How to start writing webcopy

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S T E P - B Y - S T E P S T R A T E G I E S O N H O W T O O V E R C O M EM E N T A L B L O C K S

HOW DO I START

WRITING MY WEBCOPY?

Bianca-Marieta BudauFreelance Copywriter 

www.biancamarieta.com

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HI, AWESOME! 

I’m Bianca Marieta, the writer behind this presentation.

I started writing professional online texts when I was 18 (theCambridge diploma I have and the BA in ForeignLanguages helped a lot!).

So I’m a self-trained online writer… I’ve been writing textsfor the internet for 4 years now – and love every second ofit!

Find out more about me at www.biancamarieta.com.

See you there!

Love,Marieta

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CHOOSING YOUR ARRAY OF

WORDS

• Write short sentences & use common words.

• Avoid:• Corporate speak 

• Right brain words

• Buzzwords

• Cliches

• Avoid pretty (pretty good), very (very impressive), quite (quitegood)

• Use the Flesch Reading Ease test. A good score starts at70+ points.

• Use SEO Yoast plugin to analyse your text’s readabilityscore.

• Use Microsoft Word as an alternative.

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HOW DO YOU WRITE A KILLER

HEADLINE?

• Answer to What’s in it for me? 

• Identify a problem; include at least one benefit

• Use numbers and Tops

• Write How To titles for tutorials

• Write titles inspired from personal experience

• Ask questions

• Promise pleasure

• Avoid pain

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CRAFTING THE 1ST PARAGRAPH

• The first paragraph is the most important.

• It can start with one/a series of question(s), or… 

• …with a lead sentence: 

• Should be short

• Should be inciting

• Should be surprising to the reader 

• Asks for continuation

•The 1st paragraph:• Briefly presents both the problem and the solution

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INTRODUCE YOUR UNIQUE

OFFER

• What makes your solution unique?

• How is your product/service different from someoneelse’s? 

• Your solution should be:• Clear 

• Concise

• Unique

•

Irresistible

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INSERT TESTIMONIALS

• 70% of people buy based on recommendations

made by friends and family members

• Self-advertising brings the distrust of 90% ofconsumers!

• Testimonials are the best type of advertising;

nothing beats word-of-mouth recommendations.

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ADDING GUARANTEES

• Add guarantees, bonuses and free gifts

• They reduce friction

• Guarantees eliminate buyers’ fears (they are great

for first-time buyers)• Guarantees are proof of professionalism from your 

part

• Free gifts and bonuses are a pleasant surprise which

contribute to convincing people to buy

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INSERTING THE PRICE

• Price does not equal cost.

• COST = Fear + Effort + Confusion + Price

• Price can either be perceived as positive or as

negative.• Introduce positive surprises to reveal price in a positive way:

• Free trials

• Savings

• Discounts

• Guarantees

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DESIGN THE OPTIN FORM

• A good optin form with an irresistible hook (a freegift in return for an email address) is a great way ofkeeping in touch with prospects

•

Send at least one email newsletter per week • Don’t send salesy emails; focus on offering value to

your audience

• Put the optin form on your Home page and on your 

Blog• DON’T put in on your Landing Pages.

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WRITING THE CLOSE

• Include a sense of urgency

• Time-limited offer 

• Stock-limited offer 

•

Include at least one CTA• Spend time designing the CTA of your “Buy”

buttons:

• Give me my free trial now

•

Get instant access to [x] now• Yes, I want my [x] now

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BONUS1: HOW LONG SHOULD

YOU MAKE THE COPY?

As seen on Marketing Experiments 

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DO’S & DON’TS 

• Give compelling promise early in the copy

• Create expectation in the beginning

• Write in the 1st person

• Tell your audience who you are & where you comefrom

• Ask an opening question

• Don’t give your promises in bulks; instead, offer 

them in chunks

• Don’t talk about price too soon 

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