- Use surprising words inside your call to action buttons: ditch the formulaic “contact me” and “read more”
- Address the biggest objections up-front and be bold. Get people to look again
- Maximise the potential of pre-filled online forms with jokey asides
- Consider whether your menu items could be improved. Are they really going to get people to click? Do they work as an ensemble?
- Balance copy and visuals: sometimes less is more. Always cut where necessary
- Be more honest. Cut through the jargon and tell it how it is
- Add REAL personality to your people pages. Get people to share funny anecdotes or nicknames to spice up your “About us” section
- Update your copy frequently. It’s easy to get copy blind, so keep it current and fresh with iterative editing
- Take the reader on a visual journey and be playful and tactile with your language
- Use surprising synonyms. Widen your vocabulary. One scintillating word can lift a whole page
- Vary sentence length
- Think around your topic. Is there an angle or demographic you’re not hitting yet?
- Ask more questions (both during content research and in your copy)
- Use headings and subheadings effectively. Have them tell a story of their own
- Be adventurous and don’t always go for the obvious/safe options
- Gather local stories and give local flavour to your copy
- Listen to feedback and edits from other writers and stakeholders. Opinions are free (and sometimes they’re also good)
- Get a real writer to do the job. Don’t underestimate the power of a great copywriter
- Tell a story with your content
- Use surprising adjectives and verbs. They can really help boost content personality
- Share real scenarios. Paint a picture and put a face to it
- Start at the end and work towards the beginning. Or start in the middle. Change up the way you approach a page
- Get other people to write your copy for a change
- Avoid the passive, favour the active
- Titillate your reader’s desires with warm and rich language. Try to emulate food writers or poets for a change
- Immerse yourself in great writing and let it wash over you. Be ambitious about your own
- Spend time listening to experts in your niche (podcasts are free) and be inspired by the things they say.
27 Easy Ways To Make Your Copy & Online Content Better: Copywriting Ideas
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Really enjoyed my time at the IPG Spring Conference and The Publishing Show (Timehouse write-up
Copywriter who specialises in all things digital, tech, and SEO for the Nordics. Also Finnish to English translation. Love B2B, tech and the arts.
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