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What is the purpose of web copywriting?

What’s the purpose of web copywriting?

When copywriting is done right it woos two of your website’s most important audiences: search engines and prospects. Companies with value-adding copy don’t just attract and retain customers, they rank and convert.

A copywriter’s aim is to pitch your brand to a target audience through compelling writing, using their words to sell a product or a service with creativity.

We know what you’re thinking: Isn’t copywriting the same as content writing? The short answer: No. Here’s the difference:

  • Copywriters set out to craft content that will persuade an audience to take an action.
    • Example: A landing page about your business services and features.
  • Content writers create media that communicates information to an audience.
    • Example: A whitepaper about upcoming trends in your industry.

While all copy is content, not all content is copy. If you’re confused just repeat this mantra: content tells, copy sells.

Okay, now that we’ve got the basics down, let’s take a look at what questions we’ll be answering in this article:

  • What’s the purpose of copywriting?
  • Are there different forms of copywriting?
  • How do you attract leads with your copy?
  • What are the most valuable tips for writing strong copy?

We’ve got a lot to cover, so let’s jump in.

Does Copywriting Have A Purpose?

It’s a question we get a lot. In the world of crafty videos and eye-catching graphics, isn’t the written word obsolete?

Think back to the most impactful media you’ve seen in the past five years. We’d be willing to bet that the majority of it had some kind of copy complementing it.

Copy will always be king in the world of marketing because people resonate with the written word.

Copywriting’s purpose is to inspire audiences to action with concise and compelling word choices. Copywriters use their wordsmithing skills to encourage conversions, increase brand awareness and solidify brand presence.

Are There Different Types Of Copywriting?

Copywriting is an umbrella term that encompasses lots of different types of writing. Here are a few of the most common:

  • SEO Copywriting: When you write for SEO you have two main goals: ranking in search engines and appealing to prospects. SEO copywriting is about more than good writing, it’s about understanding how to create content that will get a website indexed properly. This means conducting keyword research, targeting those terms throughout your copy, creating tags and building strong meta-descriptions.
  • Website Copywriting: Your website design is only as good as the copy on it. Your website copy is only as good as the design behind it. If design and copywriting aren’t working together, they’ll hold each other back. Website copy is all about producing strong, actionable, SEO-focused content that drives results.
  • Social Media Copywriting: Social media content was practically made to be written by copywriters. Posts need to be short, effective and engaging. While limited word counts and the need for snappiness may make social media writing seem easy, truly compelling copy in such a short form is difficult to master.

How To Attract Leads With Your Copy

Consider this: a mere .75 per cent of leads result in conversion, according to Salesforce. That means to better convert, it’s smart to ensure each lead you get is high-quality.

Copy plays a big role in this strategy. There’s a strong correlation between copy quality  and lead quality. Consider these statistics from HubSpot:

  • Strategic website copy is used by 68 per cent of businesses to acquire leads
  • In B2B settings, case studies help convert and accelerate the most leads.
  • Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10.

The key to quality copy that generates better leads is defining your user personas to create more targeted campaigns..

Building Personas

User personas provide a research-based profile of your intended audience. These profiles are based off key information about the group, such as:

  • Age.
  • Job title.
  • Hierarchy within company.
  • Personal and professional interests.
  • Industry expertise and experience.

Once you’ve collected this information, you build out detailed personas and determine what kind of collateral would most suit their demographic.

Without the focus that user personas provide you risk producing content that doesn’t appeal to your audience. It’s also common for companies without user personas to disseminate their information through the wrong mediums.  Which leads us to our next point …

Creating Targeted Campaigns

Whatever the copy, it has to resonate with your target audience.

This means your copywriting needs to:

  • Be distributed through the channels most relevant to your audience.
  • Written in a way that engages your distinct user personas.

Fo example, a young marketing assistant is pretty likely to click on an Instagram post linking to an article titled “6 ways to slay your next marketing pitch.’

A 55 year old CMO? Not so much.

Setting And Measuring Conversion Goals

By targeting your copy toward those actually interested in your services, you may generate less site traffic or gain fewer social media followers.

In the grand scheme of things this is fine, those metrics are more about vanity and less about revenue.

Well-targeted and persuasive content will pinpoint the more meaningful metrics. You’ll likely see an increase in pages per session and social engagement, things that will ultimately drive up the number of quality leads.

Which brings us to our next action, determining conversion goals. We know copy should spark action, the question becomes: what kind of action is your company looking for?

You’ll need to start by narrowing down what outcomes matter most your team. Are you looking for your audience to subscribe to your newsletter or set up a demo request?

Broadly speaking conversions can be broken down into two categories.

  1. Micro conversions: These actions don’t have a direct commercial impact but they can help nurture leads through the sales funnel. (ex: eBook downloads or form fills).
  2. Macro conversions: These actions have a direct commercial impact. (ex: purchases, contact with sales team).

Once you’ve set your goals, you’ll want to measure their impact. Google Analytics dashboards can help here by providing some traditional metrics such as:

      • Social engagement.
      • Open rates.
      • Opt-in rates.
      • Organic rank.
      • Organic click-through rates.
      • CTA click-through rates.
      • Unique visitors.
      • Dwell time.
      • Social shares.

If you’re looking for more context, set up Goal Completions in your Google Analytics dashboard. This will give you clearer insights into how well your copy is converting. In an ideal world, at the end of your campaigns you’ll be able to pinpoint which new customers came in as a result of your copy.

Best Practice Tips For Writing Valuable Copy

  1. Highlight Your Brand’s USPs Early On

It should be abundantly clear why your business is THE business to interact with. It’s a copywriters job to create content that is persuasive and engaging, clearly identifying why customers should buy the product or service. It’s helpful to ask yourself a few questions before writing:

  • Why is your business worth listening to?
  • What makes your brand interesting?
  • What sets you apart from your competitors?
  • When you think of your brand, what three words come to mind?

With these answers in hand and the right power words on deck, your copy should be able to convert even the most fickle customer.

  1. Write With Seo At Front-of-mind

Keep your keywords close when writing any copy. You want to keep the content engaging and shareable while ensuring it contains key search terms for your intended audience. It’s easy to gauge success here as you’ll see an increase in traffic or even get your site ranking on the first page. Remember: organic SEO strategies take time but once they start working they’re well worth the wait.

  1. Be Clean, Concise And Captivating

Clarity, immediacy and value: these are the pillars of good copywriting. Never use 100 words when you could use 50. Always ensure your word choices are crisp and clear. Check your copy to make sure every sentence adds value.

Good copy doesn’t hide behind fancy words or big chunks of text. It gives readers exactly what they need and then takes a gracious exit.

  1. Know When To Sell

It doesn’t matter if you create the best copy in the world, without calls to action, your efforts will fall flat. Strong copy includes plenty of internal links, well-placed CTAs and provides the reader with a clear purpose. Copywriting is meant to make engaging with the business as simple as possible. Your words should light up the path to conversion, plain and simple.

Our Key Takeaways

Copywriting serves a clear purpose. It’s meant to encourage action.

With the right tactics your copy can inspire brand loyalty, awareness and conversion.

So, what are you waiting for? Get writing.

What is the purpose of web copywriting?

Sabrina Dorronsoro
Sabrina Dorronsoro About the author

Sabrina is the Editorial Manager overseeing the Enterprise team here at Castleford. Home to some of our largest and most high profile clients – Sabrina ensures the likes of Greenpeace, Hilti Australia, WWF, and BDO get the best from her team of writers, Strategists and Project Managers.

Read more of Sabrina's articles