What is Marketing Copywriting in Simple Words?

Our experts told us what copywriting is, how much it costs, why high-quality texts for the site are so important and what they should be.

What is copywriting?

Copywriting is writing texts for business: website pages, product cards, blog articles, posts for social networks, newsletters, etc. In simple words, copywriting is writing texts on websites for money.

What is the difference between copywriting and rewriting? A copywriter writes an article himself – out of his head, if he is an expert on the subject, or with the help of the customer’s experts. A copywriter simply rewrites someone else’s text, changing the words into synonyms, but the main points and thoughts remain the same.

Unfortunately, many people perceive not only rewriting, but also copywriting as a kind of work for small money. Freelancing exchanges, where you can order a text for 20, 50, 100 or more Canadian dollars, contribute to this a lot. It all depends on the size of the order, the technical requirements, the topic and the level of the specialist who does the work.

But what will this text be? Is it able to bring real business value or will it remain a set of words written to check the box, but cheap?

Why are quality business texts so important?

Help to promote the site. Gone are the days when sites and their texts were made exclusively for search engines. Even 10-15 years ago, the top were texts written in poor language, but saturated with keywords. Now content is written for people.

Go to the search engine and type in a query – for example, “what is copywriting”. On the first page after the advertisement you will see articles from reputable resources, fully disclosing the topic, written in competent English and properly formatted in terms of style.

Help build user trust. Even if a poorly written text reaches the top, will they read it? The user is now smart and satiated, he will leave the site after the first paragraph, written sloppy language. Quality useful texts, on the contrary, will raise you in the eyes of the reader, will create loyalty to the brand and make the reader a loyal subscriber, and there, maybe, and a client.
Help sell a product or service. Let’s be honest: no text is not written for nothing. Each carries a purpose: to tell about the business, advertise the product, boast, if there is a reason, to motivate the reader to commit the target action – to follow a link, subscribe to a mailing list, register, add items to the basket and buy. If you clearly define what the text is for and saturate it with selling elements before creating it, the chance of getting conversions will increase significantly.

Internet marketing copywriting is the process of creating persuasive, interesting and informative text for use in advertising and promoting products or services on casinos sites. The main purpose of marketing copywriting is to persuade potential customers to take a particular action, such as signing up for a newsletter or making a purchase.

In order to be effective, marketing copy must be well-written, attention-grabbing and relevant to the target audience. Additionally, it should be optimized for search engine ranking so that it appears at the top of search results. While Internet marketing copywriting can be a challenging task, it is an essential component of any successful online marketing campaign. For Internet Casino Sites businesses in Canada, investing in quality marketing copywriting can help to attract new players and keep existing customers coming back for more.

What should copywriting be like?

Consider the basic criteria by which the text is evaluated. It must:

Fully disclose the user’s query. If a person searches for “how to clean suede shoes,” it means that he wants an answer to this question. Not what suede shoes, not the types of suede, not the history of its origin since the time of the pharaohs, but a clear instruction – how to clean suede shoes.
Be SEO-optimized – This does not mean that it is enough to insert a million keywords in the text. A quality SEO article is a broader concept:
1. It has elaborate meta tags, subheadings, correctly selected and inserted keywords, including LSI-queries.
2. It is properly designed: formatted, structured, full of visuals: illustrations, graphics and video. It has a table of contents, lists, eye-catching boxes and quotes.
3. It is unique, that is, it is not copied from another site.
4. It is written in simple and clear language without an abundance of terms.
Being useful – Being useful is what people need. In this age of information, finding a really useful text is harder than it seems. Endless rewrites of the same material, rewriting the same idea leads to the fact that people can learn 20 similar texts, but they will be useless. You need to think about people, what they are interested in, and write about it.
Be an expert – Search engine algorithms are now based on the evaluation of assessors. For texts to be highly valued, you need to involve experts in specific topics – Yandex is already practicing this as much as possible. Therefore, the sites of serious companies – for example, in medical, legal, educational topics – simply can not afford to publish texts without an expert opinion, cheap rewriting or copywriting.
Be interesting and readable – SEO and usefulness – it’s good, but imagine if such a text will be written in dry or sloppy language, stuffed with scientific terms? He will not be read. In this age of information people have become saturated with it. If you manage to stand out a little bit from the slender rows of similar texts, to hook the reader – consider it half done.
To be selling – Below we look at the main types and formats of copywriting. Not every text is a sales text, there is entertainment and purely informational. But to some extent each of them sells: an entertaining test sells the author’s sense of humor; a burning question to subscribers in social networks sells your ability to communicate and have a dialogue.

Types and levels of copywriting

We create texts for business and divide them into several types depending on their purpose and format.

By purpose

Sales texts are those that promote a brand, product or service. This can be the text of a website page or a converting landing page, a product card, a newsletter text or a post on social networks about the arrival of new products or discounts.
Informational texts – giving useful information. These are blog articles, FAQ on the site, a collection of interesting facts in the brand’s share.
Image texts, or PR-materials, are created to increase brand recognition and strengthen its reputation. It could be an interview with the head or staff of the company, a successful case, a press release or news. Texts are published on their resources or other platforms: media, media, popular blogs.
Entertainment texts reduce the degree of seriousness, amuse readers and strengthen loyalty. Often this content is created with the idea of virality: if it becomes popular, the brand will become more famous.
Engaging texts are those that stimulate communication with users. For example, a survey on social networks, a quiz, or a contest.

Of course, there is no clear distinction. The same text – for example, an article on a blog – can inform, entertain, build loyalty, and sell. It is important to understand the main purpose and follow it.

By format

Texts for website pages – for the home page and internal pages. For example, the “Services” section, “About Us”, “Q&A”, product cards, etc.
Blog articles – they don’t sell directly, but they increase readers’ loyalty and make you an expert in their eyes.
Social media posts – short publications with or without links to the main site.
Email newsletters – short notes that are sent to a base of subscribers. They, too, usually contain a link to the site.
PR-publications are usually articles or author columns that are posted on other sites and increase brand awareness.

What should a copywriter be able to do?

You need an experienced copywriter to write it all. Look for professionals who have the following skills.

The ability to solve a client’s problem. Exchange copywriters are usually not interested in the purpose of the text, how it will help your business. The main thing for them is to write a certain number of characters, get paid and take the next order. An experienced professional will always ask the client:

Why is the text needed, its purpose?
Who will read the text, that is, what is the target audience?
Who are the main competitors and how do they write?
What do we write about – a person, company, product, service, etc?
What style of writing – friendly, neutral, provocative?

The ability to search and verify information – It is not enough to take the first three texts from the top, put them together and quickly make a text kolobok. In the best case, if the copywriter is good at freelance copywriting, the kolobok will be tasteless: another text without expertise, about the obvious things. At worst, if the copywriter takes unverified or incorrect information, the kolobok will be burnt and inedible.
A good copywriter always asks the client for the information – only in this way will he get a really useful and interesting text, which will bring the clients and will be highly evaluated by the assessors.
Literacy, the ability to write – You may be surprised, but this skill we put not on the first place. Of course, few people want a copywriter who writes zhyshy and confuses prostitution with procrastination. But it is not the main thing: it is more important that the copywriter knows how to solve the client’s task and understand why he/she needs the text at all. The mistakes can be corrected.
Knowing the basics of SEO – As we have already mentioned, the text for the business should be SEO-optimized: it should respond to the user’s request with the meta tags H1, Title, Description, be structured and designed correctly. Experienced copywriters have these skills and make such texts by default – they simply cannot do otherwise.
Knowing the Basics of Analytics – A good copywriter will always inquire about the fate of the published text: whether it brought traffic and conversions, whether readers liked it, whether it received comments and evaluations. To do this, you can ask the client for access to analytics systems or ask about statistics in order to take into account the results and adjust the further strategy of action.
Knowledge of the basics of marketing – An experienced copywriter understands that a text is not just a set of letters published on a website. He knows how marketing works, what will be the path of the client from the moment he saw the text in the output, and to the moment of the conversion. He knows what to do to lead the client down that path: where to insert the right link, what accents to place, where to put a capture form or a “Read also” inset.

How much does copywriting cost?

In the digital niche, the price range is one of the biggest. You can order a text at the exchange for 20-50 CAD, or you can apply to a venerable copywriter and pay from C$200. It all depends on certain factors:

Experience – Forgive us beginners, but we do not recommend ordering a text for a serious business incomprehensible fellow with no experience and portfolio. It is more reliable to turn to experts who have worked in the market for at least several years.
Competencies – Above we have listed the skills of a copywriter. If the specialist knows about marketing, SEO, analytics, he is worth more – this is an axiom.
Portfolio and cases – They will help you to find out if the copywriter has done tasks similar to yours, which niche he has worked in and what results he has achieved.
Status.Freelancer, as a rule, is cheaper, agency specialists – more expensive. But in the agency you get certain guarantees: an impressive portfolio, an official contract and a well-coordinated experienced team, which will work together on the project.

Our team has filled thousands of sites of different topics with high-quality content. One of the best examples is filling the “Services” and “Useful information” sections of hundreds of different websites.

For this project, we recruited our experienced writers with relevant expertise and the clinic’s doctors as experts. The comprehensive work, which also included content creation, resulted in a 4.2-fold increase in traffic and referrals from the site.