When most people start planning a new website, their minds go straight to design. How will it look? What fonts should we use? Should the homepage video autoplay or not?
Yes, these things matter. However, if you’re not thinking about copywriting from the start, you’re setting your site up to fall flat. Here’s the mindset businesses need to adopt before they build a new company website:
A site can still drive results with poor design and great copy. On the other hand, it will more than likely fall flat with great design and poor copy.
At Razorcopy, we’ve partnered with hundreds of digital agencies and small businesses on website projects. With nearly a decade of experience, we’ve faced nearly every challenge imaginable when writing website copy – and we’ve built/refined processes and frameworks to conquer them in the early stages.
The biggest missed opportunity we see? Waiting until the last second to bring in a copywriter.
In this post, we will walk you through the real role of a skilled copywriter in a website build and why you want one at the table early. So, let’s get into it, shall we?
A Copywriter is the Architect of Your Messaging
Before the first wireframe gets drawn or the color palette is chosen, someone needs to ask:
What’s the point of this website?
That’s where a copywriter comes in. A big misconception is that copywriters are just writers. The role of an A-level writer goes much deeper than just words on a page. In essence, a copywriter is a business strategist. Their job is to communicate the value of a website in a clear, concise way that creates genuine value – not confusion.
A key part of a copywriter’s job description is shaping your brand’s entire messaging strategy, rather than just filling in website copy after the fact.
Sure, they write snappy CTAs and polished “About Us” pages (and they’re great at it). But their real value lies in laying the foundation for everything that follows.
That might include:
- Defining your brand voice and tone
- Crafting positioning statements and elevator pitches
- Writing taglines and headline options
- Clarifying your core differentiators
- Mapping out messaging priorities for each page
Take a financial planning firm, for example. A copywriter will help you decide if your site should feel laid-back and reassuring (“Retirement doesn’t have to be boring”). Or polished and authoritative (“Your long-term future, handled with care”).
When that foundation is in place, everything else clicks. The design feels intentional. The content flows and communicates effectively. Each page sounds cohesive and unmistakably on-brand.
Copy Guides the User Journey
Studies have found that users form opinions about websites within the first 50 milliseconds of landing on them. Design might grab attention in that blink of an eye, but web content keeps someone engaged and nudges them forward to take action.
A strong writer thinks through every step of the user experience. They anticipate what the target audience is feeling when they land on the site, their questions, their hesitations, and what they want to hear. Then, they write copy with those moments in mind.
That means being intentional about:
- What to say first to capture attention
- When to introduce trust-building elements like proof or empathy
- How to guide someone toward a clear next step, without sounding pushy
Let’s say a prospective customer lands on your homepage. They’re not ready to “Buy Now” or “Book a Demo” after five seconds. They’re scanning for signs that they’ve found the right place. A skilled copywriter speaks directly to that instinct and builds a narrative flow:
“Here’s what we do → here’s why it matters → here’s who it’s for → here’s what to do next.”
Compelling copy doesn’t just sound pretty. It helps users make decisions with confidence.
Copy Brings Clarity to the Design Process
Here’s something we see all the time: when designers don’t have a content strategy in place, they’re forced to make creative guesses. That’s where placeholder text like “Lorem ipsum” creeps in. Not because it’s helpful, but because there’s nothing else to work with.
The result? A layout that looks clean but lacks direction. No clear hierarchy. No storytelling. Just empty space waiting for meaning.
In contrast, when website copywriting is involved early, the design process becomes smoother and more tactful. Headlines shape how much space is needed. Key messages determine which sections get visual emphasis. CTAs influence button placement and navigation flow.
It’s a true collaboration. Designers bring the aesthetic vision. Copywriters bring the messaging structure. Together, they create a site that’s both beautiful and functional. Something that looks great and reads even better.
Skipping this partnership often leads to a clunky game of back-and-forth revisions, where the design has to be retrofitted around the web copy. Starting with engaging content keeps the project aligned from day one.
Copywriting Makes Your Site SEO-Ready
Now, let’s talk about Search Engine Optimization, because even the most beautiful website won’t do much if no one can find it.
Yes, your developer and technical SEO specialists can handle the backend components, such as meta tags and schema. However, it’s the writers who turn keyword strategy into optimized, compelling copy that humans actually want to read.
Here’s the shift: Search engines like Google no longer reward keyword-stuffed website copy. Today’s SEO is all about intent, value, and purpose.
Copywriters with strong SEO skills understand this. They don’t just sprinkle in phrases. They figure out what your customers are really searching for and focus on writing content that genuinely answers those questions.
That creative process might look like:
- Identifying how your target customer finds information online
- Writing for both search engines and real people
- Using natural language to target the right keywords (no fluffy jardon)
- Structuring your site pages to support long-term SEO growth
Take a user searching “how to protect my small business from cyberattacks.” You don’t need to repeat that exact phrase five times. What you need is compelling content that addresses the concern and makes the reader feel like they’ve come to the right place.
That balance between clarity, strategy, and trust? That’s the magic of good SEO website copy.
Copy Converts. Period.
We’ve said it before, but it’s worth repeating: Design draws people in, copy moves them to act.
Whatever your site’s primary goal is — capturing leads, selling products, collecting donations, growing your email list — copy is what seals the deal. It’s the difference between “just browsing” and “let’s do this.”
Here’s what great website copy brings to the table:
- Headlines that make people stop and read
- Benefit-packed language that speaks to real needs
- Competent, friction-reducing answers to common objections
- CTAs that are clear, confident, and impossible to ignore
Copywriters know how to tap into what your target customers are thinking and how to create an emotional connection. They understand the moments of hesitation and how to gently guide people past them.
This is the stuff that turns a good-looking site into one that actually performs.
A Copywriter Sees the Big Picture
Finally, your website doesn’t exist in a vacuum. It’s the centerpiece of your entire digital presence.
Every ad, email, and social post sends people there. If the destination falls flat, the rest of your marketing efforts lose momentum.
Good copywriting looks beyond the page. They think about:
- How landing pages connect with your paid campaigns
- How to adapt key messages across channels
- How your voice carries through from a homepage to an Instagram caption
- How content supports long-term growth, not short-term clicks
Quality web content helps connect the dots. That way, your messaging is tight, your voice is clear, and your website pulls its weight in every part of your marketing funnel.
Final Thoughts
A high-performing website isn’t all about stunning visuals. It’s about clarity, connection, and saying the right things to the right people.
That’s where a skilled copywriter makes all the difference.
So, if you’re kicking off a website project, don’t treat copy like an afterthought. Bring your writer in early and build something that looks great and works hard.
Need Help with Website Copy?
At Razorcopy, we’ve written conversion-ready content for hundreds of websites. We partner with agencies, startups, and growing brands that want genuine results. Whether you’re reworking your messaging or building from scratch, we’re here for it.
Let’s chat about what you’re building.
