Quick Wins

Online copywriting essentials

Learn the principles behind effective online copywriting that you can apply to all content on your site. Whether you’re writing product pages, blogs, meta descriptions or social media posts, clearly communicating with your target audience is essential when trying to turn them into customers.

Copywriting is the backbone of marketing. From campaigns and headline copy to whitepapers and product details, the ability to write well is essential because it allows you to achieve the central objective of marketing – communicate your offer to a customer.

In this Quick Win you’ll learn the core principles of copywriting that you can apply to all types of content you create, from blog posts and landing pages to social media updates and ads.

What will I learn?

  • How to structure your content and use different types of headlines
  • The importance of using declarative statements to steer your customers’ behaviour
  • How the serial-position effect can help you structure bullet-pointed lists
  • How to promote extra value to readers to entice them to buy
  • The inverted pyramid structure of copywriting
  • Some of the most common copywriting errors and how to avoid them

How it this Quick Win structured?

Our guidance is structured into these five sections:

  • Informative copywriting
  • Persuasive copywriting
  • Customer-centric copywriting
  • Boosting readability
  • Avoiding common errors

About the author

James Story

James Story is Content Manager and Data Analyst at Smart Insights, creating and coordinating member content across 20 digital marketing toolkits. He is a University of Leeds graduate and has spent the last five years creating content for online PR, SEO, and digital marketing activities.

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Online copywriting essentials



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