Copywriting Done Right: 5 Brilliant Web Copy Examples
Rukham Khan
10 min read
Apr 3, 2019
The modern-day online user has a short attention span and prefers writing.
To make things even more challenging for marketers, analyzed 650,000 pageviews and discovered that only 20 percent of visitors finished an article. Another study revealed that users spend an average of when scanning written content. That鈥檚 little-to-no time to make an impression.
In such a testing environment, a lot of your engagement success depends on web copy. It has to be optimized for scannability and conform to an online reader鈥檚 behavior to make an impact.
It's not all bad news though, there鈥檚 great copywriting work being done all over the web and there are tons of resources to learn the skills to serve the modern reader.
In this post, we want to bring you the 5 best web copy examples to inspire you for your future writing endeavors. Happy scanning!
1. Scandalous 1 Star Campaign
What? A brand鈥檚 using 1-star reviews to promote themselves? That's crazy...or is it? Not when you鈥檝e created a clever campaign using excellent copy.
Snowbird is a sky-resort that positions itself as a challenging experience. Their target market is thrill-seeking, adventurous skiers who don鈥檛 care for comfort.
Amirault, their marketing director said. 鈥淲e鈥檙e known for our steep terrain, long runs, and deep snow. For beginner skiers and snowboarders, they often find this to be a challenge. However, for our core guest, it鈥檚 what makes them come back year after year.鈥�
To connect with this core audience, they ran a campaign where they displayed one-star reviews against grand backdrops of mountains and valleys. What really drove the campaign home, and made it super effective was the brilliant copy supporting the images.
Right off the bat, you can see they make it a point to mention themselves as 鈥楾he most misunderstood ski resort in the world鈥�. The heading sets the tone for the message that follows.
Snowbird uses the 鈥樷�� approach to build anticipation and curiosity in the mind of the reader. The 鈥榳hat鈥檚 in it for me鈥� approach basically puts you in the shoes of the reader and encourages you to think about how a reader can benefit from your copy.
Snowbird knows people won鈥檛 care if the track is too steep or too hard. How is that a benefit for them, what鈥檚 in it for them? Therefore they make sure that the reader knows not to get discouraged by these factors because the resort can exceed their 鈥榳ildest expectations鈥�.
The combination of honesty, bluntness, and curiosity makes this a wonderful piece of copy and a very well executed campaign.
Takeaway: Your copywriting should reflect your own unique style, in a manner that it attracts just the right people. 厂苍辞飞产颈谤诲鈥檚 bold approach not only justified its bad reviews but it also sent a clear message of what they鈥檙e all about: An authentic and wild experience.
Similarly, your brand鈥檚 personality should reflect in your content too.
2. 鈥� Masterful Product Descriptions
Mancrates was set-up to solve a simple, singular problem...finding the right gifts for men. They understand guys and they understand the difficulty in finding gifts that they actually like.
Here鈥檚 how Jon Beekman, founder and CEO of Mancrates describes his brand: 鈥淲e want our products and customer experiences to be lightheartedly sincere and humorous.鈥�
Their expertise in all-gifts-men reflects throughout their website in their design and copy. When you open their website, the home page greets you with a hard, army style font, complemented by witty product names like 鈥楾he Great Indoors Kit鈥� or the 鈥楽ervin鈥� Bourbon Pack鈥� that promises to help you explore the universe. It speaks to friends and partners of all 鈥榤anly-men鈥�, who are notoriously difficult to please with gifts.
The section that really caught my eye though, and one I thoroughly enjoyed reading every word of, is their Instagram Favorites section.
Puns, wit, rhymes and stellar descriptions. Product descriptions don鈥檛 get better than this. Mancrates has masterfully weaved words to appeal to the manly man in everyone. The writing style lets you live the life of their target audience for a brief moment.
My favorite is the description for Home Brewed Kit. It's self-aware, catches and holds attention through its rhythm, and most importantly manages to paint a spectacular picture of product use.
Takeaway: When addressing your audience speak in the language that appeals to them most. Instead of focusing on yourself and how brilliant your products are, paint a picture that lets your audience see how their life will improve with your products.
89点怎么玩鈥檚 core audience consists of SaaS companies, usually methodical buyers who make buying decisions based on logic and fit of product/service.
Writing copy for such users require an on-point, almost surgical approach. No gimmicks, no bells and whistles, you have to cut straight to your core benefit to catch attention, before you can delve into features and product explanations.
When you go to 89点怎么玩鈥檚 homepage, your eyes immediately land on the main banner, which reads:
The heading immediately delivers the core benefit 89点怎么玩 promises, a fast way to keep customers satisfied. To understand the effectiveness of this message, put yourself in the shoes of a potential business looking to add live-chat capabilities.
You鈥檙e probably browsing the web looking for a good solution, you come across a listicle, something like Best Live Chat Solutions. You click on it, find 89点怎么玩 under heading 3, and are curious enough to visit their website.
You open the website and you鈥檙e greeted by the main banner that reads 鈥�The fastest way to help your customers鈥�. This arouses your curiosity, you wonder, and you want to find out more. The banner has done its job.
Then you scroll a little further and you find this:
By saying there are customers waiting, the copy paints a picture of urgency (that people are not being served) and also presents an opportunity (if those people are served, the promise of higher satisfaction and potential revenue). It's a carrot and stick approach that's very effective in grabbing and holding the attention of the reader.
Takeaway: No frills, to-the-point copy can be just as effective, or more than a witty over the top statement. The point is to deliver your core message in a language most suitable for your audience.
4. 鈥檚 Most Candid Introduction
Velocity is an agency that specializes in delivering B2B services like content strategy, marketing and design. They are an odd bunch, who have a real passion for content marketing and are redefining what it means to produce and market content.
If you visit their website and click on the 鈥榃ho we are鈥� tab, you are greeted with this banner:
The copy exudes honestly and a level of self-awareness that鈥檚 refreshing to find in the b2b domain, where a lot of companies sound uptight and unoriginal.
The copy uses a two-pronged approach to attract the right sort of customers Velocity is seeking.
First, by mentioning their weirdness when it comes to content marketing in the b2b, they鈥檙e sending a message to potential clients who hold the same attitudes. They鈥檙e basically saying that if you鈥檙e weird and passionate like us, we鈥檒l do great work together.
Second, they鈥檙e fending off people they don鈥檛 want to work with by letting them know that if Velocity鈥檚 approach sounds offbeat, you鈥檙e not going to enjoy their company at a dinner party. In other words, they鈥檙e saying its best if we don鈥檛 work together.
And they do all of this in the most casual and inoffensive tone鈥� a real feat in this day and age.
By this point, if you鈥檙e a client looking for a potential b2b content agency, you have a basic idea of Velocity, and you can decide if you want to explore them further.
If you do, you鈥檒l probably end up on their 鈥極ur Work鈥� page, which boasts the following heading:
They don鈥檛 mince their words, do they? In fact, they鈥檝e drawn a clear image of the sort of people they don鈥檛 work with. After stating the fact, they mention all the high profile clients they have worked with, further cementing their credibility.
This style of copywriting allows Velocity to position themselves as a selective agency that鈥檚 not going to bend their values for anyone. It establishes them as an honest, relationship focused brand.
Takeaway: Don鈥檛 be shy when it comes to blunt and honest copywriting. You might not attract the largest number of prospects but you will definitely attract the highest quality prospects. And such people mean more to your business than unqualified leads.
5. s Conversion Focused Copy
LandingFolio curates landing pages from all over the web to inspire visitors and their revenue comes from selling lead magnets like books, conversion tips, UI kits, and mockup designs.
To maximize sales, they use a lot of subscription forms and landing pages throughout their website. One such landing page really caught my eye, it's an opt-in page to buy headline formulas, and here鈥檚 how it looks:
This landing page stands out for its brilliant use of AIDA copywriting formula. AIDA formula uses elements from the to get landing page visitors to take action. AIDA is an abbreviation for:
Attention
Interest
Desire
Action
Let鈥檚 look at this landing page again:
The headline does the initial job of grabbing attention. By first posing a problem 鈥榟ate writing headlines?鈥�, the solution is offered within the headline as 鈥楿se proven headline formulas!鈥�
After attracting attention, it is just as important to be able to hold it, you need a reader鈥檚 interest.
To stir interest, you have to show the readers what鈥檚 in it for them.
This landing page does that by offering 200 鈥榟igh converting formulas鈥�, an irresistible offer for most email and content writers. To establish credibility, there鈥檚 also a small 鈥楢uthors featured on:鈥� section just below the call-to-action button.
Now to get people to desire your offer, you have to show them how your product addresses a need of theirs.
In the bullet section of this landing page, the author tells the reader how they can save time and effort in their copywriting efforts by buying these headline formulas. He helps the reader imagine the benefits of using the product.
By this stage, the target reader is hooked and primed for action. It is your job as a copywriter to guide his next step, otherwise, you鈥檒l have done all that attention-grabbing, desire-inducing writing for nothing. It鈥檚 time to close the deal.
In this example, the call-to-action button, the little green box which asks you in a bold font to 鈥極RDER YOUR COPY鈥� is the action driver.
After having gone through the headlines, the features, and the benefits, the visitor needs to make a buy-decision, and you have to influence that decision to increase the chances of a sale by adding a call to action button. LandingFolio has done a brilliant job of it.
Takeaway: A huge part of is an effective copy. If you鈥檙e selling any sort of product, you can use AIDA formula to maximize your landing page conversions.
Good luck with your web copywriting!
Writing about copywriting is weird and exciting at the same time. It's like a meta-project where you observe and study written words to write words about writing words. Confusing, I know.
But it's worth it at the end because I get to analyze and write about the best content on the web, and present it to you guys. Let me know how you felt about these examples, or if I missed anything important. I鈥檇 love to hear from you guys!
