Author Archives: Amrit Hallan

About Amrit Hallan

Amrit Hallan is a professional content writer who helps businesses improve their conversion rate through credible and compelling content writing. His main strength lies in writing search engine optimized content without compromizing quality and meaningfulness.

8 ways you can make your writing less sucky

How to make your writing suck less

How to make your writing suck less

What does sucky writing mean? How can you make your writing less sucky?

Sucking at your writing doesn’t mean you are a bad writer in terms of spelling and grammar.

You may craft perfect sentences. You may give the Queen’s English a complex.

As a copywriter you need to make an impact. You should be able to hook people to what you are saying. If they don’t pay attention to you, they won’t act upon your call-to-action.

Therefore, the dynamics of copywriting or professional content writing are different from usual writing. Here are 8 things you can do to make your writing suck less.

1. Vary sentence length

I’m a big fan of writing short sentences. If you have been following my blog posts, you will notice that I avoid writing big sentences. Not that I cannot write them, it’s just that, sometimes they become too complicated for readers to follow.

Short sentences are also good for your search engine rankings. Search engine algorithms are software bots. They can interpret words,  but it is still hard for them to interpret nuances.

Therefore, when copywriting, keep your writing straightforward. Don’t hint at things. Algorithms don’t understand “wink wink nudge nudge”.

For example, if I want to tell the search engine algorithms that I provide copywriting and content writing services, then I actually need to say, “I provide copywriting and content writing services”.

Coming back to the topic, just because I like short sentences doesn’t mean I always stick with short sentences.

There needs to be a rhythm. Keep it and 80-20 ratio: 80% short sentences and 20% long sentences.

Here is an example of mixing short and long sentences:

Your first sentence can be short. Your second sentence can be short too. Let them be 5-6 words. Then write a longer sentence with 1-2 conjunctions to pack a bit more information in a single sentence to change the rhythm. Then write another short sentence.

Writing is like dancing. Sometimes there are simple movements. Some movements are complex. Simple and complex movements are interspersed to create a narrative.

Don’t make your writing monotonous.

2. Avoid adjectives and adverbs

In terms of grammar and adding modifiers to your nouns and verbs, there is nothing wrong in using adjectives and adverbs. But sometimes they needlessly make your sentences convoluted and pompous.

Instead of saying, “He is always on time.” you can say, “He was punctual.”

Instead of saying, “She was very angry.” you can say, “She was furious.”

3. Be concise

Concise writing grabs your reader’s attention. It helps them focus on the main point. If you ramble on and on with long sentences and unusual words, your readers get distracted.

Concise writing means using fewer words. You convey your ideas clearly.

Concise writing is useful when you’re sending text messages, emails or posting social media updates.


It has been brought to our notice that the project will be undertaken by our in-house team of programmers.

This can be written as

Our in-house team of programmers will work on the project.

4. Write with conviction

Get rid of expressions like “perhaps”, “we think that”, “it may be so”, and so on.

You can rewrite

This plan may be able to help you in your business.

in such a manner

This plan will help your business.

You can write

Sometimes it so happens that people buy these tickets.

in such a manner

People buy these tickets.

5. Write in the singular

I know when you are writing for a business website, especially on the homepage or the services page, using “I” may look odd because you are representing the entire organization and not just specifically “you”.

Nonetheless, during communications, and if possible, even when you are blogging, use “you” and “I” whenever possible.

You can write

Thanks to everyone who has contributed to the campaign.

in this way

Thank you for contributing to the campaign.

You can write

We all know how important it is to complete the project within the deadline.

in this way

You know how important it is to complete the project within the deadline.

6. Be specific

For example, you can write

Very few people have attempted this so far.

in this manner

Just 3 people have attempted this so far.

You can write

Success is more about hard work and less about inspiration.

in this manner

Success is 99% hard work and 1% inspiration.

Clearly mentioned facts are more effective and give people a precise idea of what you’re conveying.

7. Avoid using big words

Ours is a revolutionary product that is going to transform the way you leverage contemporary technologies.

This can be simply written as

Our new product will help you use contemporary technologies better.

8. Use active voice

It has been scientifically proven that writing in passive voice tires people out and bores them (yes, the sentence is in passive voice).

It has been said that familiarity breeds contempt.

Can be written as

Familiarity breeds contempt.

The coding will be done by our team in-house.

Can be written as

Our team will do the coding in-house.

Extra remarks

Writing rules are not written in stone. Sometimes it makes sense to break them. You can do totally the opposite of what I have just suggested. That’s what makes you a unique writer.

Nonetheless, the suggestions can help you write engagingly and make it easier for your readers to feel connected with you.


7 Tips for crafting the perfect about us page with examples

Crafting the perfect about us page

Crafting the perfect about us page

Why do you have an “About Us” web page on your website?

In this blog post I’m going to cover 7 tips for crafting the best possible about us page for your company website.

After the homepage your “About us” section is one of the most visited sections on your website.

Your about us page contains

  • An introduction to your company.
  • The story about how your company came to be.
  • A few sentences on why you should be considered for buying products and services.
  • Your mission, vision, philosophy, and values.

Your about us page gives you an opportunity to tell your visitors who you are, what you stand for, and what people stand to gain when they do business with you.

What exactly is an “About Us” page?

While other pages on your website talk about your products and services, the about us section is an opportunity to talk about your company.

Some about us pages have the profile of the CEO, the founding members, or people at the helm.

An about us page having CEO profile

An about us page having CEO profile

They talk about some or all employees.

An about us page showing employees

An about us page showing employees

It answers the most pressing questions your new and existing customers and clients may have about your business such as what your business does, how it does it, who owns the business, and what type of people run it.

Your about us page is the perfect place to tell your story.

It can be a great marketing tool.

It allows you to add a human element to the information that you want to impart.

You often find the “about us” link in the footer of the website or in the top navigation.

This section allows you to show off your personality as a company or an organization.

Ever since I have started writing content for websites there has never been a single instance when the client didn’t want an about us page.

It is always an integral part of the website site map.

Do you always check out the about us page?

Do you remember checking the about us page before shopping over there?

Highly unlikely.

In fact, when I checked the About us section of, they are mostly promoting their latest offers although, when you scroll down, they talk about the various community initiatives.

Amazon India about us page

Amazon India about us page

Even on, they seem to promote their latest The Lord of the Rings (it is being broadcast on Prime video at the time of writing this) series aside from some press releases.

The about us section on some websites also appears as “Our company”.

For example, has an “Our company” section.

On their our company section instead of telling the story of their origin they talk about their employees or the top management, they talk about the various “human” and “environmental” initiatives they are taking.

They talk about how they manage waste during production.

Coca-Cola about us page

Coca-Cola about us page

They talk about creating a sustainable future.

They also showcase how they encourage diversity, inclusion, and equal opportunities at their workplace.

Does this matter? Definitely.

According to a Salesforce study, 86% customers believe that businesses must be more proactive in their roles towards societies, especially after the pandemic.

62% customers stop doing business with companies whose values are not aligned with their values.

Your about us page is the perfect place to share your core beliefs, philosophies, and values with your visitors and let them know where you stand on important issues.

What are the basic elements of your about us page?

What to cover on your about us page?

You can talk about your office environment – how comforting and inclusive it is.

You can list your team members along with the photographs and small statements from them. If you are a large company, then of course it won’t be possible to list everyone, but you can showcase your top management.

You can explain processes – how you execute projects. What are the various processes you follow to optimize your performance? How do you ensure your customers are easily able to buy from you and derive maximum satisfaction?

As written above, most of the about us pages talk about the core values of the business, the philosophy, and the mission statement. These don’t have to be long. Even a single sentence would suffice as long as it fully represents what you want to convey.

What about the history of the company? Is it relevant to customer and client satisfaction? If yes, then definitely tell the story of your company – how it came to be and what makes it what it is right now.

About us page our story example

About us page our story example

Doing some social good within your community? Don’t forget to mention that. Making donations? Definitely mention that. Are your employees involved in social welfare activities? Showcase their work, possibly with videos and photographs. Have a social media presence? You can embed the most successful updates on your about us page.

Listed below are the key elements of a perfect about us page:

Headline: Hook your readers immediately.

You can capture the main essence of the product or service that you provide in the headline. For example, is an SEO company your headline can be

“We achieve for you higher search engine rankings for toughest keywords”

What is the biggest benefit of working with you?

How does your business change people’s lives?

Is your about us page really about your company?

Let’s be frank: those visiting your about us section are not your acolytes.

They are least worried about your accomplishments unless those accomplishments have something to do with what you intend to deliver.

Whereas the accolades you have accumulated over the years can certainly be reassuring (that you are a company of repute and performance), what people want to know is

  • How you’re going to serve their needs.
  • Whether your values align with their values.
  • How you have served your present and past customers and clients.
  • What is your company culture.
  • What is the attitude of your top management as well as your employees.
  • What sort of atmosphere you maintain (you are inclusive or not)?

This Search Engine Journal blog post says that you shouldn’t spend much time on rambling on about your back story when writing your about us page.

They want to know less about your past and more about your present and future.

Take your own example: when you find an Amazon link while looking for a mobile phone you don’t want to know how Jeff Bezos started Amazon (maybe another day) – you want to know how the website is going to help you find the best model for your need, how the model is going to be delivered to you, and how it is going to be replaced in case you don’t like it.

Is an e-commerce about us page different from the about us pages on other websites?

There are about 20 million e-commerce websites worldwide. The valuation of the e-commerce industry is $ 5.5 trillion.

With so many websites to compete with, how do you create a contrast so that people can recognize your e-commerce website, and not just recognize, but agree to do business with you?

Want to distinguish yourself from other e-commerce websites? Your about us page can help you with that.

For an e-commerce website, your potential customers will visit your about us page to know why you are passionate about the products you are listing on your website.

To make people spend on your website, you must sound authentic and build trust and loyalty among your customers.

When they buy from your e-commerce website, they should be convinced that they will receive the item in impeccable condition and if they need to return it, they will be able to do so without much hassle and without spending money.

You can cover this on your e-commerce about us page.

What makes your about us page awesome?

7 tips for crafting a perfect about us page for your website

There are some standard elements that exist on every about us page. In fact, these attributes and elements are so common that even unconsciously, people are looking for them when they visit your about us page. Nonetheless, you can also make your about us page unique to include an element of surprise. Listed below are 7 tips that can help you craft the perfect about us page for your website.

1. Avoid the sales pitch

The purpose of your about us page is to give a glimpse about your company, your employees, and other aspects of your business.

Of course, every web page on your website exists to help you generate more leads and business opportunities and the underlying purpose of your about us page is also to help you sell more, but this should be achieved through engaging information instead of directly asking people to buy from you or do business with you.

Therefore, avoid sales pitch on your about us page. It can have CTA but it should naturally flow with the context of your about us page.

2. Make sure your about us page stands out

You can use engaging visuals. You can create a layout that is different from other about us pages.

Don’t make an about us page unique simply for the heck of it – it should represent the ethos and the personality of your overall website and business philosophy.

An increasing number of organizations these days showcase the various activities happening at their premises instead of simply talking about the history or the values of the company. They show their employees indulging in fun activities and learning engagements. They publish photographs of workshops and orientation programs. If they participate in social welfare activities, they publish videos and images about those.

Publishing testimonials can also help your about us page stand out but quite often, websites have dedicated testimonials web page. If you don’t have it, you can publish some stellar testimonials on your about us page.

3. Tell your brand story

Tell your visitors why your company exists. How it came to be. What are the events that led to the formation of your company – you solved a problem for yourself and based on that you created a solution that you could offer to the others.

Stories are always engaging. Weave a narrative.

4. Update your about us page regularly

There are multiple benefits of updating your about us page regularly. New things are constantly happening in your office and people would like to know about them and the about us page is the perfect place to talk about that.

When you regularly update your about us page it gives a reason to your visitors to check it out regularly. Awaiting your about us page is also good for your search engine rankings.

5. Make it about customers and clients

Although above I have mentioned that avoid using sales pitch on your about us page, ultimately, every page on your website is about customers and clients, and your about us page shouldn’t be an exception.

What would your customers and clients want to know on your about us page? What information would enrich them in such a manner that they would like to do business with you? What can help you establish a relationship with them? How do you convince that your corporate values match with the values of your customers and clients? How do your business practices benefit your customers and clients?

6. Include your values, mission statement, and vision

On almost every web page you come across these three sections: values, mission statement, and vision.

Take the opportunity to tell your visitors what you stand for through your values. You believe in an inclusive environment. You stand for the environment. You value peace and prosperity for everyone in the world.

Your mission statement tells your visitors what you intend to achieve for them through your business.

Vision is normally long-term – how do you see your business after five years? It represents your long-term goals.

7. Include a strong CTA

The CTA doesn’t always have to be “Buy from us”. You can prompt people to download your e-book. You can ask them to subscribe to your email updates. You can send them to another web page with more information about your company. Ask them to do something so that they stick around.

Examples of awesome about us pages

Let’s have a look at some great about us pages from different businesses and companies. I will also tell you why these about us pages rock.


Intel about us page

Intel about us page

In case they haven’t changed it, you can view the complete about us page on the Intel website.

I like this about us page because it gives all the necessary information in plain language. Look at the headline that says:

Delivering World-Changing Technology

Then in a short paragraph it describes how Intel has been an industry leader in creating world-changing technologies since 1968.

When you scroll down, you come across the financial status of Intel.

Throughout the page they explain different technologies they are influencing, and they even talk about their products.

In a separate tab, you can read about their management team.

This is a very straightforward about us page. In different sections it explains different aspects of the company. It talks about innovation, it talks about leadership, it talks about technologies, and even evolving culture. They don’t try to be brief. At the same time, the page doesn’t seem cramped. It is a professionally designed corporate about us web page.

Interestingly, I had to search for “Intel about” to find Intel’s about us page. I couldn’t find it in their official navigation.

The same is the case for the next about us page.


MailChimp about us page

MailChimp about us page

You can see the complete about us page on the MailChimp website.

I have chosen this about us page from MailChimp because it is a quintessential page. There is nothing outstanding about the page. It’s quite straightforward. It talks about employees. It tells you the founder story – how MailChimp came to be.

Since serving small businesses is their primary forte, they talk about how they are streamlining their operations to better serve small businesses in multiple domains including creating product pages, landing pages, social media updates, and of course, email marketing.

They also talk about the investments they are making helping small businesses grow. The about us page talks less about their products and features, and more about the motivation that drives them. This is the kind of about us page I would like to write.


Zoho about us page

Zoho about us page

Here you can view the complete Zoho about us page.

Zoho has a very straightforward, but comprehensive about us page and that’s why I have chosen to showcase it here.

I like the headline:

Serious Software, Friendly Company

Then they explain how they create beautiful software to solve business problems. While talking about their work culture and the quality of their software engineers, they also talk about how great their products are.

As you scroll down, you read that they spend more on product development and customer support and less on sales and marketing. This tells you about their business approach. They don’t believe in up-selling. They don’t even force their customers to sign a multi-year contract. They are assured: since they are constantly beating their competition, they know that their model works.

This is a nice mix of promoting their products and talking about their company culture.

They also talk about one of their biggest strengths: they have kept the company private despite all the pressures. They have their own Zoho Schools of Learning, and 15% of their engineers come from this program.

They talk about customer privacy. They talk about their campus. They explain how their products meet almost every business need.

In the bottom of their about us page they have a complete chronology right from 1996 up till 2022 telling the entire story. As you click different years, you can read about related phases of the company’s development.

Zoho chronological history

Zoho chronological history


WordPress about us page

WordPress about us page

The WordPress about us page begins with their mission statement, appropriately because it is a free source-open source software company with a mission to “democratize publishing”.

It’s a very unimpressive page so why have I chosen it? Being WordPress, they could have chosen the fanciest of layouts and could have gone on and on – after all, they have been providing publishing software for almost 2 decades now – but still, they stay to the point because that’s what the audience wants.

They have kept their about us page minimalistic. Instead of having lots of information on the same page, they have linked to features, history, philosophy, testimonials, accessibility policy, and other details. Everything you want to know about WordPress, without beating around the bush, is on this web page. Easy navigation. Lots of white space. No extra graphic.


Band about us page

Band about us page

As they say on the web page, Band is a creative design studio. Like any other creative design agency, they are majorly focused on showcasing their works. The web page loads quite fast, but it is full of graphics.

Sticking to the contemporary design ethos, they have used lots of white space to make it a relaxing browsing.

What I like about the Band about us page is that they have balanced visual and textual information proportionately. They aren’t solely relying on the visual presentation of their portfolio.

They use very simple language. In the headline they say

Band is a multidisciplinary creative studio.

If you’re not sure what “multidisciplinary” means in this context, you can read further. It sparks curiosity and in a way, prompts you to read.

The language is quite simple and yet professional. Without using fluff, they tell you that they “design, create and produce work” they are proud of. They also let you know that they take on only those projects they believe in, which shows conviction and sincerity. They work in a “wide range of creative disciplines”.

When you scroll down you can read about company history. There are no specifics. Just about how the founders met and then how they got together to form the creative studio.

Very little info, but enough to give you a sufficient idea of what the company is about and how they approach individual projects (projects they feel about).


Buffer about us page

Buffer about us page

You can scroll through the complete Buffer about us page here. They have a very simple, linear about us page with no earth-shattering headings. They display no unique “attitude” – they have simply explained what Buffer does, in which countries they have their employees and how they help their customers manage social media accounts.

The unique thing about their employees’ profiles is that they also tell you how much each employee is making.

When you scroll through their about us page you will notice that the format of their about us page is like a typical home page. They talk about their work. They have a ticker the way many homepages have these days. They display the logos and names of the companies using Buffer.

Their Our values section is quite comprehensive with subheadings like transparency, positivity, gratitude, reflection, consistency, and stretching themselves beyond their limits. They openly claim that their salaries and salary formula are publicly available. You can also get a glimpse of their product roadmap – where they’re heading.

A wholesome about us page.

Why have I chosen these about us pages? They may not seem unique.

As a content writer my primary focus is communicating the message. I don’t believe in bells and whistles although, I’m not averse to the idea of creating fancy and “unique” about us pages. Somehow you must be sure of what you want to put on your about us page. As long as the surety is there, it is up to you what type of about us page you want to publish.


How much time does SEO copywriting take before your rankings improve?

How much time does SEO copywriting take to improve search engine rankings

How much time does SEO copywriting take to improve search engine rankings

I was going through a Reddit thread about whether a person should invest in SEO if he is spending good money on advertising on Facebook and other social media networks.

People also talk about how much time it takes for search engine rankings to improve.

SEO copywriting is the backbone of search engine optimization.

SEO copywriting is the backbone of search engine rankings

SEO copywriting is the backbone of search engine rankings

Search engine optimization does not exist without optimized content because if there is no content, if there is no copy, what do you optimize?

Three main components of SEO – as I understand the field – are:

  • Writing and publishing optimized content.
  • Optimizing source code so that search engine crawlers can crawl and index content without hurdles.
  • Getting backlinks from authority websites, preferably with higher page rank.
  • Interlinking existing content.
  • Increasing the time people spend on the website.

Recently Google rolled out its “Helpful Content” algorithm update that penalizes websites that solely publish content meant to improve search engine rankings, without providing any value to human readers.

This is a good step on Google’s part because what is the purpose of publishing even optimized content if your content is not solve any purpose.

Therefore, SEO copywriting can help you only if it really helps your readers.

What is SEO copywriting?

The meaning of SEO copywriting

The meaning of SEO copywriting

I’m surprised that after all these years people still ask this question.

SEO copywriting in itself is nothing.

Every useful piece of copywriting is search engine optimized automatically.

As Google has suggested in its new algorithm guidelines, always write and publish human-friendly, human-first content.

And anyway, unless you are a high-authority website with hundreds of backlinks and a domain that is very old, even if you publish top-class content, it is difficult to get higher search engine rankings in just a couple of months.

So, if you hire me for my SEO copywriting services and then you expect that your rankings should improve within two months, you are daydreaming.

Even if I give you an example of my own website, although I’m writing this blog post on “SEO copywriting” there is a slim chance it will rank well because high authority websites such as Hubspot, Search Engine Journal, Backlinko, and Neil Patel (among many more) have already ranked well on the first and the second page.

Then why am I writing on this topic if I don’t hope to rank well for “SEO copywriting”?

It improves my content depth – and this is a reason why you should publish SEO content.

To gradually improve your content depth because as your content depth increases, so do your search engine rankings.

Now coming back to the question of “What is SEO copywriting?”

The simple explanation is that it is the art of writing informative content following the best SEO practices.

These practices include:

Crafting a headline that truly represents the body content.

Using the language used by the target audience.

Using short sentences to make it easier for humans to read and for search engine algorithms to process.

Strategically using keywords and search terms within the content so that they are an integral part of your narrative.

Satisfying the search intent – with what intent people are searching for your information?

How is SEO copywriting different from SEO content writing?

Difference between SEO copywriting and content writing

Difference between SEO copywriting and content writing

Content writing is mostly for blogs and other pieces of content that is meant to inform and educate.

You follow the same conventions when writing SEO content but a big difference is that in copywriting, you convince and convert people.

In copywriting, there is a CTA.

Content writing is used for blogging, case studies and other information articles.

Copywriting is used for the main website content, email marketing campaigns, landing pages and social media advertisements.

Hence, SEO copywriting means writing search engine friendly copy with the intention of making people perform the action represented by your CTA.

How long does SEO copywriting take before your search engine rankings improve?

Your search engine rankings don’t just depend on optimized content although, your content is the base of your entire SEO strategy.

SEO experts say that there are more than 200 factors that affect your search engine rankings, and your content or copy is just one of them.

Still, from the perspective of a content writer who has attained decent rankings for a few websites merely on the strength of SEO content, how long does it take?

I’m talking from the perspective of SEO copywriting and content writing.

I have experienced this with a couple of my own websites.

If you publish content – good SEO content – everyday, and preferably multiple times in a day, you can improve your rankings in 3-4 months.

It depends on the topics you choose.

It also depends on how well you can use your keywords and how competitive those keywords are.

You need to focus on longtail keywords because main and primary keywords are already covered by other websites.

For example, if I want to rank well for search terms like “content writing services” or “SEO copywriting services”, at least right now it is near to impossible.

Therefore, I try to focus on less competitive search terms.

For example, I rank well for “content writer for accounting businesses” or “content writer for coaching websites”.

In fact, even if you search for “SEO copywriter for accounting business” you will be able to find my website in top position.

Again, coming back to how much time it takes.

If you are aiming for rare keywords that very few people use, your website can start ranking well even within a couple of weeks if you manually submit your links to Google after publishing them.

But with fair amount of competition, give yourself 3-6 months.

3-6 months when you publish content everyday on your chosen keywords.

You will need to exercise patience.

Can you improve your rankings just on the strength of SEO copywriting without getting backlinks.

I have never actively sought backlinks.

My website has backlinks but that’s because many people have linked to my blog posts on their own.

Over the past 10 years, my website has accumulated some good backlinks.

Somewhere around in 2010 I actively wrote guest blog posts for some high traffic websites and from there I got a few backlinks.

After that, I never tried, and I solely focused on publishing content on my own website.

I use a mix of SEO copywriting and content writing to keep my content search engine friendly.

My rankings are not stellar but they are good enough to give me a steady flow of work.

I don’t remember how much time my content writing website took to create a search engine presence, but I have worked on two other websites.

For both of them, I was able to start getting search engine traffic within three months.

But I published lots of content, sometimes more than 5-6 posts per day, with 4 being minimum.

Those were highly focused blog posts and back in those days (5-10 years ago) Google was not very strict.

Since most of my blog posts linked to external content, they were just 300-400 words.

Despite that, I could get them rank on the first page.

Realistically, what suggestion would I give to someone starting from scratch?

How long does SEO copywriting take before the rankings improve?

Keep a budget for 4 months if you publish one web page or one blog post every day.

If you publish twice every day then 2-3 months.

It goes without saying that how well your SEO copywriting performs depends on the degree of competition you face, but then, whenever you are starting from scratch, it is always better to focus on less competitive search terms.

Email copywriting best practices for better conversion rate

Email copywriting best practices to improve conversion rate

Email copywriting best practices to improve conversion rate

Copywriters prefer different frameworks or sets of copywriting best practices when they are writing email campaigns or web pages.

Similarly, before you think of a better conversion rate, you need to define what conversion rate means to you.

You may like to read: 10 copywriting tips to boost your website conversion rate

Different email campaigns may have different conversion rate criteria.

You can put hours of effort crafting the perfect email marketing campaign.

You can learn by trial and error and improve your conversion rate – nothing wrong in that.

Self-taught are the most experienced and learned people, especially in the world of copywriting.

You can use the best practices or frameworks to minimize the chances of committing a mistake.

What makes your email copywriting successful? What gives you a better conversion rate?

How do you define better conversion rate

How do you define better conversion rate

Here are a few things:

  • Better open rate.
  • More people reading the complete message.
  • More people clicking the CTA.
  • Ultimately, more people buying from you.

Selling isn’t always the goal of every email marketing campaign.

There are different ways your email may convert better.

Buying is a culmination of many factors and whether someone buys from you depends on where they are in their buyer journey.

Your conversion rate depends a lot on where a person is in your sales funnel.

A typical buyer journey may involve anywhere between 6-12 (or more) stages, and for multiple stages, different types of content are needed, and conversion rate manifests in different ways.

Even different types of email are needed.

Hence, your email marketing campaign needs to target the precise engagement factor.

This could be

  • Downloading your white paper or case study.
  • Downloading your brochure.
  • Agreeing for a phone call.
  • Checking out the latest offerings.
  • Clicking a blog post link.
  • Making an appointment.
  • Participating in a seminar.
  • Watching your video presentation.
  • Participating in a survey.
  • Indulging in any other engagement activity promoted by the email campaign.

Every non-“buy from us” email campaign is a lead generation campaign, and such campaigns are as important as asking people to buy from you.

What is the difference between email copywriting and website copywriting?

Difference between email and website copywriting

Difference between email and website copywriting

Surprisingly, there isn’t much information available on the topic of difference between email copywriting and website copywriting.

One of the most prominent attributes of copywriting is conversion.

Whereas content writing for websites is all about educating and engaging visitors, when you write copy for websites, you need to convert people and turn them into your paying customers and clients.

Just like in email copywriting, website copywriting also has different purposes.

It isn’t always about making sales.

You want to improve engagement rate.

You may want people to subscribe to your email updates.

There may be a landing page that asks people to download a white paper or a case study.

So, whether you are writing copy for an email campaign or a website, a big part of copywriting is conversion.

That is common between email and website copywriting.

One of the biggest differences is that in email copywriting, you can personalize your messages.

Whereas traffic on the website is inbound, your email traffic is outbound.

You cannot be selective about who comes to your website.

But you can be selective about who receives your email updates.

Being selective means, you choose the email ids to which you send your email marketing campaigns.

You have more information about your email recipients than you have about your website visitors.

In email copywriting you may solely depend on your text, but in website copywriting, you can liberally use visuals in the form of images and videos.

Another big difference between both is that communication through emails is an ongoing process whereas your website provides a single touch point.

Of course, in the case of your website you regularly update your blog, and this draws people on regular basis, but the frequency of sending out emails is often greater than the frequency of updating your blog or updating your website.

Although most of the content on blogs is written by content writers, many people prefer to call themselves copywriters even when they are writing blog posts.

Other highlights of email copywriting:

  • People receive your email copywriting messages in their inboxes.
  • Most likely they have given you permission to email them.
  • Distractions are less in the inbox and hence your copywriting may perform better compared to website copywriting.
  • The success of your email messages depends on how well you have crafted your subject line.
  • You can use segmentation to make your writing more focused.

Email copywriting best practices to improve your conversion rate

Better conversion rate – email copywriting best practices

Better conversion rate – email copywriting best practices

There is a difference between “email best practices” and “email copywriting best practices” and when you search on Google, you will find that both bits of information are often interchanged.

For example, including a well-defined signature may be a part of email best practices but not, at least directly, a part of email copywriting best practices.

So, when it got email copywriting best practices, I strictly speak in terms of writing your emails, and not about their aesthetic appeal.

Write a convincing subject line

Your subject line makes people open your email message, or stops them from doing so.

There are two things you see first when you check your inbox: the sender’s name and the subject line.

These two factors can convince you into opening the email.

Even if the sender is familiar (I’m not talking about family members or friends or people whose email you will never ignore), unless the subject line motivates you, you are not going to open the email.

Everywhere on the Internet when you read about email copywriting best practices, this is the first most topic people broach – an effective subject line.

Most of the techniques that work with your web page headlines and title also work on your email subject line.

It goes without saying that your subject line must be hard-hitting and forceful.

47% marketers say that they test different email subject lines to increase the performance of their email marketing campaigns (source).

You can write effective subject lines using the following emotional and psychological triggers

  • A feeling of urgency
  • A sense of curiosity
  • An irresistible offer
  • Personalization
  • Relevance
  • Fear of missing out
  • Breaking News

Something like:

Surprise sale today – up to 50% off!

Keep your subject line brief. Don’t go beyond 30-50 characters.

A MailChimp study has revealed that email campaigns with the subject lines less than 50 characters have 12% higher open rate and 75% higher click-through-rates than email campaigns with subject lines of more than 50 characters.

Write an equally compelling preview text

The preview text of your email is a small portion of your email message that is visible to the recipient without opening your email.

Email preview text screenshot

Email preview text screenshot

It either appears next to the subject line or below the subject line.

If you don’t manually enter a preview text, email readers like Gmail randomly pick portions of your email and display them as your preview text.

There is no ability to enter preview text in standard email clients like Gmail and Outlook.

But if you manage your email marketing campaigns using services like MailChimp or Aweber, you can separately add an email preview text.

In the preview text, write something that will further make the recipient want to open your email message.

Start with the name of the person

Avoid starting your email with “Dear friend,” or “Hello there!”

Preferably, use the first name of the person.

Start with, “Dear Sarah,” or “Hello Abdul”.

Hook the reader with a headline

Depending on whether you send out an HTML email campaign or a text-based email, you will have a headline with a bigger font or the first sentence as “headline”.

Your headline or the first sentence is very important.

Although, once a person opens your email message the likelihood of reading the message increases manifold, whether a person reads the rest of the message depends a lot on your headline or the first sentence.

Your headline must be a continuation of your subject line.

For example, if your subject line was, “30% off”, your first sentence of the email can be

Congratulations on getting a 30% discount on your next purchase.

Just make sure you place orders through this email.

You will repeatedly come across the advice that the job of your headline is to make people read your first sentence, and the job of your first sentence is to make people read your second sentence, and so on.

So, write your first sentence or your headline in such a manner that it makes people read the rest of your email body text.

Have a clear goal for email copywriting

What do you want people to do once they have read your email?

Do you want them to book an appointment?

Do you want them to download your e-book or case study?

Do you want them to read your blog post?

Once you have a clear goal, your entire narrative revolves around that.

Every sentence must lead to your CTA (the goal of your email copywriting).

Use a conversational style for email copywriting

Conversational style comes with many dimensions.

Write in first person using “you” and “I”.

Write short sentences.

Avoid difficult words.

Write the way you talk.

When you write your email campaigns in a conversational style your readers feel like they’re being talked to personally.

Formal writing can create a barrier.

Pay attention to how your recipients speak in their day-to-day conversations.

Just like in the midst of the conversation you ask,

“Isn’t it right?” or “Don’t you think?”

Find out words and expressions that they use when they talk about your business.

Instead of writing “Our team can help you with complete auditing of your website”, write, “We can completely audit your website.”

Write in a way you talk to them.

In conversational style, instead of neutral, you sound emotional.

You use lots of contractions instead of using full words.

Sometimes you break grammar and spelling rules but be sure of what you’re doing.

You write in active voice.

You use simple words.

You use lots of personal pronouns.

You can also use transitional phrases to keep people reading.

Some examples of transitional phrases are

This is how it is done:

Want to know more?

You know what? Something else was about to happen.

Long story short.

Still not convinced?

For effective email copywriting, the key is knowing your target audience.

What are their needs, desires, aims and fears?

When they have doubts, what influences them to change their minds?

What motivates them?

What type of conversations do they have when they talk about your product or service.

For effective email copywriting it is important that you forget about what you think, and then think in terms of what your target audience things.

Other things to keep in mind when copywriting for email marketing campaigns:

  • Avoid badmouthing about your competitors (comparison is fine).
  • Praise your readers whenever you can (but be genuine).
  • Be sincere when you express emotions.
  • Address the concerns of your readers.
  • Write how you talk.
  • Anticipate questions in advance and provide answers.
  • Keep your copy easier to read.
  • Don’t overstretch your message.
  • Use action words and power words – “Save 30% now” and “Don’t miss the last chance”.
  • Don’t use words with negative connotations – “premium” instead of “expensive”, or “other options” instead of “not available”.
  • Hold the reader’s attention by using phrases such as “imagine”, “have a look”, and “just think what would happen” (just to name a few).
  • Use double numbers: 15 ways to increase your conversion 5X
  • Mention the key benefits of using your product or service three times throughout the copy – in the beginning, in the middle, and then at the end.
  • Use logic to make a point but cater to emotions.

In this blog post you have learnt a few email copywriting best practices that you can use to improve your conversion rate.

Of course, as I always say, nothing is written in stone.


Find different ways.

Be adventurous.

How you improve your conversion rate depends on your specific industry and you should apply copywriting best practices accordingly.

7 steps to writing great copy according to Joseph Sugarman

Step-by-step guide to writing better copy

Step-by-step guide to writing better copy

These days I’m reading multiple books on copywriting, especially on persuasive writing.

One of the books I’m reading these days is The Adweek Copywriting Handbook written by Joseph Sugarman.

Joseph Sugarman is one of the greatest direct marketing copywriters who started his mail-order business JS&A and sold multiple revolutionary products by publishing long ad copies that converted like crazy.

Many blog posts on Joseph Sugarman talk about his great feat of selling an aeroplane for $240,000 (the same amount he paid when he bought the plane) with a single advertisement, but very few mention that the person who bought the plane used it for running drugs from South America and was later confiscated.

Most of the excellent copywriting examples that Joseph Sugarman has used in the book are from his own campaigns.

He had his own company – JS&A – through which he would sell products like sunglasses, calculators, mixers, or even Casio watches.

After getting a contract with the parent company (for example Casio) he would publish advertisements in the publications like Wall Street Journal and then sell his products by mail order.

He also sold products through direct mail advertising (just like these days we send email marketing campaigns).

Copywriting steps by Joseph Sugarman

Copywriting steps by Joseph Sugarman

Even in the 70s and 80s his conversion rate was legendary.

He was appreciated for his humorous style and his deep understanding of the human psych.

I will come to the copywriting steps later, but listed below are the main highlights of his entire copywriting philosophy:

Your first sentence must make people read the next sentence

The importance of the first sentence in copywriting

The importance of the first sentence in copywriting

It may seem like a simple statement, but it also tells you how important every sentence in your copy is.

Your prospective customers and clients read your copy in a highly distracted state.

There were less distractions when Joseph Sugarman wrote his copy.

I mean, very few people these days read Wall Street Journal or a marketing message in a conventionally published magazine or in a letter.

People read on their mobile phones or computers.

These devices are full of distractions.

Therefore, make every sentence count.

Even a single needless sentence can send people away.

Keep people interested.

Keep them on the edge of your seat.

Make them want to know what comes next.

Although his copywriting advice is fundamental, many copywriters, in the heat of the moment, end up ignoring it.

Hence, it is good to revise some of the suggestions made by him when writing copy.

In his book he mentions that there are more than 60 factors that can affect the performance of your copy, but in this blog post I’m covering 7 steps that can help you write great copy on a day-to-day basis.

These steps are not revolutionary. You may find them almost everywhere on the Internet.

Nonetheless, just as I said above, it is always better to revise your concepts so that they remain fresh in your mind.

Besides, they may seem commonplace right now because thousands of people have written about them.

Sell a cure, not a prevention

Solve an existing problem with your copywriting

Solve an existing problem with your copywriting

Joseph Sugarman uses an example of a burglar alarm system.

Few people would be interested in a burglar alarm system if they consider their neighborhood safe.

People don’t want to think about unpleasant events. Especially when they haven’t happened yet.

But then suddenly one day, a burglary takes place in the neighborhood.

People are more likely to buy a burglar alarm system in the event of a neighborhood burglary than when simply being told that someday there may be a burglary and then, a burglar alarm system would be useful.

Whenever you are selling something, sell it as a cure and not a prevention.

A good example: Don’t tell people that you can stop them from gaining weight; tell them you can help them lose weight.

Prevention: My copywriting services will stop your customers from going to your competitors.

Cure: My copywriting services will help you get more customers.

Ask your customers questions to which the answer is “yes”

Create a harmony through your copywriting

Create a harmony through your copywriting

You want to become a better copywriter?

Well, that’s why you are reading this blog post, so the answer would be “yes”.

You want to improve the conversion rate of your copy?

Who doesn’t?

So, the answer would be, “yes”.

You want to improve your search engine rankings or social media visibility?

Again, this is a basic requirement of any business, so the answer would be “yes”.

Joseph Sugarman says that the more you make your customer say “yes” the more they say “yes” to buying from you.

It creates a harmony between your readers and your copy.

When you make them nod in acceptance, you lead them into a space where they don’t want to say “no” to you.

When writing copy, create a narrative that makes people nod their head in repetitive “yes”.

Copywriting is all about emotions

Most buying decisions are emotional

Most buying decisions are emotional

It’s famously said that people buy with their emotions and then explain their purchase with logic.

All buying decisions are based on emotions whether you’re writing copy for B2B or B2C.

Holiday packages sell dream vacations.

Limited offers make you reach out to your credit card using FOMO (fear of missing out).

Insurance companies emotionally blackmail you into buying insurance cover for your family.

You buy an expensive car because you want to belong to that “exclusive group”.

I have never purchased an iPhone and the only reason why I would like to purchase one is to appear bright and clear during video calls to my family and clients.

It is always first our limbic system that reacts to a situation (emotion) and after that it is the neocortex that uses the logic.

Although there are innumerable shades of emotions, broadly, you can divide them into 5 categories:

  1. Loyalty
  2. Confidence
  3. Fear
  4. Anger
  5. Curiosity

Loyalty is normally used in content marketing.

Joseph Sugarman says that he could raise the level of loyalty through his marketing ad copy to such a level that people felt guilty when they didn’t buy from him.

Emotion allows you to humanise your business.

If there is no emotion, it is difficult to establish a connection and make another human being do your bidding.

When you emotionally move people, they remember you.

You stand out in the crowd when you can make an emotional connection.

You leave an imprint on them.

With an outpouring of marketing messages from every possible direction, for your target customers and clients it is often difficult to notice you.

Through emotional copywriting you distinguish yourself.

Studies have shown that businesses and brands that provide an emotional experience are more likely to be retained by customers.

Does your copy make people uneasy?

Does it inculcate a sense of urgency?

Does it allow a sense of loyalty?

Does it provide exclusivity?

All these, and more emotions can help you sell more through your copy.

Now we come back to those famous 7 steps that can help you write great copy thanks to Joseph Sugarman. Here they are:

Step 1: Study the product thoroughly

Once Joseph Sugarman started writing copy about a product, he used to become obsessed with the product.

Sometimes, he claims in the book, he knew more about the product than the manufacturer or the supplier.

The strongest point of the copy would often come from a relatively lesser known but a highly influential feature in a product.

For example, when he was writing about a thermostat, he discovered that the most important aspect of the thermostat was ease of installation.

Often, people would face lots of difficulty installing the thermostat and they often had to call an expensive electrician.

But, the thermostat that he was promoting, could be easily installed by the customer.

That turned out to be one of the biggest selling points.

Even the manufacturers hadn’t realized this great feature.

Step 2: Know your audience

Knowing your audience is as important as knowing your product.

Unless you know about the person sitting in front of you (or reading your copy) how can you have a conversation with them?

In modern day copywriting, this is called creating a persona.

Every product has a unique personality, and this unique product personality caters to a certain audience.

What does your audience crave for?

In what social and cultural circles does your audience move?

What are its aspirations?

How does your audience spend money?

What are the priorities of your audience?

In what language does your audience speak?

Knowing all these traits of your audience will help you strike an effective conversation through your copy.

Step 3: Write the headline and the main caption

Some people prefer to write the headline and the main caption after they have written the complete copy, and some prefer to do it in the beginning.

Joseph Sugarman preferred to do it in the beginning.

Capture the entire essence of your copy in the headline.

When you are writing a blog post or web page, there is a chance that 8 out of 10 people will just read the headline and then move on.

The job of your headline is to hook people enough so that they read your main caption.

The highlighted portion in the below screenshot is the main caption.

[Insert the main caption screenshot]

The main caption is the highlighted text that appears beneath the headline.

The job of your main caption is to compel your readers to read the copy of your ad or web page or blog post.

If people read your main caption after reading your headline, there is a great chance that they will read at least a few sentences of your main copy.

Step 4: Write the remaining copy

Joseph Sugarman suggests that when you are writing your main copy, write relentlessly.

Don’t worry about spelling or grammar mistakes.

Don’t worry about the flow or the structure.

No matter how bad it seems, just write it down on the paper or on your computer.

Spontaneity is very important when you are writing copy.

Step 5: Edit your copy

Once you have completed your copy in a single flow, it’s time to edit it.

Many suggest that you don’t edit your copy on the same day.

Come back to it with a new perspective the next day.

Whether you do it on the same day or the next day is your prerogative, but make all the improvements when you are editing it.

Step 6: Let your copy incubate

We must consider the fact that Joseph Sugarman sometimes spent weeks on a single piece of copy.

As a professional copywriter you may not have that much luxury.

As a content writer sometimes I need to submit multiple documents in a single day.

In copywriting your client may be more accommodating because their conversion rate depends on how well you can write.

For example, recently I worked on a lead generation email on which I spent more than a week going through the material and revising the copy.

I even charged 5 times what I would charge for a normal email.

The client was quite accommodating because he wanted to make sure that the lead generation email campaign was a success.

Letting your copy incubate really helps.

Step 7: Give your copy a final look

Look at it from the perspective of your customers and clients.

Scrutinise it ruthlessly.

Make sure you have answered all the whys, hows and whatifs.

Read it loudly.

Is it easy to read.

Do you fumble when reading (if yes, so will your readers)?

Remember that you should be able to read your copy smoothly, as if you’re talking to someone.

There are many “copywriting frameworks” on different blogs and social media posts that you can use as they are.

But as you evolve as an experienced and seasoned copywriter, you will develop your own ways.

Joseph Sugarman was a highly experienced copywriter, but his methods worked for his way of working.

You may have your own way of working.

In the meantime, it pays to use tried and proven copywriting methods.