Copywriting is integral to the growth of a business. It’s a tool that allows sharing of valuable information with the readers with the goal of converting them into customers. With the help of copywriting, companies offer several pieces of content to the audience: - ads; - emails; - brochures; - guides; - white papers. In addition to that, a quality blog is also an essential component of a successful marketing strategy, becoming a platform where insights, expert opinions, and tips can be shared with curious readers. It’s no surprise that well-written content on the website benefits the brand itself. However, the blog, specifically, boosts page visits and views. Companies invest in copywriting activities because they generate an impressive rate on investment.
How to write a killer Web copy
Copywriting means creating compelling content for marketing and sales initiatives with the goal of increasing revenues and inducing conversions. Hence, it’s important to know the key tips to achieve the fundamental goal of copywriting. The process needs to be driven by search engine optimization (SEO) which essentially helps to understand the keywords and search patterns to improve the website traffic.
Tip 1: Start with keyword research
Instead of diving straight into writing right away, it’s best to focus on popular keywords first. To make the research process successful, a copywriter should develop a mission statement around which further investigation will be based. Search terms need to be distinguished for the website to be found using those words. The main goal of this process is to understand users’ search intent, the vocabulary they often use, and competitors’ responses. This way, companies can come up with highly relevant content that is frequently searched for on the Internet.
Tip 2: Brainstorm and outline
Without a proper brainstorming session, there can hardly be any quality piece of content produced. It’s important to find out how experts think about the topic and share their thoughts. It even makes the process of writing much easier if the topic is well-researched. This way, one can find common themes, reoccurring terms, beneficial insights, and statistics. The next step is crafting an outline to organize the writing process and, therefore, save time.
Tip 3: Optimize header, meta description, and title
This tip is all about copywriting as a science. First of all, the header (H1) should contain actionable words and correspond to the 600-pixel width. The meta descriptions also have definite directions. It should be around 150 characters long, and include a call-to-action (CTA), and the target keywords that were found during the research stage. Finally, the title needs to be 60 characters long and contain a target keyword. These directions, though somewhat constraining, are aimed at helping the webpage appear and outshine other pages on the Internet during the users’ search.
Tip 4: Reference trusted sources
There is a long list of benefits to why linking external respected sources. It can potentially establish professional connections with the authors of the sources. This tip also adds credibility to the content itself and often creates additional exposure. Copywriters often use this approach to further support their points and add a helpful perspective.