Lauren
Writing amazing copy is a surefire way to drive traffic to your website, boost your SEO, increase your conversion rate, and connect with your target audience. According to a Content Marketing Institute survey, 92% of brands view copywriting as a key asset for their business.
However, while every business aims to write great copy, it’s a lot easier said than done.
Writing effective copy requires knowledge about conducting keyword research, creating compelling content, and developing strong calls to action. Effective copywriters also know how seemingly small actions, like personalizing copy, using a particular font color, or reducing the number of characters within a headline, can make a significant difference when it comes to audience engagement.
If you want to step up your brand’s copywriting so that you can share great copy that yields great results, this guide will help. While it is not possible for you to become a copywriting expert overnight, you can take a step in the right direction by learning from amazing copywriting examples crafted by experts.
Here are five examples of strong copywriting that will show you ways to improve your brand’s copy:
1. Atoms email copy
Atoms, a sustainable shoe brand that boasts high levels of comfort and a perfect fit, released a successful email marketing campaign with quality copywriting to advertise their new shoelaces.
After drawing their readers’ attention with the compelling image below that rotates different laces that are available, they provide copy that encourages readers to complete a call-to-action.
Their first section of copy has a few key features:
- A bold headline that captures attention in less than six words
- Keywords like “Stretch Laces” “Atoms” “color”
- Emphasis on meeting the consumers’ needs like “You asked for them” and “For a look all your own”
- A short, but sweet call to action that starts with a verb: “Shop Laces”
The remaining sections of copy (shown below) are effective because they do the following:
- Create more opportunities for users to covert through call-to-action buttons
- Repeating keywords like laces
- Using snappy headlines
- Provide key product features in an engaging manner
Key strengths: The key strengths of this Atoms email campaign are the brief, but eye-catching, headlines and the clear call-to-action buttons. Roughly 25% of emails are only opened long enough to be skimmed. With its concise headlines and descriptions that use puns and show readers that their site is geared toward meeting their unique needs, Atom’s email campaign stands out as an example of strong copywriting.
2. Petco email copy
Petco is another brand that knows how to write strong email copy for its target audience. In an email entitled “4 must-haves for a dog-friendly home,” they are able to connect with their audience thanks to their effective copywriting.
First, the email starts off strong with a compelling subject line.
This subject line is effective for a couple of key reasons:
- It is simple and to the point, so readers know exactly what to expect when they open the email
- It includes emojis that will help the email stand out among other emails in the consumers’ inboxes
When readers open the email, they are greeted by an image that includes personalized copy advertising a guide that promotes pet safety.
This copy is effective in a few ways:
- It is personalized as it includes the name of the owner’s pet.
- It has a concise call-to-action to “Get Started”
The next section of the email discusses dog crates. There are a few aspects of this copywriting that you will want to consider using for your brand’s email marketing campaigns:
- A clear call-to-action button
- Keywords that evoke an emotional connection between the reader and their pet like “safe space” and “self-soothe during stressful situations”
- Added value beyond their products with information about how to choose the right crate.
The remaining sections of the email make the same moves: providing value, keeping it personal, and including several opportunities for readers to click-through to their website through call-to-action buttons.
Key strengths: The key strengths of this Petco email copy are the use of personalization and the relevant tips that will add value and prove useful to readers. According to Bloomreach, personalized copy can lead to a 20% increase in sales. By including the pets’ names in their email copy and providing useful tips instead of solely pushing their products, Petco’s email marketing campaign is attracting new customers.
3. BreakingT landing page copy
BreakingT, which specializes in selling apparel highlighting relevant and trending sports moments, is a stand-out example of how strong copywriting can step up a website’s landing page and boost online sales.
The top of the landing page has images of NFL players wearing BreakingT apparel under copy that shows that their target audience may have more in common with professional athletes than they might think.
There are many benefits to this copy:
- Saying NFL Players X BreakingT creates a sense of ethos, letting consumers know that professional athletes endorse and wear BreakingT products
- An intriguing call-to-action that says “Find Out Now,” that garners interest and leads to greater click-through rates
After website visitors look at the top of the landing page, they will then see this section of the landing page about new arrivals.
This copywriting is effective because it includes the following:
- Phrasing like “apparel you can’t get anywhere else” that evokes a sense of FOMO (fear of missing out)
- A trademarked, catchy slogan that is easy for consumers to remember
- Keywords that attract the target audience like “timely,” “high-quality,” and “super-comfy”
- A discount code that incentivizes consumers to make a purchase
After showing images of newly released and frequently purchased items, the end of the landing page features a call-to-action asking consumers to subscribe to the BreakingT email newsletter.
This is model call-to-action copy because it:
- Uses words that encourage FOMO and exclusivity
- Shows consumers the benefits of signing up for the newsletter including discount codes and information about new products that launch every day
Key strengths: The key strengths of the copy on the BreakingT landing page are the exclusivity and the fear of missing out. When they read the copy on this page, website visitors see that buying a product will help them prove their dedication to their sport by connecting with famous athletes and being one of the first people to wear apparel depicting a timely sports moment. Consumers won’t want to miss out on the only opportunity they have to buy merchandise that offers this level of exclusivity and pride. Considering that more than half of purchasing decisions are made due to FOMO, BreakingT’s landing page is a good example of how a brand can use its copy to increase sales.
4. Yeti landing page copy
Yeti, a company specializing in outdoor products like ice chests and stainless-steel drinkware, knows how to make their copy simple, yet compelling.
At the top of their landing page, they advertise their new arrivals using the copy below.
This copy includes a couple of important features:
- A succinct headline that draws attention
- A pun that will engage the target audience
- A concise call-to-action button beginning with a verb: “Shop Spring Apparel”
Following the new arrivals section of the website comes five different images with “clickable” copy.
This copy is effective in a few ways:
- It includes short headlines that don’t surpass three to four words
- It shows ways to add a personal touch to the products either through direct personalization or by emphasizing that the products will help users build personal connections with others or with nature
- It features headlines that start with strong, action words and bold white font that contrasts the background image
Near the end of the Yeti landing page, there is a section that describes the heart of the brand. While it mentions a few of the products that consumers can purchase, it highlights one main idea: Yeti is a brand that creates products that perform well to improve users’ experiences in nature. This copy shows the usefulness of this brand and why consumers should trust its products over other brands.
The last part of the landing page is trying to encourage website visitors to subscribe to Yeti’s email newsletter.
The copy surrounding this call-to-action will increase the chances that website visitors will convert because it uses clear color contrast, a strong actionable step (Sign Me Up), and first-person terms that help readers engage with the call-to-action (Me), and clear benefits that subscribers can expect to receive.
Key strengths: The key strengths of Yeti’s landing page copy are the eye-grabbing headlines that serve as call-to-action buttons as well. When it comes to copywriting, headlines are critical. Too long and consumers will skip reading the copy. Too confusing and consumers won’t know what they should do. Including a call-to-action with a contrasting color, like the ones featured on Yeti’s landing page, can increase conversions by as much as 45%, and keeping headlines at 6 words or below leads to greater click-through rates. Yeti is able to take advantage of this through their landing page copy.
5. BarkBox landing page copy
BarkBox is another brand that knows how to employ copywriting effectively. This customized subscription box service for dogs has website copy that will make any dog lover consider signing up immediately.
At the top of the landing page, there is a banner that advertises their new thematic box.
Strengths of this copy include the following:
- A bold headline
- A clear description of the service provided
- An advertisement for the new box that uses a play-on-words relevant to the theme of the upcoming month’s subscription box
- Succinct call-to-action buttons
After listing the featured themes, BarkBox includes the following copy detailing how their service works.
In addition to the eye-catching visuals, the copy here is helpful for website visitors who are unfamiliar with using BarkBox or considering signing up for BarkBox for the first time. This is because the copy:
- Provides useful and relevant information about how the subscription service works
- Breaks the instructions down into three quick steps with bolded headers
- Includes statistics about how consumers can use BarkBox to save money
- Uses a personal tone that appeals to dog owners who want their dogs to be happy with statements like “your month-long dog party begins,” “be excited,” and “subscribe for monthly dog joy.”
Underneath these steps, BarkBox website visitors will find another call-to-action button and a happiness guarantee.
This copy helps increase online sales in a couple of ways:
- It uses punctuation strategically to make website visitors excited about what BarkBox has to offer
- It has a concise call-to-action button that lets consumers know what to expect if they convert
- It includes a 100% Happy Guarantee with wording geared toward the consumers’ dogs, showing consumers that BarkBox cares about their pets and their pets’ happiness
Following the first mention of the happiness guarantee and further demonstrating to consumers that BarkBox cares about customer satisfaction, the company includes the following section on the landing page.
This part of their page appeals to website visitors in many ways:
- It features fun titles for the dogs which are disarming and engaging, causing website visitors to think positively about the brand, even if they are about to make a complaint
- It has a clever, rhyming heading, “Our Pack Has Your Back!” that is easy to remember and will stand out when consumers visit the BarkBox website
- It also includes a rhyming slogan about customer satisfaction: “No muss, no fuss, no disappointed pups”
- It includes an easy-to-access chat feature that consumers can use for customer service
Before the call-to-action leading to the email subscription sign-up, BarkBox includes a brief section featuring reviews and testimonials from customers who have signed up for their service.
Here are the most important and effective elements of this copy:
- Statistics including how many dogs have received BarkBox subscription boxes, providing its credibility to prospective customers
- Information about a hashtag where consumers can see other examples of satisfied customers as well as the types of items they may receive in each box
Key strengths: The key strength of the BarkBox copy is the way it allows the brand’s voice to shine through and connect with people who are equally passionate about dogs. Customers value brands with authenticity and uniqueness. Through their tone and word choice, BarkBox is able to provide engaging copy that will lead to conversions.
By drawing from the key strengths of each of these copywriting examples, you can take steps toward making your brand’s copy more appealing and fruitful.
