Copywriting for Websites: 5 Tips for Copywriting that Converts

copywriting for websites that converts
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When’s the last time you picked up the phone to call a business?

If you’re like the majority of consumers, it’s been a while. With the increased use of smartphones and mobile shopping, buying online is a part of our day-to-day lives. More than half (55 percent) of all customer interactions usually start online, with over a quarter of them beginning on mobile devices. And during recent lockdowns from COVID-19, online shopping was the most convenient way – and in some cases, the only way – to purchase the things we need and want.

Instead of talking to salespeople or handling a physical product, you’re relying on what you read online. With eighty-one percent of shoppers conducting online research before making a purchase, websites play a vital part in the decision-making process.

But a website’s only effective when it has two things: a user-friendly design, and strong copywriting. With copywriting being our specialty, we would argue that the latter is the most important! You need words that have the power to communicate value and influence a buying decision. In short, you need to write words that sell.

Use the following five tips to create copywriting for websites that converts.

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Copywriting 101: Everything You Should Know About Writing Your Best Copy

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When done right, copywriting has the potential to take your business to a whole new level. Stellar copy helps you build your brand image and differentiate yourself from your competitors. Search engine optimization (SEO) rankings can improve, leading to more clicks on Google. You can also use it to create customer loyalty and a reputation as an industry expert.

And for those business owners wondering how copywriting can affect their bottom lines? The results can be monumental! Great copy can persuade readers to take action, generate more leads, and increase sales.

To achieve any of these outcomes, you first need to have a solid understanding of what copywriting’s all about. In this guide, we’ll start with reviewing the basics – a copywriting definition, copywriting job description, and copywriting skills, before delving into what copywriting in marketing can do for your business. Let’s get started!

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How To Make a Content Marketing Strategy

learning how to make a content marketing strategy is similar to learning how to play chess: it requires hard work and dedication
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After reading our latest post, you now know what content marketing is and why it’s important for your business. Next up? Put that knowledge to use!

Developing a plan for your content marketing is a huge task – and one that needs to be done right. To help, we’ve created an easy-to-follow checklist on how to make a content marketing strategy for your business. Let’s get started!

Step #1: Identify Business Goals

When you create a content marketing strategy, you need first to determine your reasoning for why you’re creating content. Without defining your goals, it’s difficult – albeit impossible – to create great content.

You may have multiple reasons for developing a content marketing strategy – but try to focus on your top-priority goal. Is it to increase sales? Create cost savings? Develop a loyal customer following?

As HubSpot shows, content plays different roles during each stage of the buying cycle. That’s why it’s critical you’re using the right type at the right time.

You want to make sure that your content marketing goals are sustainable for the long-term and resonate with your company’s goals and mission. Ask yourself what your current marketing initiatives are failing to do and evaluate how a proper strategy can help you achieve your goals.

Step #2: Research Target Audience

If you’ve been in business for a while, you may think you can skip this step. But regardless of how new or established your business is, every business owner can benefit from completing audience research. The world of marketing moves quickly, and new opportunities emerge regularly. You need the most up-to-date information on your target audience to be able to produce the best content.

Developing an understanding of your audience will provide you with the insight you need to make an effective content marketing strategy. Creating audience personas – helpful information about your target audience, including demographic profiles, content engagement preferences, and informational needs and goals – can help you recognize the value that your content will provide. You’ll learn what type of content will best meet your target audience’s preferences and drive productive engagement.

To gather accurate customer data for your personas, use a combination of the following:

  • Interview your customer service employees to learn about typical consumer behaviour
  • Conduct one-on-one customer interviews to hear about content preferences first-hand
  • Complete external research, such as profiling data, industry blogs, and standardized forms
  • Compare analytics data from your website’s back-end and Google Analytics to reveal important insights into your audience’s interests

Step #3: Create Valuable Content

Remember, your content isn’t all about you. Instead, it should always focus on your target audience – that persona you built-in step two. To accomplish this, make sure your content’s unique, addresses pain points, and offers value or entertainment.

Even the best content is useless if your audience doesn’t see it. Using the information you learned about your audience persona, distribute your content using the most suitable platforms. Maybe your audience is looking for answers on social media sites, or perhaps they’re more interested in reading professional blog posts. More than likely, you’ll end up using a combination of the 100+ content platforms available.

As for content that you’ve already created? Complete an evaluation to see what’s working and what’s not. Old, broken, or neglected content should be addressed. Otherwise, it can hurt your user experience and SEO score.

Quality is key when it comes to content, so never create content for content’s sake. Do everything possible to make your content stand out – like determining your unique brand story. Why should someone purchase your products or services? What sets you apart from your competitors? What type of value does your business provide? Make your brand story come to life through successful brand storytelling.

To determine the right topics to include in your content marketing strategy, be sure to complete some keyword research. What’s your audience searching on Google? What issues are currently trending in your industry? Craft some of your content around these terms.

Keep your content organized with an editorial calendar. Map out the key topics and themes you want to discuss, decide on a posting schedule, and outline your content’s key distribution channels. If you have a team, an editorial calendar is especially useful for keeping everyone on track with your marketing strategy.

Step #4: Review Your Results

You may be producing a lot of content – but do you know if it’s effective or not? To determine whether your content is delivering results, you need to get some feedback.

To start, access the same analytics data you did in step two. Consider the Average Time on Page, Bounce Rate, and Pageviews. What type of content has the most engagement? What has the least?

Next, review your social media sharing metrics to see what content is getting shared the most, which platforms are being used, and what content is producing conversions. Any other type of metrics you have access to – such as sales or lead metrics – should also be reviewed.

Your customers are also an excellent source for suggestions. Ask them for honest feedback about the type of content you’ve been creating and what kind of content they want to receive more of from you.

Combine all of this information to craft even better content in the future.


There’s a never-ending supply of content all over the Internet, so your content needs to stand out.

Finding the time that’s needed to create a content marketing strategy may seem impossible. But trust us: spending the time to develop a strategy now will reap you many future benefits. No longer are you left scrambling to come up with engaging content for your audience – which often leads to rushed, poorly written content. Plus, you’ll see improvements in social media traction, your authority online, and the number of leads and conversions you generate.

Without a proper content marketing strategy in place, marketing often gets forgotten about – which eventually shows in your bottom line. If you cannot find the time for strategy creation, our Toronto copywriting team can always help!

Why Content Marketing Is Important for Your Business

benefits of content marketing

How often do you post to social media? Write new blog articles? Create fresh content for your email distribution list?

If you’re like many other small business owners, content marketing is something that’s squeezed into your day – often at the last minute (or sometimes not at all). And it’s no surprise why. Continuously coming up with suitable content to publish and distribute takes time and energy, neither in abundance as a small business owner.

But what if there was a way to write, design, and make great content for your target audience that will generate results – and is doable, no matter how busy you are?

Enter: a content marketing strategy.

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5 Reasons to Refresh Website Copywriting

website copywriting

For most business owners, your website is your best marketing tool. You use it to attract new traffic from Google, provide further information about your products and services, and direct social media traffic. But only a great website can achieve these goals.

Website design and functionality are important – super important. Without them, brand image, user experience, and marketing metrics can suffer. But in the end, they don’t matter much if web traffic isn’t receiving the information they need from your site – and what makes that happen is effective copywriting.

Wondering if your website copywriting is working as hard as it can be for you? Here are five of the biggest reasons to consider updating your website content.

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The Biggest Challenges Faced with Copywriting – and How to Fix Them


Tell me, how many times has the following happened to you?

After you realize your blog or website needs a refresh, you’re excited to get started. But then you sit down in front of your computer, ready for the creative juices to flow.

Except they don’t.

Instead, you start to feel overwhelmed, confused, and frustrated…eventually leading you to give up. An up-to-date blog or website isn’t that important, you tell yourself.

Except it is.

To see results, a lot of strategizing needs to go into each piece of content that you publish. What topic should you write about? What needs to be done to keep your readers engaged until the end of the article? How should search engine optimization (SEO) be completed for optimal results?

Just like you, we sometimes face roadblocks when writing fresh content, too. The good news for us is that we also know the best way to overcome copywriting issue! Here are some of the biggest challenges you may face while completing copywriting – as well as our suggested solutions.

The Most Popular Copywriting Challenges

COPYWRITING CHALLENGE #1: A Lack of Fresh Content

To keep both visitors and search engine web crawlers coming back to your website, you need to be publishing new content regularly. Consider what is currently being searched on search engines and plan strategic blog and website copy using that information. Otherwise, your content’s not going to rank well (or at all) and your copywriting efforts go to waste.

But knowing what to write about can be tricky! First, you need to have a complete understanding of your brand: What is it that you offer? Why is it important? Who does it appeal to? Spend some time researching your competitors, too – how are they targeting the same audience as you?

Showcase how your product or service can help your target market. Research your customer persona to understand their needs and wants so that you can address them throughout your writing.

Next, decide on your brand’s voice – what writing tone do you want to be used throughout your content? First-person or third-person point of view? Choosing the best one depends on your industry and your target audience.

Then, complete keyword research. Find out what questions and queries are being searched by your target market and brainstorm engaging topics around key terms. In short, solve your target audience’s problems by creating relevant, timely content that answers their questions.

The Solution

Even though you may feel like you’ve run out of new ideas, always ensure that your copywriting never includes plagiarized content. Outsource your copywriting if you’re having difficulty brainstorming fresh topics.


You’ve been investing money, time, and energy into your company’s website for a certain reason. More than likely, your goal is to gain better visibility on search engine results pages (SERPs), drive more traffic to your site, and get that traffic to take some form of action. SEO techniques help make that happen.

There are two types of SEO – on-page and off-page. On-page SEO is the practice of optimizing web page content to gain traffic from search engines. Everything from page load speed and proper headline formatting to URL structure and internal linking should be used effectively to increase your site’s on-page SEO.

The act of overusing keywords in content writing (otherwise known as keyword stuffing) was once a successful on-page SEO technique. Now, it can actually produce negative results for a website. Instead, Google favours high-quality, useful content that provides an audience with the answers they’re looking for. Although keywords should still be included, they need to be intertwined naturally throughout your copy.

Off-page SEO refers to the work that’s done off your website to improve its ranking with search engines. Link building is one of the biggest examples of off-page SEO. Other examples include strategic guest blogging, social media marketing, and influencer marketing.

The Solution

The world of SEO changes regularly, so you need to remain up-to-date on best practices. When it comes to writing your website’s content, place importance on creating a great user experience rather than using black hat tactics such as keyword stuffing.


No matter how well you write, there is always a need for proofreading. First impressions are important and website content that has spelling, grammar, and syntax errors quickly makes a poor one. Plus, these types of errors can make you appear lazy or uncaring about your website’s appearance – when you’re anything but.

Poorly written content can quickly confuse your audience, distracting them from the meaning of your message. Using the wrong word or incorrect punctuation can create misinformation, too, which can lead to missed business opportunities.

Mistakes in your writing are not only unprofessional, but they can make your copy appear as being untrustworthy. And since building brand authority is one of the biggest reasons for blog writing, why would you skip this important step?

The Solution

Although it’s tempting (especially if you’re in a rush to get a piece published), never proofread your copy the same day you create it. Reviewing your writing with fresh eyes can detect more mistakes compared to editing it right after its creation. Even better, have a trusted employee, friend, or family member take a look at it, too. It’s sometimes surprising what your own eyes can miss!

There are many different spell check and grammar programs available (some even free) which are a great place to start when editing your work. But don’t rely on these programs completely for your editing. Although some of the software is quite good, no computer program is perfect. If spelling, grammar and/or punctuation aren’t your strengths, consider hiring a professional copywriter to ensure you only ever publish error-free, quality work.

targeting copywriting issues

Writing effective content that resonates with your audience and ranks well on SERPs takes a lot of time, skill, and commitment. However, it’s worth the hard work! When done well, copywriting can produce some pretty amazing benefits for your business.

Having difficulty overcoming some of the copywriting challenges discussed in this article? Hire our freelance Toronto copywriters to take care of this important task for you.

How to Write a Good Blog Post

writing a good blog post can be fun
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Writing great material for your blog takes time. It takes energy. And it takes dedication. So when you finally find the time to craft an article, you need to make sure it will pay off – and produce results.

The following tips on how to write a good blog post never get old. In fact, we follow them every day here at Sarah McKenzie Copywriting Services!

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4 SEO Tips for Writing a Great Blog Post

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When you hear the words keyword research, backlinking opportunities, meta descriptions and URL structures, do they sound like a foreign language?

As complicated as it may seem, search engine optimization (SEO) is what helps your blog receive the web traffic it deserves. Use our following SEO tips for writing a great blog post!

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Time Management Strategies to Use When Blog Writing

time management strategies
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When you first start your company’s blog, you’re excited! It’s easy to come up with a topic to write about and finding an appropriate image to match the post isn’t a problem.

However, in only a matter of months– or maybe even weeks – you start to realize that blog writing is more difficult than you initially thought. Your well of topics has started to dry up and writing an article is taking you much longer than anticipated.

Sometimes, when the article finally gets completed, you aren’t even sure that anyone else will read it. Even so, you decide to publish it since you don’t want to start over.

Before you give up entirely on your blog writing endeavour, why not hit the refresh button? Use the following time management strategies when writing your company’s blog.

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How to Start a Blog for Your Business

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Housework, exercise and meal prep: For many people, starting is often the most challenging part. Once the procrastination is over, the task typically becomes easier to accomplish.

The same goes for blog writing for your business. In the beginning, it may seem like a daunting mission. But once you make the effort to begin, blog writing isn’t all that bad.

Wondering how to start a blog for your business in the first place? The tips below can help!

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