Digital marketing

Writing Copy That Converts.


We live in an age where more websites pop up every day throwing content our way, from video blogs to marketing messages in the street, and we are awash with words that are vying for our attention.

Websites are now responsive, and with the popularity of mobile phones for viewing content increasing daily it’s important to make it stand out. However, this is never as easy as regurgitating all of your knowledge on a subject into Microsoft Word and clicking save! So with that in mind, we thought we would put together some top tips for achieving written perfection…

Knowing Me, Knowing You

Unlike the famous ABBA song, we want people to join us for a long time, not break up with us! As with any project, careful planning and a solid foundation is the perfect way to start your copywriting journey. A solid knowledge of your product, company and tone of voice is crucial in order to write effective copy. The customer has to believe the message comes from your company, and if you don’t understand the benefits of your product, how can they?!

Once you’ve learnt about yourself, your company and your product, it’s time to move on to your customer. What are their demographics? Interests? What are customers saying about your product? All these will help you create the tone of your copy and help you piece together the content.

Extra, Extra, Read All About It!

We know is that first impressions count. Your headline has to be a fine balance of getting people intrigued by your story but not giving away too much so that they don’t read on! It’s certainly something that comes with practice, however, a good way to look at it is the 4 U’s: unique, ultra-specific, urgency, and useful. If you make your headline all of these things you’re destined for headline heaven!

Long or Short…

One argument within copywriting circles is whether you should write long or short copy. The simple answer is written as much as you need to, and no more. Just like when you were doing essays at School, the objective of writing copy is to get to the point and give the person enough information to act upon your call to action.

Test, Test & Test Some More!

When it comes down to it, the key to copywriting is practice and testing. It’s important to constantly test your copy and see if it can be improved. A/B Splits on email campaigns can be extremely useful in determining the perfect subject line, and trying different keywords in adverts can reveal which ones will get a better click-through rate.

Would you like some more help with your copywriting? Get in touch with us today…


Written by Andy McCaul
Co-founder and digital marketing guru Andy ensures all our projects are in shipshape and that we generate the best return on investment for clients.