SEARCH ENGINE OPTIMISATION COPYWRITING
If you're using no other tool for directing people to your site (eg emails, printed mailers, PR, advertising) you'll get very few hits without search engine optimisation (SEO).  A few basic key points:
●  Start by identifying appropriate your key search phrases - those your customers are 'googling' that are not being searched millions of times a day, otherwise you'll be overwhelmed by the big boys.  Ideally they should be at least 3 words long. 
●  Ensure each page uses its key phrases several times (but don't be tempted to write gobbledegook - the web crawlers downrank sites for 'keyword stuffing'.
●  Use your key search phrases particularly in links, headlines, bullet points, opening paragraphs and tags as well as in the body text. 
●  Find out how to insert matching meta tags - the hidden title, description and keywords on each page. 

             12 tips for website 
                 common sense

1          Are you clear about what your website is for? Is it a shop window for your goods and services?  A way of building your credibility as an expert in your field?  Is it for generating leads? Handling fulfilment?  The role your site plays in your business will determine the approach you should take.
2    If you were running a shop, you'd want visitors to find it inviting to enter, pleasant to spend time in and well-stocked with interesting and useful items.  And you'd want them to feel they couldn't leave without buying.  That's how you should think of your website.  You want a 'sticky' site - one people will stay on for some time instead of quickly going back to Google.  
3          Don’t allow over-creative designers or ‘techies’ to make your site too clever for the job it has to do – communicating clearly, simply and QUICKLY with your audience.  You wouldn't obstruct visitors to your shop by installing a musical turnstile blowing soap bubbles, so why put a silly flash intro in their way?
4          Explain right up front on the home page who you are, what you do and whether you can help them - don't get all enigmatic, and don't force visitors to click through several pages to work it out, because they won't bother.  
5          See that navigation is as easy and instinctive as possible.  Links should be clear and obvious, and go where they say they're going.  Avoid 'click here' links - the visitor will have to read the words around the link to understand what it is.
6          You know when you're on a website that's trying to do too much when your eye darts this away and that, leaving you with no clear idea where to go next.  Keep every page simple (not necessarily short, but simple).  Make sure the information flows logically from heading to subhead and from paragraph to paragraph.  
7    Content is the most important element in getting good search engine rankings, so include plenty of relevant material relating to the key search words for your business.  
8       Include information that will be of real use to the visitor – industry news, diary dates, lists of events etc – so that they will save you in their ‘favourites’ and come back for more.  Offer free downloads - publications, reports, reference material - as incentives to revisit the site.
9       Don't overlook those all-important 'calls to action'.  Remind people on each page, in the context of the page, what your company can do for them, then invite them to get in touch.
10      Encourage visitors to interact with your site - get them to respond to questionnaires, comment on topical matters or enter competitions.  BUT don't ask them to fill in a detailed contact form before they can get anything useful from your site - you will turn away more people than you will 'capture'.
11        Provide plenty of links to other sites which will be of interest to your customers - and do what you can to get relevant organisations with well-visited sites to include a link to yours.
and finally (12): Promote the site properly to make sure people actually visit it! (I can help here too).

"Let's print out our website and post copies to all our customers to show them what an up-to-the-minute company we are" - from the comedy series 'Absolute Power', BBC Radio 4