I have considerable experience in this area. We often make websites for experts in sports, building, or other fields, who are highly skilled in what they do, but are not sure where to begin when it comes to writing suitable copy for their website or other publicity material. That's where I come in! I make the websites SEO-friendly from the start, thus avoiding an extra, expensive step later. Good web copy is short, pithy and to the point, and Google loves that. This is a skill that not everybody has; many people believe that the more waffle, flowery language and padding, the better, but the opposite is true.
"A website content writer or web content writer is a person who specialises in providing relevant content for websites. Every website has a specific target audience and requires a different type and level of content. Content should contain words (key words) that attract and retain users on a website.
Most story pieces are centred on marketing products or services that the website is selling or endorsing, though this is not always the case. Some websites are informational only and do not sell a product or service. In those instances, the content should be geared toward helping to educate the reader while providing them with complex information in a way that is easy to understand and retain." - Wikipedia