What good copy does
- Speaks to one reader: it is written for a specific audience and their situation.
- Leads with the benefit: what the reader gets, not just what the product is.
- Is clear and specific: concrete numbers, examples and plain words beat vague claims.
- Builds trust: with proof such as reviews, results, guarantees and credentials.
- Asks for one action: with a clear call to action.
Classic copywriting frameworks
- AIDA: attention, interest, desire, action.
- PAS: problem, agitate, solution.
- Features, advantages, benefits: turn what a product has into what it does for the reader.
Copywriting and SEO
SEO copywriting combines persuasion with search: the text answers what people search for, uses the words they use and still reads naturally. Search engines reward pages that satisfy readers, so clear, helpful copy and good SEO point in the same direction.
Copywriting vs content writing
Copywriting aims to prompt an action, usually in short, focused texts. Content writing aims to inform or educate, in articles and guides. Most websites need both, and good content usually ends with a piece of copy: the call to action.