Copywriting is tricky. There’s a fine line between persuasive and pushy, and striking that delicate balance can be challenging for even the most seasoned wordsmith. Not to mention, there are those fussy technical details that the modern copywriter has to address. Here are a few things to keep in mind during your journey to first-class copy.
- Tell a story. Treat your readers as if you’re engaging them in conversation. Don’t be afraid to have a voice, an opinion, maybe even a sense of humor. Of course, keep in mind that the appropriate amount of each is dependent on the product you’re representing.
- Integrate your copy with the web design. Many of our clients don’t realize how important it is for the content on their website to mesh with their image. When writing copy, remember that it needs to reflect the tone of the site. For instance, the aforementioned humor and/or opinion might be much more appreciated on a Buzzfeed sister site than by the curators of an esteemed law firm’s website.
- SEO before you go-go. Don’t underestimate the importance of SEO keyphrases, but don’t let them drown your copy. Density isn’t as vital as it once was, and nobody likes to read an article with abundant, obvious keywords. Make sure to choose proper keywords and handle them delicately. Also, try to avoid terrible jokes like the one that started this paragraph.
- Elicit a response. The point of copywriting is to inspire action. By the time they’re done reading, your audience should know what you want from them and they should actually want to do it.
Finally, put yourself in the shoes of your reader. If the copy speaks to you, you’re off to a good start. Best of luck! And if you need an extra nudge in the right direction, we’re right here.