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 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.


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 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 (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.


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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How to make a copywriting portfolio

How to make a copywriting portfolio: tutorial

Copywriting is a very viable and interesting career, especially if you embark upon the route of freelance copywriting.

Being a freelance copywriter means that you will be able to write different types of copy and content for a variety of clients, as well as adapting your writing skills according to the brief you’re given. It’s a fantastic career choice for those who love to write and those who love to use words creatively. It’s a great career option for those such as graduates with essay-based degrees – e.g. English, History, Sociology, Politics, Public Relations, etc – or those who come from a marketing, advertising and digital media background.

How to make a copywriting portfolio - copify

However, in order to succeed as a copywriter, you must have a portfolio. You need this in order to be able to showcase your work, skills and talents in order to convince potential clients to work with you. After all, as stated by Bubble Jobs, copywriting is “one area where employers like to see a sample of the candidate’s work before they invite them in for an interview.”

That rule generally applies to roles across the digital sector. A portfolio is “your shop window, the place where you showcase your writing and highlight your talents. It’s especially useful if you’re just starting out, because people need to be able to see what you can do,” says John Mello, of LetterPile.

To put it simply, your portfolio is the best way to market yourself and your services to clients.

Here are our top tips on creating a killer copywriting portfolio that will not just make you attractive to clients, but will make them keep on hiring you over and over again!

1. Add writing pieces

Of course, this is the number one tip: showcase your work on your portfolio. Clients want to see the kind of work you’ve done previously, so add this to your portfolio. If you don’t have any work to showcase or you are just starting out as a copywriter, then don’t fret! You can create pieces to add to your portfolio by guest posting for other websites or starting your own blog.

2. Introduce yourself

Clients want to know about you because they want to get a rough idea How to make a copywriting portfolio - copifyof who they’ll be working with. After all, you’re not just a copywriter, you’re a person with an identity too. You don’t have to give away personal details but at least state your home town/city, your educational background, career highlights to date and your hobbies and interests. Add a bit of extra information by stating an interesting fact about yourself!

3. Outline your niche

While copywriters typically write for a variety of clients, it’s also important to have a speciality. What’s your focus? What’s your area of interest? Where does your high level of expertise lie? Figure out your niche area. It could be in SEO copywriting, or writing beauty content, or writing IT/technical support guides, or fashion blogging, or writing reports and case studies for charities, or writing travel brochures – anything! Once you’ve worked out your niche area, establish yourself within it. You can do this by setting up a blog or business website advertising your expertise and marketing your services. Crucially, state it in your portfolio.

4. Use a reputable platform

There are plenty of platforms available that will allow you to create a killer portfolio, such as Squarespace, Wix and WordPress. Nicki Krawczyk, of Filthy Rich Writer, explains the importance of setting up a standalone online portfolio site.

5. Add testimonials

Before hiring a copywriter, clients always like to hear fellow clients’ experiences of working with you. Even though we now live in the digital world, traditional marketing methods such as word of mouth reviews, positive feedback and personal recommendations are still powerful and significant ways to drum up business for yourself. If you’ve got experience, then get in touch with the people that you’ve worked with and ask if they could give your services positive feedback. A testimonial doesn’t need to be long – it just needs to be two sentences describing how great your work was and how great it was to work with you.

6. Make sure your design is on point

How to make a copywriting portfolio - copifyA copywriting portfolio needs to look professional at all times. If the design isn’t right – i.e. the page is hard to navigate – then the person viewing it could lose interest and that could cost you a potential client. You don’t need to be a graphic design expert and your portfolio doesn’t need to be spectacular – but be creative and make sure it stands out! Your portfolio needs to be clear and concise and designed in a way that it catches the eye of the viewer and tells the potential clients who you are and what you do in 15 seconds. There are many portfolio templates online – WordPress has plenty of these – but if you’d prefer, then outsource the design aspect to a graphic designer.

7. Make sure it is SEO-optimised

You’d obviously want to ensure your clients can find you easily, so make sure it’s SEO optimised. Aim to rank for your chosen niche/expertise and add relevant keywords when building your portfolio site so that you can attract relevant clients. For example, if you are a B2B technology copywriter, then make sure you use keywords such as ‘B2B technology writer,’ ‘tech’, ‘technology’, ‘B2B,’ ‘B2B writer’, etc.

8. Contact details

This seems like such an obvious aspect to add to your killer copywriting portfolio, but it’s very surprising how many people forget this vital piece of information, which is bizarre because potential clients need to get in touch with you in some way. You can add your email address and mobile number, or you can add a contact form. Also, add links to your social media channels.

By following these tips, you will be able to create a killer portfolio in no time, and by doing that you can be sure to attract some amazing clients and kick-start your copywriting portfolio sooner rather than later.

Konrad (of Creative Copywriter) and Susan Greene both have some more information and tips on creating a portfolio. For more information on how to become a copywriter, take a look at our guide.


Main image credit: tayloright.com
Image credits: Marco Verchtayloright.comSerge Kij

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best copywriter training courses

Get certified: Our guide to the best copywriter training courses

If you’re looking to become a copywriter or you would like to improve your existing skills, there are plenty of copywriting training courses now available both on and offline. Considering you’re likely to be investing a substantial amount of money in your training, you should take your time and ensure you select the right course for your goals.

Why should you complete a copywriter training course?

Although completing a copywriting course is not always essential, you may find the expertise shared by qualified professionals will provide you with valuable training and resources that you can refer back to throughout your career.

It doesn’t matter whether you are a complete novice or you already have some copywriting experience, understanding the basic and fundamental concepts is important for effective writing and successful copy. You wouldn’t drive a car without a licence (at least we hope not), so you shouldn’t write copy without the correct guidance and tools from some of the leading experts in the field. While there is no substitute for experience, a copywriter training programme can be really beneficial in other ways.

What will you learn from a copywriting course?

Although course content varies depending on the training programme and institute you choose, there are some fundamental elements that are covered in most courses. These include:

  • Understanding copywriting briefs
  • Structural and planning tools
  • Mastering tone of voice
  • Punctuation, grammar and spelling
  • Similes, metaphors, and clichés
  • Crafting winning headlines
  • Storytelling and creativity
  • Editing and proofreading

Here’s our selection of the best copywriter training courses available:

The Andy Maslen Copywriting Academy – Breakthrough Copywriting

Available online using 10 video seminars and a 300-page manual, the Breakthrough Copywriting course was created by Andy Maslen, who has written copy for clients including Prudential, The Economist, World Vision, and Christies. Andy is also the mastermind behind ‘Write to Sell, Persuasive Copywriting’ and three other copywriting books.

The 10 video seminars last around 26 minutes on average – 5.5 hours in total. As well as a bonus video, there are 33 practical exercises to do with model answers available on the Academy website.

Andy Maslen Breakthrough - best copywriter training courses

Course content includes everything from planning, headlines, briefs, and structuring to tone of voice, grammar, punctuation, editing, proofing and insider tips and tricks. Andy also says this course will explain the fundamentals of writing to persuade, influence and sell.

Price: £116.40

London College of Communication – Confident Copywriting

Confident Copywriting is perfect for beginners looking to develop a tone of voice and for those who would like to review, edit and improve their own writing skills. A six-week programme, Confident Copywriting will cover the basics of writing copy and will provide you with tips and tricks for coming up with new ideas.

The course will be taught over University of the Arts London’s online platform and each session will last between one and two hours. Homework assignments may be set and attendees will be expected to tackle briefs and take part in writing exercises.

By the end of the course, you should be able to write better and faster, answer a real-life brief with confidence, and boost the power of persuasion in your writing.

Price: £485

College of Media and Publishing – Copywriting Level 4 Diploma

Suitable for beginners and those who wish to refresh their existing skills, the Copywriting Level 4 Diploma teaches you how to present professional copy, conduct effective research and comply with any relevant codes of practice.

College of media and publishing - best copywriter training courses

This course is completely flexible, which means you can fit it around your lifestyle or other studies. The course tutor is Justine Holman, who will mentor and guide you through assignments. Justine has a wealth of experience and has written for many large publications, including The Express, Elle, Women’s Weekly and TV Times.

Price: £294.50

The Institute of Direct and Digital Marketing – Copywriting: an Introduction

IDM offer a vast range of copywriting courses, and each one aims to help you deliver copy that engages, attracts and prompts action from your audience. There are training programmes for digital, not-for-profit, social media, blogs, web and email copywriting, as well as a copywriting masterclass.

However, their Copywriting: an Introduction course offers hands-on practice and will ensure you understand the principles and theory behind responsive copywriting.

Note: this course is taught in Central London and is not available online.

Price: £549.00 – £599.00

Blackford Centre for Copywriting – Diploma in Copywriting

The Diploma in Copywriting is a quick start guide and provides training using 35 videos and 63,000 words of how-to text. There are also 11 assignments to complete which are marked by an experienced tutor. On top of this, there are 61 self-assessment exercises you can complete that’ll help you tackle each type and style of copywriting.

Blackford Inst for Copywriting - best copywriter training courses

The course is typically completed in five months, but you can do it as slowly or quickly as you like. The Diploma in Copywriting is also endorsed by the ABC Awards’ Quality Licence Scheme. This means it has faced an external quality check to guarantee quality is consistently met. This particular diploma has been benchmarked at the Level 4 Award.

Price: £580/$972

American Writers & Artists Inc. (AWAI) – The Accelerated Program for Six-Figure Copywriting

The Accelerated Program for Six-Figure Copywriting by AWAI was described by Copyblogger as a comprehensive course and a down-to-earth guide to professional copywriting. Also known as Michael Masterton’s course, Michael is one of the most successful copywriters ever and he’s the real reason everyone heads to AWAI for their training. But the course’s biggest selling point is how straightforward it is. Offering a step-by-step blueprint, it is unbelievably clear to follow and will provide you with a strong understanding of how the copywriting business works.

The AWAI course is great for those who don’t want to be restricted by a time limit. You can complete The Accelerated Program for Six-Figure Copywriting at your own pace. Some trainees complete the course in six weeks, while others take up to a year – it really is up to you.

Price: $497.00

What’s next after copywriter training?

If you decide to complete a copywriter training course, the next move would be to gain more experience in the field. With Copify you can access an array of paid copywriting jobs and you’ll gain the confidence you need to launch your new career.

Note: All prices are correct at the time of publishing.


Main image credit: Taylor Johnson
Image credits: Andy Maslen, College of Media and PublishingBlackford Centre

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