The 11 Fundamentals of Copywriting in 2023
The key to a great website? Great copywriting.
Behind every successful website is a talented copywriter who is busy conducting research, writing paragraphs and polishing off documents. With the right approach to copywriting, you can create a website that is not only engaging and informative, but helps your business to rank in relative search results!
In this article, we take a closer look at the top 11 fundamentals of copywriting. If you’re launching or revamping your website in 2023, you’ll want to grab a pen and paper for this one!
Preparation
The first step in every solid copywriting process is preparation. Taking time to prepare and strategize before you get started can equip you with the background, knowledge and information required to really do the website justice.
Research Your Industry and Target Audience
Research, research, research!
The essential first step in every copywriting and website development project. Take time to research the industry, target audience and competitors. This will provide you with a well-rounded approach to your overall content creation.
There are a number of tools that can be used to assist during the research process, including but not limited to SEMrush, Buzzsumo, Statistica, Ubersuggest, and of course, Google!
Search Engine Optimization (SEO)
Never underestimate the power of SEO.
With the right optimization strategy, can help ensure that your website will rank higher in search results, long-term. Your SEO strategy should include keyword research, industry research, competitor analysis, and, of course, implementing the data you have collected.
Better yet, once your copy has been added to the website, pages have been optimized and the website has been launched, use certain tools to track the success of your strategy and make adjustments as needed.
Writing
Once you have completed more than enough research, it’s time to put your knowledge to the test! The writing process is about to begin, but you should always consider the following as you navigate through each page, section and sentence.
Catchy Headlines
It’s hard to deny the effectiveness of a catchy headline. Short, sweet and to the point, the right headline can catch the attention of your target audience and entice them to keep reading.
The key is crafting a headline that is relevant, engaging and optimized for your search goals. For each H1, H2 and H3 headline on a page, at least one keyword should be utilized to support your SEO initiatives.
Features & Benefits
Never underestimate the importance of the “why”.
This is where the features and benefits of a service or product can really come in handy. The features will help to identify what sets the product or service apart from the rest, helping them to justify the investment of both time and money.
The benefits will really help to drive home the “why” when it comes to your products or services. The benefits will help to identify how the product or service in question can benefit their life. These positive outcomes can help to create an emotional relationship between the customer and product or service.
Not only can this help to create a positive connection with your business, but it can also encourage them to come back for more or take the first step toward a better life - all with your help!
Consumable
The average reader in 2023 craves consumable content.
Not only does the average online shopper have a shorter attention span, but they also don’t have a lot of time on their hands. While we’re sure that they would love nothing more than to read the copy on your website from top to bottom, they simply don’t have the time!
This is where a consumable approach to copywriting can come in handy. The way that your content is written and formatted can help to make it more consumable for the average person. Consider using shorter sentences, writing the same way that you speak and utilizing lists.
Your headlines and subheadings can also help your customer find the information they seek, quickly and effectively!
Focus on the Customer
As a copywriter, it’s so important to keep the customer in mind - every step of the way. The moment you lose focus of the customer and begin to write for the business itself, is when you risk losing the attention of your target audience.
Every word, sentence and paragraph you write should always have the best of intentions for the customer. Many entrepreneurs fall down the slippery slope of focusing a little too much on themselves.
While it is important to include details such as how many years of experience you have and your background, the way to truly write compelling copy is to connect emotionally with the customer. Which can be done with effective and focused copy.
If you’re a business owner who is considering writing your own website copy, this is your sign to hire an experienced copywriter. In fact, here are some of the top reasons why you should never write your own copy!
Keep it Simple
As mentioned above, the average person has a pretty short attention span. Not only that, but it’s also been shown that copy written at an eighth grade level. This is to help ensure that your copy is engaging for a larger audience, with people of all levels of education and understanding.
The best way to do this is by keeping it simple. Aim to write sentences that are no longer than 25 words and utilize simple language.
Clear CTA
Once you have caught the attention of your target audience, it’s important that you give them something to do. This is commonly known as a call-to-action, or CTA! CTAs should be utilized throughout your copy, such as via encouraging language and hyperlinks.
CTAs can also be added to a webpage or blog with buttons, contact forms and even downloadable content. The CTAs you use may depend on your target audience, industry and products/services.
Some of our favourite CTAs include:
Contact Us Today
Download Your Free Guide
Learn More
Join Now
Let’s Get Started
How will you call your target audience into action?
Finishing Touches
Editing
Behind every great piece of copy, is a serious round of editing.
The editing process can involve a number of steps and people. Generally speaking, we suggest having one person review the copy for general edits and feedback, ranging from spelling mistakes and grammar, to sentence structure, formatting and more.
Another round of revisions can be performed by the business owner themselves. Not only will this provide you with another set of eyes to catch any errors that may have snuck by the first time, but they can also help to ensure that any business or industry-focused information is correct!
Revisions
Once editing is complete and feedback has been provided, it’s time to revise the copy accordingly. Be sure to account for all spelling and grammar errors, update sentence structure as needed, update the formatting, and include industry-focused information.
Once revisions are complete, it’s time to spring your copy into action!
Web Design
As copy is being added to the website, there may be a need for some tweaks and further revisions. While we firmly believe that copy should drive the design of a website, there are some design elements that may not be able to adapt to how the copy is laid out.
Certain sentences, headlines or sections may need to be revamped to ensure that the copy flows visually. Having the ability to work alongside a web developer or designer is a key fundamental that every copywriter should have!
