Copywriting

Copywriting is writing that prompts the reader to take a specific action, such as buy, subscribe or contact. It goes beyond informational writing: good copy understands the reader, addresses their needs and removes objections. Copywriting is used on websites, in advertisements, emails, social media and product descriptions. For SMEs, it is often the difference between a visitor dropping out and a visitor becoming a customer.

How does copywriting work in practice

Copywriting works on a number of set principles. You start with the reader: what is his problem, where is his resistance, what does he want to achieve? Then you formulate a message that meets that need. A strong headline attracts attention, the body text builds trust and the call-to-action makes concrete what the next step is. Good copy uses active language, short sentences and avoids jargon. The difference with content marketing is that copywriting directly targets conversion, while content marketing more broadly targets brand awareness and authority. In practice, the two complement each other: content attracts visitors, copy converts them.

Why copywriting is more important now than it was a decade ago

Copywriting has been around since the first advertisements, but the role has changed. Where a flyer or ad used to suffice, an SME now needs to persuade on dozens of channels: website, Google Ads, social media, newsletters. Visitors scan texts instead of reading them. They compare three providers before deciding. That makes clear, targeted texts crucial. At the same time, the bar has been raised: visitors recognize sales language and drop out at vague claims. Copywriting must now build trust faster and answer the reader's question more directly. According to the Personal Data Authority, you must also be clear about what you do with customer data, which places additional demands on transparency in texts.

What copywriting brings to SMEs

An ecommerce store with weak product descriptions sees visitors drop out. A service provider with an unclear homepage gets no contact requests. Good copy solves that. You increase conversion because visitors understand faster what you offer and why it is relevant to them. You save time in sales because frequently asked questions are already answered on the website. And you strengthen your brand because consistent language creates recognition. At Monkey Vision we often see that the visual side of web design is good, but that texts are too vague or technical. By including copywriting in the design, you increase the impact of the entire site.

Copywriting comes up wherever you want to persuade or activate a reader. The application varies by channel and purpose, but the core remains the same: understand your reader and make concrete what the next step is. Here are four situations in which copywriting directly impacts results.

Homepages and landing pages that convert

A homepage has an average of three seconds to convince a visitor to stay. Good copy starts with a clear headline that summarizes the core message. Think "Ecommerce stores that sell, built in WordPress" instead of "Welcome to our company." This is followed by a brief explanation of what you do, for whom and why it is relevant. The call-to-action should be specific: "Schedule a free intake consultation" works better than "Contact us." The same applies to landing pages, but even more focused: one goal, one message, one action. A B2B service provider with ten different services on the homepage loses focus. A landing page per service with targeted copy increases conversion by an average of 20 to 40 percent. In SEO projects, we see that landing pages with clear copy also rank better in Google because they better match search intent.

Product descriptions in ecommerce stores

Many ecommerce stores copy product descriptions from suppliers. This is efficient, but bad for conversion and SEO. A good product description explains what the product does, for whom it is intended and why it is better than alternatives. Take an ecommerce store in garden tools: "Hoe 15 cm" says nothing. "Hand hoe with ergonomic handle, ideal for weeds between tiles" gives context. Add a concrete application: "Also works on narrow paths and between borders." Avoid jargon and vague claims such as "high quality." Name material, dimensions and what the customer can do with it. An ecommerce store with 500 products cannot manually rewrite everything, but focusing on the 20 percent best-selling products already delivers noticeable effect. Combine this with content SEO and you increase both findability and conversion.

Email marketing and newsletters

A newsletter with "Newsletter March 2025" as the subject line will not be opened. A subject line like "3 common mistakes with WordPress updates" does. Copywriting in email marketing starts with the subject line: create curiosity, promise value or create urgency. In body text, stay short and scan-friendly. One message per email works better than five subjects at once. End with a clear call-to-action: "Read the article" or "Claim your discount." Personalization helps, but only if it feels natural. "Hi [first name], especially for you" feels forced. "We see you're interested in ecommerce stores, therefore this article" feels more relevant. An SME with a customer base of 800 contacts can increase its open rate from 15 to 30 percent with targeted copy and segmentation. Couple this with marketing automation and you automate follow-up as well.

When copywriting is the right choice and when it is not

Copywriting works when you have a clear goal: more signups, more sales, more downloads. It doesn't work when your strategy is unclear or your product or service itself isn't good enough. No text fixes a bad offer. Nor does copywriting work as a substitute for visual design: an ugly website with good text converts worse than a beautiful site with mediocre text. So first invest in clear brand strategy and a solid product. Only then optimize with copy. When not? When you only want to be informative without a conversion goal. Then editorial content or a knowledge base is more suitable. And if your target audience is highly technical and expects jargon, too accessible copy can actually detract from credibility. Know your reader and adjust your tone.