If your website is intended to drive business, it pays to make sure the copy is clear and persuasive. But that may not be enough for the search engines. As you write web copy, think of the words and phrases people are likely to use when looking for a company like yours, and incorporate them into the copy in a way that seems natural and flows well. Of course, this is just one aspect of search engine optimization, but it’s an important one. Why not take a few minutes to re-read your own website content and ensure that those likely search terms show up in your copy.