Importance of Copywriting in Online Advertising

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Importance of Copywriting in Online AdvertisingLet’s reveal the secrets of

successful websites

What is Copywriting in Advertising?

• Wikipedia says: Copywriting is writing copy (text) for the purpose of advertising or marketing. The copy is meant to persuade someone to buy a product, or influence their beliefs.

The art of writing the words that sell

• What do you want to communicate?• How do you want to communicate it?• Who is your Target Audience?

This is "the secret":

is the corner-stone of ALL successful marketing

• Why? Because no matter which strategy, tactic or technique you use to promote your business; they’ll always be much more effective when you know exactly WHY you’re doing it (backed with time-proven psychological principles) and not just HOW to do it.

• No matter which marketing tactic you're using to promote your business... copywriting can boost its effectiveness...

Why Copywriting Is So Important?

Copywriting is one of the most important aspects of advertising.

The design draws peoples’ attention but

the message is what persuades the user to act

Why Copywriting Is So Important?

Copywriting in Online Marketing

• Copywriting is one of the most essential elements of effective online marketing. The art and science of direct-response copywriting involves strategically delivering words (whether written or spoken) that get people to take some form of action.

• Online ads are generally small and do not have room for lots of copy.

• When creating your message be sure to keep it simple. The term "less is more" is especially true here.

• Avoid trying to cram too much information into a small space; text that is hard to read isn’t very effective.

• Focus on getting one or two key ideas across. You only have a few moments to grab a person’s attention so make sure the message is clear and compelling.

• You should also include a Call to Action (commonly referred to as a CTA). This is typically a button/graphic /text, such as "learn more", "book a trip" or "call now", that motivates the user to take action.

• The CTA should give clear and concise direction. It should also stand out from the rest of the banner and grab people’s attention.

• Don’t underestimate the importance having a CTA. A strong call to action greatly increases the likelihood of people clicking on a banner.

Website Copywriting

• Website copywriting involves writing text and copy for websites.

• Commercial websites may require standard sales-style copywriting, while informative or educational websites could require more structured material.

Website Copywriting

• All websites require some type of website copywriting.

• The material on a website is important not only to attract customers, but also to raise page ranks and create search engine traffic.

• This means that website copywriting can be somewhat different from regular writing because copywriters develop copies for two audiences.

Website Copywriting

Copywriting for SEO

• Copywriting for Search Engine Optimization (SEO Copywriting) is the art of writing web page copy that is appealing to human readers, but also ranks well for specific search terms that people are looking for in search engines.

• Search engines have now become much more sophisticated, so the fundamentals of solid copy writing are more important than ever.

Copywriting for SEO

We Create Content that Ranks Well in Search Engines

Copywriting for SEO

• SEO refers to the process of creating copy that is tailored toward catching the attention of popular search engines. Theoretically, the higher the SEO, the higher the number of readers that will be directed to the website.

Copywriting for SEO

• An understanding of keywords and search engine behavior are important for SEO copywriting.

• This means copy for a website should contain certain keywords that people search when looking for something.

• If those keywords are used properly and in the proper places within the article, more traffic will come to the website via a search engine, and the owner of the website could have the poten-tial of making more money.

Copywriting for SEO

• Website copy not only serves the overall function of the website, but it usually needs to capture the attention of readers as well.

• People browsing the web tend to read differently than people reading a book or a newspaper.

• There are more content options available, so the content must capture their attention quickly and be relatively easy to read.

Copywriting for SEO

• Often, web browsers want to be able to skim websites or articles to get a good idea of what they are about.

• Therefore, website copywriting often involves writing prose that is easily readable.

• Headings, bullet points, and simple language are often preferred as a result.

Copywriting for SEO

• Key-Advantages:

– More website traffic– Increased web page readability– More conversions of visitors into sales– Higher search engine rank in all major search engines

Importance of Copywriting: Short Resume

• A strong Copy significantly helps to increase traffic to your website and increase sales of your products or services.

• Copywriting is one of important marketing tools.

• Copywriting is an active prose that inspires action.

The Most Typical Copywriting Errors That Can Ruin A Company’s Website

Typical Copywriting Errors

• No matter how brilliant a website’s design, no matter how elegant its navigation, sooner or later visitors will decide whether to take action because of something they read.

• In the end, the effectiveness with which a website converts visitors hinges on words.

Typical Copywriting Errors

• If a new website is going to hit all the right notes, its content must be just as well crafted as its design and programming.

• However, as you might imagine, there are many ways to go wrong with content in a Web development project.

Error #1: Writing Inwardly

• You love thinking about your products, you love improving them, and you love talking about them. It’s only natural that you want to shout from the rooftops and tell the world your product’s story in all its splendor…

Error #1: Writing Inwardly • Problem is, the rest of the world isn’t

interested in your story. Customers don’t have time to admire your greatness. They’re too busy searching for ways to make life better for themselves.

• A high-level Web page answers one question of the reader above all:

What’s in it for me?

Error #2: Burying The Lead

• Websites are a poor medium for subtlety.• Visitors decide whether to stay on your website

within a few seconds. • If you can’t communicate why a page is important to

them immediately, your conversion opportunities will vanish.

• Now look at your Web pages: - How do your leads stack up? Are you leading with the main

point? - Are you giving visitors a reason to read further?

If your in-house writer is not familiar with Web writing techniques, they may approach the project as if they were writing a novel (assuming that visitors will read their new website from start to finish)…

• This assumption is disastrous. People skim and scan Web pages, their eyes bouncing around like pinballs.

• For any given Web page, visitors are likely to read the headline and the first few lines of text; beyond that, any body content they read is gravy.

• Expecting someone to read an entire page of content sequentially from beginning to end is wishful thinking.

• The most important words on the page must be the easiest to find, read and comprehend.

Error #3: Saying Too Much

Brevity is the soul of conversion!

Error #3: Saying Too Much

• Brevity works because it provokes curiosity.• By telling the whole story, you live nothing to

imagination.• Using 500 words to tell a 100-words story

turns an adventure into a chore.

Error #4: Weak Or No Calls To Action

• Assuming that your website has a brilliantly persuasive copy, it’s still next to worthless without a strong call to action (CTA).

• It’s wrong to assume that visitors will be so inspired by your brilliant copy that they will pick up the phone and call, or fill out an online form and beg you to contact them.

• In the real world of Web marketing, visitors want to be led. If they have to stop and think about how to take the next step, you’ve already lost them.

Error #4: Weak Or No Calls To Action

• Recognizing the need for a call to action on every page is step one.

• Matching the right CTA to the page is step two: - High-level product category pages normally call for

a “soft” CTA (such as “Request more information” or “Schedule a consultation”)

- In contrast, detailed product-level pages require a “hard” CTA, such as “Order now!”

So… What Copywriting Is All About?

• Well, it’s simple!• It is all about being Creative, Original,

Competitive, Informative, Simple, Concise, Persuasive, Clear, Focused, Targeted, Reasonable, Attractive, Calling-to-Action…

It’s Time To Think

• The errors discussed above revolve around one thing: conversion.

• The advertising icon David Ogilvy, the greatest copywriter who ever lived, said: “If it doesn’t sell, it isn’t creative.”

“Now, consumers expect brands to be acting in the way they have been talking. Getting people to believe what a brand says about itself can be tough, particularly in the technology sector. That’s where the copywriter comes in.”

Richard Figueira,

Digital Executive Creative Director,

JWT London

You may prefer a soft sell or a hard sell, but if your Web page isn’t selling well,

maybe it is the right time to think about copywriting?

It’s time to analyze your website.

If you need professional Copywriting Services please contact:sergei@acelloria.com