Copywriting is the art of persuasion through words, especially to convince the audience to buy what you offer or to resonate with your message. Moreover, good copywriting can be measured quite clearly online: in clicks, shares, and views.
But what are the characteristics that turn plain text into a selling one?
Relevance
Persuasive writing
Authenticity
Urges the reader to take action
Arouses interest
Contains elements of novelty
Brings personal benefit to the audience (the message is adapted depending on the audience)
Incorporates storytelling elements
Evokes emotion.
Goals of Copywriting
- Successful execution of a digital promotion strategy: attract, engage, nurture, and sell your products or services.
Quality brand awareness: ensuring your brand is well-known to consumers.
Establishing an informative link between the client and the business through advertising campaigns, slogans, and marketing narratives.
Creating a compelling brand story
Working Copywriting Formulas
1. AIDA Formula
Awareness – The first thing to grab readers' attention is a compelling title or phrase.
Interest – People have short attention spans, especially online. Your goal is to maintain their interest, ensuring you write for those who scan the material.
Desire – People won’t buy unless they feel a need. You can cultivate desire by:
Highlighting the benefits of a product.
Explaining how it will improve their life.
Show how it solves a problem.
Action – Encourage immediate action by creating urgency.
2. The 4 "U" Formula
Useful – How does the text help the reader solve a problem or answer a question?
Urgent – Creates a sense of urgency, whether through deadlines, stress factors, or immediate needs.
Unique – Captures attention with a fresh perspective or surprising information.
Ultra-specific – Includes numbers, concrete steps, or exclusive details.
The Importance of Titles, Introductions, and Endings
80% of articles go unread due to unappealing titles. A good title should:
Identify the target audience.
Highlight usefulness.
Be timely and relevant.
Include numbers or power words (e.g., "new," "free," "because," "imagine," "how-to").
Match search intent.
Only 8% of readers reach the end of an article. If they like it, they often go back to read from the beginning. To enhance readability:
Use numbers, infographics, and structured content.
Write strong conclusions with relevant takeaways or calls to action.
What Is SEO Copywriting?
SEO copywriting is content designed to stand out in search engine results.
The purpose of SEO copywriting is to increase the relevance of written texts. You write for two audiences:
People – your actual readers.
Search engines (robots) – which determine rankings.
What Does an SEO Copywriter Do?
An SEO copywriter creates texts using keywords—words and phrases that users type into search engines like Google to find information. Keywords can be:
Single words
Phrases
Sentences or questions.
The Role of Keywords in SEO Copywriting
To understand why keywords matter, consider how people search online:
They have a need and turn to Google for answers.
They formulate their query using keywords.
They scan the search results, click a link, and—if satisfied—stay on the page.
This means SEO strategies must focus on highly relevant and commercially valuable keywords—those that attract customers and match search intent.
Where Are Keywords Used?
Website text
Product descriptions
Blog articles
SEO tags
PR articles.
The Connection Between SEO and Selling Texts
SEO is crucial for user experience, which is shaped by quality copywriting. Key elements of effective copywriting include:
- Captivating titles that intrigue the user.
- Engaging content that keeps users on the page.
- Encouraging interaction with the website and its content.
- Reducing the bounce rate (the percentage of visitors who leave after viewing only one page).
- Use visuals and numbers for credibility.
- Writing concise, clear sentences (no more than 20 words).
- Structuring content effectively to match the reader’s priorities.
- Ensuring accessibility – users should easily find practical solutions to their problems.
Additionally, SEO values backlinks (links from other sites), which can be earned through high-quality content, such as:
Unique content (preferably in the local language).
In-depth research and analysis.
Infographics, videos, and author photos.
Headings, bullet points, and short paragraphs (up to 300 words per paragraph).
Internal links (links to other pages on the same site).
Useful blog posts.
All these elements of SEO copywriting also contribute to persuasion. A good SEO copywriter must understand human nature—people’s needs, preferences, and desires. SEO copywriting adds value to visitors, rather than just inserting keywords for search rankings.
By choosing the right audience and addressing relevant topics, a copywriter delivers valuable information, helping websites rank higher while maintaining strong engagement.