Copywriting Blog

Orphaned pages are pages on your website that aren’t linked to by any of your other pages. If no internal links are pointing at a page, not only does it make it unlikely a site user will ever find it, it also means web crawlers like Googlebot may not find it either, and it prevents link equity from being passed along. Link equity helps to show search engines that a page is important, so if none is passed it could appear that your content isn’t important. If users can’t find the page, it won’t get read and won’t convert, so might as well not be there at all. When adding new pages to your site it’s important to make sure you’re also adding internal links to pages from other related content, to avoid creating orphans. If you need to identify and fix existing orphaned pages, or pages which have become orphaned as a...

Whether you write for a living or purely for pleasure, there’s little more daunting than facing writer’s block. When you stare at the page and find nothing within to draw from, or you’re handed an assignment and haven’t the first clue how to put those ideas into words, you can feel stifled, unproductive and agitated when writing an article. For many, you can’t afford to have writer’s block let you down, especially if you’re against the clock, so here are 15 insider secrets sure to get you back on the track to inspiration. 1. Take a break Simple as it sounds, a break helps get your mind out of the rut. Even if you’re on deadline, consider a microbreak – taking five minutes away from the desk to refresh and refocus. 2. Switch on the music Maybe it’s classical music that helps you think, pop music might get your brain ticking, or it could even be ambient soundscapes...

We live in an age of equality, or at least it’s easy to believe that until another big business makes an inappropriate ad or a campaign blunder. All too often businesses in the public realm are getting their messages very wrong, without considering the implications for different races, genders and minorities. These slogans, adverts and generally poor content may have been unintentionally derogatory or offensive, but they came from well-established brands who spend tens of thousands each year on PR and marketing. However, their lack of clear strategy or vetting processes and failure to look at the bigger picture has not only offended potential customers, it’s caused a loss of reputation and potentially had a negative impact on sales for the companies involved. From a business perspective Not forgetting the distress these poorly thought out messages can cause for viewers, there are obvious implications for the businesses involved. The fact that mainstream companies...

Email is an invaluable tool for reaching out and connecting with your audience. Whether you use email to send out weekly newsletters, inform customers of discounts or advertise new products or services, it’s crucial to catch the attention of your audience and hold it. It sounds simple, but when you consider that an overwhelming 82% of B2B and B2C companies use email marketing, according to stats gathered by Ascend2, it has never been more important to focus on creating original, engaging email copy that sets you apart from your competitors. We’ve put together go-to techniques for creating fresh, click-worthy content: Put yourself in the shoes of your audience You’ve invested time and money in generating email leads via social media strategies, landing pages or blogging, and are now looking to reap the rewards via email campaigns. Planning and writing content from the perspective of your audience is crucial if you want to convert leads into customers. Putting yourself in their...

Whether you’re a freelance copywriter or working as part of a team, standing out from the crowd can be a difficult task. Especially as today, up to 85% of all marketers are investing in a content marketing strategy. When done well, copywriting is a valuable tool that can help your website to get noticed. Moreover, it has the potential to garner a lot of positive attention and valuable engagement for your brand. Fortunately, there are tools available to make the job of every copywriter much easier. We talk you through our top five: Grammarly Grammarly is one of the top spelling and grammar checking tools in the market right now. It may be of particular use to freelance writers, who are unlikely to have access to an in-house editor, though it could also be useful in a team environment, to speed up an editor’s job. It’s free to sign up for the basic version, which will...

There’s nothing quite so disappointing as looking forward to reading an intriguing post or article, only to realise you’ve been the victim of ‘clickbait’. We’ve all been there. It seems we can’t resist the urge to discover those 10 things nobody realises about cucumbers, how one woman lost three stone in one week or 11 mind-blowing facts that will change our lives. Despite these sensationalist headlines often lacking quality, audiences continue to be intrigued by deceptive titles – the likes of which commonly lead to tedious and generic content. What is clickbait? The term ‘clickbait’ began life as an online phenomenon, describing sensationalised content with a tempting, provocative or extremely exaggerated headline. Ultimately, the main purpose is to encourage click-through to a particular website. It can be a great tactic for gaining views and improving CTR’s but isn’t likely to drive engaged leads. News outlet clickbait Clickbait has been particularly prominent on social media due...

Great content doesn’t just happen. It’s a product of research, brand awareness and effective collaboration. All too often, in-house marketing departments experience a shortage of new and fresh ideas that in turn impacts the success of the campaigns they produce. One of the reasons behind this can often be attributed to a lack of meaningful collaboration, both internally and externally. If new ideas are nowhere to be found, the need for marketers to reassess their knowledge of what makes their target audience tick is highlighted. Equally, when wide-reaching campaigns are few and far between, it suggests new methods of sharing content and reaching audiences are needed. Sales-Marketing collaboration is priceless Sales-marketing collaboration essentially refers to conversations that take place between sales and marketing teams concerning new content generation. Let’s think about this for a second: your marketing department is made up of great copywriters, content strategists, marketers and social media buffs. The sales team is...

You know you have a great brand, and you want others to know it too, but in an already overcrowded online environment, it can be hard to make your message stand out. The competition gets fiercer every year, with more and more content being uploaded every day. How do you compete? How do you get people talking about your brand over your competitors’? We’ve put together a handy guide detailing what you can do to get people talking about your brand. Write what your audience wants, not what you want In the era of ‘fake-news’, we’re becoming ever more cynical about what we see and read online. We’re now looking for deeper connections with the content we engage with, and content marketers need to start acting on this. If you want to get people talking about your brand, sometimes you have to stop talking about your brand. People want to read content that interests them in some way...

If you’ve ever looked for or researched holiday destinations online then you will already be more than familiar with some of these travel copywriting clichés. Using tired tropes is a sure-fire way to turn off your audience and result in your product becoming just another holiday destination that blends in with the rest. Studies show that content identified by customers as bespoke and original increases purchase intention by 61%, so it’s crucial your content stands out. 1. Cliché words and phrases Using clichéd language is certainly one of the most common misdeeds. You’ll be hard-pressed to find a travel or holiday website with no repetition or a cliché in sight. However, overuse can come off as stilted, and there are some phrases we think are best to avoid all together. The most simple way to manage this is to curate a list of banned phrases. Even a simple whiteboard with a constantly updated list, accessible to all writers...

2017 has undeniably been a politically-charged year. Britain has been learning to live again in the aftermath of Brexit. And we had to deal with the shock US presidential outcome, which saw Donald Trump become the 45th president of the United States and one of the most powerful men in the world. The news stories of 2017 were littered with the repercussions of these decisions, which has led to a resurgence in political interest, particularly among young people in Britain. The year culminated in ‘youthquake’ being named Oxford Dictionaries’ 2017 Word of the Year. ‘Youthquake’, meaning ‘A significant cultural, political, or social change arising from the action or influence of young people’, is only the tip of the iceberg. The political awakening of 2017 continues to be reflected through our changing vocabulary. Several new words in 2017 were of political origin, with many being runners-up for Oxford Dictionaries’ Word of the Year. Here’s a list...