These two kinds of text have different readers and live in different parts of a website. SEO copy answers a search query: the reader is still exploring the topic, comparing options and trying to understand it. That material belongs in a blog, category descriptions and help sections. Sales copy meets someone who has almost made up their mind and now needs the price, the timeline, the terms and a reason to choose you. It belongs on a service page, a landing page or a product card.
Trying to do both jobs with one text usually means failing at both. Keywords squeezed into an offer make it clumsy, while a pushy call to action in the middle of an explanatory article puts off a reader who came for information. Search engines can also tell when a page merely repeats a query instead of answering it.
That is why, before writing anything, we decide which job a specific page has to do and only then collect queries, plan the structure and choose the tone. On a service page, search intent shapes the headings and the set of blocks, but the copy itself is written for the person making the decision.
You do not need a degree in linguistics to tell whether website copy is any good. A few quick checks take a couple of minutes.
Clichés are another warning sign: an individual approach, a team of professionals, high quality. They do no harm on their own, but they take up space that a concrete argument could have used.
More is not always better. A long read on a page where people are looking for a phone number and a price only gets in the way, while a short note on a page that has to explain a complex product leaves questions open and struggles in search.
The right length depends on three things. First, the page type: a product card needs specifications and terms, while a guide needs a full breakdown. Second, competition: we look at how thoroughly the pages already ranking in Yandex and Google cover the topic and what they are missing. Third, product complexity: the more expensive the decision and the longer the sales cycle, the more objections the copy has to handle.
We set the length in the brief before writing starts rather than stretching text to fit an invoice. The goal is a page that contains everything needed for a decision and nothing more. Good copywriting is measured not in characters but in whether the reader understood why they should choose you.