Anyone can write, but not just anyone can write well
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Ever been to a party and met a really boring person who only talks about themselves, confuses you with long words and isn't interested in anything you have to say?
That's what having bad copy is like.
If you bore your customer to tears and use pretentious words like, "synergy" and "paradigm-shifting" they aren't going to want to talk to you, let alone open their wallets.
Tips For Improving Your Copy
Humans are bad decision-makers, so instead of making your customers choose what to do next, guide them instead. Direct them to a specific action and give them a great reason to do so e.g. "New customers get 20% off MOTs until the 30th March. Claim yours now".
You can have the best-looking website in the world with great SEO, but if your words generate all the feeling and excitement of a long weekend in Slough then you're unlikely to inspire as many customers to pick up the phone as you could. Show them why they should care, why your service is valuable, and what they're passing up by not taking advantage of it.