Web copywriting
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Web copy is not print copy. The reader arrives within seconds, often from a phone, and wants to know whether you answer their question. Web copywriting means answering quickly, then developing the argument for those who want to go further. ## Answer before you persuade The first sentence must say what you do, for whom and at what price. Many pages open with an empty phrase about "tailored support" that tells you nothing. ## SEO without writing for Google SEO requires the page to match search intent: someone searching for a local SEO agency wants a local provider and proof, not a theory lesson. ## Charge for value, not for the number of words Better to charge per delivered page, with a clear scope, than to pay per word. For an existing site, rewriting the most visited pages is often more profitable than a full redesign.When this guide is for you
- Your site gets traffic but few enquiries: the copy does not explain clearly what you sell
- You are launching a new site or offer and need the pages written from scratch
- Your pages do not rank on Google while competitors rank with a comparable offer
- You have a pile of AI-generated drafts with no brand voice and no verified figures
- You are adapting your content for a French-, English- or Arabic-speaking audience
Step by step
- Brief and keyword research — Clarify the audience, the offer and the price ranges, then identify the queries the pages should answer.
- Outline the page — Decide what the visitor must understand first, the objections to address and the calls to action needed.
- Write — State what you do, for whom and at what price in the first lines, then develop the argument for readers who want more.
- Optimise — Match the search intent, add headings, internal links, meta titles and descriptions, and keep the copy readable on mobile.
- Measure and rewrite — Track rankings, click-through rates in Search Console and enquiries, then rewrite or merge the pages that underperform.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Service page written from a brief | 1,200 – 3,000 MAD (approx. 110 – 270 €) | Research, optimised copy and metadata included |
| Optimised blog article | 800 – 2,500 MAD (approx. 75 – 230 €) | 800 to 1,500 words; the price rises with research and interviews |
| Product page | 150 – 600 MAD (approx. 14 – 55 €) | Per unit, with discounts on large volumes |
| Full rewrite of a site's content | 10,000 – 40,000 MAD (approx. 900 – 3,700 €) | Depending on the number of pages and what can be reused |
| Monthly editorial support | 6,000 – 20,000 MAD / month (approx. 550 – 1,800 €) | Editorial planning, 4 to 8 pieces of content and results tracking |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Writing copy stuffed with unreadable keywords instead of explaining the offer clearly
- Publishing AI-generated copy without checking the facts, prices and brand voice
- Cramming everything onto one long page with no headings or internal links to the rest of the site
- Writing for an international audience when your customers are Moroccan, with different payment and contact habits
Frequently asked questions
How many words should a service page have?
There is no ideal length. A successful service page usually runs between 600 and 1,200 words: enough to remove objections, not so much that the reader loses interest. The quality of the answer matters more than the word count.
Can I write it myself with AI?
Yes, for a simple site, provided you give the AI precise information about your offer and rewrite the result. The copy must remain verifiable, with your real timelines, prices and examples; vague copy does not convert.
Does web copywriting really improve SEO?
It contributes strongly on queries where content makes the difference: local service pages, comparisons, frequently asked questions. On highly competitive queries, technical structure and backlinks remain necessary.
Does each language of the site need different copy?
Yes. A poorly reviewed machine translation damages credibility. Plan an adaptation per language, with examples, currencies and contact methods suited to each market.
How do I know copy is a good investment?
Track three things: rankings for target keywords, click-through rates in Search Console, and the number of enquiries the page generates. A page with no visits or interaction is worth rewriting or merging.
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