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 your most valuable key phrases - those your customers are 'Googling' that do NOT apply equally to your competitors - otherwise you'll be overwhelmed by the big boys.  
●  Ensure your text uses your key phrases frequently (but don't be tempted to write gobbledegook - the web crawlers will spot it and downrank the site).
●  Use your key phrases as often as realistically possible in links, headlines, bullet points, opening paragraphs and tags as well as in the body text. 
●  The words can't do the job on their own - in particular, there are few things as important in SEO as the number of links from other sites to yours.

You wouldn't invest thousands in an exhibition stand, then get your kids to do the words and pictures - so why pay for a professional website and fill it with amateur content?

             12 tips for website 
                 common sense

1          Are you clear about what your website is actually for? Is it a shop window for your goods and services?  An on-line shop?  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 easy and inviting to enter and look around, pleasant and convenient to spend time in and well-stocked with interesting and useful items.  And when they'd spent a few minutes looking, you'd want them to feel ready to buy from you.  That's how you should think of your website.  You want what marketing types call 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 website 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.  And on each page, get to the point immediately - don't expect people to read down to find out what your message is. 
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.  Newspapers are still the best model - remember they got where they are today through evolution.  
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     To make sure your web content - the text, pictures and other material - is as interesting and as easy to read and follow as possible (as well as being search optimised), talk to Chris Newton Communications.
9          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.
10         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.
11          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'.
12          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 (13): 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