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How Web Copywriting Supercharges a Website (and leads to extra happy customers)

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In the early days of the Internet they called it “surfing the web.” Browsing it. Letting 2 billion websites wash over us like waves as we surrender to the worldwide web.

But that’s 100% not how it works.

You see, user intent drives the web. There is a reason the first thing you find when opening a browser is a toolbar. A place to type in a web page. Or get results when searching up something. Googling something. Or Binging it. Do we Bing things?

Even an app is just a bookmark. Marking the place you were last on that webpage. Keeping track of whatever task you left off on.

So no. The internet is not a passive activity.

But what about Facebook? On demand scrolling away. Isn’t that as passive as it gets?

But the trip to Facebook is still made up of user intent. When I want to catch up on gossip or see how my new post is doing I must:

  1. Log into my device. Either the Facebook app on my phone or by typing in facebook.com on my laptop
  2. As my newsfeed comes up I have choices. I decide how passive (scrolling) or active (posting, interacting) my experience is going to be.

And the same goes for any other website. Even tucking into a cozy Netflix binge requires the intention to go on a Netflix binge. It takes steps. Figuring out how to get to and navigate around Netflix until you find your show.

It’s not like TV or a magazine, where the information is passed on to you. Passed down a one-way street…

...In the old days the company controlled the message. They spent big bucks to present to you—the consumer—their message through billboards and ads in the newspaper. Maybe radio or TV.

Imagine that: A 30-second commercial that reaches millions and no one can interrupt or talk back.

Total control of how your business was seen.

But now. Now things are different. If you’re wanting to get your nephew an iWatch you don’t wait for a tv ad or surf your junk mail for a random Apple promotion.

Nope. You pull up Safari on your phone. Jump to amazon. Check to see if the search box is easy to find. It is. Pull up the watch. Read some reviews. Most likely buy from there from a cheap seller with at least 4.6 stars and a few hundred reviews. Or check out pricing on another electronics website. One that has caught and held your attention.

All that intent.

So what’s that mean for a business looking to make a digital impact? To get more sales and repeat customers. To make all this internet stuff actually worth your time...

It means you’ve got to start with clarity.


Master copywriter Nick Usborne compares all the websites online to cans of soup in a grocery store. A loooooong aisle with shelves lined with millions of shiny aluminum cans with no labels.

Work drained you big time. Traffic sucked. It’s late. You need dinner fast and easy.

Do you:

  1. grab 3 or 4 cans at random and drive home and hope for the best?
  2. Sit cross legged on the ground and start punching into cans with an old-fashioned can opener you found on your Swiss Army knife keychain?

No. These are all bad options. You NEED labels.

Well great news. It’s your lucky evening. Poof! All the cans have labels. All 2 billion of them. Your stomach growls. The clock is ticking. You’re officially starving now.

So...those labels. You reach for one. A tall can of:

Imagine yourself sitting outside. Happily
enjoying the best thing you’ve ever tasted.
That’s been our family's goal for 175 years, ever
since Great Grandma Opal dreamed she’d
one day be a canned food mogul…

You think: No way. I’m too hungry for this floof. I need to know what I’m getting so I can get it and get on with my life, man.

The label—first and format—needs to show us what’s inside the can.

Like Nick U. Says, “It’s only when we have gotten them to the right page that we can start writing copy that sells.”

But it’s a bit shocking how many websites don’t have this clarity. Their webmaster followed their muses and did something unfamiliar.

And the user experience suffers. Which makes the user leave and take her business with her.

In conclusion... 

People did not come to your website to be dazzled with technology or loads of complexity. They want to know what they want to know. And they want to know how to find it. Right now! 

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