Category Archives: Copywriting

A History of Web Copywriting in Words and Pictures

Infographic: A Timeline History of SEO and Web Copywriting
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Web copywriting matters now. Website owners and webmasters are forced to acknowledge that the quality of their copy plays a significant part in the success of their content marketing campaigns. But things weren’t always the same. To better understand how we got here, check the web copywriting infographic below, which shows the history of web copywriting on fast forward, including all the landmark moments that took place in past 15 years since web copywriting has been around.



During the first years of the Web, website owners and internet marketers didn’t care about web content. Duplicate, low quality content was ranked well anyway. All you needed was the right key term. Readers weren’t exactly thrilled, but it was everywhere when they googled it.


November 2003

We had to take some steps into the new millennium to see a change. Thus, in the fall of 2003, the SEO industry was hit on the head by the first algorithm change. It showed webmasters that they didn’t have all the cards. Florida—̶this was the name of Google’s first amendment to SEO law̶—exposed keyword stuffing and obsolete, spammy, 90s SEO maneuvers. Rankings dropped heavily. Thus, the SEO expert became a necessary evil.


January 2005

The next hit orchestrated by search engines, led by Google, came out under the name of “No Follow,” and it aimed to undermine the weeds threatening to take over the web lawn. Spammy content was cleaned, and for the first time websites suspected of link schemes were sanctioned or went straight down.


October–December 2005

“Jagger” and “Big Daddy” hit the stage. These updates launched by Google hunted down and de-ranked websites engaging in link manipulation and other doubtful web practices.


August 2008

Google introduced “Suggest,” a function that allows you to get a long SERP list when you type your keyword in the search bar. From that moment on, copywriters could use long tail keywords to optimize content.


May 2010

Another big step in Google’s endeavor of cleaning up the web yard was something that did not have a name, but prefigured the Panda move.


February 2011

Google Panda 1.0 charged in, and both website owners and web masters got an epic kick. Bad content lost ranks, and traffic value plummeted. And with this, lots of money evaporated. The echoes are still felt by many, as only a small percent of sites managed to get back on their feet after the Panda hug. Google Panda shifted the common approach on web content. For good. It became clear, for the first time, that if you wanted your web writing to work, you needed to move from focusing exclusively on keywords to creating readable content.


April 2011

Panda went overseas, showing the whole world that although he was this cuddly thing that you took to bed with you, he could be merciless when it came to bad content.


April–December 2011

Google Panda was updated 9 times. Each of its new versions was more adamant than the previous one. Spammy, duplicate, and low quality content was uncovered, and sites were thrown down.


May 2012

This is when Penguin 1.1 stepped in. 1% of search results felt the pain. Content length seems to matter, as it gets superior rankings.


August 2012

From now on, copyright protection is no longer overlooked. Google enforced the DMCA Penalty. Violating content copyright will determine Google to erase you from its search engine results. Also, this allows copywriters to defend their rights by exposing copyright infringements.


May 2013

The second generation of Penguin, Penguin 2.0, had a mild impact. It made blogging and social media networking imperative. However, your posts shouldn’t revolve exclusively around keywords. Don’t forget they are meant to be read and shared on Twitter, Facebook, and Google+.



To matter, web copywriting needs to be valuable for your readers. Remember:

  • Keywords on their own won’t increase your readership. Instead, quality content will.
  • Be consistent in your blogging. High ranking is the result of quality of blog posts, not their number.
  • A good writer is an asset because (s)he will know how to reach your audience.
  • Originality is a basic and indispensable condition.
  • Use press releases to show you’re there.
  • Re-write outdated content and reiterate your SEO keyword analysis.
  • Fresh and solid content is mandatory.

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5 Reasons Why You Need a Copywriter to Develop and Consolidate Your Online Business

copywriter for your buisness 

Have you ever wondered what truly separates thriving companies attracting millions of buyers from similar enterprises operating in the same sector, which fail to record any profit and are constantly threatened by bankruptcy? While the quality of their products is definitely an important piece of the puzzle, it goes without saying that the attributes (and benefits) of a certain commodity can and will pass unnoticed in the absence of a proper marketing campaign. Of course, a successful marketing plan is based on fresh, original, mind-blowing, relevant, 100% accurate web content, and all of it created, edited, improved and delivered by a skilled copywriter. Why is it so important to hire a copywriter and why couldn’t business owners write their own life-changing copy? Here are 5 excellent reasons why an experienced copywriter will always represent a valuable asset for any type of business.

First reason:  Copywriters put things into a different perspective

You might be skeptic when it comes to hiring a copywriter; lots of business owners are. After all, who knows the unique particularities of your products better than you do? Who would be interested in promoting them in a flawless manner, if not their own manufacturer? Unfortunately in this case, the greatest motivation and in-depth industry knowledge are never sufficient in regards to writing excellent, compelling copy. An experienced gifted copywriter has the skills, the tools and the techniques required to put your commodities into the spotlight and make them buyable. After all, it’s safe to say that excellent copywriting relies on a studied skill displayed by real professionals operating in this line of work.

Second reason: It’s hard to find a good mix, as copywriting isn’t plain writing, nor is it literature

Would you  be willing to rely on legal representation ensured by an attorney who is not familiar with the legal framework in your state? Would you call a plumber who doesn’t have a clue about pipe systems problems, when your basement looks more like a swimming pool? Would you really be willing to write your own copy, knowing that it would probably fail to capture the attention of your potential clients? Copywriting isn’t plain writing. At the same time, great copy has nothing to do with literary attempts. In fact, according to Demian Farnworth from Copyblogger, literary writers can seldom be considered successful copywriters, mainly because opulent, artificially embellished texts rarely convince your audience to act in a certain manner.

Good copy should be concise, compelling and 100% clear. At the same time, its essence should be intriguing, catchy and truly memorable. Indeed, excellent copy requires a mix of essential elements which is hard to find; so do your best to find a great copywriter sharing your vision, who could easily put your products, services or brand on full display, in a cost and time-effective manner.

Third reason:  Excellent copywriting can help you sell big

Let’s analyze the main difference between literary attempts and great copy. Literature entertains and educates the reader, while first-class copy, delivered by a real professional, creates a story that sells. Bottom line, well-written content highlighting the unique attributes of your brand and commodities will help you separate yourself from your main competitors, attract new potential clients, create a solid identity and ultimately sell big in the long term. So if you aim to increase your profit margins, stop cutting corners and rely on a talented, experienced copywriter who can create compelling texts for your website, brochures, ads, press releases and every other promotion method you could think of.  Good copywriters know the secret to attracting potential buyers and are not afraid to use it to your advantage.

Fourth reason: Great copy is a clever long-term investment involving minimal expenses

You don’t have to invest millions of dollars in unique, appealing web content to witness traceable improvements. As a matter of fact, seductive, goal-oriented copy is considered a great investment in the long term, allowing you to

a)     Attract more buyers

b)     Enhance brand awareness

c)     Improve conversion rates

d)     Promote your products and services in an effective manner

e)     Build a solid online identity and (re)affirm yourself as a leader in your niche

While you’re counting on excellent web copy, some of your most ambitious marketing goals become attainable. Hire a copywriter and start turning dreams into reality, on time and on a strict budget.

Fifth reason: Copywriters have the knowledge, the skills and the tools required “to make it happen”

When you count on professional services ensured by a great copywriter, all you have to do is to set objectives. A copy expert knows exactly which buttons to push, to make your audience tick. Moreover, copywriters are like a nosy neighbor. They know exactly what your competitors are up to, follow market trends religiously and can anticipate new ones, analyze and embrace new technological breakthroughs and fabulous tools, while also being ready to pull out their pens and create meaningful copy, turning visitors into regular buyers.

All in all, it seems obvious that your business success depends a great deal on fresh, compelling, inspiring web content. Don’t waste any more time and rely on the services of a good copywriter, to profit from significant popularity increases and maximized profit.

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How to Make Your Copywriting Engaging by Using Storytelling

copywriting storytellingWhat you do when you write content for your Web site to describe, promote, and sell your product or service is called online marketing, right? As a copywriter or Web site owner writing your own content, your efforts are channeled toward making your copy as effective as possible. In copywriting terms, effectiveness is directly proportional with conversion rate. That means selling a product, securing a membership registration, getting your visitors to subscribe to your newsletter, download your software download, or do something else.

How do you achieve that? The simple answer is: by using storytelling. Marketing is about facts, storytelling is about stories. Facts are useful, but easy to forget unless they are served in a more appealing form. What happens between clicks is critical. That split second that separates one click from the next is decisive for your product’s fate. It’s either a click-through or a click-away. If you manage to seize your visitors’ attention, they might click-through, otherwise they’ll flee like a hunted deer.

What’s the Difference Between Facts and Stories? Again, Conversion Rate.

A story will not only secure you more browsers, but actually increase your conversion rate. How can you use storytelling in your copywriting? Brandon Yanofsky gives you a hand in A Crash Course in Marketing With Stories by enumerating the main elements you need in order to have a story that can help you convey your marketing message in a convincing way.

You can find these elements in all stories, one way or another, so once you know what they are and learn how to adjust and adapt them to writing Web content, your copywriting will definitely become more impactful. If you do it right. So, what is a story made of?

1. Every Story Has a Protagonist

If you want a story, you need a main character or protagonist. Everything that happens in the story revolves around him or her. Moreover, the audience identifies with the protagonist, which is essential to stimulate people’s interest and engagement. If your readers can’t empathize with the main character, they are unlikely to understand your message. The protagonist of your story needs to become your readers’ hero if you want your story to work. Who’s the hero of your marketing story?

2. Bad is Good for Your Story

Yes, it all boils down to that classic pattern: the fight between good and evil. And like in all fairy tales, the good is supposed to prevail, eventually. But before that you need conflict to make your story move on. So, who’s Bad? Who is your Good Guy fighting? There has to be something that prevents him/her from attaining his/her goal. By making your hero overcome hardships and defeat the enemy, you consolidate the connection with your audience, and earn their loyalty. Who’s the bad guy in your online marketing story?

3. There’s No Hero without Action

People aren’t moved by stories with geeky, passive, unassuming characters. Unless the geek turns out to be a superhero, which is often the case if you think of superheroes, for instance. Superman, Spiderman, Batman, Captain America, they all lead a double life, where their alter ego is completely different from their regular self.

If you want a captivating story that keeps people awake, you need a hero that is actively involved in defeating his enemy. A hero who spends his time on the couch, watching a fight in his favorite TV series, is no hero. To become a hero, he needs to be in the fight. And win it. There’s nothing worse than boring your readers/prospects. You undermine your chances of creating successful copywriting before you even get started.

4. Action Means Plot

A story keeps people engaged because things happen. Good things, bad things, surprising things. To qualify as a story, your content needs a plot. Every story has three parts: a beginning, where you meet the hero; a middle, where the hero gets into trouble defending his cause; and an end, where the hero wins the fight, gets the girl and the money, and everybody lives happily ever after. Somewhere between the middle and the end, the story reaches a peak. That’s the climax, which is essential in keeping readers hooked. Take a moment to answer these questions: Does your content marketing have a plot? Can you put your finger on the parts of your plot? Is there a climax?

5. All Good Stories Have a Moral

A memorable story teaches you something or provides an insight or a solution to a problem. For example, the moral of Little Red Riding Hood is watch out who you trust. Now, apply this to the story told by your content marketing. What’s your moral? What message do you want to convey?

First answer the questions above by keeping in mind what it takes to create a story, and then start writing yours.

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What Is Copywriting (In 10 Slides) – Express Writers

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