What skills does a digital copywriter need?

If you have a passion for writing, a very good career move for you to make is becoming a digital copywriter. However, digital copywriting is about far more than just putting words onto paper. Have a look.

Conversion rate optimisation

A ‘conversion rate’ is the quantity of conversions divided by the total number of website visitors. For example, if an ecommerce website gets 200 visitors in a month, and gets 50 sales, the conversion rate equates to 50 divided by 200, or 25%.

A conversion can be any action that you want the user to take. This can include anything, for example, from clicking on a button to making a purchase and becoming a customer. Websites and apps frequently have multiple conversion goals. Each will have its own conversion rate.

As a digital copywriter, it will be your job to write copy, for a website, in order to be able to optimise your conversion rate.

User Experience (UX) testing

In the digital world, ‘user experience’ (UX) is the collection of their perceptions and responses which result from the use – as well as anticipated use – of a product, system or service. Put another way, user experience is how you feel about every interaction that you have with what’s in front of you at in the moment that you’re using it.

It’s a common mistake to think that usability is the same thing as user experience. ‘Usability’ addresses if you’re capable of achieving a task or specific goals with a product or service. However, just being able to complete a task doesn’t give us the whole picture of how you felt about the whole task.

As people experience a website mainly through the text that it is on it, it’s vital for a digital copywriter to understand what their customer’s UX is and to constantly work on improving this.

Content marketing

The term ‘content marketing’ refers to a strategic digital marketing approach that is focused on creating – as well as distributing – valuable, relevant and consistent content. This is in order to attract as well as keep a clearly defined audience. The ultimate aim of content marketing is to drive profitable customer action.

Digital copywriters need to know about content marketing, as well as what goes into making content marketing work, so that they can create strategic pieces of content that will appeal to the company’s audiences and go a long way to converting them into paying customers.

Search Engine Optimisation (SEO)

SEO stands for Search Engine Optimisation. This is the practice of increasing the quantity and quality of traffic to your website by using organic search engine results. You have to adhere to certain strict Google requirements, on a monthly basis, to get you website to rank organically or naturally on all major search engines such as:

  • Google,
  • Bing, and

SEO leads have a 14.6% closing rate, while outbound leads (such as direct mail or print advertising) have only a 1.7% closing rate. This is the reason why SEO is the most in-demand digital marketing service in the world at the moment.

Digital copywriters need to know how to write copy that will help a company get to the first page of Google. They do this by strategically inserting keywords into the copy that they write for a company’s website that people will search for when trying to find  a product that is similar to that provided by the company.

Social media

Social media is a collection of communication channels online that are devoted to community-based input, interaction, content-sharing as well as collaboration. Websites in addition to applications that are dedicated to forums, microblogging, social networking, social bookmarking, social curation as well as wikis are some of the different types of social media.

The type of copy that digital copywriters will need to create for social media sites has to be short and punchy and has got to entice viewers to click on the links and share them with their friends as well as connections. Each social media platform has their own target market and quirks, which means that the digital copywriter needs to know about these in order to write effectively for them.

If you’ve found the above article to be interesting and you want to take this further, why not check out a digital copywriting course and learn how to become a digital copywriter!

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