“Content is king” is probably a phrase you’re familiar with, although this will likely be in the context of blogs and other content that you create on a regular basis. However, copy is imperative across all of your website pages.
Copy helps to reinforce meta data and other HTML tags on your pages and shows the search engines what your website is about, helping them to rank you in relevant search results.
Copy plays many roles when it comes to your human website visitors. On commercial pages, content tells your visitors what products and services you have to offer, as well as giving some scenarios and reasons as to why the reader should buy it from yourself.
Without copy, your website it just a shell, and you aren’t going to hit page one or be seen in a favourable light by Google or users if that’s what you’re giving them! Copy, and great copy at that, is part of the foundation of every website.