Good copy is one of the most important things to consider if you want your web site to have good rankings on search engine results pages (SERPs)
Engage Your Audience
Write your content for your prospective customer; think about what they want and what they need. If in doubt ask existing clients or prospective clients. Tell your customer what they want to know.
Meat First Veg Later
Order your content so the key points and conclusions are first and the rest of the information follows it.
Use bullet points and lists as opposed to big long paragraphs.
Ensure the content contains ‘relevant keywords’ to your industry and use them naturally. The number of times they are used is not as important as it used to be but ensure they are used enough to be seen.
Make It Relevant
Make your content relevant to your business. Write purely about what you do or supply, who you are and why the customer should use you. Don’t go off on a tangent
Educate & Inform
Include all the information the customer needs to make their mind up that you are the right company to use. Give good facts and reference them where applicable, answer all the commonly asked questions before they are asked.
Ensure It’s Well Written
Make the content engaging, relate to your customer. Also ensure the content has no grammatical or spelling mistakes.
The simple rule is the more the better as long as it meets all the above. An example of this is Google’s Homepage has over 2,000 words. A page should have a minimum of 300 words, anything less will be classed as thin on content
The golden rule is keep it original don’t just copy chunks from other sites or articles.