoiding you. I do white label SEO copywriting for exactly this reason. The copy arrives under your studio’s name, on your timeline, and your client never has to know a third party wrote it.

Most website copy is weak because of how it got commissioned in the first place. Somebody decided a page needed 600 words, so it got 600 words, and the brief never included what a reader would actually want to know before they picked up the phone.

The result is a page that ranks for a term and then does nothing with the visit. People skim four lines, learn nothing they couldn’t have guessed, and go back to the results page to try someone else. The rankings can look perfectly healthy on a report while the enquiries stay flat.

Rewriting collection pages and metadata for a specialist sports retailer took click-through rate on the priority pages from 13% to 23%. Same rankings and same products, but the copy was doing more work. Organic clicks on that account are up 26%.

For a design studio in Cambridgeshire, clicks rose 39% and impressions 57% to 36,000 across two months, off the back of metadata updates and adding keywords to project images so they could rank in Google Image Search.

The buying guides I wrote for that retailer are now the pages AI assistants pull from. Ask ChatGPT or Gemini which boots to buy for rough weather, how one brand’s buoyancy aids compare on safety, or where to buy a wind indicator, and the retailer’s own pages come back as cited sources. Not the manufacturer’s site, and not a larger competitor.

Across AI platforms, citations for that account are up 23% and the number of individual pages being cited is up 33%.

That doesn’t happen by accident, and it isn’t a separate service. It’s what happens when a page answers the actual question properly, in enough detail, structured so a machine can lift the answer without mangling it. The same thing that makes a page worth reading makes it worth citing.

Visitors arriving from ChatGPT on that account convert at 6%, against 4% from Google organic and 2% from direct traffic, and they spend more per order.

I wrote car and motorbike reviews for three years before I moved into SEO, and won a Newspress Rising Star Journalist award in 2018 for it. Journalism teaches you that a flat opening can’t be rescued by good information further down, and that padding is always cut by a sub-editor.

After that I worked in-house SEO for a SaaS team in London, then two years agency-side across a wide range of accounts. Now I work in a mix of freelance and subcontracting roles with businesses that handle everything from nurseries and bait and tackle shops to food processing machinery and furniture retailers.

I’m based just outside Stamford, which puts Peterborough, Bourne, Oakham, Market Deeping and the rest of Rutland within a short drive.

That matters more for copywriting than it does for most SEO work. An hour in your workshop, showroom or nursery gets me the phrases your customers actually use, the objection you answer on the phone every week, and the thing you do differently that never made it onto the website. Tone of voice documents are useful, but having someone explain their own job is better.

If you’d rather keep it all on email and calls, that’s completely fine, and it’s how most of my work runs.

A plumber in Stamford and a plumber in Peterborough are competing in two different markets, against different firms, at different price points. Location pages that change one word and republish the same 400 words tend to end up competing with each other rather than ranking.

Local pages that work name the areas you genuinely cover, reference the jobs you actually take in each one, and answer the questions a customer in that town has before they ring round for quotes. That’s harder than duplicating a template, but it’s the difference between a page that sits on page five and one that brings in real work.

Most of my clients are nowhere near me, and copywriting travels well. But local work has been a steady part of the business since I went freelance, covering removals firms, nurseries, kitchen and bathroom fitters and specialist manufacturers across Peterborough, Stamford and the wider East Midlands.

If you need the technical side as well as the words, that’s a separate service. Local SEO covers rankings, Google Business Profile and the reasons a local site isn’t showing up in the first place.

Send me a message with your site and a rough idea of what needs writing. I’ll come back with a straight answer on whether I’m the right person for it. If I am, you’ll get a fixed quote for the project before anything starts.

Next I’ll send you a brief covering the angle, the structure and the keywords I’m targeting, so you can disagree with the plan before I’ve written 1,200 words based on it. Then the draft, in your voice rather than mine. Two rounds of revisions are included, though most pages only need one.

You get the copy, the metadata, suggested internal links and a note on where each page should sit in your site structure.

One thing worth saying is that if you don’t know yet why your pages are underperforming, don’t buy copywriting. Start with the free basic audit instead. There’s not much point rewriting a page that isn’t indexed, and that’s the problem more often than you’d think.