The copy is one of, if not the most critical component of any website. It is a way to connect your business with your target audience. The text will help persuade customers to make a purchase, contact you for further inquiries, or generally interact with your site more. They will not give you the time of day if it is not clear what you are offering. For a website to succeed, it needs to connect with the reader, while also ranking high with search engines.
We say website, but you can take advantage of a copy anywhere your customers can see it. It could be the front-page of your website, or it could be in the form of a blog post. You could send out a mass email to your customers if you so wish. Your aim should be to increase traffic to your platform; more traffic equals more attention, and more attention equals more sales.