Intelligent writing is in short supply. In order to write well, one needs to read widely and choose examples with some literary merit. Educating oneself with fine quality prose raises the level of one’s own work. When standards of writing are raised, and the results are read by others, this can have an inspirational effect, increasing the overall richness of articles on the Web.
Reading junk is more likely to result in producing rubbish, adding to the general mediocrity. Content is too important to be rushed out by the inexperienced; far better to leave it to professional content writers who will have invested time and experience in their craft.
Those who write for a living know that words have influence. On the Web, this happens literally when the right keywords, carefully placed, propel a site upwards in the search results. There is also the indirect influence a powerful article has on those who read it. This can lead to an article being recognised as a valuable resource, which means the website thrives, obtaining a reputation and lots of links from other sites.
The words used may change opinions, spark off ideas, and generally enthuse people. This has a positive effect on the Web as a whole, but on a business level is also likely to increase the commercial success of a site by creating a ‘buzz’, perhaps accompanied by feelings of respect, admiration and trust. Words are powerful things and there are UK copywriters who understand this and have the skills to produce content of quality.