Definition of Copywriting
A misunderstanding of what copywriting is leads to poorly written content that does not achieve expected results. So what is copywriting? It is a type of writing used to compel readers to make a decision about a given topic. For example, good copy on a retail oriented website would encourage customers to purchase the products in question.
According to the Business Dictionary, the copywriter is:
[A] professional who composes headings, sub-headings, and body copy of advertisements, brochures, catalogues, direct mail offers, product literature, etc. Some copywriters work independently while others are employed by the advertising agencies.
You will notice the definition includes the words ‘advertisements’ and ‘advertising’. In a strictly technical sense, copywriting is the art of composing text for advertising purposes. Outside of the digital realm copywriting is used to create magazine adverts, television and radio adverts, and other forms of advertising including posters, brochures, etc. Copywriting within the arena of the Internet produces several different types of content.
As you can see, copywriting is not the same thing as article writing or blog posting. Articles and blogs may contain some text designed to compel readers to make a decision, but that is not their primary intent. Their primary intent is to inform readers of certain facts or engage them in some sort of digital conversation. Copywriting is specifically intended to result in a positive decision being made.
The foundation of any good copy is a good idea. The right idea effectively explored by the web copywriter provokes a reaction in the mind of the reader. Hopefully, that reaction is positive.
Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen~ John Steinbeck
Different Forms of Website Copywriting
Website copywriting comes in many different forms, all of which Connotations’ website copywriting services is capable of producing. The form a piece of copy takes depends on the specific page location and the goals the client wants to accomplish. Here are just a few examples of different forms of copy:
- Product Descriptions – A product description is one of the most basic forms of copywriting. Product descriptions explain key points about a product or service and how customers are benefited by them.
- Product Reviews – Though not as short and concise as most other types of website copy, product reviews are still classified under the copywriting heading because their core focus is sales.
- Promotional Copy – Promotional copy is similar to article writing or blog posting except that its core purpose is sales. A good example would be a short, 300-word article describing how your company’s new service can help improve the lives of your customers.
- Landing Pages – The landing page is a great tool for grabbing the attention of website visitors and focusing in on a specific topic. These kinds of pages are often used for seasonal promotions or introducing a new product or service.
- Targeted Adverts – Advertising campaigns, such as those utilising Google AdWords, make use of very small snippets of text to encourage readers to make a decision. Advertising copy is very powerful in the hands of a skilled writer.
The Connotations writing team include writers who are very skilled at creating effective website copy. Whether you are looking for product descriptions, product reviews, or powerful AdWords ads, we can create it for you. Our web copy services produce tangible results, especially when combined with other effective digital marketing strategies.
The Copywriting Process
Connotations’ website copywriting services utilises a thorough and purposeful approach to ensuring effective copywriting with every project. Our approach includes the following six components:
- Research – Before we can persuade others to purchase your products or services, we need to understand them and what they are looking for. This information only comes through thorough research.
- Outlining – Effective copywriting involves establishing an outline for presenting information. This outline applies to individual pieces as well as entire projects.
- Draft Creation – The first draft of any written text rarely goes on to become the finished product. We write drafts as a means of organising and focusing thoughts.
- Revisions – The best web copywriter will continually revise his or her work until he or she is satisfied it is as good as it can possibly be. More revisions do not necessarily equate to better work, but we are not afraid to revise our copy as often as needed to make it perfect.
- Copy Testing – Effective copywriting requires copy testing. How do you test copy? By putting it out there and measuring results. To that end, we welcome input from our clients regarding the performance of the copy we produce. Poor performing copy may need to be revised multiple times before it achieves the desired results.
No web copywriter writes perfect copy on the first try, every time. Moreover, sometimes, poorly performing copy is more a product of a poor online marketing plan than the copy itself. At any rate, Connotations continually strives to produce the website copy that will be most effective for each client. Our website copywriting services can be an important part of a broad online strategy designed to increase your website traffic and customer conversion rates.
We want consumers to say, ‘That’s a hell of a product’ instead of, ‘That’s a hell of an ad’~ Leo Burnett, advertising executive and late founder of Leo Burnett Worldwide