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« In the digital world, the term copywriting is often mentioned. It is simply an additional marketing technique that integrates perfectly with your commercial strategy, SEO strategy, newsletter strategy, or even your lead generation strategy. Generally, to convert visitors to a commercial website into potential clients, we focus on various factors such as design, website ergonomics, page load time, and more. However, the element of copywriting — professional writing of advertising texts — is often underestimated.

In this article, we will define the concept of copywriting, highlight the benefits of this web marketing trend, and explore its most successful tips and techniques. »

What is Copywriting?

Copywriting refers to advertising writing that helps generate online sales through words by capturing the reader’s attention. It is the science of writing unique content to promote a product, service, company, idea, or even a person. In short, a copywriter writes texts for marketing purposes. It is the art of persuading and convincing an individual to act as desired using simple words and rich, engaging content that can be text, video, audio, or any other media form.

Why Copywriting?

It is harder to sell on paper than in person, which is why copywriting exists. Today, having a quality product is not enough; you must know how to communicate its real value to the reader while keeping their attention, sparking interest, stimulating desire, and ultimately encouraging action. The goal of copywriting is not immediate sales but to convince the prospect and integrate them into a conversion funnel for repeated targeting toward future actions.

The effectiveness of good copywriting is measured by the number of actions triggered by the marketing campaign (conversion rate). To explicitly prompt an action from a potential customer, you write phrases like “Order Now” or “Visit Our Online Store.” These are call-to-actions (CTA).

Copywriting Tips & Techniques

To succeed in advertising writing, it is highly recommended to apply some formulas and strategies to maximize your offer.

• The AIDA Method

This well-known formula is widely used in advertising writing:

A: Attention — attract attention with a compelling headline, for example, in UPPERCASE.
I: Interest — highlight audience problems before presenting your offer.
D: Desire — stimulate desire so the reader acts without hesitation.
A: Action — present a CTA so the reader knows the next step.

• Sense of Scarcity and Urgency

In your sales texts, never underestimate the impact of expressions creating urgency, but use them carefully. Overuse can harm your offer’s credibility (it becomes spammy).

Examples:
“Only 6 hours left to take advantage of this offer”
“Limited spots available”
“Exclusive offer – don’t miss out”

• Copywriting Angles

This refers to the approach used to highlight your product’s benefits, strengths, and features. For example, suppose you are selling a lamp to place above a house door, targeting married people with children and a specific income level.

First, you mention that the lamp enhances home décor — the beauty angle.
Next, you address energy savings: “Worried your kids leave lights on? This lamp saves energy and money by turning off automatically when no motion is detected” — the energy-saving angle.
Finally, you emphasize security: “Burglars avoid well-lit areas, so this lamp adds protection” — the safety angle.

You can use one angle, or combine all three in your advertising text (like an A/B test).

• Testimonials

Using tools like Hotjar (a CMS plugin that tracks user actions on the site), many website owners noticed visitors often go straight to testimonials. These can be short videos (10–15 seconds), audio recordings, or written comments/messages.

This shows that client testimonials are essential and should never be overlooked. Even if your product has high value, lacking testimonials can result in a lower conversion rate.

Today, copywriting is a critical part of your marketing strategy as it directly impacts sales.

If you want to improve your conversion rate on your website, landing pages, or sales funnels but don’t know where to start, don’t wait — let’s talk about your project! We love doing this.

Our Web Marketing experts will be fully available to build a solid web strategy and guide you throughout the process.

Mojjoo Agency

Contact@mojjoo.fr

By: Saad MANCOURI