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11 Website Copywriting Tips to Increase Conversions in 2022

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11 Website Copywriting Tips to Increase Conversions in 2022

A 2022 State of Content Marketing report by SEMrush revealed that 40% of brands surveyed say they outsource copywriting. If you fall in the 60% and want to improve your copywriting skills, we’re here to help.

Web copy can make the difference between a visitor and a lead. It plays an integral role for consumers at every stage of the buying cycle, from awareness to decision making and advocacy.

Below, you’ll find tips on how to write compelling copy.

Most marketers can identify poor web copy when they see it. Why? Because poor web copy doesn’t read smoothly, stir emotions, influence behaviors, or make explicit calls to action.

It feels purposeless — and that’s the exact opposite of what marketing is meant to accomplish.

Yet, web copywriting is a strategy that sometimes falls by the wayside, often overlooked for other website elements like SEO, design, and functionality.

1. Know your audience.

The number one tip for website copywriting is to know who will be reading it. If you don’t have a reader in mind, how will you know which words and tone will resonate with them best?

As a writer myself, I am constantly aware of the user and their needs. It’s my north star when writing posts. How did I get to know them? Through user personas and data.

User personas will tell you who is the average reader landing on my article, what their pain points and challenges are, along with their goals. Data will give you insight into what strategies have performed well with that audience and which ones to stay away from.

With both, you’ll gain a deeper understanding of your audience, which will allow you to write copy that will engage and compel your user to take action.

2. Figure out the why.

You’ve been tasked with writing a particular piece of copy on the company website.

Once you understand your audience, one HubSpot marketer recommends asking yourself, “who cares?”

“If I can’t answer that, then I can’t expect anyone to read it,” said Curtis del Principe, SEO content writer at HubSpot. “Once I have an idea of who cares (and why), then I have an angle and a through line to guide my writing.”

website copywriting example oatly

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Too often, we write without diving into the purpose of the content. What will the reader gain from reading this? What do I want them to do after reading this? Why should they care about this content?

Answering these questions is key to writing valuable content.

3. Complexity kills readability.

SEMrush recently analyzed over 23,561 texts ranking in Google’s top 10 results. They found that the lowest-scoring texts had two things in common: They were too long or too complex.

In fact, 41% of low-scoring texts used words that were too complex.

Take this as your sign to skip the jargon and the fancy words – just get straight to the point. Here are a few examples:

  • Helpful vs. Beneficial
  • Use vs. Utilize
  • Happen vs. Occur
  • Test vs. Examine

When in doubt, keep it simple.

4. Be concise.

Nobel prize winner and writer William Faulkner said it best: Kill your darlings.

As writers, it’s so easy to get carried away with our words. In marketing, using excessive language can have the exact opposite effect.

AJ Beltis, senior marketing manager at HubSpot responsible for blog leads, calls himself a wordy writer. So, he focuses on brevity.

“The first time I write something, I get all of my thoughts down in writing. Then, I’ll look it over again, and ask myself, “how can I say this more concisely?” he says. “I find that I’m able to get my point across clearer and faster as a result.”

website copywriting example hubspot

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Madison Z. Vettorino echoes this by encouraging brands to keep their copy “bite-sized” without sacrificing accuracy and authenticity.

“Every word and sentence should connect to that core idea. If it doesn’t, it’s unnecessary and should be deleted,” she says. “When it comes to copywriting, the ability to keep it brief yet impactful is a superpower.”

5. Write how you speak.

This one seems obvious but can be the biggest hurdle for copywriters.

We often think that our readers use language that’s more advanced and elevated than our own. But the truth is, many readers want to be spoken to like a friend.

“It’s more relatable and conversational, and the reader gets a little taste of your personality,” says HubSpot staff writer Alana Chinn. “Plus, it’s a lot easier to write about complex topics if you think about how you’d explain them to a friend or family member in real life.”

website copywriting example unwrap

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6. Take breaks between drafts.

When you’ve been working on something for a while, it becomes hard to spot errors.

To combat this, take a lot of time between edits, says HubSpot staff writer Madhu Murali.

“This gives me a fresh perspective on the piece each time I read it and get a better idea of a reader’s POV,” he says.

When rereading, you’ll likely spot clunky sentences, awkward phrasing, and grammar mistakes more easily. This approach can turn good copy into great copy.

7. Break up the copy.

No matter how good your copy is, if it’s long and bulky, you’re likely to lose your reader’s attention.

Eye-tracking studies reveal that website visitors often skim articles instead of reading every sentence. As such, break up your paragraphs – especially if your traffic mostly comes from mobile devices.

This can be also done through subheaders, bullet points, and images, as shown in the example below.

website copywriting example goodee

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8. Avoid overuse of buzzwords.

I once landed on a website and read so many buzzwords that I had no idea what they were saying. I spent a few minutes re-reading sentences to make sense of them but got nowhere.

I got discouraged and exited the site.

When using buzzwords, the goal is usually to use words most likely to stand out to readers. Sometimes, people get carried away a bit and you end up with a convoluted sentence with no substance.

In this case, less is more. So, keep your copy straightforward and jargon-free – unless you have data to prove that it works for your audience.

9. Focus on benefits.

As straightforward as this seems, many companies fail to apply this principle to their web copy.

They focus on what their company does and what products they offer, instead of writing from the reader’s perspective. What can they gain from using your software? Start from there.

So, instead of saying “We do inbound marketing,” try something like “Increase your web traffic and leads with engaging content,” which immediately outlines the benefits.

10. Don’t overlook microcopy.

Microcopy refers to short text on a website, such as a call to action and the label on a form field.

the text that doesn’t seem to come up in conversation very often, but it’s little details like these that can make or break the user experience on your website.

website copywriting example: expedition subsahara

Image Source

Easier said than done, right? We know.

There are a few surefire ways to write an engaging CTA:

  • Use action verbs – Instead of generic phrases like “Click here” and “Learn more,” use terms like “discover,” “join,” instead of generic phrases like “click here.”
  • Appeal to their desires – If you know your audience seeks community, you can emphasize this with a CTA like “Join a community of 1,000+ marketers.”
  • Evoke urgency and scarcity – Terms like “limited,” “Act now,” and “while it lasts,” can drive action from consumers who don’t want to miss out.

11. Check out the competition.

It’s always helpful seeing what your competitors are doing, as it can inform your own strategy. Copywriting is no different.

Review your direct competitors’ websites and take note of their copy. What’s their tone? How do they present their products and services to consumers? What CTAs do they use (and on which pages) to drive traffic through to the bottom of the funnel?

I’m not suggesting that you should adopt their copywriting approach but it doesn’t hurt to know their take.

Now that you have all these tips, you can step your copywriting game up and increase those conversions.

Editor’s Note: This post was originally published in March 2015 and has been updated for comprehensiveness. 

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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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