Website Storytellers: The Art of Copywriting

As a Vancouver copywriter, why is content creation so important? The truth is few of us work in truly unique industries. We may be competing with dozens, even hundreds, of businesses offering similar products and services. Yet, we all want to differentiate ourselves—to be perceived as unique. That’s where copywriting comes into play.

For websites, strategically written content is significant for three reasons:

1. It generates clicks – copywriting often determines if people even click on your webpage.
2. Copywriting is essential to SEO and plays a huge role in where your website will appear on Google.
3. Great copywriting sells products and services. It makes the reader think with clean, well-structured content that flows naturally.

Vancouver Copywriting 101

Website copywriting is about making your writing effective from the reader’s perspective. Grammatically flawless copy serves no one if it’s sterile and boring. Consider how to use website design and architecture to create readable chunks of text. Formatting, bullet points, and headers separate content into digestible chunks. No one has time to slog through giant walls of text.

SEO Writing

Investing thousands in a website is useless if no one can find it. Working with web designers, developers, and copywriters who understand SEO is imperative. Typically, this means creating the content around a chosen set of keywords. Don’t expect a page one ranking from the start, but SEO writing and development means the site will poised to benefit from blogging and link building.

Embracing the Copywriter’s Role

As a Copywriter in Vancouver, I’ve written about everything from medical breakthroughs to lawn signs. Some content lends itself to interest. Writing about overcoming Dengue in Africa is more interesting than the durable qualities of coroplast lawn signs—but there are ways to overcome this. Copywriters add interest and engage readers using precise, clear language that feels like a conversation. Consider Ricola cough drops. Cough drops aren’t exhilarating—but the copywriter found a way to have some fun with them.

If you’re going to write content for your website, remember you’re working to educate readers. You want to talk about the features of your products and services—and why your brand is worth supporting. One of the best tips I can give is that writing good content comes from recognizing it. Look at the brands where the writing impacts you and ask yourself a few questions.

• What ads resonate and live in your head rent-free?
• Which advertising has inspired you actually to try a product?
• What blogs and brands present content that you enjoy reading?
• How do you want your content to sound?

Excellent copywriting is inspiring and informative. It’s a little bit of business and a bit of pleasure, all presented in a voice that is clear, direct, concise, and descriptive. Keep practicing. Watch how your favourite brands use language, and think about ways you can make copywriting work for you.

If picking up a new skill seems more trouble than it’s worth, we invite you to reach out to the Vancouver copywriters at Jooska, where content is the bridge connecting you to the people who need your products and services.