what is web copywriting Copify

What is web copywriting?

So, you want to be a copywriter. But just what is web copywriting? It’s crucial you find out because writing for websites and other online products is going to be a huge part of what you do.

Small businesses with blogs get 126% more lead growth than small businesses without, half of 18 to 49 year olds get their news and information from the web, and people now see double the number of ads a day that they saw in 1984. It’s a solid industry.

Broadly speaking you can split copywriters into two groups of people. There are copywriters who specialise in writing to get people to take an action. These people often focus on retail content. Then there are content writers, who write to inform. These people are often great at background and blog materials. Lots of copywriters have skills in both and switch and change between the two.

What type of content do copywriters produce?

what is web copywriting 2Web copywriters specialise in writing high-quality text and materials that sell an idea or product. This is often placed on website pages or blogs but there’s a host of other skills that will make you hireable. You might be great at the text you see in sponsored posts or in Facebook ads. You might be great at email newsletters. Basically, anything that’s put online to promote or sell products and ideas counts as web copy.

You’re likely to get the bulk of your work, at least initially, from writing simple texts for websites. These pages are the nuts and bolts of a company or personal website and include about us, services and other information pages. This type of work is about guiding people through a website and telling them what they need to know. You might also find early success in writing promotional materials. That could be press releases, backgrounders, blogs or reviews.

How to write for online

The first thing you need to know about great online writing is that you have more than one customer. The humans that visit your site need to be wooed and convinced of the quality of your product. Make it useful to them and better than what they could find via Google.

But so do the search engine ranking spiders that regularly scan web content to judge if it’s relevant and useful. Writing your content in a way that these spiders appreciate is called search engine optimisation (or SEO) and is a specialised art and professional writing skill.wha

Content that’s optimised for SEO will contain key phrases. These are the type of words the people you want to target are likely to put into a search engine to find information. For example, the keywords for this piece are “what is web copywriting.” See how that phrase appears high at the beginning of the article? This helps push your content further up search engine rankings and get more visitors. It’s important to understand how SEO works. There are more tips from SEO.com and our blog post on how to write website content for SEO.

The skills you need to develop will be making SEO copywriting quality writing. Sometimes you’ll need to work with unusual key phrases, but you’ll need to integrate them in a way that feels normal and natural. Your primary consumer is always humans. Write for them.

Goals for online writing

what is web copywriting

When you’re working as an online copywriter it’s important to remember the goal of your pieces. Great content for websites is the sort of thing that drives up online rankings and is clear and concise. It needs to share all the relevant information. But when you’re writing for blogs then the goal is to encourage people to share across their networks. Did you ever see a website page go viral? The goals and structure are quite different.

Blog posts have two functions for your customers. Fresh and regular content updates which use popular key phrases help Google recognise active and useful websites. This helps increase search rankings.

Blogs are also a great space to build a relationship with potential consumers. These should also be informative and targeted, but also user-friendly. It’s also important to integrate your content into the sea of other online material. Link back to authoritative sources to help the spiders understand the quality of your material. There’s more on quality blogging including how to begin a blog post on our site.

Top tips for online copywriting

1. Write actively

If you’re not up on your grammar then it’s worth spending some time researching before you start. Great web copy uses active voice. That’s where the subject of the sentence does the action – it’s not acted on. Sentences that follow this structure are powerful and easy understand. Active voice sentences can also begin with a verb, as in a command and this can be useful for copy where you’re trying to get people to do something. For example, ‘learn more about the new catalogue here’.

2. Get the details right

People use the internet to get good information quickly. You’ll need to ensure your content hits the who, what, when, where, why, and how of your personal or company story. Get all the details in and your material is automatically more trustworthy. Read these great tips for writing better web copy.

3. Write great headlines

Writing for online means a struggle between your words and those of the millions of others producing web content. You need to make yours stand out. Great headlines entice visitors to click-through and take action.

4. Get the sense across quickly

what is web copywriting

Once you have a visitor on your page you need to give them the information they need quickly. Online readers don’t read everything – they look for guides and markers that take them to the parts of the content they need. This means you need to make your content easy to skim. Some of the best ways to do this are:

  • Using headings and subheadings, particularly if you can fit your key phrases into these
  • Create lists for the key points (just like this one)
  • Follow long sentences with lots of information with shorter ones. This makes your material easy and interesting to read. Just like this.

So what are the takeaways from this little foray into the world of writing for the web?

  • Keywords are king, but make them work for you – not run the show
  • Remember who you’re writing for and exactly what they need
  • Write in a way that’s easy to digest and simple to scan

The breadth and scope of writing for the web make it actually a lot of fun. You’re never quite sure what will come along next, or how to fit that next phrase or link into an engaging and useful discussion. It’s a challenge, but if you’re up for it it can be highly rewarding. Have fun!

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Other image credits: Moses MehrabanSeth WerkheiserFlickr Account Kongress Media

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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.

 

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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.

 

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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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