- Copywriting
What is Copywriting?
Copywriting is writing and curating content to suit your particular reader or target market. Essentially, marketing in text-specific form.
Andrew Broughton once said that “Good copywriting is a wink among the screams”.
A lot of copy out there is pushed out to the masses – shouting into the void and hoping they get heard. However, it is more successful if it navigates that noisy territory in a stealthy way – i.e. making ‘eye contact’ with your audience.
So, we craft the copy around what our clients are searching for, aiming for and want to see. What you’re reading right now is copywriting – wild stuff.
Different Levels of Copy
AI
Copywriting can be completed by different AI tools online as generated copy can match the tone of your message. Although, this form of copy can sometimes come across as generic and might need to be edited for a more personal touch.
Freelancers
Freelance writers curate excellent copy with a quick turnaround time. They write according to specific requirements you may have and they know how to retain your brand and voice throughout any provided copy.
Content Services and Traditional Agencies
Several copy agencies and online copywriting service providers sell on a per word or per page basis. The only problem here is that quantity and quality are two different things in copy.
Luden and Other High-end Growth Agencies
Luden provides a holistic approach to the way we curate our copy. We ensure that it aligns with the rest of your brand and strategy. Ultimately, our copy converts. It proves time and time again to be a viable return on investment for your business and website.
The Value of Good Copy
Ranking for keywords is dependent on three things: proper technical SEO and site structure, producing good content, and backlinks.
Most notably, keywords are related to content. Search engines assess your content, and determine which keywords to associate it with.
To rank for keywords, you should look to produce high-quality content, with properly laid out on-page SEO. High-quality content should fulfill ‘search intent’, meaning the content does a good job of answering the questions or providing the information that users are looking for.
Building links is another great way to signal to search engines that your content is reputable and should rank for the associated keywords.
Luden’s Approach to Copy
An in-house team of writers dedicate their time and effort into producing superior quality copy, with your brand and vision at the heart of every piece. Our aim is for you to stand out amongst all the noise online. We aim to pull people in, not push them towards you.
– Holistic (fits with the rest of your brand and strategy)
– Strategic
– SEO-focused
– ROI-focused
– A/B test for quality assurance
– Very particular to target audience
– Brand-aligned and tone specific
FAQs
Copywriting, on the other hand, is written to be enticing and persuasive so that a reader will be forced to take action. This may be subscribing to a service or signing up for a newsletter.
Content is usually in a much longer format whereas copy is shorter, more quippy, and to the point.
You would need to perform keyword research to come up with a list of primary and secondary keywords that match your customer’s search intent.
You will then place those keywords strategically into the copy itself. By matching search intent, your ranking will increase because your copy will have the answer people are looking for.
Yes and no. You don’t need a fancy degree to get better at writing copy. But there is also a skill involved in the way you craft copy to convert and how you integrate the SEO involved in that writing. It would be better for you to have some kind of background knowledge in copywriting or writing but you can also use AI tools or simply learn how to write in a way that entices an audience member and converts them into a customer.
