Copywriting Inspiration: Three Sites Doing It Right
Online copywriting has two purposes – attracting search engines and attracting humans (readers, buyers, customers).
It’s not always easy, even for professional copywriters, to strike a successful balance between both. But when copy works well it can skyrocket your traffic, buzz and conversions.
Since copywriting can take many different forms online, here are three proven examples of different ways companies are using copy online to engage, inform and convert visitors:
Malware Exposed: This site, a FireEye microsite, is an excellent example of how copywriting can help you engage your audience on a direct level. This site and the content are designed to presell FireEye’s malware software. All of the content on the site is optimized for specific keywords that relate to malware users and presents important information for potential customers. The company spun off a microsite that targets specific keywords that were being under-represented on their main site. Using SEO (search engine optimization) techniques, the creators are bringing in search engine traffic and then converting that traffic with a variety of different content – from articles to blog posts to ebooks to white papers.
VigetFourLabs Blog: One of the keys to great copywriting is keeping your content fresh, and there’s no better way to do that than with a blog. A collaborative blog, like VigetFourLabs’ blog, allows the entire team to use online copywriting to inform and engage the audience. The team at VigetFourLabs alternates blog posts and focuses content on information that is not only keyword optimized but also important to their target market – companies that need websites.
The New Rules of PR – David Meerman Scott: Marketer, author and speaker David Meerman Scott makes use of another great online copywriting technique. Ebooks and white papers are longer form copywriting pieces that give your target market the information that they are looking for. With “The New Rules of PR” Scott offers his audience an in depth guide to using online press releases. The download page gives the audience several reasons to download the ebook and then offers the download link. The book itself positions Scott as an expert in press releases and PR.
These three examples: a microsite, blog and ebook, are all copywriting channels that you can use to get more traffic, engage your readers, create buzz and position your company for success.
