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. 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. Please view our presentation on the fundamentals of copywriting for SEO and Web Design.

1. Importance of Copywriting in
Online Advertising
Let’s reveal the secrets of
successful websites

2. 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.

3. What is Copywriting in Advertising?
The art of writing the words
that sell

4. What is Copywriting in Advertising?
• What do you want to communicate?
• How do you want to communicate it?
• Who is your Target Audience?

5. What is Copywriting in Advertising?
This is "the secret":
is
the corner-stone of ALL successful marketing

6. What is Copywriting in Advertising?
• 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...

7. Why Copywriting Is So Important?

8. 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

9. Why Copywriting Is So Important?

10. 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.

11. Copywriting in Online Marketing
• 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.

12. Copywriting in Online Marketing
• 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.

13. Website Copywriting
• Website copywriting involves writing textand
copy for websites.
• Commercial websites may require standard
sales-style copywriting, while informative or
educational websites could require more
structured material.

14. 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
becausecopywriters develop copies for two
audiences.

15. Website Copywriting

16. 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.

17. Copywriting for SEO

18. Copywriting for SEO
WeCreate Content that
Ranks Well in SearchEngines

19. 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.

20. Copywriting for SEO
• An understanding of keywords and search engine
behavior are important for SEOcopywriting.
• This means copy for a websiteshould 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, andthe
owner of the website could have the poten-tial of
making more money.

21. 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.

22. 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.

23. 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

24. 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.

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

26. 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.

27. 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.

28. 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…

29. 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?

30. 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.

31. Error #2: Burying The Lead
• 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 yourin-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)…

32. Error #2: Burying The Lead
• 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.

33. Error #3:Saying Too Much
Brevity is the soul of conversion!

34. Error #3:Saying Too Much
Why?

35. 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.

36. Error #4: Weak Or No Calls To Action
• Assuming that your website has a brilliantly
persuasivecopy, 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.

37. 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!”

38. 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…

39. 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.”

40. It’s Time To Think
“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 thecopywriter comes in.”
Richard Figueira,
Digital Executive Creative
Director,JWT London

41. It’s Time To Think
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.

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