Website copywriting By SEO copywriters in Amsterdam

Writing it yourself can work well. Nobody knows your field better than you do, and for a small site with a handful of fixed pages that is often enough. Hiring a copywriter pays off once the copy has to do more than explain: be found for the searches your customers make, establish a brand that has no settled voice yet, or bring dozens of pages into one tone at the same time.

If you are having copy written for your website, there are roughly four routes to choose from:

Whichever route you take, review copy and design together. A headline that reads well in a document can be too long for the block it sits in on the page, and a design finished before the copy often leaves too little room for the story. If you are building a new site, the copy belongs with the design rather than after it.

• Web agencyWeb design, development, UX and SEO under one roof.

When people think of web copy, they usually mean the pages a visitor reads on your site: the homepage, the about page, your service pages and the contact page. Web copy tells the reader what you do, who it is for and what the next step is. SEO copy starts one step earlier, with the search: what do your customers type, what are they looking for, and which pages does Google currently show for that query?

In practice the difference is smaller than it seems. A page that gets found still has to persuade, and good web copy answers the question the reader arrived with. The distinction lies in the preparation. With SEO copy, every page gets one primary keyword and a few variants, and no two pages target the same term; otherwise they compete with each other and Google cannot tell which one to show. In the copy itself, that shows up in five places:

• 01A page title and H1 that contain the primary keyword verbatim, in a sentence someone wants to click.
• 02Subheadings that follow the reader's questions, in the order they would ask them.
• 03A meta description. It does not count towards your position, but Google often shows it below your result, and that is where the searcher decides whether to click.
• 04Internal links to pages that help the reader further, with link text that says where the link goes.
• 05Alt text that describes what an image actually shows.

What does not belong is the keyword in every sentence. Keyword stuffing is listed in Google's spam policies, and a reader can tell straight away that such copy was written for a machine. More and more often an AI assistant reads along as well, as in Google's AI Overviews. A page that answers questions briefly, concretely and factually works best for both.

• Why you should write a blog for your websiteWhat a blog adds to your website, alongside your fixed pages.

A good copywriter makes nothing up. How strong your copy becomes therefore depends largely on what you provide. In the voice discovery and the conversations with your team, the focus is on your customers and on the facts; the wording is our job after that. A useful brief contains:

• 01The goal of each page, in one sentence: what should the visitor do after reading? Call, request a quote or click through to a service.
• 02A description of your best customers: the problem they come with, what they have already tried and what makes them hesitate before getting in touch.
• 03The questions customers ask you in conversation. They form the backbone of good copy, and they are often the very questions people type into Google.
• 04The facts, with their source: services, service area, certifications and figures. What has not been supplied does not go into the copy.
• 05Two or three pieces of copy you like, your own or someone else's, and the words you would rather not see.

Agree as well on who reads the copy and who has the final say. Two readers responding separately pull a text in two directions. Bundle comments per page into a single round; with us, two feedback rounds are part of the editing.

If your brand has no defined tone yet, start there. A tone of voice document with writing rules and examples keeps every page from sounding different, and helps your own team keep writing in the same voice later on.

• Tone of voice: what it is and how it worksHow to define your brand's voice, so every piece of copy sounds the same.

Copywriters charge in different ways, which makes their rates hard to compare. When you compare quotes, look first at the pricing model and at what it includes:

What website copywriting ultimately costs depends mostly on the preparation. Copy built on keyword research, a defined brand voice and conversations with your team takes more time than an existing text that only needs polishing. The number of languages counts, and so does delivery: do you receive a document, or is the copy already in your CMS with headings, meta descriptions and internal links in place?

We work with a quote up front, for a single project or an ongoing engagement. It sets out which pages we write, what preparation is involved and how the feedback rounds run.

Read every page as your customer, not as the business owner, and judge copy by what it needs to do rather than by how you would phrase it yourself. The question each time is whether the copy brings the reader closer to the next step. These questions help:

• 01Does your customer recognise their own question in the headline, in their own words?
• 02Can you tell what the page promises by scanning only the headings?
• 03Can you back up every claim and keep every promise?
• 04Does the copy sound like your brand, also next to your other pages?
• 05After the last paragraph, is it clear what the reader can do now?

Then the measuring starts. Google Search Console shows, per page, which searches it appears for and at what position, and your analytics show which pages bring in enquiries or sales. In our SEO reporting we track rankings, traffic and conversions per page, so it becomes clear which copy is working and which needs attention.

Rewriting existing web copy starts from the same perspective. A content audit shows, page by page, whether rewriting, merging, replacing or removing is the right next step.

• Landing page designConversion-focused pages for campaigns, designed, built and continuously tested.