What good copy does
- Speaks to one reader: it is written for a specific audience and their situation.
- Leads with the benefit: what the reader gets, not just what the product is.
- Is clear and specific: concrete numbers, examples and plain words beat vague claims.
- Builds trust: with proof such as reviews, results, guarantees and credentials.
- Asks for one action: with a clear call to action.
Classic copywriting frameworks
- AIDA: attention, interest, desire, action.
- PAS: problem, agitate, solution.
- Features, advantages, benefits: turn what a product has into what it does for the reader.
Copywriting and SEO
SEO copywriting combines persuasion with search: the text answers what people search for, uses the words they use and still reads naturally. Search engines reward pages that satisfy readers, so clear, helpful copy and good SEO point in the same direction.
Copywriting vs content writing
Copywriting aims to prompt an action, usually in short, focused texts. Content writing aims to inform or educate, in articles and guides. Most websites need both, and good content usually ends with a piece of copy: the call to action.
Copywriting example
A before and after for an accountant’s home page. Before: “We provide a wide range of accounting services to businesses of all sizes.” After: “Get your books done by the 10th of every month, so you always know where you stand. Fixed monthly price, no surprises.” The second version tells the reader what they get, when and at what cost, and it gives a reason to ask for a quote.
A copywriting checklist before you publish
- Is it clear who this is for and what they get?
- Does the first sentence give a reason to keep reading?
- Are claims specific and supported by proof?
- Is there one clear call to action?
- Have you cut every word that does not help the reader?
- Have you read it aloud and checked spelling and facts?
Copywriting mistakes
- Writing about the company instead of the reader’s problem.
- Using jargon and buzzwords.
- Stuffing keywords, which makes text hard to read. See keyword stuffing.
- Exaggerated claims that can breach advertising rules.
Copywriting FAQs
What is the difference between copywriting and content writing?
Copywriting aims to prompt a specific action. Content writing informs or entertains and builds trust over time. They often work together. See ad copy and copy strategy.
Can copywriting help SEO?
Yes. Clear titles and descriptions can lift click-through rate, and good page copy keeps visitors on the page. See meta descriptions.