What Is Web Copywriting?
Copywriting refers to writing content to promote and advertise your services and products. Under the surface, it aims to understand the target audience's mind and what motivates them to purchase an item.
The goal of copywriting is to draft a customized message that encourages them to complete a purchase.
For instance, when you Google “Buy the best Marvel Comics T-shirts,” any content you come across on SERPs is written by copywriters.
Perhaps you’ve seen website copies on the About us, the home page, and the services page of brands.
Website copywriting includes writing online copy for marketing purposes. An excellent web copywriter seeks to address customer - and prospect - pain points and hooks them with a solution, encouraging them to take action.
Copywriting Vs. Content Writing: What’s the Difference?
Because both involve writing content, many confuse the terms and often use them interchangeably. However, there’s a fine line between both.
Copywriting aims to sell the target audience to a brand. Therefore, it is crafted with a specific goal: generating sales. A copywriter seeks to persuade the audience and typically writes a short form of content.
On the flip side, a content writer aims to entertain and enlighten the audience. It doesn’t seek to persuade but inform the readers through informational content. Content writing typically consists of long-form of content.
Why Is Copywriting Important for Business?
Because web copywriting aims to achieve marketing goals, it benefits businesses. Brands can drive organic traffic, get quality leads, and boost sales through a compelling web copy.
Your website visitors are likelier to take action when they stay informed about your company. Consequently, it improves your brand’s bottom line.
Your web pages remain bland and lifeless without web copywriting. Yes, infographics, videos, and photos may fill the empty pages, but an engaging website copy can be your best bet.
Perhaps this explains why more businesses are increasingly turning to website copy. Here’s how a compelling copy can help your business.
Build Brand Image
When visitors discover your brand, website copy is the first thing they stumble upon. It speaks volumes about your credibility and authority. Besides, it helps them determine if you’re a professional business.
Your first impression can make or break your business. Therefore, it is essential to nail it by drafting an impeccable copy; everything should be up to the mark, from your tone to grammar and user experience.
Because your copy reflects your services and products, slight negligence or mistake can be a huge turn-off for your visitors.
Form a Connection With Your Audience
Your audience constantly seeks solutions and brands ready to address their pain points. You need to understand your ideal customer needs and craft brand stories to connect with them.
You must ensure that you have the solutions they are looking for. Tap their interest and make them feel understood through storytelling.
For instance, if you sell glasses, create a story of how you lost glasses during a trip and how not having one affected your journey.
This will help you develop a bond with your audience, and they’ll instantly feel at home when connecting with your brand. As such, they’re more likely to purchase from you than your competitors.
Gain a Competitive Edge
When consumers search for something they wish to buy, they’ll be spoilt by numerous choices.
Note that they won’t prefer your brand merely because you approached them before your competitors.
Instead, they’ll compare top brands in your niche to choose the best option. Of course, they’re spending their money to purchase the item, and they expect the best outcome.
You need to stand out among the rest to earn their trust and prove you’re the right choice. This would require you to write a great copy telling how you are different from your competitors. However, try using an objective tone.
Rank on SERPs
Your visually pleasing website and its quality content are of no use if no one gets to visit it in the first place.
Remember, your website is like a virtual salesperson.
Just like a salesperson generates sales when a visitor comes to the store, your products will only sell if people visit your site.
However, the question is, how to direct thousands of visitors to your website organically? Ranking on Google is the answer.
While copywriting compels visitors to take action, a striking web copy also optimizes your site and helps you rank on Google SERPs.
An experienced copywriter strategically integrates keywords and phrases your visitors search for, playing their part in ranking your site.
Persuade Visitors to Take Action
Once you build your website for great content, you’re taking steps to nurture your leads, and they’ll likely convert - as long as you keep offering them value.
Make sure you write attention-grabbing headlines and offer enticing discounts and promotions.
Besides, adding an engaging CTA is also crucial.
All in all, you should make your prospects comfortable enough to take the leap of faith. You need to understand your target audience's psychology in-depth to create a winning copy.
Types of Web Copywriting
Marketers use different web copywriting types to approach their target audience and persuade them to take action. Some common web copywriting types include the following.
Landing Pages Copywriting
Landing pages are the first thing your visitors see after they click a link or an ad from your brand. It can be your site’s product page, homepage, or any other page on your website.
Landing page copywriting aims to give a deeper insight into the solutions you offer. This helps boost conversions.
This type of web copy is great for e-stores, where landing pages are typically product pages focusing on persuasive writing and offering value to the audience.
Email Marketing Copywriting
Email copywriting makes up for a successful digital marketing campaign and for the right reasons. It stands out among the other copywriting types because it approaches the audience directly in their inboxes.
It helps build strong relationships with customers and encourages them to convert into loyal customers, contributing to your business growth.
Traditionally, email copywriting uses a more customized and informal tone. Besides, it may include short videos, GIFs, and infographics to entice prospects during the sales funnel stage.
SEO copywriting aims to optimize the copy for phrases and keywords people use when searching on the web. This requires keyword research to find quality keywords that drive high traffic.
A well-written copy won’t serve your business unless you optimize it for the right keywords. When you take steps to optimize your web page, you’ll boost your likelihood of ranking and also enhance your domain authority.
As a rule of thumb, consider optimizing every web copy. This way, you’ll increase your chance of ranking and attracting more traffic.
Successful ecommerce owners believe blog writing is the backbone of SEO. Because search engines love new and fresh content, adding blog posts meets the requirement. Your site visitors will look for helpful information about your brand.
Blogging enables you to address your target audience and build a loyal customer base. You must aim to educate and inform your readers, but your ultimate goal is to drive more sales.
However, you’d need to offer your visitors value to build trust and encourage them to purchase from your brand.
Best Practices for Web Copywriting
Everyone shares varying and distinct web copywriting practices, and it’s not surprising to feel confused. The key is to know the basics, however.
As long as you know what copywriting entails and what fundamentals are essential for crafting one, you can always leverage more practices for an effective outcome.
- Know your audience. If you wish to persuade someone, you must think their thoughts and speak their words. The same goes for your audience. Get to know your ideal audience to build a connection with them.
- Use a conversational tone. Remember, you’re talking to humans, not bots. So, keep your tone conversational. Consider using “you” where possible to make the readers feel you’re talking to them.
- Include facts. Your readers pay attention to grammar and spelling. Fair enough. How about 74% of web readers pay attention to grammar and spelling? The latter fact-based sentence offers more value to the reader and will likely intrigue your visitors more.
- Empathize action. You must convince your readers to take action, and it’s possible by including action verbs and phrases in your copy. For instance, instead of writing, “This diet will help you lose weight,” try “You can lose 15 pounds within 3 weeks with this effective diet.” See the difference?
- Check grammar and typos. Because the content quality determines your brand image, typos and grammatical errors will convey a negative impression. Make sure you proofread your work before publishing.
- Consider outsourcing. Many people might discourage you from outsourcing a significant business task, but it can make you a killing by handing it over to the pros. You’ll have access to the skills and expertise you need for effective copywriting to drive more sales.
Things to Consider Before Choosing Web Copywriting Services
Because web copywriting helps attract more visitors and boost sales, you must consider an experienced company for a successful outcome.
Otherwise, it may hurt your brand’s reputation. Make sure you keep these things in mind before hiring a company for web copywriting services.
Go for Specialists
Avoid hiring a company that doesn’t specifically offer web copywriting services. For instance, an agency that has a history of successful content writing services might fail to implement the right copywriting strategy.
Therefore, always choose a company with a team of experienced copywriters - because that’s your current goal.
Communicate With the Company
Do not pick a company instantly after viewing their official website. As a rule of thumb, contact the copywriting service providers and communicate your business needs.
This will help you discover if the firm understands your unique goals and whether they have the knowledge you need for business success.
Compare the Prices
Choose the top 3-4 companies and compare their prices. Highly-priced agencies aren’t always the best ones. Do your homework and go for an affordable firm offering reliable copywriting services.
Mistakes to Avoid
Copywriting strategy can be successful only when executed right. Do not assume you can alone tackle this project with numerous other tasks to handle as a business owner. Therefore, avoid building an in-house team and training them.
You may end up wasting your resources and money because success isn’t guaranteed.
An experienced copywriting firm, however, guarantees successful copywriting campaigns and lives up to its promises.
Lastly, do not forget to skim through the reviews and ratings of a company online. Take time to visit their official website and social media channels to know their reputation in the industry. This will give you an insight if the firm actually offers what it claims.
Hire the Best Web Copywriting Companies With Xpeer
Marketers go above and beyond to implement effective practices to boost website traffic and drive more sales. Quality services and products do not guarantee success in a highly competitive world like today.
Therefore, you must implement the latest marketing tactics to earn a spot among your competitors. Copywriting offers an effective way to increase website traffic and build brand image.
Xpper connects you to reputable and authentic copywriting service providers who know how to write compelling and engaging copies offering value to your customers.
The more valued your audience feels, the more they’ll trust your brand. Ultimately, they’ll become loyal customers, contributing to your business growth.