Importance of Copywriting – How to Write Copy that Sells?


How to grab people by their short attention spans!

Words don’t come easy”, as FR David sang in his love song Words which was a massive hit in the 80’s, speaking to many people about the difficulty and the power of words in life’s situations.

But hey, words for business can be daunting too. No love lost there, for many business owners.

Read further to understand the importance of a Copywriter
in creating business website copy and marketing/sales copy for many different types of business websites and applications….
and the critical nature of Keywords

Copywriting – it’s not just words, it’s communication, after all

Genuine, professional, friendly, honest.

This is how you come across when you talk on the phone to a client or prospective customer. You really want to communicate with the person you’re talking to engage them.

You don’t use jargon; you stick with clear explanations.

You’re guided by the caller’s existing knowledge and her or his actual enquiry. What do they want to know?

What problem do they have that your business might genuinely solve?

What would change if you were writing for your business?

If you were writing for example, for your website landing page, or a short script for an explainer video how would it “sound”?

Headlines unique and catchy? Do readers immediately know what you’ve got to offer? Does your following copy feel as genuine, professional, friendly, and honest as your phone manner? All at the same time as being “differently creative” to reach a wider audience than a phone conversation does.

Will you grab people by their short attention spans – or will they just click off and be gone in 50 milliseconds?

How to grab people with your copy in the short time you have

What exactly is copy? Advertising and marketing copy includes any type of writing meant to persuade people to take action, such as buying a product or service, entering an email address, subscribing to something, watching a video, booking a consultation. This can also be called sales copy.

Digital copy is the text that appears on websites, in software/apps, articles, blog posts, eBook’s, ads, social media, press releases, presentations, emails, and certain marketing video types (such as whiteboard and motion graphics videos which often include text). Your business may also use print copy which can appear in newspapers and magazines, catalogues, posters, flyers, brochures, physical banners, product packaging, billboards, and more.

We’ll be focusing on digital copy in this post.

Copywriting is the act (or the art some might say) or the profession, of writing text for the purpose of advertising or other forms of marketing – and converting traffic into leads and sales.

Often, people who write copy specialize in one particular form of copy, such as short-form copywriting, or short-er forms for social media marketing. Others specialize in copywriting for website content, or eCommerce sites.  Some specialize in writing blurbs for promotional materials or ad copy, and yet others write long-form informational articles for blog posts.

Professional copywriters will also be writing with search engine optimization (SEO) in mind (see further down in this post for more info on this).

We know from performance marketing research that there is not much time in which to engage a site visitor.

To engage with potential customers, you need to make two things great:

  • firstly, your website must be great.  With excellent copy content and visuals, it will seize the visitor, all other things being equal (e.g. is it in fact the website or topic they wanted; is it loading quickly; is it mobile and user-friendly).  Website users’ expectations these days are for a website that is useable and functional. If not, they’re outta there!!
  • the second requirement is great copywriting. People generally don’t want to see a barrage of text or information – if they want more in-depth info they’ll go to longer blog post articles. They simply want to know they’re in the right place. They want to quickly and easily cut to the chase. To see your best offer.

The importance of a great copywriter – for copy that sells

Really knowing your product and its unique benefits is the best starting point, and the most important thing, in persuasive copywriting.

As we said above, you really know your products and/or your services.

Are you already producing copy on your website and social media but can’t see the results you were hoping for?  Then your business site or application needs a professional copywriter.

Find out how to get persuasive copy for your business and gain more customers. – click here to book a chat with Webyroo’s founder Tony Jose.

Professional copywriting will pay for itself, especially if combined with performance marketing.

Regardless of your type of business site, i.e. a business website, an eCommerce site, a web application, a mobile application, or a software product, a professional copywriter will intentionally write, including keywords for SEO purposes, that will appeal to the emotions of potential customers, grab them, and get results for you in 4 important ways:

  1. Building brand. Content should reflect your brand image through its tone and language, and its ability to ensure people can relate to it. Rushed copy can be sloppy and perhaps inaccurate. It will reflect badly on your business and people will click away in record time.
  2. Appropriateness. Experienced copywriters know how to write for different target audiences. It’s essential that the tone is right, for example, on a medical service website, compared with the tone that would suit a camping supplies eCommerce site, or an IT start-up’s social media sites. A great copywriter creates content appropriate to the site, that includes succinct, correct information endorsing the benefits of your products/services and importantly – how these products or services will help the consumer or solve their problem.
  3. Knowledge behind the scenes. Professional copywriters understand the massive importance of keywords for marketing/SEO purposes. As we’ve mentioned in earlier blog posts, keywords are important in a number of ways. They are integral to SEO, to get your brand ranked higher on the search engine results pages.  They are important in performance marketing. They are important in directing a person’s query when they’re doing a Google search for a service or product.
  4. Writing copy that actually sells. The proof is in the pudding.

Copywriting and Keywords – a crucial combo

A keyword is the exact word or phrase a business marketer is targeting in a campaign. It is not necessarily the same as a search term or search query, which is what a user types into a search box. Users may type the keyword that the copywriter/marketer is focusing on, but more often it’s a string of words quickly typed, or a sentence or question spoken into the search box, and this set of words may be in any order, with wrong spelling, and may be only vaguely connected to the keyword. But there will be a connection. and Google Search is very efficient at knowing, via its amazing algorithms, just what the searcher is looking for. Artificial Intelligence is making sense of it all.

Searchers use queries to research information online. Typically, users don’t even know what keywords are, or what specific keywords that brands are using behind the scenes. They just type or speak their words into a search box, hoping to find information on a product or service that will meet their needs.

Professional Copywriters/Marketers use keywords in the process of improving (optimizing) your website/webpages copy and content to increase its visibility for relevant searches.  It would be impossible to target every single search query that users type into search engines, so marketers undertake keyword research to try to make sense of the many possible search query terms – and then strategize over them to work out which keywords best match what potential customers are searching for.

Keyword research is something that takes a considerable amount of time, and is quite a specialist activity needing research skills and number-crunching abilities. There are a number of keyword research tools that can be used to find out if a particular keyword is being used in customer queries in Google Search, and how often on average it is being searched, e.g. on a monthly basis.

A professional copywriter will be able to do this research and consult with you about the findings. Together you would decide on the way forward. If you also utilize performance marketing for your business, it will be easy to monitor and track various aspects of your marketing campaigns, and to adjust if necessary.

Please feel free to contact Webyroo for help or further information with any aspect of copywriting or content writing.

You can also contact us at Webyroo about any aspect of managing your digital presence.  Webyroo will help you. Click here to book a call now, or check out this video which shows how we help small to medium businesses.

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