Copywriting
Copywriting is the discipline focused on creating text (copy) whose primary purpose is to persuade the reader to take a specific action. Unlike ordinary writing or journalism, copywriting deliberately works with emotions, arguments and psychological principles to guide the reader to a purchase, registration, enquiry or other desired step. In the context of websites, copywriting is one of the most important factors influencing the conversion rate — you can have a beautiful design, but bad copy will not bring you a single customer.
- /01
Principles of web copywriting
Good web copy follows several principles: write for the reader, not for yourself — talk about their problems and needs, not about how great you are. Be specific — "we'll increase your conversion rate by 50%" is stronger than "we'll improve your website". Use clear CTAs (calls-to-action) — every page should have one main goal and the copy should drive towards it. Write short paragraphs and use headings — on the web people scan, they don't read.
- /02
Copywriting and SEO
Modern copywriting has to work both for people and for search engines. That means weaving keywords naturally into the text, creating content that answers users' questions, and writing meta titles and descriptions that increase click-through in the search results. A good SEO copywriter can write text that ranks high in Google and at the same time persuades the reader to act. At Appitect we combine SEO analysis with copywriting so that texts work on both fronts.
- /03
Types of copy on a website
On a website you'll encounter different types of copy: UX copy (microcopy) — the text on buttons, form fields, error messages. Brand copy — texts that build the brand and trust (About us, company values). Sales copy — selling text on landing pages and service pages. Content copy — blog articles, case studies, e-books. Each type has its specifics and requires a different approach, but all of them should be consistent with the brand's tone of voice.
- /04
The most common mistakes in copywriting
Writing about yourself instead of the customer — "We are a company with 20 years of tradition" vs. "We'll save you 20 hours of work per month". Using clichés and empty phrases — "comprehensive solution", "innovative approach", "professional team" don't convince anyone. The absence of concrete numbers and proof — claims without backing are unconvincing. Overly long unstructured texts — on the web people scan, so you need headings, bullet points and highlighted text.
- /05
Practical example
For a client offering accounting services we rewrote the entire website. We changed the original headline "Professional accounting services for your company" to "You'll never fear a tax inspection again". We reformulated the service descriptions from a list of activities into solutions to specific client problems. The result? The number of enquiries from the site rose by 85% in the first month, without any change to the design or traffic.
Want copy on your website that convinces visitors? We'll write copy that sells and tune it for the search engines.
We'll be glad to help. The consultation is free and with no obligation.
Get in touchNeed help with your project?
Don't hesitate to reach out — we'll happily advise you on anything from website development to online marketing. The consultation is free.