Copywriting Blog

Good product descriptions are more complex than they seem. These snippets of copy are your digital salespeople, quickly and succinctly explaining why potential buyers need the product you’re selling. From the style and tone of the language, to directly explaining how your product is the solution to a problem, there are a number of things to consider when crafting the perfect product description. Establish a buyer persona and hone your tone of voice Who is your product for? Don’t just think about who you’d like to buy it – think about who needs it and who it’s likely to appeal to. What kind of websites does this person visit? What other products do they buy? Scope-out competitors and other sites your target demographic might be browsing. This will help you get a better idea of a style and tone that works. Figuring out exactly who you’re selling to, and pitching your product in a...

According to LinkedIn, 75% of marketers are outsourcing content in some way. The benefits mean that you can be more flexible with your budget as well as your content marketing calendar. The hard part is choosing how and whom to outsource to – a freelance copywriter or a professional copywriting agency? In this article, we discuss the top four things you need to consider before you choose. Quality Your brand must convey a strong, consistent tone of voice across every piece of content. Before working with either a freelance copywriter or a copywriting agency, it’s important to identify their quality standards and style. All writers will also have their own style, which tends to shine through in all of their writing. When vetting freelancers, reading a good amount of their previous work will ensure their overall tone suits your brand, but it does take time. Once a freelancer is hired, it’s worth tasking an in-house employee with editing the work...

Boasting an incredible 79% share of the global search engine market, Google rankings are understandably regarded as having high importance for businesses worldwide. Since its birth in September 1998, the web giant’s influence has grown exponentially, with the company now standing as the most valuable in the world. But what exactly does Google look for from your web content in 2017? And how can you ensure that your site is ranking highly for key terms? Fresh, original content Google favours sites that are regularly updated with fresh, unique content. This not only shows a commitment to giving your audience the most relevant information but also helps to get around the issue of rankings slipping as content grows older. Blogs provide a platform from which you can share both timely and evergreen content with your audience on a regular basis. Relevant keywords Keywords are perhaps the most effective way to drive organic traffic to your website. They’re essentially the terms that users...

While job seekers have long fretted over the mere six seconds prospective employers spend looking at their CVs, it’s now the recruiter’s turn to worry. With bounce rates on career pages as high as 98%, grabbing potential talent’s attention requires creativity and skill. Well-written recruitment copy can overcome this hurdle and provide multiple benefits. Firstly, it helps recruiters and businesses to be found organically by search engines, where 80% of job searches start. Secondly, it convinces candidates of the appeal of a role, and finally, it lends insight into the culture and personality of your company. Below are 5 of the best recruitment copywriting examples we’ve uncovered: Innocent Drinks compelling company culture   Bland job descriptions and overused company phrases like ‘we believe in innovation and hard work’, have a tendency to blend together – especially for a job applicant looking at multiple companies. Innocent Drinks completely bucks this trend of monotony with witty, snappy wording and a distinctive tone across their recruitment...

The 2017 mobile usage report from comScores shows that over 60% of users across the world spend more time browsing on mobile devices than desktops. Which means that in order to engage this mobile audience, you need to consider how you target mobile users within your digital marketing strategy. Mobile users have limited time, screen size and capabilities, yet they have far more opportunities to use their devices than desktop computers, such as when queuing, waiting for a friend at a restaurant or sitting on the bus. These mobile users are generally on the hunt for specific information, which means that brands must create seamless experiences for them by combining speed with functionality. If you’re looking to get more from your content, here are 3 ways that will help you to engage mobile users: Mobile websites While people have long been using their mobiles to search and view websites, many businesses still haven’t created a responsive or separate mobile...

While the reasons people travel haven’t changed much from year to year, the paths people embark on before they travel are constantly evolving. Research suggests that the average consumer will visit 38 websites before committing to a purchase. A similar study found that on average holiday-goers will conduct research across 8 different channels; including press releases, third-party review sites and social media recommendations. This has made it increasingly tricky for travel brands to stand out against their competitors and reach new digitally-savvy audiences. That’s where content hubs come into play. A content hub is essentially a section of pages hosted on your website that provides your target audience with user-friendly, in-depth information in one handy, easy-to-read place. Think of it as a one-stop shop for answers, where users can find all of the interesting information they seek without leaving your site. A good content hub can quickly become your consumer’s trusted resource, where they can...

Political manifestos are analysed from all sorts of perspectives. Each document is scrutinised after publication for its potential social and economic impact, its financial sense and its sense of purpose. However, political views and future goals aside, it’s interesting to consider the style and tone of each party’s propositions. Are they authoritarian, or friendly? Do they sound like they’ve been written by someone who borrowed a thesaurus, or do they use a broadly understandable choice of language? How are they laid out? We’ve taken a look at the key political manifestos for the 2017 election from a copywriting perspective, to get a better feel for the voice of each party without a focus on the pledges they’ve offered. For additional comparison, we have added in the reading age of each manifesto using the Gunning Fog Index. The average reading age of the UK population is only 9, meaning many adults have the reading ability expected of a...

We are thrilled to announce our  win at The Drum Search Awards where we walked home with a shiny new award for  “Best Use of PR” for a SEO campaign. The award recognised the success of our PR campaign for Cruisedeals.co.uk which showed that living on a cruise ship is cheaper than living in London. The campaign, which made its way into national press and news sites from around the world, was featured in more than 200 different publications and amassed tens of thousands of social media interactions! This is our second industry win in six months, and we are absolutely thrilled that our work has once again been recognised at a national level. The campaign was up against some big industry players, so this win really is a testament to the fantastic work the team at Ad-Rank produce. We hope that the success of the campaign demonstrates how PR and search engine optimisation can...

As an e-commerce retailer your products are the backbone of your business. There’s no denying the importance of great product photography, whether you’re looking to improve sales on your e-commerce product pages or heighten engagement and conversion through social media. As many as 67% of consumers consider image quality to be ‘very important’ when buying online, so investing in clear, high resolution photography is vital for brands and businesses looking to make their mark in a saturated marketplace. This article looks at how your product photography can set you apart from your competitors and deliver you those all-important sales leads. Increase search and social mobility Making your brand more visible is the first step to generating awareness and sales. Visual content typically does very well online, while consumers are 40x more likely to share content that features an image across their social channels. The more shares your product pages receive, the more likely you are to reach new customers, increase...

According to the Content Marketing Institute, 70% of B2B marketers have decided that investing in high-quality content is the way forward for their business in 2017. It certainly makes sense, as it’s one of the most cost-effective ways to drive valuable traffic and engagement to your website. If you’re one of those 70% you may be looking at recruiting a copywriting agency to develop a high standard of web content to scale, and take care of all the hard work for you. But in such a saturated industry, how do you determine which agency is right for you? Read on to discover our top tips for recruiting the right web content agency. Establish your own needs A vast amount of content types fall under the umbrella of ‘web content’, making it unrealistic to find a single agency that excels in all of them. Therefore, the first step to recruiting the agency that is best suited to meet...