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Website Copywriting

Copywriting is a tool used in marketing communications to increase brand awareness and improve conversion rate. It is the art of developing content meant to convince the audience to perform a specified action such as subscribing to a service or channel, purchasing a product, downloading an ebook, or following a brand on social media.

The product in written text, known as copy, is recreated into suitable forms and then used for advertisement purposes, or to keep the brand audience engaged. With effective copywriting, you can develop jingles, video ads, product descriptions and online ads which are used to maximise marketing campaigns and increase ROI.

There are many forms of copywriting such as sales copywriting, technical copywriting, financial copywriting, and web copywriting, amongst others. These are used to produce copy for offline advertisement and for the internet.

Since the internet went mainstream and following the first e-commerce sale in 1994, copywriting has evolved rapidly to include so many techniques needed to maximise sales and boost exposure. Web copy covers such online content as website landing pages, email newsletters, online ads, guest or blog posts, and social media posts.

Website copywriting involves developing content (for advertisement purposes or simply to inform and entertain) for the internet. It makes use of techniques such as Search engine optimisation (SEO), social media optimisation (SMO), and direct response writing, among others to generate traffic, reduce bounce rate and increase conversion.

At Daily Posts, we have trained professional website copywriters who are experienced in utilising these special techniques to produce copy that will rank high in search engine result pages (SERPs) and have high conversion rate. We produce all forms of web content such as landing pages, squeeze pages, guest posts, product descriptions, email copy and random online content. For excellent copy guaranteed to convert, contact us today on 02380970979.

Website Copywriting

Copywriting is a tool used in marketing communications to increase brand awareness and improve conversion rate. It is the art of developing content meant to convince the audience to perform a specified action such as subscribing to a service or channel, purchasing a product, downloading an ebook, or following a brand on social media.

The product in written text, known as copy, is recreated into suitable forms and then used for advertisement purposes, or to keep the brand audience engaged. With effective copywriting, you can develop jingles, video ads, product descriptions and online ads which are used to maximise marketing campaigns and increase ROI.

There are many forms of copywriting such as sales copywriting, technical copywriting, financial copywriting, and web copywriting, amongst others. These are used to produce copy for offline advertisement and for the internet.

Since the internet went mainstream and following the first e-commerce sale in 1994, copywriting has evolved rapidly to include so many techniques needed to maximise sales and boost exposure. Web copy covers such online content as website landing pages, email newsletters, online ads, guest or blog posts, and social media posts.

Website copywriting involves developing content (for advertisement purposes or simply to inform and entertain) for the internet. It makes use of techniques such as Search engine optimisation (SEO), social media optimisation (SMO), and direct response writing, among others to generate traffic, reduce bounce rate and increase conversion.

At Daily Posts, we have trained professional website copywriters who are experienced in utilising these special techniques to produce copy that will rank high in search engine result pages (SERPs) and have high conversion rate. We produce all forms of web content such as landing pages, squeeze pages, guest posts, product descriptions, email copy and random online content. For excellent copy guaranteed to convert, contact us today on 02380970979.

Applications of Website Copywriting

Website copywriting is used for several purposes. They include:

Online Advertisement

Also known as online or internet marketing, online advertisement is the main purpose of web copywriting. It leverages the wider reach of the internet to promote products and services. Internet marketing makes use of excellent web copywriting to reach a wider audience and convince them to follow a brand or purchase a product. This covers forms of advertising such as SEM, SMM, mobile advertising, affiliate marketing, and online classified advertising.

Email Marketing

This is one of the popular and most effective forms of online marketing. It involves promoting the sale of products and services through emails. Email copywriting is used to create quality email copy, generate subscriber mail lists, inform customers about the brand and increase sales. One can successfully sustain an online business through email marketing and paid advertising.

Search Marketing

Popularly known as search engine marketing (SEM), it is used to increase brand awareness and generate better sales. It includes all forms of online advertising which deals with search engines, algorithms and SERPs. SEM uses keywords and SEO to drive organic traffic to a site. It also makes use of paid search advertising to drive paid traffic to the site. With excellent web copywriting, SEM will not only increase the visitors to a website, but also multiply conversion rate.

Social Media Marketing

With heavy traffic and reach offered by social media, social media marketing (SMM) offers an excellent platform for brand advertising. With social media optimisation and good website copywriting, brands can leverage the wide reach offered by social media platforms to drive further traffic to their websites and also make sales. This is known to generate better traffic and conversion than search marketing.

Web Content Writing

This involves other forms of content for the web which requires excellent copywriting. Over the years, web copywriting has evolved to include other forms of online content such as blog posts, product advertisements, white papers, and press releases, among others. This copy makes use of SEO and SMO to achieve the desired purpose. For better content, a blend of website copywriting and technical copywriting is needed.

Types of Web Copy

There are many forms of web copy (content). These are broadly grouped into two main types.

Static Copy

This type of copy provides vital information about the website. It is a page on the website visitors are bound to see first. It informs them about the company and its services. While static copy covers the Home and About pages of business websites, it also includes all forms of pinned content on a website such as sales pages, how-to guides and other information.

  • Landing Pages

Website landing pages, unlike guest and blog posts, offer insight into the kind of services the business offers or products it sells. Written in the long-form type copy, landing pages are the pages a visitor “lands on” from a paid advert or an outreach post, and it outlines all relevant information to the reader. Copy for landing pages always end with a call to action (CTA) which compels the reader to carry out certain action. Our agency has skilled writers who create excellent copy with high conversion rate for landing pages daily.

  • Sales Pages

This covers website pages that are dedicated to the sale of a particular product. In the landing page format, sales pages require great technical copywriting and persuasion skills to produce. Copy for sales pages have irresistible headlines, a body with enough information (bulleted for readability) and a compelling CTA. Tech companies make use of sales pages to unveil products and generate sales. We can write sales pages for you.

  • How-to Guides

Not limited to marketing and advertising products, how-to guides are used to provide a step-by-step guide or process on how a product or service works. Depending on the kind of website and the type of service offered, how-to guides have dedicated pages which visitors visit in order to know how a product works or see more reasons to buy a product. We make use of technical copywriting to tackle problems a user will likely face in the use of a service.

Dynamic Copy

This, unlike static copy, need not necessarily be seen by a visitor to a website. It covers all other content related to the product or service. It keeps the reader engaged or entertained and also provides other information which a product user may find useful. These are also used to increase brand reach and cultivate customer loyalty.

  • Blog Posts

Companies make use of blog posts to keep readers informed and entertained while providing other information the user might need later. Brands make use of this also to maintain or increase SERP ranking. With steady and regular updates, brands place themselves as authorities in a field which is very crucial in online advertising and page ranking. We have talented content writers who can create or spin any form of content for your blog.

  • Guest Posts

These are blog posts that are featured on other sites with links to the landing page of the brand. They are used as part of off-site SEO techniques to generate backlinks to the landing page and also increase page rank if copy is featured on an authority site. Our copywriters can create and spin unique content with powerful headlines and rich body which are bound to get readers to visit your website.

Organisational Copy

This covers organisational content such as press releases, email copy, social media posts, online brochures and information about an organisation which are not found on the website. These require a writing tone and style suitable for the platform or audience, and above basic knowledge about the niche or field.

  • Email Copy

Used in email marketing, email copy is written in natural language. It is used by brands to communicate with consumers regularly, keeping them updated and informed. Some brands use “opt-ins” to expand their reach and increase customers. With appropriate brand voice and suitable writing tone, we deliver needed information to your customers to promote customer loyalty.

  • Press Release

Press releases are used to send useful or news-worthy information to news media and the general public. They are written in a formal tone, using the brand voice. Press releases require interesting headlines, strong paragraphs with supporting details, and good boilerplate copy. We can create unique boilerplate copy which aptly summarises the services your brand offers and highlights your unique qualities. Our press releases also generate expected public reaction.

  • Squeeze Pages

These are used to generate subscriber mail list for email marketing. When it is accompanied by a freebie, it offers a glimpse of what the user expects to find in the giveaway and is made to be convincing in order to generate as many subscriptions as possible. Our copywriters are skilled in the art of writing convincing copy. Our squeeze pages are guaranteed to convert and maximise ROI.

  • Brochures

This is a document designed by companies to inform prospective clients of the benefits of their products and services. Copy is compelling and includes visuals to attracted readers. We can produce compelling brochures which are bound to maximise ROI for your marketing needs.

Important Techniques Required in Web Copywriting

Search Engine Optimisation

SEO is an important web copywriting technique utilised by copywriters and online marketers to increase brand reach and SERP ranking. It involves writing content for the web with search engine algorithms in mind. Popular search engines use algorithms such as PageRank (for Google) to determine which web pages are top-of-result pages when a user enters a search query relevant to a niche. It is also used in Search Engine Marketing to increase ad viewers and conversion rate.

  • On-site SEO

This deals with all forms of SEO checks or activities carried out on the website. It mostly involves copywriters filling a piece with keywords which are bound to be recognised by algorithms in order to place the website as an authority in the niche. With this, pages can be tweaked to rank top of SERPs and drive increased organic traffic to the website.

  • Off-site SEO

This covers all SEO activities that are not done on the website. Web copywriters make use of this to generate backlinks to the website and improve its ranking. This is done through guest posts with links to the landing page in authority websites, and also getting other sites to link to the particular landing page.

Social Media Optimisation

This refers to all activities geared towards maximising the wider reach offered by social media to increase awareness, enhance customer loyalty, drive traffic to the website and ultimately increase conversion rate. It ensures that copy for social media is written with the buyer persona of each brand in mind, and tailored to suit his needs.

SMO, when done properly, heavily contributes to earned media. This is done by making copy informative, engaging and shareable. It is also used in online reputation management to present the brand in good light and also control any form of publicity crisis which threatens to mar the good image of the brand. Social media marketing also utilises SMO to increase the reach and conversion of paid adverts.

Website Optimisation

While not totally related to copywriting, website optimisation is needed to reduce bounce rate and increase conversion. Copywriters make use of this to make copy visually appealing by adding images or videos to web copy. Making copy scannable and with less clutter also improves web performance. Website analytics is an important tool used to check the performance of websites.

Direct Response Writing

Just like world famous copywriters such as David Ogilvy, John Emory Powers, and Claude Hopkins, copywriters make use of direct response writing to get readers to take immediate action, as specified by the CTA. This requires the use of irresistible headlines, interesting body stuffed with information and benefits, and a compelling CTA meant to persuade the reader into taking immediate action. Our copywriters utilise direct response writing skills to ensure a major percentage of visitors to your site do not leave without carrying out specified action.

Qualities of good web copy

There are certain qualities web copy must possess for it to be regarded as good or excellent. They include

  • Powerful Headlines

In order to retain the attention of visitors to the website and get them to go through the page, copy must have attractive headlines. Without great headlines, the website stands to lose 70% of visitors, according to statistics. The body must be interesting.

  • Easy to Understand

Readers are much likely to “bounce” if they find copy boring or hard to understand. Good copy is tailored to the language the buyer persona of the brand or product is likely to understand. It also contains fewer jargons and is expected to convey the needed message using appropriate writing style/flow.

  • Search Engine and Social Media Optimised

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