Bounce Marketing & Consulting icon
Get Your Business Ranked Higher on Google with these 7 Website Copywriting Best Practices

Get your business website ranked higher on Google with these 7 website copywriting best practices

Choosing the right keywords and providing unique, meaningful content will do wonders for your search results.

To rank high on Google and other search engines, you need to know some website copywriting best practices that put customers first. Positioning your business around the needs of your customers and including human examples based on your real-world experiences will reward you with higher rankings.

That’s not to say that you can ignore the technological aspects of effective website copywriting, which can help search engines understand what your business is all about. But this is just one part of the process, and it involves the strategic use of the words and phrases—known as keywords—that telegraph what your business does.

Before you even start copywriting, take a little time to consider questions such as, what words and phrases are your direct competitors using? What websites come up when you search for keywords you think apply to your business? Lots of keyword research tools are available these days, but you should be able to decide what’s relevant for your business, if you take the time to find out.

Website copywriting best practice #1:
Let your keywords rest and focus on value

Once you make a list of what keywords you should be using, set it aside for the time being.

Like we said earlier, valuable, experience-based content is more important. One of the biggest mistakes you can make is overusing keywords in your website copywriting. So we recommend first crafting the best message you can to address your audience’s needs. If your copywriting is clear, concise, and compelling, people will stay on your website longer and engage with your brand more—and that will improve your search results.

According to Google, helpful content is one of the most important factors in improving your search engine ranking. Once you’re satisfied with your message, then you can review it against your list of keywords. If the right keywords are covered, great! If not, try to add them in a natural way.

Website Best Practice #2 Don’t rely on ChatGPT

If you think generative AI can solve all your website copywriting problems, think again.

In addition to sounding inauthentic, Google will penalize you if your site is short on real human experience. To meet Google’s guidelines for experience, expertise, authority, and trust (E-E-A-T), be sure to:

  • Refer to trusted sources in your copy
  • Provide true stories and real-world examples
  • Introduce your real-world stories with phrases such as, “in our experience,” “research shows,” and “According to…”
Website copywriting best practice #3:
Use keywords sparingly

Most experts agree that throwing a keyword once or twice every hundred words or so will help optimize your rankings. Others say that it’s enough to use your main keyword once—as long as it’s in the first hundred words of copy on a web page. Either way, don’t overuse your keywords!

Website copywriting best practice #4:
Call attention to your keywords
Some of the best places for keywords are attention-getting headlines, subheads, and captions. These copy elements quickly convey your message to people who prefer to scan websites, while helping search engines better understand what your site is all about. Because headlines are promises to your readers, they should always telegraph facts and provide value. Don’t ever be click-baity and always deliver on your headlines.
Website copywriting best practice #5:
Use keywords behind the scenes

Use relevant keywords in meta tags and site urls.

Meta titles are the short headlines you see when you review search results, and meta descriptions are the short summaries right underneath. Keep your meta titles to 60 characters and descriptions to 160 characters. For your urls, follow a simple naming convention that moves from broad to narrow categories, such as “”.

Website copywriting best practice #6:
Add internal and external links

Strategically linking related pages within your website (such as blog posts) and external links from reliable third-party sources add credibility and give search engines more reasons to rank your site higher.

Website copywriting best practice #7:
Get people to backlink to your site
Quality copywriting can motivate others to share links to your content, which is great for SEO. While this can and should occur naturally, it’s okay to reach out, build relationships with, and collaborate with industry players, analysts, and influencers to plan your backlinking strategy. Search engines strive to give people a great user experience—and so should you. So to get the highest ranking possible and keep your prospects and customers engaged, make sure your website copywriting is written for humans (and by a human) first.

If you have a new copy project or creative problem that needs solving, please reach out to us


BOUNCE onto some great ideas with our newsletter, BOUNCE Ahead.

Sign up now for monthly motivation around effective branding, design, and copywriting.

Explore our perspective

Popular Posts

Share this article:

Related Posts:

BOUNCE Ahead, May 2024 edition, Celebrating 5 years at Bounce

Celebrating 5 years at Bounce

February 2024 marked BOUNCE’s 5th anniversary in business. For the next edition of our monthly newsletter, BOUNCE Ahead, we’d like to feature our founder, Ada, through a Q&A style piece, to celebrate our anniversary.
Read More