Once you start to understand the complex world of online content, you can’t stop seeing it.
From advertisements to blog posts, product descriptions to white papers, and everything in between – online copywriting is everywhere, and it’s only getting more pronounced as time goes on.
With this in mind, check out a few of the hottest copywriting examples on the Web today.
One company that’s killing it in the world of online content is FreshBooks. A small business accounting software popularized by tech-scene gurus like Tim Ferriss, FreshBooks is more than just a pretty face. Navigate to the company’s website and you’ll be greeted by what I truly believe is one of the best copywriting examples on the Web.
Succinct, compelling, and professional, FreshBooks’ online content manages to be helpful without being too sales-y, which is a tough balance to strike. The user interface is straightforward and customer-friendly and the copywriters behind the site have made it amazingly easy to navigate around without getting lost in a site-specific black hole.
My favorite aspect of the site, though, is the blog. Designed to help entrepreneurs and small business founders navigate their way through the complicated and often confusing landscape of corporate ownership, the blog features copywriting that’s crisp, clear, engaging, and easy to love.
Zendesk is a customer support and service platform designed to help companies manage their business relationships.
While it’s not exactly a copywriting feature, the first thing you notice on the company’s website is the moving images of a person in old-school scuba gear turning toward a person decked out in modern astronaut gear.
Every time one turns toward the other, the other looks away. It’s an interesting visual trick and one that immediately brands the company as quirky, relatable, and smart.
Once you move onto the page’s copywriting, though, you’re in for a whole separate treat. At one point on the company’s homepage, the copywriters behind the content declare that “unlike pants, you never grow out of a good relationship.”
Everywhere you look on the site, the content is snappy, fun (without being unprofessional) and approachable. Even if you don’t have customer relationship management issues, you want to use this software. That’s how good the copywriting is.
3. Crazy Egg
Crazy Egg is a heat mapping company that allows online businesses to discover where their customers click on a given website. By providing insight into which features of a site customers use, and which they don’t, Crazy Egg makes it easy for brands to alter their content strategy accordingly.
Right off the bat with Crazy Egg, you’re greeted by some fantastic copywriting. The most prominent piece of the page is a simple question, “Want to make your site better?”
“Yeah,” you think, “who doesn’t?”
It gets better, though. Scroll down just a bit on the home page and you get this statement,” Crazy Egg is like a pair of x-ray glasses that lets you see exactly what people are doing on your site.”
X-ray glasses? For you? What??
What Crazy Egg does so well is that it knows how to appeal to its customers’ sense of quirk without being unprofessional. It also knows how to use copywriting to make a direct and immediate connection with its clients.
“We know you’re struggling with this,” the site says, “and we can help.”
The entire thing is effective, compelling, and unique – from start to finish.
Betabrand advertises itself as a company where you’ll find “pants, jackets, hoodies, and breakthroughs.” Made famous by its dress pant yoga pants, Betabrand is a hip, unique company that’s got more than its fair share of skilled copywriters working behind the scenes.
For an example of the page’s prowess, just click on the tab labeled ‘Women’s.’ In addition to the fact that the site makes excellent use of visual content, its copywriting is also on-point. While all the textual content on the site is informative, it’s also funny and approachable. Need an example? The ‘women’s skirts’ tab only says “Betabrand skirts: wonders of the modern world.”
While there are dozens of clothing companies in existence online, Betabrand stands out thanks to the quality and voice of its copywriting.
The e-mail marketing solution that made it simple for even inexperienced marketers to send beautiful e-mails, MailChimp is known for a great product and even better copywriting. The obvious example is the company’s tagline: “Send better e-mail. Sell more stuff.”
Like the other companies listed in this post, what MailChimp has mastered is the art of saying a complicated thing in a simple way. The copywriters behind this company don’t beat you over the head with the features of the product, they just provide a beautiful, streamlined interface that shows you exactly what’s possible when you use it.
The Support feature of the site is possibly the best example of the company’s online copywriting prowess. Everything you see here is simple, succinct, and helpful, which is exactly what online copywriting should be.
Why Stellar Online Copywriting Matters: 5 Good Reasons
While these brands stand out in my mind as some of the best companies killing it with copywriting right now, they’re not the only ones.
Companies across the globe and all industries are realizing that online copywriting is the way of the future, and they’re beefing up their content efforts as a result.
From the funny to the sublime, and everything in-between, great online copywriting has become more of a requirement than an option, and it’s popping up virtually everywhere you look nowadays.
With that in mind, here are the five biggest reasons that online copywriting matters for modern brands.
1. It helps to build brand authority
If you think about the sites I’ve listed here, you’ll quickly see that none of these companies hit their readers over the head with a message.
Despite that, however, nobody would look at any of these companies and assume they were incompetent or inexperienced. Instead of forcing their messages on consumers, these brands use online copywriting to provide value and to demonstrate their authority.
They don’t hard-sell because they don’t need to. Instead, they just harness the verbal power of their writers to convey value and authority.
2. It helps sites rank well in search engines
While the companies I cited here are all relatively major brands, good online copywriting is a critical tool for growing companies everywhere.
In addition to helping companies rank well in search engines, great online copywriting is also good for SEO, which in turn helps a company gain a position of prominence in a search engine.
Regardless of whether a business is a startup or an established company with a solid base of users, great online copywriting is one of the only guaranteed ways to promote exponential growth.
3. It inspires consumer confidence in a company
Companies that lack great online copywriting aren’t likely to be regarded with a great deal of confidence by consumers. Unfortunately, most companies find themselves in this box. The companies I’ve mentioned here, though, aren’t suffering from this common problem.
By using online copywriting as a way to showcase experience, demonstrate features, and put their fingers on common problems, these companies have managed to create an online presence that inspires consumer confidence, rather than harming it.
4. It helps prominent brands develop their voice
While good online copywriting is good for many things, it’s especially powerful for brands that need help developing their voice. By utilizing the help of skilled copywriters and creating ample on-site and social content, large and small brands alike can harness the power of their brand voice to earn customers and stand out from the crowd.
What’s more, continuing to utilize skilled copywriting services is a great way for brands to promote brand recognition and dominate their given niches.
5. It makes a business look more professional
It’s impossible to look professional and send out a good impression if your online copy is lacking. With this in mind, quality online copywriting is one of the only real ways to ensure that your company is perceived as professional, capable, and proficient.
By populating a website, blog, and selection of social profiles with quality content, brands in all industries can stand out as formidable, professional players in their given industries.
Copywriting Examples to Live By: 5 Smart Brands
From MailChimp to Betabrand and beyond, these brands have nailed it when it comes to online copywriting. By following the copywriting examples they put forth, it’s easy for your company to develop a content strategy that’s just as powerful and effective.
Julia McCoy is a bestselling author of So You Think You Can Write, podcaster and an expert content marketer. She’s also the founder and CEO of Express Writers, a leading online content creation agency, with more than 60 content writers and strategists. Julia leads her team to serve hundreds of worldwide businesses with the highest-quality content for their online presence. Follow Julia’s blog.