Web writing is one ofs marketing activities that can have a significant impact on your online performance.
The question is: where to start?
In this guide, I will teach you…
- What is copywriting
- Why it is so important
- How you can structure your website copy
- What are good web copy practices
- You may know a few examples of good copywriting of SaaS companies
We have a lot to cover, so let's get started.
What is web writing? Complete Guide and Template for 2020Write Better Website Copy Easier With These Templates
Keep your web content and a clean, organized copy for your development team with this set of templates:
- What is website writing?
- Why is website writing important?
- 6 Steps to Structuring Website Copying
- Step 1: Define your business pages
- Step 2: Define your content pages
- Step 3: Classify the necessary pages first
- Step 4: Create your business and content pages
- Step 5: Test your copy
- Step 6: Optimize for results
- 4 Best Practices for Copying Websites
- Let customers write the copy For you
- Be consistent with messaging
- Write compelling headlines
- Write in Active Voice
- 3 examples of website writing
- Example # 1 : LearnWorlds
- Example # 2: Moosend
- Example # 3: CoSchedule
- Conclusion
What is website writing?
ting website copywri is the process of writing digital content for landing pages, product pages, blog posts, and everything in between.
Compelling copy can build loyalty with your website visitors and lead them to take action that is both important to you and meaningful to them.
Even though website copywriting has many extensions (e.g. social media posts, online ads, email marketing campaigns), in this guide we will focus on the copy you create for your own website.
Pioneers like Claude Hopkins (1866-1932), Victor Schwab (1898-1980), or Eugene Schwartz (1927-1995) established the ground rules which were followed for years by the first editors to the world.
The ad below for the legendary Volkswagen Beetle is just one example of the glossy copy of the era that was created by advertising agencies, mainly in the form of paper, radio and later TV commercials.
Image source: Medium
When the Internet arrived In the early 1990s, there was a changeement in the need of copy which encouraged the first Net surfers to act in this exciting new environment.
This is the first online banner ever used by AT&T in its marketing efforts on October 27, 1994. This is how it appeared on the website from WIRED, hotwired.com.
Image source: The Drum
As you may have guessed, the question "Have you ever clicked your mouse just HERE? And the following text, "YOU WILL " combined to make an example inline copy.
In fact, it was one of the earliest examples of online writing ever recorded.
Since then web copywriting has taken different forms, followed different trends and is affected by different methodologies.
One of the most important is search engine optimization (SEO).
SEO a ahad a huge impact on how people write copies online, why they do it, and what they hope to accomplish.
SEO has had a huge impact on how people write copy online, why they do it, and what they hope to accomplish.As the use of search engines like Google increased year by year, the need for traffic increased also that came from these search engines.
For those who doubt that interest in SEO will continue to increase today, the following screenshot from Google Trends shows that people are indeed still interested in SEO. SEO.
Recommended Reading: Your Essential SEO Guide for Blog Posts (Checklist Included)
Although the way people use copy has changed over time, one thing remains the same:
The need to 'talk' to your target audiin a way that is easy to understand and that prompts them to take an action that makes sense to you (as a business) and for depending on the problem they are trying to solve.
Interestingly - and despite what most people think - the term "essay" continues to be very popular and of interest to more researchers. This is the result of the fact that more and more website owners and businesses are trying to get better results from their online efforts by leveraging the principles of copywriting.
Why is this happening and why does copywriti ng continue to be important for websites around the world?
Keep reading to find out.
Back to topWhy is website writing important?
As mentioned in the previous section, web content can help you communicate your businesssolutions in the best possible way to your target audience.
It can help you speak to your potential customers in a language they understand and resonates with them.
This is something you need to accomplish to help these people make a decision that will hypothetically improve their lives.
Make no mistake: good copy can change the way people think about your product and give them value The extra boost they need to take the next step to forming a relationship with your business.
Of course, having good website content is not a solution autonomous; there must be substance behind everything you say. However, it can certainly help in those early stages of building a relationship with a new user or customer.
Let's put this in perspective using a simple example.
G2 is a place where online businesses can researchSeek real opinions on the software they plan to use.
This is the G2 home page:
Image source: G2
The little piece of highlighted text is what we call a title .
So the headline that G2 currently uses is:
“Get the right software and services for your business.”
This may not be obvious right away, but this title includes everything a newbie visitor to the G2 website needs to know.
Recommended reading: How to Write Awesome Headlines on social networks your audience will loveIn an instant, G2 lets visitors know this is the place to get verified reviews so they can choose the right software.
Of course, the problem encountered by someone visiting G2 is not It is not selecting the right software.
This is just a sub product of need for visitor of something else.
The problem in this case could be:
How to streamline sales operations and create 5 million more dollars in the pipeline by the end of Q 3.
The solution?
G2.
And how to communicate this?
Powerful and well-written copy - us I'll explain this to you in more detail in the last section of this guide.
For now, I want you to keep in mind that in its various forms, website content and copy can help us communicate our solutions and connect with our target audience in a simple and straightforward way.
In its various forms, website content and copy can help us communicate our solutions and connect with our target audience in a simple and direct way.The question that arises is: how can you do this?
This is what we will look at in the next section.
Back to top6 Steps To Structure Website Copy For Your Own Website
Before I go any further, I need to do one thing clear:
It doesn't There is no one right way when writing website copy for your website.
This means that you can develop your own processes and follow your own tactics, as long as they work for you.
The following process is the one we use at MINUTTIA , and one that we've seen work through our experience working with SaaS and tech companies around the world.
You should also be aware that the process of structuring website copy for your own website will be very likely.Not affected by the type of business you run.
For example, for an ecommerce business, the process of structuring the copy of its website will be different from that of a SaaS business.
Put simply, an ecommerce business may need to find a copy for product pages and product deions, while a SaaS business will be primarily interested in landing pages and pages. of content.
The following process mainly focuses on the second category: SaaS companies.
So, let's see how you can structure your website copy in 6 steps.
Back to the top of the pageStep 1: Define your business pages
The first thing to do is define your commercial pages.
Read recommandée: The Best Social Media Writing Guide to Becoming a Social Word NinjaWhat are Business Pages?
Commercial pages are pages connected or close to income.
For a SaaS company, these pages could be:
- Home page
- Feature-related pages
- Pricing Pages
- Schedule Comparison Pages
- Vs. Comparison Pages and Guides
For example, the homepage of CoSchedule is one of the most important business pages on their website.
This is one of the first things people see when they access the site Web.
From there, users can sign up for a 14-day free trial or schedule a demo to learn more about the product.
The Ahrefs Keyword Explorer is an example feature page.
Image source: Ahrefs
Keywords Explorer isone of the main features of Ahrefs. It helps users generate and analyze keyword ideas, as well as calculate the traffic potential of those ideas.
The feature pages you are going to create depend on what exactly your product is.
For example, for an SEO tool like Ahrefs, this can be a deion of the different product features:
- Back checker
- Monitoring Ranking
- Site Audit
- Keyword Research
When creating feature pages for your website, always think about jobs that your product does.
When you create feature pages for your website, t hink things that your product performs.This will help you understand terms and phrases that other people will use to describe your
Pricing pages are also a categvery important branch of commercial web pages.
For SaaS businesses, pricing pages are among the first pages a website should have.
For example, Public relations outreach software Respona uses its pricing page to show how much users would save by using its product.
Image source: Respona
Other SaaS companies use their pricing pages to display their different pricing plans and introduce the different features that users can access each of them.
Keep in mind that a pricing page is one of the most important business pages that you should have on your website.
Last but not the least, there are pages comparing froms solutions or presenting alternatives to a certain product, which is generally a leader in that category.
An example of a SaaS that does a great job in this area is the eCommerce CRM Drip marketing platform.
If you visit the Drip homepage and scroll down, you'll notice an option that reads "Comparisons".
Ima ge Source: Drip
Click on it, and you'll come to a page that functions as a hub for all the comparison pages on the Drip website.
Image source: Drip
If you click on any of these you will be able to see how Drip compares to each of the solutions .
Does such an approach actually work?
To answer this question, let's take all the competitors that Drip compares to and put them in Ahrefs 'Word Explorer keys.
Recommended Reading: 1 3 of the Best Search Strategies for Creating Amazing Content
Then click on "Exact expression ".
Filter the results to display only those that contain the term "Drip".
Here's what you'll see next:
As is evident, there are a lot of searches with {competitor name} + drip.
This shows us two things:
- People know who the players are in this category
- People directly compare solutions and look for additional information
So, it makes sense that we should create high quality and unbiased pages comparing our solution with some of the other better known solutions.
Even though this tactic is widely misused by many marketers and SaaS companies, it is actually one of the best business page categories you can have on your
Of course people do not expect you to be impartialwhen you compare yourself to another solution.
People don't expect you to be impartial when you compare yourself to another solution.However , if your comparison is unbiased and your goal is to help people through your content, you are more likely to take your visitors to the next step, which is usually to sign up for a free trial or a demo.
Some of the terms we use to come up with business page ideas for our clients' websites are:
- Best + {Product Category}
- {Product 1} Vs {Product 2}
- {Product} Review
- Top + {Product Category}
- {Competitor} Alternatives
- {Product Category} Comparison
- {Product Category} Service
- {Product Category} Software
- {Product Category} App
- {Product Category} SaaS
- {Product Category} Plugin
- {Product Category} Extension
Let 's move on to the next step.
Back to topStep 2: Define your content pages
After defining your business pages, you need to define your content pages.
For the most part, content pages exist to help you educate potential customers and help them understand how they can overcome their problems.
This is not definitive, of course, as content pages have many different formats.
Some of the most important are:
- Guides
- List articles
- Case studies
- Templates
- Checklists
- Infographics
The obvious question here is:
Where to start? Inin other words, how do you know which pieces of content to create?
It all starts with a general term.
Suppose you have a SaaS that helps people create and sell online courses.
A main term here would be “online course”.
Let's put this into the Ahrefs keyword explorer.
Click on Enter and then on "Exact expression ".
Here is what you will see next:
To identify the keywords that could be good opportunities for a piece of content, you can use what we call "search modifiers ".
Recommended reading: How to create categorized content over 11,000 words keys with Julia McCoy from Express Writers [AMP 057]Some of the most popular search modifiers for content pages are:
- Basics
- beginner's guide
- best
- blogs
- build
- cost
- create
- guide
- how
- infographic
- ways
- what
- why
What youneed to do is find keywords that combine these w modifiers with your main term.
To do this, add a filter to Ahrefs that will trigger for one of our selected modifiers.
Note: Make sure to choose " Any word "as the filter option.
Here's what you'll see next:
From there you can get lots of content ideas that you could create.
Some of the most obvious ones are:
- How to Create an Online Course
- Best Online Course Platforms
- How to Sell an Online Course
Of course, all of these keyword ideas shouldn't be used in your strategy.
You need to filter even more and decide which ones you can target based on your internal capabilities, budget, and business goals.
Then, voWe need to prioritize the pages you 're going to create first, which brings us to the next step.
Return to topStep 3: Prioritize the pages you need to create first
At this point you have compiled a list of business pages and content you need to create for your website.
Now you need to prioritize them and decide which ones you are going to create first.
The main reasons you need to prioritize are:
- Not all pages have the same potential
- All pages Importance Is Not Equal
When we prioritize pages - both business pages and content pages - for our customers, we use a simple principle.
We rate the pages on which we need to create a scale of 1 to 3, 3 being the highestvé.
Here is how we translate each number.
- 1 - Low commercial value
- 2 —Medium commercial value
- 3 - High commercial value
Just because business pages usually have higher business intent doesn't mean you should focus only on them.
The fact that business pages usually have higher business intent higher business doesn't mean you have to focus only on them.Yes, having an About Us page can be important when you're just starting out because people don't know you, your brand, or your product.
However, some pieces of content can be just as important - and in some cases more important than - some of your commercial pages.
IndependentRegardless of how you choose to write down each of the pages you need to create, it is essential that you prioritize the ones you need to create and start working on them.
Back to topStep 4: Create your business pages and content
Now that you have already itized the pages that you need to create first, you need to start working on copying your business pages and content.
Recommended Reading: How to Create Content Hubs to Cover Competitive TopicsTwo important things to consider here are:
- The means / channels you will use to drive traffic to these pages
- The path (eg internally, outsourcing) you will create these pages
1) Choose the traction channels
Choose the canaux that you will use for getting traction for your SaaS will affect how you structure your copy.
Here are some of the channels you can use:
- Paid traffic (for example, social media ads and searches)
- Search Traffic
- Referral Traffic
The truth is that early-stage businesses cannot rely on search traffic to get traction.
Even if their pages must be SEO-friendly - which in plain English means optimized for search engines - this shouldn't be their first priority.
Simply put, until the content and theSEOs are starting to work for them, it might be too late.
So at first, businesses should focus on communicating their message through their website copy in the best possible way, without SEO in mind.
In the later stages, usually after finding a product-to-market fit (PMF), companies can adjust their website copy to be more SEO friendly.
At first this isn 't really necessary.
Also, by default, not all pages are created for the same purpose.
For example, the following page from CoSchedule's blog is one of the most visited pages on their website.
According to Ahrefs, this page has more than 8,750 monthly visits.
If we take a closer look at the subject of page (press releases), we will understand that this is not a page created for acquisition purposes - to help the business attract more users.
It is priMainly used to generate traffic and newsletter inion by e-mail.
Thus, the techniques used to create this page will be different from those focused on conversions (eg a presentation page).
This not only affects the authoring process, but also who will create the page.
2) The choice of creation methods
The second thing to consider is who will create the copy for your website.
You have two options here:
- Create the copy in-house
- Hire an editorial service
Before explaining what each of the two options consists of, we must make an important distinction.
Your website content pages will require a content writer.
This means that in order to create a piece of content you need someone to write blog posts.
On the other hand, to create the copy of your commercial pages,it is recommended to use or hire a website writer.
- Website editor: Mostly suitable for commercial pages
- Content writer: Mostly suitable for content pages
This distinction is essential, because most of the time people seem to confuse copywriters and content writers.
They are two totally different professions, although most people think they are the same.
Here's how the two terms stack up on Google Trends.
Understanding the distinction between the two will also help you understand what to expect from each of them.
Once you have identified your content page and business page needs and to have prioritized based on the value they have for your business, you must find the person who will create your copie Web.
As mentioned before, you can either outsource it to a freelance writer or agency, or build an in-house team to support you wi e your writing needs.
Recommended Reading: How To Create Marketing Copy That Earns Your Audience DreamTo find a freelance content writer you can use a service like Writer Finder .
Image source: The Writer Finder
For freelance writers, and depending on your niche, industry and budget, you can use various Facebook groups and micro-communities, or use independent websites like Upwork.
Image source: Upwork
If you want to find an agency that will meet your content needs and website writing editor, you can use a site of opinion like Clutch.
Source ofthe image: Clutch
You can then browse agencies by category or location, and find a reliable solution to help you with your writing needs.
If, on the other hand, you want to form an internal team, you must consider that the the cost will be significantly higher as outsourcing of copywriting and content creation.
Besides employee salaries, you should also consider the technology stack that you will need and the budget for training and events for each of your team members.
Once you've created the most important business and content pages on your website, whether or not you're going to outsource it or create everything in-house - you need to test your copy.
Once you have created the business and story pagesbare the most important of your website, you should test your copy. Back to topStep 5: Put your copy to the test
Like most digital marketing activities, you can't be sure how effective your website copy is until you really test it.
Even though the most obvious copy elements to test are your headlines or call-to-action (CTA) buttons, there is actually a lot more to test.
Some of the things you can test when it comes to copying your website are:
- Headings (on page)
- Under -titles (on the page)
- Call to action (on the page)
- Benefits (on the page)
- Features (on -page )
- Title tags (meta-information)
- Meta-deions (meta-information)
Elements such as a page title or subtitle are the main elements that can affect user behavior on the page.
Other elements, like a page title tag or meta-deion, can affect user behavior on a channel like a search engine results page .
Of course, the metrics we use to judge the performance of these items will vary.
For example, for title tag and meta deion, we are mostly interested in the CTR of the page on Google, while for the CTA button we may be interested in the number of people clicking actually on the button.
Overall, we should always test our copy and see what works best for our target audience.
One tool that you can use to test copy your business pages is
Image source:
In the meantime, if you want to run A / B tests for your best copy - running organic pages, you can use a tool like Distilled.
Image source: Distilled
After testing your copy, you can then optimize for the results.
Back to topStep 6: Optimize for results
A common misconception, especially when it comes to pages content, is that you don't have to update them or try to optimize them every once in a while.
Reading recCommanded: How to localize your content for an international audience (and Why it matters) With Adrian Cohn of Smartling [AMP 181]In most cases, when you create something, you need to update and optimize it regularly.
Why?
Here are some important reasons:
- The market is changing
- Your product is changing
- More and more companies are entering the competitive landscape
- As the market becomes more mature, customers have different needs
- Customers are better informed about solutions to their problems
To put that in perspective, here is what the CoSchedule homepage looked like in August 2015.
Image source: Archive.org
The title (H1) of this page:
Marketing and content calendar for blogging, marketing and social media
On the other hand, here is how CoSchedule markets itself today:
Organize your marketing in one location - CoSchedule Marketing Suite
The product evolved, which meant that the copy and email on the website also had to evolve and be optimized.
Put simply, CoSchedule is no longer just a content calendar for blogging, marketing and social media; it is a complete marketing suite.
CoSchedule is no longer just a content calendar for blogging, marketing and social media; it is a complete marketing suite.So the copy on the website had to change.
The brand's voice may follow the same tone, but the message and positioning are different.
Along the same lines, your website's content pages will need to bealso be optimized.
Here the reasons may be a little different.
Some of these are:
- The information provided may be out of date
- The features shown may have been updated
- Organic traffic to some pages may have started to decline
On this subject Last reason, you should always go back to your top performing content pages and optimize them.
We have noticed that in most cases the traffic to content pages fades over time.
The following screenshot from Google Search Console shows how a top performing piece of content began to lose some of its organic traffic over time and how that changed when that job went down. been updated.
Revisiting such content and updating it is therefore mandatory if you want to keep getting traffic.
That 's why regularly carrying out
In general, whether for your content pages or business pages, you have to keep in mind that you should always optimize your website copy based on results and data that you have.
In the next section, we will present four best practices in web writing.
Back to top4 Best P ractices for Good Website Copying
When it comes to web writing, everyone has their own practices and methodologies.
When it comes to web writing, everyone has their own practices and methodologies.In addition, any tactic can be effective if used correctly.
It means there is no floormiracle or golden rule utility here.
However, there are certain principles that apply in most cases and are widely accepted by most copywriters and content editors.
Let's take a look at four of these practices.
Return to the top of the pageBest practice # 1: let your customers write copy for you
Is there a better copywriter for your website copy than your own clients?
They are the ones who know your product better than anyone.
They know the strengths of your product as well as its weaknesses.
This is why you should let your customers do the talking.
Recommended Reading: How To Make A Corporate Culture Video That Wins Your Customers 'HeartsLet's take a simple example.
Here is a review of CoSchedule on the site ofCapterra software review.
Sourthis in the image: Capterra
This review is a great opportunity to learn things like:
- What users like most about the product
- What they don 't like or would like to see improved
- What words they use to describe what the product does
This can be a great opportunity for us to extract some useful pieces of text for the copy we will have on our website.
Of course, one review isn't really enough - you need more than that to extract information for your business.
The best part?
You can scale this process using AI.
Let's go back to our example and copy the actual notice that this user left for CoSchedule.
Next, let's copy / paste this piece of text into Google NLP API .
Once we click on "Analyze ", it 's only a few seconds before the API returns the most visible entities, words and phrases identified by l Google's algorithm on our text.
Let's see some of these words and phrases.
Of course, not all of these phrases should be used in our copy.
However , the following words and phrases may help us understand what users are saying to describe our product.
- Blogger
- Blog Articles
- Articles on social media
- Collaboration tool
- To-do list
Now imagine if you could analyze not one, but hundreds, or even thousands of texts from various sources (e.g. testimonials, online reviews, customer support emails).
This could be a huge competitive advantage for your business and allow you to do pass the copy of your websiteat the upper level.
The best part?
Nothing can stop you from doing this.
Let's move on to the second best practice.
Back to topBest practice # 2: Be consistent with your messaging
An often overlooked principle is the consistency of messages that you use between different pages of your website.
An often overlooked principle is the consistency of the messages you use between the different pages of your website.La Consistency isn't just about maintaining the same brand tone and voice on every page of your website.
It's also about using relevant wording that maintains the perception of what your product can do on different days.different pages of your website.
Let 's try to understand this concept better with the help of a simple example.
The title tag and meta-deion of a page is the first thing people see when they search on a search engine like Google.
The title (usually H1), on the other hand, is the first thing visitors see when they land on the actual page of a website.
Suppose you search for a tester email subject line on Google.
The first organic result is from CoSchedule.
Note: Results may vary depending on your location, browser preferences, and activity.
As you can see, the title tag of this page is:
e-mail subject line - CoSchedule
The meta deion of this page is:
"The lig testerThe subject line of the email that will rate the overall quality of your subject line and assess its ability to generate open and click-through rates. ”
Note: In many cases, Google automatically extracts a different meta-deion to match the searcher's query.
Those two pieces of text that the searcher sees on the Search Engine Results Page (SERP) are the things that will make them click on that result and go to the actual page.
Once you click on this result, you will notice the copy elements on the page, such as the title, subhead, and CTA.
All of the above, both on the page and those visible on the SERP, are relevant
In other words, when the user clicks on the organic result, they expect to see a subject line tester.
When they land on the page , he does it in Fit see a subject line tester.
Now imagine if instead of an object tester there was something else on this page.
Wouldn't make a good user experience, right?
In fact, it would cause most users to come back to the search results for another solution.
Recommended Reading: Everything You Need To Know About Writing Beautiful Email Subject LinesKeeping Consistent our copy, we manage to deliver a seamless experience, set the right expectations, and help users and visitors understand what our product is all about.
Try not to underestimate the consistency value of your copy.
Return to the top of the pageBest practice # 3: write compelling headlines
Let's face it: Writing compelling headlines is essential if you want to improve your website's performance.
From the titles of your business pages (e.g. home page) to those of your content and other pages, titles can have a significant impact on the number of people taking desired action s on your website.
Of course, it's one thing to have a compelling title and quite another to have a click-bait title.
Of course, it's one thing to have a compelling title and another to have a bait title to click.Here is an example of a great headline from Garrett Moon, CEO and co-founder of CoSchedule.
Image source: Copyhackers
The title here is:
How I grew up Co Participate in a 5 SaaS businessmillion dollars and more using this framework
Reading this headline the main thing you have in mind is:
"I want to know how that the company grew to $ 5 million and the framework used to achieve it. "
This is a compelling headline because:
- It defines clear expectations for what will come next
- It adds value from the start by using the word "framework"
- It grabs the reader's attention by including an irresistible number
In general, this is an example of a headline that makes the reader want to read more.
After all, this is the ultimate goal of everything good headline: make people want to read more.
Of course, the headline you are going to use depends on the type of copy you want to write.
For example, c it's one thing to write copy for a landing page and another to create headers and captions for a blog post.
Here is a list of the best media stories of all time:
Image source: Top Medium Stories
As you will notice, most headlines evoke emotions and tell truths that most people think but have afraid to admit.
However, there is a reason why these titles work so well on Medium.
Medium is a place people go when they're in the mood to research stories.
This means something similar may not work on a business blog SaaS.
In other words, you should always keep in mind your buyer persona (your target audience).
You should always keep in mind 'Mind your buyer personality (your target audience).Is this something that will resonate with them?
If so, go ahead.
Otherwise, don't.
Here are some things to keep in mind when writing your headlines:
- Be brief
- Be deif and set expectations
- Make users want to know more - leave a mystery around
- Use the word YOU and answer the question "what is there?" a for them "(" them "being the reader)
Let's move on to the last best practice I have for you.
Back to topBest practice # 4: write in an active voice
You probably already know this, but when you write a website copy, you have to write in an active voice.
What does this mean?
let's visit the Drift website to find out.
This is what the Drift home page looks like:
Image source: Drift
Now imagine if the title looked like the following:
Sales teams are connected to their future customers
That wouldn't resonate so much with a salesperson looking for ways to connect with their future customers .
Writing in an active voice and speaking directly to your target audience (your customers and / or readers) is essential if you want to see results from your website copy.
This is a rule that applies to both business and content pages .
For example, here is the intro to one of Brian Dean's blog posts on On-Page SEO.
Image source: Backo
The intro is compelling and written in an active voice to speak to you , the reader.
It also uses graphics, short sentences, and bullets that make the "what's in it for me? " very clear.
That way, readers of will most likely read the rest of the article, to the end.
So, whenever you create a copy for your website, keep in mind that voice writing is important.
Let's move on to three copywriting examples from SaaS companies that you may already know and have even used yourself.
3 Website Writing Examples
Even though there are several good and bad examples of website writing on the web, I have decided to share three important examples, each for different reasons.
All three examples are from SaaS companies, as this content primarily focuses on this category of business.
Recommended Reading: Customer Lifecycle Marketing: How To Attract And Retain More CustomersSo let's take a look at these three copywriting examples and see what makes each of them special.
Back to the top of the pageExample 1: LearnWorlds
The first example is from LearnWorlds - a online course creator for trainers and businesses of all sizes.
This is what the LearnWorlds home page looks like:
Image source: LearnWorlds
What is the company 's approach behind the copy of eachof its commercial pages?
Like Nick Malekos , a senior marketing manager at LearnWorlds says:
Each page on our website has a different purpose in order to appeal to different audiences.
What they all have in common is a value-driven approach based on the audience problem and the need for a solution.
With our recent redesign, we've rewritten much of the copy and focused on value and features that reflect the expectations of our customers.
For example, our home page captures the broadest expectations.
Focus on the most central of our features "Create and Sell Online Courses" for the top and follow up secondary posts that appeal to every audience in the following areas.
On the contrary, our "features " subset of pages, each one focuses on one or more audiences depending on a solutions-oriented approach.
Visitors to our website come looking for a solution to their problem.
Usually a segment will be drawn to one or more of these "solutions " as they usually have a mix of these problems.
Each solution is based on research into customer personalities and their expected end result.
So it is obvious that the company has clearly identified the problems of its target audience and relies heavily on solutions in the cadre of its web copy.
What's interesting about LearnWorlds is not the way it handles its business pages: this is how it handles its content pages and overall content marketing efforts.
Let's try to summarize this a bit.
First, let's insert the url of the company 's website into the Ahrefs site explorer.
From there, let's visit the "Best Pages " report.
In this report, we can see which pages, according to Ahrefs, are driving the most organic traffic for the business.
Did you notice anything?
Almost all of the top 7 pages are content pages.
This means that the main driver of traffic organic for business is the content.
Is it just because of good writing?
Not necessarily.
Visit first page on how to create a online course to see how LearnWorlds does things when it comes to content.
This is how the page looks:
Image source: LearnWorlds
Recommended reading: Comment create an awesome online course by repackaging old contentTwo things are immediately obvious.
The first is that LearnWorlds goes deep into content creation.
This piece is 7,625 words long, which means it covers the topic of content creation very completely.
Then taking a look at the table of contents, we can see that the expectations for the reader are very clear from the start.
Image source: LearnWorlds
This way the reader is prepared for what is to come.
In other words, they know what to expect.
The content itself is cleverly divided into
Image Source: LearnWorlds
It 's easy to read and understand no matter what device you are using.
Last but not least, at the bottom of the page you can see two large images of the play's authors.
Image source: LearnWorlds
Knowing that the article is written by real human beings, the reader can connect with the business to level even more thoroughly and resonate with the content that exists on the page.
Knowing that the piece is written by real human beings, the reader can connect with the business at a enco levelre deeper and resonant with the content that exists on the page.If you visit other content that the company has posted, you will notice a common pattern.
The reason this is a good example is that it shows us that your copy doesn't always have to be a salesperson to sell.
You can focus on other things (eg educating your clients and target audience) while getting the same or even better results.
Back to topExample 2: Moosend
The second example I have for you is Moosend— an all-in-one -o no marketing platform for small businesses.
Image source: Moosend
What I like isthe way Moosend manages and promotes its target pages.
However, before we delve deeper into this example, let's see what a target page is first according to Moosend's growth manager, Nick Dimitriou :
A target page is the page you want your visitor to go to in one way or another, as this will signal their transition from visitor to prospect, at - Currently and I hope - customer.
The target pages are therefore pages important for your business, whether it is of a commercial or content page.
So how does the Moosend framework copy itself for its target pages?
As Nick explains:
By this definition it is obvious that you cannot expect keyword optimization to be out of the equation, so this is the first step to create a copy for those target pages.
Of course, keywords alone won't suffice.
You will need your keyword to somehow match the query, the reason the user is on the page.
For example, if your page talks about, for example, cost of repairing a motorcycle and you are located in New York, for example, you will have to predict that the user will search for "the cost of repairing a motorcycle in New York".
These are the features Moosend offers through its platform.
Recommended reading: How to Create an Awesome Ultimate Guidethat will skyrocket your keyword strategy
Image source: Moosend
Let's click on landing pages features page.
Image source: Moosend
The page title reads:
Convert them on first click
The word "landing page " is not mentioned in the title - which at first glance may seem odd.
Instead, the title focuses on the final action - something everyone has in mind when setting up a new landing page :
To convert as many users / visitors as possible.
As Nick says:
By identifying the final action, the user will know exactly what to do to level upfollowing.
If I need new shoes and just look around on your website , it would be beneficial to both of us if your text said "Shop all styles " instead of "Browse all styles ".
This, of course, goes hand in hand with the type of your brand - a premium brand will only use not this wording, eg - but I think you get the gist.
So Moosend tries to focus on the final action - the thing their target audience has in mind.
It 's only after doing this that he starts breaking down the product and talking about its features.
Image source: Moosend
When the visitor knows what the product can do for him / her through the copy usede on the page, then he / she might want to check the res functionality that the product has.
Let's move on to the last example I have for you.
Back to topExample 3: CoSchedule
What I especially like about the CoSchedule website copy, c is the way it incorporates social proof into it.
What I particularly like about the CoSchedule website copy is the way it incorporates social media proof into it.Here's what I mean.
If you visit the CoSchedule homepage and scroll down 2+ pages, you will see the following section:
Image source: CoSchedule
Is there anything more powerful than this?
The copy here makes it clear immediatelyment to the visitor that he is in excellent company - this is a business that thousands of other extremely large and instantly recognizable businesses around the world.
If you scroll down a bit more, you will see some of the awards and accolades that CoSchedule has won from various organizations, based on the stellar experience it offers for its users.
Image source: CoSchedule
This section helps the company build even more trust with the reader, and it 's more efficient than any copy that could be placed there.
Scroll down a little further and you will see this section:
Image source: CoSchedule
This is a perfect example of what we noted earlier.
Let customers do the talking for you.
Presentboth these testimonials, CoSchedule manages to build even more trust, strengthen their company As you can see, the three examples I mentioned use different tactics and means to attract and convince their target audience to use their product.
This shows us that there is no right or wrong in web writing.
You need to test things out and see what works best for you and your business.
You need to test things out and see what works best for you and your business.This It is only through testing that you will be able to obtain actionable information that will help you grow.
Let's conclude this with some final thoughts.
Back to topConclusion
You now know bywhat is web writing.
I hope this guide has helped you better understand how you should structure your website copy.
Since copywriting is an part of any successful marketing strategy, it is essential that you pay attention to
When creating a copy, whether for your website or other marketing materials, keep this simple rule in mind:
Write always for them - your audience.
If you write for your target audience in a way that they will understand, they will likely decide to engage with your business.
From there, developing a long-standing relationship with them is much easier.
Recommended Reading: How To Create Compelling B2B Blog Posts That Build Audiences and Convert CustomersApril 29, 2020
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