Website ranking takes less than a second...
...and it hinges around your website copy. 9 times out of 10, when searchers are looking for your website, they're acutely distracted by an occurrence e.g. 'a tidal wave of poo-polluted water invading their home' (read on for a visual). So if they can't find your website or your website copy doesn't immediately capture their interest and persuade them to use you, they'll bounce off. Stink...that means less calls for you.
Visual example:
Imagine this. Your boisterous child is suddenly silent. Alarmed, you set off to investigate and witness a plastic toy being tossed into your toilet with a purposeful flush. You grimace as your toilet belches and unsociable volumes of water start to escape from under the toilet seat. Without breaking your stride you sweep your child into your arms and as the menacing tide tickles your heels, you head to your computer to search for an emergency plumber. Time is your enemy and every second counts. You urgently scan the first page of search results desperately seeking the details of the emergency plumber who is going to receive 'any-amount-of-money' from you.
Significance:
Typically, business is conducted on the first page of a search result. Skillful website copy that speaks the language of your searchers as well as search engines is what helps put your website there.
1. Speaking the language of your searchers:
Why?
Improved potential for increased leads.
Before you begin to write your website copy you need to know the language your searchers use when they're seeking information in relation to your products/services.
This language is called key phrases and rather than guessing them...just go and look.
Start by using the free Google AdWords Keyword tool
Type in key phrases that you think people would be most likely use to search your products/services and then let the tool go to work.
The results you'll see are real monthly searches.
From here, with considered thought and lateral thinking, you can start embedding these key phrases into your website copy.
Remember, it's ideal to create website copy for each key phrase and use one key phrase per web page (anything more generally weakens the page strength).
Using a good website copywriter will save you much time and hair-pulling as your web copy will 'effortlessly' appear.
2. Speaking the language of search engines:
Why?
Improved traffic to your website. The higher your website ranks, the greater the number of searchers will find and click on your website.
Using key phrases increases your website importance in search engines' eyes.
They like to best fit searches with corresponding websites that they know are relevant.
Using your searchers key phrases gives search engines the assurance that your website copy is relevant to raise your ranking.
Website Copy: How to Lift Your Website Ranking and Protect It From Invading Poo.