Search Engine Optimization (SEO) and web design go hand in hand. One cannot function without the other. Sure, you could have a well designed website on the internet and pay for traffic and advertising. However, no one will find you while doing a search. The benefits of being found on search engines will cut the cost of paid advertising. Yet everyday there are people who spend a great deal of money to have a site designed but wouldn't think of having it optimized. Why, you ask? Is it the cost of SEO? Would they rather have a site created and avoid optimization to save a few bucks? If that's the case, what do they plan to do with this site when it is completed? Advertise? SEO is advertising. It is actually one of the cheapest forms of advertising.
Were they planning on a PPC campaign? Buying banners? Page impressions on some click network? You've got to be kidding me. Why would anyone waste their money on those subpar options before optimizing their site?
Professional copywriters do not simply write or select one headline and then hope for the best. They create a number of different headlines; often times as many as a hundred before selecting the headline they think will perform the best.
But they don't stop there! Professional copywriters know that their choice will often not be the choice of the public and therefore they test their headlines in the market place.
Believe it or not, even professional copywriters find that half or more of their ads, sales letters, or campaigns fail to become winners. But, by testing, they are able to cut their losses early and maximize their successes.