The copy is correct, the spelling is spot-on, the grammar good, the punctuation perfect, and the keywords are all where they should be. That's all you could ask for in web site copywriting, isn't it?

Not necessarily. You see, as well as being your shop window or even the whole shop, your website is also an advertisement for you, your products or services. And like all advertisements, it should aim to stand out from the crowd.

A search engine may take potential customers to your site, but it