I recall some website writing I did for this one company. They advertised on Google adwords, and had a budget of $2 a day. For their business, that meant 2 clicks. 2 clicks a day, and they were done. And they complained after 3 days that my writing wasn’t bringing in business… well, it’s kinda hard to judge from 6 visits (to be fair, I didn’t know their PPC budget when starting the job - I just assumed they would deliver eyeballs.)

I told them they had to get more interested people to the site. So they changed their keywords, and made it so their $2 budget would bring in 10 people a day. No effect - now the problem was the keywords were awful. Yea, they were cheap keywords… and they were useless. The client actually expected the web copy I wrote him to “make up” for the fact that the leads were lousy. That’s not going to happen.

On the internet, you have to have quality visitors. Period.

You can’t fool around on the fringes with your Pay Per Click keywords. The fringes are great for filling out your marketing, but you cannot expect copy to make up for bad leads. If you are a local carpet cleaner, you need to have “{your city} carpet cleaning” as a keyphrase. I don’t care how much it costs. If you design websites for florists, you need to have “web design for florists” as a keyphrase. You can’t omit these in favor of, say, “flower seller internet design” because the latter is cheaper. You won’t get the same quality visitor. 

It’s this simple: No writing, no expensive design, no nothing will help you until your site is visited by people who want/need what you have/do.  

Great web copy can work magic with the right visitors. I prove it every single day. Give me people who are interested in your product and service, and I’ll sell them. It’s what I do. But you do have to deliver those eyeballs.