Copywriting: Advertising Copy That Sells and Strengthens Your Brand

Often, there’s just one sentence between a call to action and a click. Copywriting determines whether an ad, a landing page, or a newsletter is even read and understood before it leads to a conversion. Unlike general content writing, copywriting always aims to drive a specific action—such as a purchase, a sign-up, or a click. We handle these texts for our clients across all channels, from newsletter campaigns to ads.

Table of Contents

Where Copywriting Makes a Difference

What Sets Good Copy Apart from Average Text

Tonal Quality as a Brand Characteristic

A/B Testing of Text

Copywriting in Conjunction with Other Disciplines

Our Approach

Where Copywriting Makes a Difference

Effective copy has an impact at many points along the customer journey—often subtly, but with a direct effect on the numbers. Typical areas of application include:

Ad copy for social media ads and search engine advertising
Landing pages lead to the desired action
Subject Lines and Content for Email Funnels
Product descriptions should highlight benefits rather than features
Captions and Hooks for Social Media Posts
Brand copy for websites, “About” pages, and brochures

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What Sets Good Copy Apart from Average Text

Sales copy works when it speaks the language of the target audience and addresses a specific problem, rather than providing general information about a product. Structure plays just as important a role as word choice: a clear headline, a tangible benefit, and a clear call to action increase the likelihood that a text will actually lead to the desired action.

The most common mistake: Agencies write for themselves, not for the client. Anyone who hasn’t interviewed their target audience in person is guaranteed to miss the mark—no matter how elegant the wording sounds.

We work closely with insights from ongoing campaigns—such as those in paid media marketing—to continuously refine our wording based on real performance data, rather than writing based on gut instinct.

Leverage emotional triggers more than product features
A/B testing for headlines and CTAs is mandatory
Specific numbers measurably increase credibility
Explicitly identify the customer’s pain point before presenting the solution

Tonal Quality as a Brand Characteristic

A text may be factually correct but still not align with the brand. That’s why we establish a clear tone for every project: casual or serious, approachable or more matter-of-fact, depending on how a company wants to position itself. This tone should remain consistent across all channels so that a brand is recognizable, whether a user is reading an ad, a product page, or a customer service response. To achieve this, we often develop short style guides with example sentences, prohibited phrasing, and typical word combinations so that multiple team members can write consistently over the long term without having to start from scratch with every new piece of text.

Adapting Language: B2B vs. B2C Target Audiences
Consistency check across social media, website, and email
Establish the style guide as a binding reference document
Regularly test and adjust the tone

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A/B Testing of Text

Even experienced copywriters aren’t always right in their initial assessment of which wording works best. That’s why, for important texts, we regularly test several versions against each other—such as different headlines on a landing page or various subject lines in a newsletter. Even small changes—a different verb, a more specific number, or a more direct call to action—can produce measurable differences in click-through rates or conversion rates. It’s important to change only one variable per test so that the result can be clearly attributed to a single adjustment, rather than testing multiple changes at once and ending up unsure which one made the difference.

At least 100–200 conversions per variant are required
Test duration must be at least 1–2 weeks
Monitorconversion rate, CTR, and bounce rate
Validate winning copy across other channels

Copywriting in Conjunction with Other Disciplines

Copy rarely stands alone. Copy for a video campaign needs to sound different from search ad copy because the format and attention span are different. The technical foundation also plays a role: Even the best landing page copy is of little use if the page loads slowly due to a lack of basic technical SEO and visitors bounce before it loads. That’s why we always approach copywriting in the context of the channel, the target audience, and technical implementation—not as an isolated piece of text.

Video: emotional, concise; Search: user-oriented, keyword-focused
Load time under 3 seconds for mobile conversion optimization
A/B testing: headline, CTA, tone per channel
Consistent brand voice, but format adjustments are essential

Our Approach

Before drafting the first version of the text, we hold a brief meeting to discuss the target audience, tone, and desired call to action. Based on this, we create different text variations that can be tested against each other in ad or landing page tests before scaling up the best version. This way, copywriting isn’t a one-time project for us, but an ongoing optimization process.