As important as it is for a website to be well designed and attractive, it simply won't achieve its full potential without good text content, also known as copy.

I have been a part of Getme for many years and my role has slowly evolved, from creating the structure of the web pages using HTML and CSS, to, these days, supporting website production or updates by either proofreading or producing copy from scratch.

This has become one of my main roles partly because I enjoy writing, spelling and grammar more than most at Getme, but there are other contributing factors within my background. I have A-level English Literature, always enjoying the subject at school, and spent five years working in Quality Assurance and Compliance at a major UK video games company. There is a surprising amount of text within modern computer games; it's not all shooting gangsters and punching cave goblins.

Of course it may be difficult to produce copy if I'm unfamiliar with the subject, in which case the client will generally provide the text and I will proofread. If the subject is more general, I can produce copy as a service if required, perhaps based on a list of important points or a general explanation of what is wanted.

Returning to my statement from the first paragraph, by 'good' copy I don't just mean well written – correct spelling and grammar should go without saying – but also appropriate: focused on the subject, not too long or short, and containing the details your potential customers are likely to search for.

The quality and relevance of your website's content is related to the subject of organic SEO (Search Engine Optimisation), as one thing which can help to improve your search engine ranking. Assuming the code structure of your website is "search engine friendly" (if Getme have produced it, you can), you're free to concentrate on the page titles, headings and content. If content is useful – valuable in some way – to people, they may well create a link to it, and these links help to contribute to an improved search engine ranking.

The 'full potential' of your website may be difficult to measure, but whether you intend to publicise the activity of your charity or sell a squillion grommets, the right content matters because it will help your target audience to find you. Once your target audience has found your website, the right content matters because it will help to persuade them to act upon what you have to say. And if they do that, you will have very little to worry about.