Copywriting, or advertising writing, is a practice of writing texts for the purpose of informing, inspiring or persuading. In most cases, copywriting is used to promote a product or service, make the consumer want to take action, in order to increase sales and conversions on your website, for example. . Media for copywriting includes blog posts , sales letters, advertisements, and social media articles, among others.
This term of copywriting, which comes from English and marketing, refers to the professional writing of texts for advertising purposes. “Writing” translates to “write” or “write”, while the word “copy” simply refers to “text”. In French, this translates to “editor” or “designer-editor”.
Why is copywriting important?
It is legitimate to wonder, in the age of video and podcasting, if copywriting is still relevant today. The answer is yes.
Here are some of the benefits you can get by mastering the art of writing and writing texts that can convince your audience:
Achieve higher conversion rates on your key web pages
Improve the structure and flow of your articles
Get more engagement with your social media posts
Boost the sharing of your content
Understand the needs and wants of your potential Belgium WhatsApp Number List customers
In other words, copywriting can improve almost every part of your marketing.
This obviously includes blog posts and sales pages. But copywriting also comes into play when creating many elements of your marketing action and strategy:
Blog post titles
Metadescriptions of web pages
awareness emails / outreach
YouTube video descriptions
Text of the “About” page of your website
What does a copywriter do?
Unsurprisingly, a copywriter spends most of their day writing. However, there is more to a copywriter’s job than stacking words on a word processing page.
Experienced copywriters spend a lot of time learning about their clients and trying to figure out how the product they are writing about can help their prospects solve their problem.
If you write a copy about your own product or service, you obviously have a head start. Your job will therefore consist mainly in knowing more about the thoughts, fears and desires of your audience, in order to be able to better seduce them and sell them your products or services, the ultimate goal being to write a text that speaks to them about the the simplest way possible.
How to become a copywriter
There is no specific training to become a copywriter or copywriter. However, you must have skills in the following areas:
Grammar and spelling
Good structuring of sentences and content
Knowledge of online advertising
Becoming a good copywriter or copywriter takes time. But it’s a very useful skill in marketing, and one that you can use to gain clients as a freelance writer or to improve your job prospects.
And if you’re a small business owner, you can use your copywriting skills to improve your marketing content and grow your business.
The main objectives of copywriting for the web
We have already mentioned that the main goal of copywriting is to drive sales. Well for web copywriting, a kind of copywriting dedicated only to the internet, it’s the same thing.
But in order to achieve this, there are some secondary goals that must first be achieved:
Engage your target audience in a meaningful way. Your audience should be able to relate to what you have written.
Convey the added value provided by your business. Your value proposition should be clear from the start of your text.
Work consistently with the visual elements on your web page. Copywriting isn’t just about words, it should integrate the entire user experience.
Persuade people to act. Whatever action you consider – registering, adding an item to the cart, subscribing, filling out a form – your text must strongly motivate your audience.
Stick to your main goal. Every word, every line, every paragraph must have a meaning. There is no room for jargon and meaningless phrases.
Types of web writing
Now let’s take a look at the main types of web writing projects:
– Rédaction SEO
SEO copywriting consists of optimizing your texts and content for the keywords that people are looking for on search engines. So it involves doing keyword research to identify the keywords with high traffic volume. Optimization of web pages is necessary for SEO and especially to improve your domain authority.
Generally, every piece of content on a website should be optimized for specific keywords, in order to attract more organic traffic.
– Writing of landing pages / landing pages
Landing pages, or landing pages, are web pages where your prospects land after clicking on an ad or link. This could be your site’s home page, a product page, or even a stand-alone web page. The main idea behind writing a landing page is to present your solution for the purpose of driving a conversion.
This type of web content is great for e-commerce and the landing page is usually a well-designed product page that focuses on the value proposition and has persuasive wording.
– Email marketing writing
Email marketing is essential to any digital marketing strategy. Being able to target prospects right to their inbox is an advantage that small businesses should definitely capitalize on. Emails allow you to build relationships with your prospects to regularly encourage them to convert into paying and loyal customers.
This type of text is more informal and personalized depending on the stage of the sales funnel the prospect is in. It often includes visual elements such as infographics or a short video, which can help make your selling points stand out and improve engagement.