Press Marketing

A Handy ✋ Guide to Understanding Emojis

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Within the ever-shifting world of social networks, there’’ s one element that can permanently puzzle those who won’’ t invest much time connecting with social platforms: emojis. Understanding what’’ s indicated by  upside down smiley emoji or cool sunglasses emoji can be enough to make your head take off. And the last thing you require is to abuse any fruit emojis .


But emojis belong to our world now, and whether you comprehend them or not, they ’ re here to remain. As soon as you master them, they’’ re really extremely useful in our progressively text-based interactions.


 DigitalMarketer Instagram Post with emojis that carried out actually well


This emoji-based Instagram post was among our leading entertainers this year.


Simply put, emojis are an exceptional method of communicating nonverbal beliefs that areharder( or simply longer) to make clear with text alone. And they get increasingly more particular each year as the Unicode Consortium– which is the main entity that chooses what gets contributed to the emoji lexicon– continues to contribute to the offering of emojis.


For the many part, emojis are utilized much more in social networks contexts and messaging apps than in email, which tends to be considered as more expert. Put on ’ t fret that you require to begin sending out a smiley in every work demand now (though you can see how emojis have actually assisted DigitalMarketer ’ s email subject lines HERE ).

For those minutes when social networks appears difficult to comprehend, we ’ ve composed this helpful guide-slash-dictionary on the emojis you ’ re probably to come across out in the wilds of the web, so you can both comprehend others and utilize them easily without sounding tone deaf.


( NOTE: Need an assisting hand with your digital marketing efforts? Or possibly you simply desire tested, actionable marketing tools, design templates, and strategies to carry out in your service? Check out the current offer from DigitalMarketer, and you will be on your method to assisting your organisation grow.)



By far, the most-used emojis are faces and hand gestures, so that ’ s the majority of what you ’ ll discover here, together with some option selections of other widely-used emojis. It ’ s essential to remember that the significance of a specific emoji (or string of’them) is mainly going to depend on its usage and context.


 sobbing laugh emoji



1. The laughing weeping face shows something is so amusing that the author is sobbing laughing. It ’ s likewise utilized to show somebody is joking or joking around. You can take the response up a notch with its cousin,  , which is slanted to the side and for this reason recommends that you ’ re laughing so hard you ’ re rolling on the ground. This one likewise has the difference of being the most-used emoji on Facebook.


 heart eyes emoji



2. The heart-eyes emoji is the 2nd most-used on Facebook, and it communicates strong sensations of love or appreciation. It ’d be simple to read this one as romantic,however it ’ s not always scheduled strictly for those contexts. Rather, you ’ re most likely to see it utilized as typically as Americans state we’“ love ” something, as in, “ Want to get gelato after? ”” heart “eyes emoji


 sobbing emoji



3. Unsurprisingly, the sobbing face( which looks more like it ’ s sobbing) normally states the author is dissatisfied or unfortunate, however it ’ s hardly ever utilized for real disaster, in which case an emoji might check out as insensitive.


 believing emoji

4. The confront with a hand on its chin reveals somebody is thinking of a response, however can likewise be utilized paradoxically to question another person’’ s declaration.

 upside down smiley emoji

5. The benefit down smiley is harder to pin down, due to the fact that it doesn’’ t have actually a regularly repaired significance.’It ’ s usually utilized to suggest that an individual is joking or being ironical however can likewise suggest aggravation or inconvenience.

 cool sunglasses emoji

6. The sunglasses deal with emoji states ““ I ’ m cool” as a cucumber, ” however it ’ s likewise frequently utilized to stand in just for”the word, “ cool. ”


 zipper mouth emoji


7. Keep in mind the expression “ zip the lip ”? Well, the zipper-mouthed emoji recommends the speaker ’ s lips are sealed. It ’ s stating, “ wear ’ t repeat this, ” or “ this news doesn ’ t surpass me. ”


 hug emoji



8. Inexplicably, the smiling emoji with hands dealing with forward represents a hug. A hug with no arms, however a hug.


 clapping emoji



9. Just like in reality, clapping hands indicate a task well done,however the significance of this emoji is greatly depending on how it ’ s being utilized. This one has a double entendre, as it ’ s likewise frequently utilized as punctuation to make an emphatic point, as in: Clean  clapping emoji up  clapping emoji the  clapping emoji break  clapping emoji space.

 high 10 emoji

10. A set of hands that appear like they’’ re raising the roofing are really a high-ten, using a method to state, ““ you did an excellent task.” ” This one likewise recommends congratulations.

 prayer hands emoji

11. According to Unicode’’ s main significances, this one is ““ hands folded in prayer.” ” It ’ s frequently utilized in the United States to signify appreciation or thanks in addition to the worldwide sign of ““ yeah, we hope””or “ preach. ”


 hand raised emoji



12. ‍ ‍ An individual with their hand raised states, “ I offer as homage! ” But if you “’ re not Katniss, it” ’ s usually utilized as an admission that you, too, do a specific thing. Rather hilariously, this sign was really developed to signify an aid desk individual, leading one to one marvel: when was the last time you required to show an aid desk individual in a digital discussion?

 point down emoji

13. Usually this implies, ““ checked out listed below ” or just, “ this, ” and is a method of approving something( generally a link somebody is publishing) or recommending arrangement. Not to be puzzled with its upward-pointing equivalent, mostly utilized within the United States to imply ““ check out above.”


 thumbs up emoji



14. The thumbs up indication states,” “ fine, got it, ” when in action to brand-new information, details, and/or a demand. Take care when utilizing this one in reaction to other interaction, however, as it can sound dismissive in the incorrect context. Envision sending out ““ I ’ m so thrilled to see you!” ” to a good friend just to get  thumbs up emoji in reaction.

 handshake emoji

15. The emoji for shaking hands symbolizes contract, as if to state, ““ It ’ s an offer! ”


 celebration popper emoji

16. The confetti popper uses congratulations and event.

 eyes emoji

17. Eyes looking askance suggest the speaker is seeing something, however the sensation accompanying it is interchangeable. Depending upon the context, this one can indicate seeing in scary or amusement however can likewise state, ““ I see that, ” or perhaps recommend the author likes something you simply sent them.

 100 emoji

18. Just like a handwritten note from your instructor on a graded project, the handwritten one hundred rating indicates that somebody or something did an exceptional task, scoring the greatest marks.

 fire emoji

19. Not just represents actual fire, however it likewise specifies something is hot, hot, hot, as in ““ This Beyoncé track is.””


 painting nails emoji

20. Painting your nails is frequently utilized in the context of recommending calm, as in, ““ I ’ m so unwinded over here, I’’ m painting my nails.””


 champagne glass clink emoji

21. 2 glasses clinking in a toast can symbolize congratulations, in addition to event of a task well done or triumph within a group.

 heavy check mark emoji

22. The checkmark is typically utilized in the context of ““ yes, this is done,” ” i.e. it ’ s been marked off the list.

 goat emoji

23. The emoji of a goat is hardly ever utilized to symbolize the real animal, however rather stands in for the acronym GOAT, which represents Greatest Of All Time.

I hope these meanings have actually shed some on emojis. Now go forth and make your family and friends with them.

( NOTE: Need an assisting hand with your digital marketing efforts? Or perhaps you simply desire tested, actionable marketing design templates, methods, and tools to carry out in your company? Check out the most recent offer from DigitalMarketer, and you will be on your method to assisting your service grow.)

The post A Handy ✋ ✋ Guide to Understanding Emojis appeared initially on DigitalMarketer .

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Online Advertising

What is Copywriting?

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Are you intimidated by copywriting?

If your answer is yes, welcome to how 99% of marketers feel.

If your answer is no, are you some kind of wizard?

Copywriting is the reason why people buy something.

There’s a reason copywriting is so intimidating—because copy is the straw that stirs the money milkshake. Copywriting is the reason why people buy something. Copywriting is the text that makes somebody stop thinking, “I can live without it” and start thinking, “Why am I living without it?”

That’s a lot of pressure to put on a series of words.

That’s why I’m going to give you an in-depth look at what copywriting is, how it has changed with the rise of digital marketing, and the different types of copywriting, as well as provide tons of examples for you to find inspiration.

The goal is for you to walk away with a wand in your hand ready to cast your copywriting spell on every ice-cold lead and prospect you encounter.

What is Copywriting?

Officially, copywriting is defined as:

 “The activity or occupation of writing the text of advertisements or publicity material.”

Copywriting definition from Google search

 Let’s put that dictionary definition into everyday examples.

Copywriting is the content you see written in the caption of a Facebook ad. It’s the headline of a Google ad or the description of a YouTube video. It’s the text on a website, from the landing page to the product page.

Outside of digital marketing, it’s the text written on billboards, the title of a newspaper article, and the sign outside of a brick-and-mortar store.

When people talk about “clickbait” headlines, they’re talking about copywriting. Copywriting motivates people to click on a website, tells them why they need to buy the product, and persuades them to swap their money for goods and services.

As we talk about copywriting throughout this article, we’re talking about content put on websites, social profiles, ad campaigns, and email campaigns that are designed to make somebody want to buy a product, become part of a community, sign up for a free offer, etc.

What is Copywriting NOT?

The short answer: pretty much any other type of writing.

Copywriting is intended to move you to action. It is strategical and to the point. So anything that doesn’t do that? Not copywriting. A blog post about Facebook ads? Not copywriting. That book on your shelf that talks about what copywriting is that you haven’t read? STILL not copywriting.

See copywriting is often confused with content writing. But they aren’t quite the same.

Content writing is this article in its entirety
Copywriting is the text you see promoting the DigitalMarketer products within this article

See the difference? 

But there is often some level of overlap.

Content writing says, “Here’s some free value in the form of useful information. If you feel like it, check out our other useful information or get it delivered to your inbox, sign up for a free trial, etc.”. It’s usually longer form content (500–3,000+ word articles).

Copywriting doesn’t beat around the bush. It says, “Sign up for this free thing” (in a very convincing tone). It’s shorter form, 100–1,000 words that tell you what the product does, why you need it, and how to buy it RIGHT NOW.

So know content writing can help with your copywriting, but the reverse is true in spades. Having the skills to drive action in just a few impactful words can boost the quality and value of your content writing.

(NOTE: Before you get started honing your writing skills, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Customer Avatar

How has Copywriting Changed Since Marketing Went Digital?

Before the internet age dawned on the marketing industry and decided that digital would be king—copywriting was alive and thriving.

What was happening in advertising in 2000? Forward-thinking marketers, like Gary Vaynerchuk, were on top of the Adwords launch—he launched his first Adwords campaign the same day that Adwords came out. But the rest of the marketers were still focused on traditional marketing methods, trying to figure out how to make their catalog advertisements get traction.

The Google Advertising page before Google Adwords was launched

Google Advertising circa 1999

In March of 2000, Inc Magazine published an article called, “Design and Copywriting for Print Advertising.” They highlighted 8 of the most important factors to consider when writing copy. Factor #2 is to “Focus on Selling.”

Clearly, marketers were talking about copywriting on a macro level (to say the least). We could get away with saying things like “Focus on selling,” and other marketers would nod their heads and say, “that makes sense.”

As digital marketing has evolved, it has made copywriting more complex.

But this is 2019, folks. We’ve shifted to the micro-copywriting picture.

If DigitalMarketer wrote an article today and one of our techniques was to, “Focus on selling”—what would be your response?

“Yeah sure, but what does that mean?”

Instead of saying, “Focus on selling” we say, “Here are 4 Persuasive Sales Copywriting Techniques to be a More Effective Copywriter.” Then we outline these techniques in detail.


Because as digital marketing has evolved, it has made copywriting more complex. Facebook and Google ads are everywhere, which means our audiences are saturated with bids for their attention (and more importantly, their money).

Google cashed in $27.7 billion in revenue in Quarter 3 of 2018—only 13.24% ($3.6 billion) of their revenue didn’t come from advertising. At no other time in history has so much copy existed in the world.

If we want to stand out, we can’t focus solely on selling; we have to use psychology and proven marketing methods to get their attention and hope they’ll want the value we’re offering them.

Who Needs Copywriting?

If you have a product that you’re trying to sell to people—you need copywriting.

Think of your customers on one side of a ledge and your product on a nearby ledge. The only way for your customers to get from their ledge to your product’s ledge is a bridge.

Copy is that bridge.

The DigitalMarketer copywriting Cert landing page

Having good copy on your landing page is the difference between selling and not.

(RELATED: Click here for a checklist of the 5 copywriting elements to test on your landing page)

Or you can think of copywriting as the officiant at the wedding of consumer and business.

It’s the reason anyone realizes they have a problem, and, wouldn’t ya know it… your product can solve it.

Every business needs copywriting if they want to convert traffic into customers. Websites without copy don’t get sign-ups or opt-ins, don’t build brand awareness, and don’t persuade people to give them their money.

When Should You Use Copywriting?

You should be using copy on all of your business’ online platforms: social media, emails, and websites. This isn’t to be confused with only using copy on your platforms.

Think of the last business that wouldn’t stop asking you to buy something from them, whether it was through an email marketing campaign, direct mail, Facebook ad, TV commercial, etc.

When a business asks us too many times to buy something, their reputation suffers. Suddenly they switch from problem solver to annoying younger sibling. We want them to buzz off and let us be, regardless of the secret they’re dying to tell us.

Yet, as business owners, we still need to ask people to buy things. We just need to do it tactfully…

For example, filling your blog page with copywriting might be overkill (ironic coming from a blog about copywriting, yes? 😉). This is where you want to focus on content writing and providing value before asking. On the reverse, copywriting on your landing page is essential. This is the website page that’s going to persuade somebody to visit your blog instead of hitting that dreaded back button.


7 Copywriting Strategies and Examples

Since we’re DigitalMarketer and our entire company is built around helping your business succeed, you knew we were going to give you some insights as to how to write the best copy for your business.

Strategy #1: The Power of One

The Power of One plays off of one good idea, core emotion, captivating story, or inevitable response.

It’s the headline that makes you think, “That’s brilliant,” the tagline that sings your heart, the bus stop ad that makes you stop and read the entire thing, or the Google ad that tells you to get ready to laugh.

For example:

Good idea: How to Use Body Language to Land Your Dream Job
Core Emotion: We’re fighting for the 1.5 million animals who will be euthanized this year.
Captivating Story: An advertisement talking about how a woman was able to save a man and his dog from the roof of his home after he was caught in a hurricane
Inevitable Response: You’ll Laugh When You Realize How Many Times You’ve Made This Copywriting Mistake

(NOTE: Before you get started honing your writing skills, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Customer Avatar

Strategy #2: Verb, Noun, Goal

Jon Benson, living copywriting legend (and one of the first copywriters I ever looked up to), uses this strategy as one (of hundreds) in his CopyPro copywriting AI software. The idea came from a pattern Jon saw in all business owners.

They all wanted to do something to help a certain avatar reach their goal. Jon realized, in order for these business owners to achieve their own goals they had to be able to clearly communicate them to clients.

For example:

DigitalMarketer provides marketing agencies the strategies and tools so they can double their business.

Verb: Provides

Noun: Marketing Agencies

Goal: Double their business

Infusionsoft grows businesses with an all-in-one CRM.

Verb: Grows

Noun: Businesses

Goal: to have an all-in-one CRM

Strategy #3: Always Write Below an 8th-Grade Reading Level

This isn’t a template copywriting strategy, it’s an overarching strategy. All of your copy, regardless of where it is posted, should be written below an 8th-grade reading level. Why? Because the average US consumer reads at an 8th-grade level, which means our content can’t be more

The average US consumer reads at an 8th-grade level

complicated than that.

To determine the reading level of text, there are 3 factors:

Total Words
Total Sentences
Total Syllables

Using HemingwayApp, you can see the readability score of your content. Just paste your copy on to the website and on the right widget bar you’ll see the difficulty level. This is a free online tool that doesn’t even require you to have an account to use it.

Hemingway App for better copywriting

Strategy #4: Benefits > Features

Your copywriting shouldn’t talk about how great your product is, it should talk about how great your product makes your customer’s life.

Remember, your business has more to do with the problem you’re solving for your customers than the fancy bells and whistles you use to make it look good.

For example, on the landing page for our Content Marketing Specialist Certification Course, we put bullet points of everything you’ll learn from taking the course.

Example of copywriting from a DigitalMarketer landing page

Strategy #5: Play on FOMO

Remember the last time you weren’t able to watch Game of Thrones on Sunday night and had to spend all of Monday in a pit of FOMO as you dodged everybody’s conversations around who survived and who didn’t?

FOMO, the “fear of missing out,” can be felt in person AND online.

For example, we sent an email with the headline:

“ICYMI: Want to be a better copywriter? Open this before midnight.”

(ICYMI stands for “In Case You Missed It”)

A DM email with killer copywriting

The email had a 14.82% open rate thanks to FOMO and one other copywriting strategy that we added at the very end, urgency.

Strategy #6: Leverage Quantity and Availability Through Urgency

Urgency in copywriting is the persuasion that pushes a customer to want to sign up, buy a product, etc., because they are given a specific amount of time to do so. This can work in 2 ways:

Quantity: There are only so many units of a product, tickets for an event, seats at a Mastermind
Availability: The product or service is only available at this price or at all for a limited time

For example:

Rachel Hollis, author of Girl, Wash Your Face and keynote speaker at the 2019 Traffic & Conversion Summit has built her business around urgency due to a lack of quantity. For each of her products, she orders a set amount and that’s it. Once her planners sell out, they never come back in stock.

This makes her fanbase take her product launches very seriously. They’ve been trained to know that if she drops a new planner and they don’t get it, they won’t ever have it.

You’ll see DigitalMarketer using urgency due to availability often in our emails. Here are 2 examples,

Example 1:

A DM email subject line with good copywriting

Example 2:

A DM email subject line with good copywriting

Strategy #7: Speak Your Customer’s Language

Copywriting should always use the verbiage of your customers, but adding urgency, discounts, or benefits can take away from your opportunity to do so—there’s only so many characters you can use on an email subject line or Google ad.

In this copywriting strategy, you’ll only play on your customer’s language.

DigitalMarketer wanted to talk to the OG marketers who were around before Instagram existed, so we created this email subject line, “Frankly my dear, I don’t Instagram.”

Another DM email with awesome copywriting

The email had a 14.80% open rate, which impressed us—we hadn’t stressed urgency, we didn’t offer a discount on a product, and we didn’t talk

The not-so-secret secret about copywriting and marketing is to keep testing your copy over and over and over again

about how the content of the email would help you guys.

(RELATED: Learn more about good email subject lines HERE)

Yet, you loved it.

This goes to say that copywriting isn’t always about selling. Sometimes it’s about meeting your customers exactly where they are and telling them that you understand what they’re feeling… so that they buy from you later 😉.

Copywriting puts a lot of pressure on words to get strangers to buy into what you’re offering.

If you’re not hitting the nail on the head with your copywriting and getting the conversion you hoped for, don’t freak out. Remember—the not-so-secret secret about copywriting and marketing is to keep testing your copy over and over and over again.

Find the copy that works, put your ad dollars behind it, and then keep testing.

Copy can generate traffic, turn that traffic into conversions, and transform those conversions into raving fans of your brand. If you haven’t made an effort to improve your copy in all parts of your business yet, well, you’re already behind.

*drops mic*

(NOTE: Before you get started honing your writing skills, you need to know who your ideal customer is, where they are, and what they will buy. Download our FREE proven Customer Avatar Worksheet now and get clear on who you’re selling to.)

Customer Avatar

The post What is Copywriting? appeared first on DigitalMarketer.

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Press Marketing

10 Copywriting Tips to Boost Your Website’s Conversions

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Copy is everywhere. It’s the text on your landing page, the content of your promotional emails, and the words on your introductory brochure. If you produce something with the goal of driving sales, the words you use are copy. It’s meant to draw in readers, and it’s how most businesses today talk to their customers.  

And when it comes to reeling in users and converting them, it’s all about the copy. The following are 10 tips for making your copy more effective in driving conversions on your website.

1. Figure out who your audience is

Sales happen when you identify a need and meet it. Effective copy highlights that need and explains why the featured product or service is the best solution. First, though, you need to know who you’re addressing.

To determine who your audience is, try creating several user personas. This means doing some research, finding out what groups of people are using your product, and figuring out what they have in common. Consider some of the following characteristics and how they might apply to your hypothetical customers:

Socioeconomic status  
Job title and industry
Marital status

Once you determine a few unifying traits among your audience members, you can then create several personas to target. For instance, say you run a company that specializes in high-end crocheted baby blankets and patterns. There are a variety of possible user personas for your products. One might be Daniel, a new millennial father looking for a high-quality blanket for his infant daughter; or Elise, a grandmother and crocheting enthusiast who wants to get her hands on a new pattern for making Christmas gifts.

For this product, it wouldn’t make sense to have a user persona like Roger, current student and president of his university’s Delta Chi chapter; or Lorraine, a stay-at-home mom focused on helping her teenage kids apply to college.

Although fictional, these personas represent your customers and help to humanize the people you’re trying to sell to. And knowing who your audience is makes targeting them easier—you’ll be able to write better copy that’s tailored to their needs and expectations.

2. Be conversational—use “you” and “your”

Which of these statements feels more personal to you?

When a contractor picks up a widget, he or she needs to trust that it won’t break. Acme Widgets stand up to hard use.
When you pick up a widget, you need to trust that it won’t break. Acme Widgets won’t let you down.

There is very little difference between the two, except that the second option speaks directly to the reader. And yet, it instantly evokes a closer connection. That’s the power of the second-person point of view—that is, writing “you” and “your.” Addressing your reader directly helps to close the distance between them and their computer screen.

For some inspiration, take a look at Rover, a pet care marketplace for dog and cat owners. To describe its available services, Rover could have simply listed its main offerings: dog boarding, house sitting, dog walking, and so on. However, it goes above and beyond to connect with its audience by including an additional line describing each service.

Image source: Rover

What exactly makes this effective? Just about everyone knows or can at least deduce what services like “dog boarding” and “dog walking” are, but these extra lines of copywriting add a personal touch. Perfect if you need overnight pet care and Whenever your dog needs a walk. By incorporating a second-person point of view, the emphasis is on you, the reader, and meeting you (and your animal’s) needs.

3. Include quantifiable facts

Imagine that you’re developing a new marketing strategy for your B2B company and you’re interviewing different content platforms. The two companies you’re looking at give you the following pitches. Which is more convincing?  

Content marketing is an important investment in today’s market.
Content marketing costs up to 41% less than paid search. In addition, after three years, that piece of content will have generated over 300% more leads than paid search.

Chances are you’re much more likely to trust the second company with your business. Why? It includes very specific facts and figures. Facts are convincing because they’re verifiable and concrete. But be careful—you want them to be your support rather than your main message. Too many facts will make your copy sound dry.

4. Emphasize action

Conversion is action. If you want more people to buy, subscribe, or contact you for more information, don’t wait until the call to action to bring it up. Inject action verbs and phrases throughout your copy, particularly those that make the reader envision doing or achieving something.

That doesn’t mean simply describing the product or service in action terms, as in “This widget is the fastest on the market.” It means painting a picture of its use and how it impacts you, such as “With this speedy widget, you’ll produce 30% more doohickeys than the average company.”

Do you see how the second sentence’s use of the verb “produce” inspires action? Other similarly effective verbs include:


For an idea of how action words resonate more vividly with readers, take a look at SpaceX’s About page. Count how many active verbs it contains in its 31-word description.

Image source: SpaceX

Designs, manufactures, launches, revolutionize, enabling, and live—that’s nearly 20% of the text! Not only that, these verbs inspire more awe and admiration than if the copywriter had simply written, “SpaceX makes rockets with the goal of moving people to space.”

By communicating its mission so evocatively, it’s perhaps no surprise that SpaceX has raised over $2.25 billion in venture capital. More lively and active copywriting touches people and stirs them into action.

5. Be simple and concise

You have just seconds to convince a visitor on your website that you’re worth sticking around for—but you won’t accomplish that if your writing is overly long and complex. After all, most web users read 20% of a page’s content and that number tends to vary inversely with the amount of content on a web page. In other words: The more you write, the less people read.  

Consider the difference between these two articles:

Images source: Popular Science and JAMA Psychiatry

On the left is an article from Popular Science, a quarterly magazine dedicated to sharing new developments in science and technology. It describes the findings of a study published in the medical journal JAMA Psychiatry, captured in the screenshot on the right. The two articles cover the same subject, but can you see the difference in length and complexity?

Granted, the two websites have different target audiences—one appeals to the general public and the other targets academics. However, that in itself should tell you how to write for mainstream audiences. Like Popular Science, use simple, straightforward language to communicate your point to readers and delete excess words that don’t enhance your message or add value for your readers.

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6. Write with SEO in mind

As technology advances and designers learn more about how people search, search engine algorithms shift and change their priorities. You used to be able to optimize a page just by using your target search term as much as possible, but those days are long gone. (Now it’s called keyword stuffing, and it’s a major no-no.)   

Today, Google wants high-quality content that resonates with readers. To create content of this caliber that’s also optimized for search engines, you need to:

Determine what your customers are searching for. Then write copy that addresses those search terms. Solving users’ search queries is Google’s ultimate goal, meaning there’s no point in trying to be sneaky and create misleading content, e.g., writing blog posts about topic A and hiding advertorial content about topic B in them.

Naturally integrate keywords into your content. As mentioned earlier, trying to maximize the number of instances of your keyword through keyword stuffing will do more harm than good.

Write an enticing meta title and description to draw your users in. This information is what users see when browsing search engine page results. It’s ultimately what makes the difference between a reader clicking on your website versus your competitor’s.

Link internally to other relevant pages on your site. This will make it easier for users to explore your site further and thereby increase time on site.

Include social share buttons in your content. Doing so makes your content more shareable and can quickly translate into more visits and page views.

Take a look at what your competition is doing. What are they writing about? What words do they use? Use your rivals as a benchmark to make your content even better.

Note that these best practices are only a few guidelines; SEO is a whole industry that encompasses much more than a handful of bullet points. That said, these tips make a good starting point and guide for optimizing your website’s copywriting for more conversions.

7. Write compelling headlines

According to industry pioneer David Ogilvy, for every five people who read a headline, just one reads the body copy. Though a rather dismal statistic, this speaks to the importance of having strong headlines in order to entice readers to click.

With that in mind, you can make your headlines more effective by following these four tips:

Tell the reader what he or she will gain from the product, service, or article.
Include your target search term.
Be specific.
Tug at the reader’s emotions.

For example, check out the headlines on the website of media company Romper. Romper attracts its target audience, millennial moms, by crafting its headlines with these tips in mind.

Image source: Romper

For instance, “Why Children Love Orphaned Characters & Parents Hate Them” is far more vivid and specific than the headline alternative “Why People Have Different Opinions on Orphaned Characters.”

In a similar vein, “11 Responses For the Jerk Judging Your Picky Eater” tells readers exactly what to expect (11 responses) and evokes emotion (the “jerk”)  along the way, connecting with any parent who has felt their child being judged.

8. Leverage social influence

Humans are social creatures. If another person recommends something to us, even if it’s a stranger writing a recommendation on the internet, we tend to trust that more than we would trust a traditional advertisement. In fact, feedback from others holds so much sway that 94% of online shoppers report avoiding a business if they’ve read a negative review about it.

Why does this matter? You can use social influence to your advantage in your copy, specifically by:

Adding customer reviews to your landing page
Creating a dedicated “customer testimonials” page
Adding new reviews on a regular basis
Including an occasional bad or mediocre review

Yes, that’s right—some negativity boosts your credibility.

According to social commerce group Reevoo, 30% of customers question the authenticity of customer responses when the only reviews they see are good. Meanwhile, 68% of readers trust reviews more when there are both good and bad scores.

9. Use a clear call to action (CTA)

All the customer testimonials in the world won’t mean anything if your readers can’t figure out what to do next. In other words, you need a clear call to action that outlines readers’ next steps.  

Avoid using vague words like “next” or “continue” in your CTA because they don’t specify what a click will do. (Will readers end up subscribed to your newsletter? Will they get a free white paper in their email inbox? Does it mean they agree to buy something?)

Instead, try something more along the lines of:

Get Your Free Estimate  
Subscribe to Our Newsletter  
Shop New Items Now

For an idea of what makes some CTAs more effective than others, check out the difference between Smile Direct Club and Invisalign’s approaches to explaining pricing for their clear dental aligners.

Image source: Smile Direct Club and Invisalign

Smile Direct Club’s CTA “Learn More” is straightforward and actionable, moving readers along the company’s marketing funnel seamlessly; Invisalign’s “More on cost and insurance” comes across weaker, especially given the absence of a verb.

To be clear, Invisalign’s CTA could be a lot worse. But while it still gets its point across to readers, it ultimately pales in comparison to Smile Direct Club’s CTA. Wording like “View Pricing Plans” or “Find Out More” would benefit Invisalign by providing a greater sense of action. It’s a call to action, after all!

10. Use psychology to motivate your readers

The study of psychology is all about why people do what they do, making it a marketer’s best friend. We know that peer influence explains why reviews are effective, but there are many more psychological processes that can help you boost conversions.

Scarcity and loss aversion

“Only 3 left!”

“Sale ends tonight!”

“Today Only—Free Shipping!”

There’s a reason why you see this kind of wording so often in sales copy. When people believe that a resource is limited or scarce, they feel driven to acquire it. A temporary offer stirs action by creating a sense of urgency, discouraging the reader from thinking that they can just “come back later.”

You can find examples of this on many retailer websites, such as fashion company Forever 21.

Image source: Forever 21

Copywriting like “Last Chance” as well as the fine print below indicates that the deal is available for only a limited amount of time. While visitors initially may not have had any intent to purchase, they’re now imbued with a sense of urgency and feel compelled to act lest they miss out.

Primacy and recency

Start with your most important information. That’s the primacy effect. But don’t discount the recency effect—the fact that readers tend to have the best retention of the most recently read information.

To take advantage of these tendencies, save your most convincing fact or argument for the beginning and end of your copy. This is most relevant when drafting listicle-style posts, such as Fitbit’s article “12 Not-So-Obvious Things to Know About Your Fitbit Tracker.”

Image source: Fitbit

The first feature listed is Fitbit trackers’ ability to create goals, and the last feature is the trackers’ ability to sync with other apps. We can’t say for sure that Fibit deliberately placed these two features at the beginning and end of its copy to capitalize on users’ psychological tendencies, but it’s not out of the question.

Some other features—like the ability to share pictures and compare results with friends—are included in the middle of the listicle, presumably because they’re more common across other fitness trackers. Meanwhile, placing the emphasis on Fitbit’s goal-setting function corresponds with its larger company mission to “help transform people’s lives,” and highlighting its compatibility with other apps helps to make Fitbit stand out from competitors.

Psychology suggests that users will most likely remember these two features out of the total 12 listed—can you see what would make them ideal for remembering? Fitbit’s content creators might have reasoned that these two features best demonstrate the tracker’s practicality and use in changing a customer’s lifestyle while also being easily incorporated into their existing suite of digital products.


Effective copywriting can increase your website’s traffic and ultimately boost conversions. Find out for yourself by using one, a few, or several of the tips mentioned in this article. But don’t try them all out at once; introduce a few at a time and gather data so you can learn what works best. Remember, copywriting isn’t a set-it-and-forget-it business—you’ll need to keep checking and adjusting so that you can identify what works best.

RELATED: The 8 Essential Elements of a Successful Blog Post

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4 Reasons Why People Stop Reading Before the End of a Page

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Every page you create has a purpose. It doesn’t matter whether it’s a sales page, a subscription page, an about page, a blog post, or any other kind of page. You publish it for a reason. You want something to happen. Maybe you want someone to share the page on social media. Or you want Read More…

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