Text

Copy is written content that conveys information, emotion or a call to action to a target audience. On websites, in adverts, emails and social media posts, copy forms the link between your offering and the reader. Good text is clear, relevant and tailored to the context in which someone is reading it: from a quick Google search to a thorough consideration before making a major purchase. For small and medium-sized companies, the quality of the text often determines whether a visitor clicks through or leaves the site.

How copy works on websites and in marketing

Copy fulfils multiple roles simultaneously. On a product page, it provides information on specifications and benefits. In a blog article, it answers a question and reinforces your position as an expert. In adverts, it encourages a click by highlighting a specific benefit or solution. Search engines such as Google scan text for relevance, structure and quality to determine whether your page answers a search query. This means that text must work for both people and algorithms. The trick is to combine both objectives without it sounding forced or robotic. A clear message in natural language scores better than a jumble of keywords.

Why copywriting was underestimated for so long

Until the early 2000s, web copy was often seen as an afterthought. Designers delivered visual concepts, developers built the technology, and the text was quickly thrown together in between. That changed when search engines began to weigh relevance more heavily than just links and meta tags. From 2011 onwards, Google’s updates – such as Panda and Hummingbird – began to reward pages with unique, in-depth content. Since then, text has become a strategic tool for discoverability, conversion and brand perception. In practice, we see with SME clients that a well-written services page generates more leads than an attractive design with vague text.

What this means for small and medium-sized companies

Copy that addresses your target audience’s questions and concerns increases the likelihood of conversion. A visitor who recognises that you understand their situation will stay longer and be more likely to get in touch. Furthermore, well-written content strengthens your position in search engines. Pages that fully answer a question and are well-structured rank higher in Google and attract more organic traffic. For online shops, clear product descriptions with practical details reduce the likelihood of returns. A well-thought-out SEO strategy combines keyword research with content that genuinely helps. According to research by Google Developers, ‘helpful content’ carries more weight than keyword density.

Text features in virtually every form of communication, but the approach varies greatly depending on the channel and objective. A landing page requires different text to an instructional video or a LinkedIn post. Below are four situations in which text plays a specific role in the day-to-day operations of Dutch companies.

SEO text for organic search visibility

SEO copy is written with the aim of ranking highly in search engines for specific keywords. That doesn’t mean you should repeat keywords until the text becomes unreadable. Modern SEO is all about fully answering a search query. A visitor searching for ‘wooden floor maintenance’ wants to know which products work, how often they should be used and what you should definitely avoid doing. A page that explains this in clear, step-by-step instructions ranks higher than one that merely repeats a product name. In practice, we’ve noticed in our blog projects that articles of 800 to 1,200 words offering concrete answers generate more organic traffic than short, general texts. Google rewards depth and structure, provided the text remains readable for people.

Conversion-focused copy on landing pages and product pages

On a landing page or product page, the aim is to persuade a visitor to take action: sign up, request a quote or place an order. Conversion copy begins with a recognisable situation or pain point, explains how your service or product solves it, and concludes with a clear call to action. An example: an SME online shop selling garden products saw its conversion rate rise by 18% by rewriting product descriptions to focus on practical applications rather than technical specifications (‘suitable for a 20 m² patio in full sun’). Good conversion copy anticipates objections and answers questions that the visitor hasn’t yet asked out loud. This requires an understanding of the customer journey and the doubts that arise at each stage. A well-thought-out web design combines text with a visual hierarchy.

Brand-focused copy in brand identity and campaigns

Brand-focused copy enhances brand recognition and sets your company apart from competitors. Think of a catchy slogan, a consistent tone of voice across all communications, or a story that explains why your company exists. A Nijmegen-based coffee machine brand that focuses on sustainability writes differently from a brand that prioritises convenience. Brand-focused copy doesn’t need to be literary, but it must feel consistent and recognisable. In campaigns, this is reflected in ad copy, social media posts and email sequences that repeat the same core message in different forms. In brand identity projects, we link tone-of-voice guidelines to visual elements, so that text and imagery reinforce one another.

Instructional text in manuals and knowledge bases

Instructional text explains how something works, how to solve a problem or how to use a product. This type of text requires a clear structure, short sentences and concrete steps. A B2B software supplier building a knowledge base for customers can reduce support enquiries by 30 to 40 per cent if the articles are comprehensive and searchable. Instructional text works best with subheadings, numbered lists and examples. Avoid jargon or explain it straight away. A common mistake is for companies to assume the reader has prior knowledge that they do not actually have. Test your text by having someone outside your field read it through.

When text is the right choice and when it isn’t

Text works well if you want to convey information that the reader can process at their own pace. For complex products, B2B services or decisions that require time to consider, text is often more effective than video. Text is also searchable and indexable, which video is not. However, text is less effective if you want to create an emotional experience or demonstrate a process in action. A chef’s knife is better demonstrated in a video than in 500 words. Choose text if the reader is actively looking for answers. Choose video or images if you want to grab attention or convey a feeling.