Copywriting Basics

While most people will think of sales when they hear the term copywriting, it can also be used in the process of ranking a website called SEO copywriting. These two strategies serve different purposes but both of them are equally essential for online success.

SEO copywriting is all about creating compelling content that aligns with the questions people search for in Google. Its primary goal is to drive organic traffic to a website by improving a website’s search engine ranking. It involves integrating specific keywords into the text to boost visibility and give Google context about the content of the page.

Sales Copywriting on the other hand, is designed to persuade the reader to take immediate action, typically to buy a product or service. The copy is heavily focused on benefits, features and unique selling propositions of what is being sold and often appears in landing pages, ads and email marketing campaigns.

The SEO Copywriter Handbook: When to use SEO Copywriting

SEO copywriting is crucial for the visibility of your content. It’s what makes your business pop up when someone looks for answers, products, or services on Google.

Long-Term Content Strategy

Content created for SEO purposes is a long-term investment. It must be high-quality, relevant, and actionable, and it’s vital for establishing authority and trust.

Maximise Organic Reach

Search engines are the gatekeepers to the web. To reach the widest possible audience, your content must play by their rules. SEO copywriting ensures your website has a fighting chance in the online arena.

Educate and Inform

Some of the most successful content for SEO aims to educate rather than sell. By providing value-added information, you can attract potential customers looking to solve a problem or answer a question, which is typically where the sales journey begins. Typical SEO content can include step by step tutorials or how to guides.

What is Sales Copywriting?

Sales copywriting, in contrast to SEO copywriting, is more direct and action oriented. Its primary focus is on converting readers into customers by compelling them to take immediate action, such as making a purchase, signing up for a newsletter, or requesting more information. The language used in sales copy is persuasive, often employing psychological triggers like scarcity, urgency, and the fear of missing out (FOMO), along with strong calls-to-action (CTAs) to drive conversions. Effective sales copywriting doesn’t just highlight the features of a product or service; it delves deep into the benefits and the unique problem-solving capabilities that resonate with the audience’s needs and desires.

The Art of Persuasion: When to Use Sales Copywriting

When your goal is to convert a reader into a customer, sales copywriting is your tool of choice.

Landing and Service Pages

This is often the first thing a potential customer sees when engaging with your business. The information should be clear, compelling, and persuasive, guiding the reader seamlessly toward taking action. The action should be the next logical step in the customer journey.

Product Descriptions

These are mini sales pitches in and of themselves. A product description needs to convey the benefits and features of your product or service in a way that resonates with the reader and convinces them to make a purchase.

Email Marketing

Emails represent a unique opportunity to connect with a reader who has already engaged with your brand—whether they’ve signed up for a newsletter or are responding to an abandoned cart. Sales copywriting in emails should be personalised, timely, and actionable.

Call-to-Actions (CTAs)

Arguably the most important part of any sales copy, the CTA must be clear and compelling, telling your reader what to do next without room for confusion.

Marketing Campaigns and Copywriting

SEO and sales copywriting don’t have to fight for the spotlight—they can complement each other perfectly. It’s the job of marketers and business owners to ensure they work in harmony.

Start with SEO, Finish with Sales

Craft content with SEO at the forefront. Awareness and visibility come first. Once you’ve pulled in the reader, seamlessly transition to sales copy to close the deal, ensuring a natural transition from informative to persuasive.

Keyword-Driven Sales Pages

Incorporate high-ranking keywords into your sales copy to improve visibility while still remaining compelling. Just be sure not to compromise the clarity or flow of your writing with keyword stuffing.

Analytics-Informed Strategy

Use data from both your SEO and sales efforts to inform and adjust your content strategy continually. Monitor the performance of your SEO-driven blog posts and adjust your sales landing pages based on what’s working best.

Both SEO and sales copywriting are invaluable components of a successful online marketing strategy. While each has its place, they also interweave to paint a holistic picture of your brand and offerings. SEO attracts an audience, while sales copy seals the deal.

Mastering the balance between these two techniques is a continuous process, one that evolves with the changing needs of your business and audience. To make both of them work effectively, remember SEO Copywriting gets you seen, and sales copywriting gets you paid.