Learn from the best 6 examples of good copywriting

Learn from the best: 6 examples of good copywriting

A great copywriter has a firm understanding of the target audience they are writing for, and how they should best style their text. They also understand that the sort of copy they write will depend largely on the format in which it is presented. What this means is that there is no straightforward answer for how to write the best copy, as it depends entirely upon who will be reading it and under what circumstances it is needed. So, to help give you a thorough understanding of what constitutes good copywriting, here are some examples taken from a number of different uses.

Landing page

The landing page is an integral part of any website as it needs to quickly draw the visitor in and give them a reason to keep exploring your site. The text needs to demonstrate your brand and very concisely lend enough information to intrigue them and leave them wanting more.

Grammarly

Grammarly isn’t just a great tool for writers, it’s also an excellent example of crafting landing page copy that creates a sense of need. First and foremost it adheres to the first rule of sales writing by putting the reader at the heart of the content, with an emphasis on ‘you’ and ‘your’ over ‘us’ and ‘we’. The content also leads with the benefits (saving users from committing grammatical faux pas) and emphasises its USP as going ‘beyond the basic spell check’, being able to be integrated into a range of other services.

Along with a strong, snappy active voice, Grammarly’s offering is compounded by a reference to its team of leading linguistic authorities and testimonials from high-profile users. All this culminates in the solid call to action to ‘join more than 10 million happy Grammarly Chrome users today’…for free. On top of that, its design uses graphics to progress the argument and highlight how the product works without the user having to take any action such as clicking on a video.

FAQs

One of the most important parts of any website’s copy is the FAQ section. Before making a purchase, most customers will visit the FAQ as it summarises the important aspects of what they are about to purchases, and answers any crucial questions. All answers need to be concise, professional and to properly address any concerns the customer has.

Card Against Humanity - Examples of good copywriting

Card Against Humanity

Card Against Humanity is perhaps one of the greatest examples of a site that knows their customer to a tee and used that knowledge to target their prose in a unique and humorous way. Their FAQ section is perhaps the best example of this, whereby all answers are in some way comical, and at least a little offensive. It may not suit everyone’s taste, but it certainly suits that of their customers.

Social media

Social media is a powerful tool that any business can use to build a following of loyal customers and it’s no surprise that many organisations now turn to professional copywriters for their posts. Here is an example of good copywriting from a company that is leading the way in great corporate social media.

Innocent

Innocent are well renowned for their strong performance on social media. They post regularly on Facebook, Twitter and Instagram and often combine powerful imagery with simple two-line quotes. They continuously find a way to be humorous and young, and they have used this great copywriting ability to accumulate millions of followers across all accounts. Check out their reply to a fan’s comment, they even put witty thought into seemingly pointless responses.

About page

Much of the time, you will land on a website via Google or from a link someone sent you and you simply want to find out more about who created the site and why. In such a case, great copy from “about” pages are able to demonstrate not so much what you do, but why you do it and why people should trust what you have to say.

MAG - examples of good copywriting

MAG

MAG (Mines Advisory Group) have a mission to save the lives of innocent people who live in war-torn areas where mines are still a huge risk to their daily lives. This section of their about page helps to paint a very vivid story about the risks that people face. The copy is clear and to the point, but really touches your heart by drawing out the fears that such people face every day. In just one page of text, you understand what MAG do, and you are left wondering how you can get involved and help out.

Product descriptions

Getting people to view what you have to sell is just one part of the battle. The other part is convincing them that what you are offering is worth paying for and will bring them added value. This is where compelling product descriptions come in.

Brew Dog

Brew Dog produces speciality craft beers that they claim are above and beyond all the typical bar lagers and ales. To catch their readers’ attention and show that what they offer is unique, they have clearly put great care into each one of their product descriptions. Every item sounds rebellious and interesting and any craft beer lover would be keen to give one a try.

Blogs

Captivating blogs that appeal to your audience are a fantastic way of staying in touch with your readers and offering added value after a purchase. They are also great for attracting new audiences via SEO, and great copy is vital in showing you offer quality content and making them want to learn more about you.

The Blonde Abroad - examples of good copywriting

The Blonde Abroad

One of the best examples of good copywriting comes from The Blonde Abroad who is a female travel blogger. Within the last 5 years, she has managed to build one of the most popular travel blogs in the world. Getting to the top of such a competitive niche means understanding your audience and providing useful, interesting information in a clear manner. Such great blogs mean more people follow her on social media, which in turn means she has a greater reach the next time she writes and publishes a post. Kiersten puts much of her success down to having found her voice and a way of speaking that resonated with her intended audience.

These examples of good copywriting demonstrate the power of great text, used for a number of different purposes. If after reading this you’ve decided your site could do with some updating, or that you need help finding the “voice” of your site, it may be time to hire a professional copywriter. Great copy has the power to display your brand in a far more positive light and can attract a lot more customers than boring straightforward text possibly could. Copify offers copywriting services for all manner of different needs, so get started by viewing what’s on offer here.

 

Main image credit: JoanDragonfly
Screenshot credits: Card Against Humanity, MAG, The Blonde Abroad

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How to write website content for SEO - Copify

How to write website content for SEO: everything you need to know

When you are building a website, the large, blank spaces can look intimidating if you are not used to producing online content. The quality of the content depends on the way in which you are able to convey the aims of your company. The website copy is your constant spokesperson, and often the first impression someone sees of your organisation.

This is the primary function of your website content, but you can make your copy work twice as hard for you if you ensure that it is search engine optimised. This essentially means that it is as easy for search engine algorithms to read as it is for your human readers. Writing SEO content is a real skill. It takes time and practice to write copy which is search engine optimised without this being obvious to the untrained eye. The steps below will show you how to write website content which works in both ways.

How to write website content

If you are new to writing website copy, it’s important to sit down and form a plan before you start. Have a careful think about all of the information which your content needs to get across, breaking the points down into different sections and categories if possible. Try to put yourself in the position of somebody who knows nothing about your website, and think about all of the questions that you might ask if you were them. This should give you a good idea of the answers you should be providing before anyone has even had time to ask the question.

Knowing how to structure the page is just as important as knowing how to write website content, so once you know what you want to say, try to set out your points in the following structure.

1. Break up the page

There is nothing more likely to cause a reader to click off your page How to write website content for SEOthan being faced with a huge amount of small text in long, unbroken paragraphs.

Break up the page with section headings and bullet points so that readers are able to find their answer quickly if they are looking for something specific. Short paragraphs and good transitions between the two will keep hold of their attention and make them more likely to read on. It is visually much less intimidating to look at a list of bullet points or short paragraphs than it is to see a whole page of dense, black text.

2. Write longer articles

Although the individual chunks of text should be shorter, the overall article length should be at least 300 words, and ideally much longer. Anything less than this will not allow you to reach an effective keyword density without sounding forced and there is a likelihood that you will be missing out information which is essential to your readers. Longer articles also tend to gain more traction and are more trusted online.

3. Get the headings right

Make your headings informative and descriptive. Think of them as signposts for your text, letting the reader know where they should look for each piece of information. Don’t forget that you can use keywords in headings too where natural!

4. Choose your font well How to write website content for SEO

The general rule of thumb is to use serif fonts for headings and sans serif fonts for the body.

Make sure you use a font which is readable and professional, but feel free to choose something with a bit of character if you think it suits the tone of your website.

How to write website content for SEO

Once you have content which you are happy with, then you can start to ensure that it works just as well for the computer as it does for the human readers. The key to this is making sure that the text is rich with relevant keywords. Understanding how to write website content which is search engine friendly is all about knowing how to make the most of what people are already searching for online.

Research your keywords

Once you’ve selected the keywords you think you want to use for optimising your articles, ensure that they are:

  • Relevant to the topic you are writing about
  • The most commonly searched spelling
  • The most often searched phrasing of that topic
  • A combination of specific keywords and more general ones

Doing your research will ensure that you are using the most effective keywords to boost your performance in search engines.

Get your meta description right

The meta description is the short piece of text which appears below the How to write website content for SEOwebsite link in the search engine results. This is your chance to prove to people making a snapshot decision that your website is the one they were looking for. It is not worth going to all of the trouble of successfully increasing the position of your website in search engine results if the description is going to let you down at the last hurdle.

Ensure that it is concise, clear and a good representation of what can be found on your website.

Use the tools available

WordPress has a plugin called Yoast SEO which automatically scans the text you input to assess its effectiveness in terms of SEP. You input the keywords which you have chosen for the copy and Yoast will let you know how well you are doing.

Hemingway is another similar software which will help you to clarify the readability of your content. Find the tool which works best for you and the format of your website, but make sure that you make the most of what they are saying. You should be asking a human to read the text to test its appeal to humans and a computer to read the copy and assess its performance for computers.

 

Main image credit: Tayloright
Image credits: Windell OskayBrett JordanSiri Hardeland

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What is website content writing

What is website content writing? The ultimate guide

Website content writing is an invaluable skill in today’s digital economy. If you don’t learn how to write great content, you won’t be able to rank your websites, and you’ll make less money.

In one sense, it’s that simple!

Of course, content writing is a bit more complex than that, which is why we’re going to go through everything you need to know about it right here.

What is website content writing?

If you’re new to website content writing, the best way to think about it is as an online magazine marketed towards your website’s demographic.

Your aim is to do everything traditional magazines did: to inform, to entertain and to add value to the lives of your readers through your writing.

So what’s the POINT of website content writing?

In the end, the point of website content writing is still to raise awareness of your brand or organisation and to make money.

However, unlike magazines – which relied solely on advertising revenue – content writing can make money in a number of different ways:

  • Good content will improve your search engine rankings, and increase your web traffic. More customers mean more money.
  • Good content can act as a form of lead generation: customers visit your site to find content, and then click through and buy something. (Or enquire about your services.)
  • Good content will increase your traffic, and as a result, give you the opportunity to make additional money through affiliate marketing or via selling ad space.

What is website content writing

Which approach you choose to go down will largely depend on the nature of your business, but the beauty of marketing online is you don’t have to be limited to just one.

There’s no reason an online store can’t also do some affiliate marketing on the side, assuming there’s no direct competition on products.

There’s also no reason a consultancy service can’t also sell web space if their traffic is appealing enough.

The keys to great website content writing

There are several things you’ll need to bear in mind if you’re new to the world of online content marketing:

Keep your language simple

The vast majority of people that read your content won’t be scholars. As a result, you want to use the simplest language possible.

Never use a long word where a short one will do! Don’t try to sound clever, or write like you’re putting together an academic essay.

Could the average eleven-year-old read your work easily? If so, you’re on the right path.

Make sure your writing can be scanned

A general rule to abide by is that people online don’t read, they scan. They skip the bits they find boring and hone in on the bits they want.

As a result, you want to ensure your writing is as easy to scan as What is website content writing possible. There are a number of different ways to do this:

  • Write short sentences (Don’t fear a one-line paragraph)
  • Use bullet points
  • Use a lot of sub-headers
  • Use images on your page

And so on. Again, you should keep in mind that you’re writing for someone with a lower than average attention span. (Which is more or less all of us, when we’re online!)

Draw attention to the most important parts

When people are scanning through your content, make sure you draw attention to the bits that really matter.

Though readers might think they’re deciding which bits catch their eye – and they are, in a sense – you actually have a lot more control than you think.

How can you ensure readers stop at the bits that really matter to you? There are a few options:

  • Underlining
  • Headings and sub-headings
  • Italics
  • Bold

Whether it’s a particular word or a particular sentence, the above techniques will always make the reader stop and read the key bits more carefully.

Shorten your paragraphs, and then shorten them again

When you’re writing a book, it’s acceptable to have long, drawn-out paragraphs.

Online, anyone confronted with large blocks of text will leave. It’s that simple. Even if you naturally write in longer paragraphs, go back through them and separate them afterwards.

How long is too long? When it comes to writing for the web, you don’t want paragraphs going much over three lines.

How do I choose what to write about?

Fortunately, there’s a wonderful way of finding out exactly what your readers what to see on your blog: it’s called keyword research.

By going through a particular process, you can find out exactly which topics will get people coming back to your website again and again. This is integral if you want to know how to write SEO content.

Fortunately, research isn’t too difficult, and Brian Dean at Backlinko – who’s a genius when it comes to content writing – has written a brilliant guide to keyword research.

How often should I write website content?

Opinion is a bit divided on this. Some people try to write every day, others once a week, some websites once a month.

However, in our opinion, the best thing to do is focus on quality, rather than quantity.

Once you’ve got into the swing of writing for the web, you’ll start to get a better idea of how long it’s going to take you to write something really good: something that makes the lives of your readers better.

What is website content writing If that’s once a month, then leave it at once a month. If it’s once a week, fine.

(You probably can’t create something brilliant every day, unless it’s a full-time job for you!)

How can you tell what’s good? Well, by our reckoning you need to put together at least 750 words, at the minimum.

If you can’t talk for 750 words about something, the chances are it’s probably not in-depth enough to warrant writing about!

(There are exceptions for this. Step-by-step ‘How to’ guides, which are usually a set of short instructions, can be very valuable without being very long, especially if they also use a lot of images.)

Where can I learn more about website content writing?

There are a few brilliant resources out there dedicated to website content writing. We’d definitely recommend checking some of them out:

The Nine Ingredients That Make Great Content

9 Simple Tips for Writing Persuasive Web Content

(Even More!) Web Content Writing Tips


https://www.quicksprout.com/the-advanced-guide-to-content-marketing/

 

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What is an SEO copywriter

What is an SEO copywriter?

Most businesses know that SEO stands for Search Engine Optimisation, and Search Engine Land defines it as “…the process of getting traffic from the ‘free,’ ‘organic,’ ‘editorial’ or ‘natural’ search results on search engines.”

Taking that a little further, SEO copywriting is a specific form of content writing that works to rank online content higher in the search engines, and drives targeted traffic from the search engines to your website. SEO copywritten content contains keywords and phrases to allow the search engines to classify content and decide how relevant it is, in order to serve up the best results to their users.

Put simply, SEO copywriting is the ability to write excellent content that suits both the search engine bots and human readers. It shouldn’t sound like it’s been written around keywords, even though it has. Great SEO content should sound entirely natural, while still targeting the required keywords and phrases.

According to HubSpot, “61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority”, so SEO copywriting is a skill that’s worth developing.

You can read about SEO copywriting in more detail on our blog.

What is an SEO copywriter?

Someone with the skill to manage the finely balanced art of keeping both audience and search engines happy. Someone who can produce educational, entertaining, authentic and authoritative content for their readers, while seamlessly blending the right keywords and phrases into the copy that will get that content rocketing up the search engine results.

what is an SEO copywriter

SEO copywriters are both experts in writing content and experts in search engine optimisation.

Some people still think that not caring about quality and stuffing a bunch of keywords into a blog post will fool Google and get their website found. While that might work for a little while, the second Google finds that sloppy, keyword-stuffed content is the second that business’s website disappears to the bottom depths of whatever passes for website hell, never to be seen again.

What does an SEO copywriter do all day?

Much like any other copywriter, they’ll have a variety of things to do that are nothing to do with writing: admin, sending out invoices and doing accounts, marketing their business, networking, taking client meetings, checking emails and project planning.

SEO copywriters often work with other professionals as part of a team to bring a project to a successful conclusion. They might work with web designers, content strategists, programmers, app builders and social media marketers.

And when they do get to the writing, just like any other writer, they could be creating anything from ebooks, blogs, sales copy, articles and web copy to social media posts.

The difference between an SEO copywriter and any other writer is that every brief is carefully researched to understand what keywords and phrases should be included to boost the content in the search engines (if the client hasn’t already supplied these). And an SEO copywriter knows how to smoothly and invisibly weave those keywords and phrases throughout the copy in a way that sounds completely natural and unforced.

What is an SEO copywriter That’s not to say that other writers ignore SEO and keywords, because they don’t, but SEO copywriters are specialists in this area.

It is the SEO copywriter who writes the type of content that will drive traffic, increase search engine rankings, grab the attention of the client’s audience and improve conversion rates.

Here’s an idea of the process an SEO copywriter goes through with a piece of content:

  1. Select keywords and phrases that people are actually searching for on your topic.
  2. Plan out the page or blog post to provide the best value for the audience, and to engage and entertain.
  3. Write, while weaving the keywords and phrases throughout the content so that the copy is completely seamless and natural sounding.
  4. The SEO copywriter will write a captivating meta description, which is what will appear in the search results and draw the eye to read the copy.
  5. The writer will also create title tags, select categories for the article, add the keyword to the alt text of any images and more, to get your article found.
  6. Add in internal and external links with converting anchor text.

Note that none of that has anything to do with keyword stuffing. It’s not forcing or attempting to cheat their way to a better ranking. It’s simply writing the copy correctly for both the human audience and for the search engines.

“72% of marketers say relevant content creation was the most effective SEO tactic.” – Ascend2 via HubSpot. Given that statistic, it’s highly unlikely that the job of SEO copywriter is going to disappear anytime soon.

If you’d like to learn how to make SEO copywriting your career, check out this helpful article from Heather Lloyd-Martin of SuccessWorks.

The benefits of hiring an SEO copywriter for your business

  • Higher ranking in the search resultsWhat is an SEO copywriter
  • More organic, targeted traffic
  • Lower bounce rates on your site, with people sticking around longer to read your brilliant content
  • Increase in social sharing
  • Better conversion rates, whether that’s reading another page, asking for a quote, signing up to your newsletter or buying something
  • More people contacting you via emails or phone calls – basically more leads!
  • Building your mailing list quicker
  • Having someone around who can catch any SEO problems on your site and fix them
  • Working with someone who can help you improve your site and your user experience
  • Less stress because you have someone you can rely on to do your copywriting so you can focus on other things
  • More income due to… all of the above!

SEO copywriting, like any other copywriting, isn’t just about being found in the search engines. It’s about providing brilliant content that grabs your readers, builds trust, and engages them by being authentic and passionate about your topic.

“When trust sells, what’s the real message the consumer is trying to convey to marketers? Make it real, and we’ll stick around.” – Marketing Insider Group

Main image credit: SandCrestSEO
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