Why content is more important than ever
Not long ago we redesigned a website that was very old, and had historical information about our client’s industry, as well as up-to-date news bulletins. One of the major changes we made was not visual. It was structural. We gave the articles a URL structure that showed categories and hierarchy.
Two months after launch in one of our follow-up meetings, the owner expressed concern that website visits had decreased. What I realized is that they were looking only at Home Page website visits. What had actually happened is that the internal web pages were being found, ranked, and served because of their useful information. Overall traffic to the site had doubled, and search impressions had tripled. The home page was no longer the only page being shown to searchers. By restructuring the organization of the content it was better understood by search engines, and the content became valuable. The quality and structure of website content continues to be very critical if you want to be shown in search results.
An interview of Local Marin County Copywriter Kate Fitzsimmons
In August of 2025 I met with Kate, Owner of Fitzsimmons Communications of Novato, California to take a deep dive into how copywriting is important especially in this new era of Ai search. I was able to get her perspective on copywriting in today’s changing environment.
Why is copywriting important?
Copywriting is so much more than just finding catchy words to use. The words need to have a message, and the message has a critical job, which is to bring in clients or customers. Kate understands this, and is fiercely loyal to identifying content and messaging that will set you apart and engage the right people. She is a storyteller by nature, and her whimsical personality allows her to span a wide range of topics and vertical markets.
Should copywriters use Ai to write content?
Copywriters are struggling to adapt to Ai and its use in writing content not only for articles, but for websites, ads and more. There is always the concern that algorithms will disregard content that it deems as Ai generated. But then there is the fact that time has value, and providing value to clients in the form of cost-cutting methods are also at play.
When writing content for a business, at the core of it all is a story. Ai can write articles about topics, but creating content that uniquely speaks to your customers with your voice that includes how your story connects with that of your customers, that requires a human. Whether it is weaving a story that the customer can put themselves into, or using a story to create a connection of shared values, Kate works with her clients to understand which stories need to be told.
How has Ai search affected copywriting?
Kate told me about a lengthy discussion in her copywriting group about how Ai has affected their work, and how SEO is claimed to be dead, or the complete opposite, more critical than ever because of Ai. The dust has not yet settled.
When you do a search either on Google, some other search engine, or an Ai platform, the sources of the information are listed. It is never a website’s “Home Page” that is listed. It is an article deep within the website that is cited. This means that publishing useful content in the form of articles is critical to being shown in Ai and search results.
Can Fitzsimmons Communications help you?
Kate works with small to medium sized businesses to write content for websites, brochures, ads, and other printed material. If you need copy that feels warm, engaging, and inviting, Kate is a good choice for you.
To work with Kate you can reach out to her via email. She will set up a consultation to review your strategic copywriting needs.
To learn more about how Fitzsimmons Communications approaches copywriting, you can read more on her website, fitz-com.com.
