Many websites are primarily image-driven these days, which is causing concern for copywriters!
Where there is no copy at all, this apparent lack of potential optimisation is compensated for elsewhere throughout the site (by the linking strategy adopted from page to page, which Google likes and rewards), and by optimising the images separately themselves.
This is done mainly by adding additional information in the coding behind the page (a skill that most professional web design coders are trained in), and also by adding Alt Tags to the web pages that readers actually see.
Alt Tags: If you go to this page http://www.jackbunneys.co.uk/ and then hover your computer mouse over the third image on the top row of images (over the burgundy-coloured tie, e.g.), after a second or two a little box will appear as an optimised caption with the words Made to Measure inside.
This is linked to coding behind the page called a relevancy signal, which Google picks up and rewards.
There are also relevancy signals include in the web pages’ Titles, Descriptionsand File Names.
All these combined are strong enough to replace any optimisation strength that actual copy on the page could generate, meaning that web designers can be confident of simply creating an image-heavy website without needing much copywriting at all, and seeing it rank highly on Google once it is published online.
However, there are still countless websites on the Internet, of course, that include copy, and plenty of companies and organisations keen to commission new writing. So copywriters needn’t fret.
At the outset of each project procurement ask the client how many words are required for each page. This will give you a strong indication as to what overall approach they wish to adopt for the site.