The best brief I ever got for a website was one from a condom manufacturer MOODS that said, "make us a great website". I was then working at Dzine Garage one of India's path breaking digital agencies. I thoroughly enjoyed the entire process, from research to crafting copy and getting it live. In this same agency, I also remember doing work for Royal Enfield motorbikes that was pure joy, even though I wasn't a biker. What I mean to say is that as a copywriter, I love to get into the skin of the product and the audience to produce an SEO enabled engaging brand experience - no matter what the brand is. I'll only need to know the business need, the product/service in and out, the competition and most importantly the audience catered to and what they really care about viz-a-viz the product/service category. These are my power tools to get cracking at some great SEO enabled website copywriting - or web content as it's unromantically called. :)