Sometimes a brand has to cut some costs, and many of these times, the copywriting budget is the one that has to suffer. Maybe because someone in the team (someone that is not a copywriter) thinks they can do the “little writing necessary.” Maybe because we can use some AI, like ChatGPT, and why pay a specialist when you can solve a problem in a minute & also for free? Oh well, we are sorry to disappoint anyone, but copywriting is so much more important than you might expect, and it can actually make or break a brand. But let us explain.
Our experience.
We decided to write this article about copywriting now, despite the abundance of marketing and copywriting content available online, because we have noticed a growing ignorance towards this aspect of a marketing strategy. Over the last decade, we’ve worked with a wide array of clients, from start-ups and freelancers to large top 500 companies. This diverse clientele has exposed us to common challenges, and one of them is related to content delivery. Often, clients choose to handle the copywriting themselves and assure us with, “Yes, no worries, we will send the texts in time,” yet 80% of the time, these promised texts never materialize, causing project delays.
Copywriting in marketing – how much does it matter?
If you ask a copywriter, they will say that the copy is essential for a brand. But that might be a biased opinion, of course. So we asked the whole team to get all their points of view on this matter.
Marketing strategy – Jojo.
From a marketing strategist’s perspective, it’s the crucial element that bridges the gap between a brand and its target audience. Effective copywriting can persuade potential customers to take desired actions, whether it’s making a purchase, signing up for a newsletter, or downloading a free resource. Well-written copy improves customer understanding of products or services, reducing friction in the buying process. It also helps create narratives that resonate with the target audience and build a strong brand identity. While keeping a consistent tone and style across all marketing materials can reinforce a brand’s personality and values.
Social media & ads – Mădă.
User attention is a precious and limited resource, and well-chosen words can make the difference between being noticed or overlooked. Effective copywriting in social media and paid campaigns can turn this attention into action. Why?
Because words can build strong relationships with your audience. An authentic tone and relevant message allow you to emotionally connect with people, making them resonate with the story you tell about yourself and your brand.
Because whether your goal is to generate traffic, increase sales, or gather leads, the right words can prompt people to take action. A well-crafted call to action can turn a simple visitor into a customer.
Because a unique and memorable writing style contributes to building a strong brand identity, helping you to clearly stand out from the competition. Through well-thought-out copywriting, your brand gains a voice and personality, solidifying its position in the market.
Web design – Vlad.
Copywriting is crucial in web design for several reasons. First, it builds trust by providing unique, brand-specific content that reflects positively on the business. It also enhances SEO performance, as original content is favored by search engines, improving website rankings. Additionally, consistent copy helps maintain a strong brand voice, making the brand more memorable and engaging.
In summary, effective copywriting in web design ensures originality, strengthens brand identity, improves search visibility, and protects intellectual property—all key to a successful online presence.
Graphic design – Ioana.
From a graphic designer’s viewpoint, copywriting is considered an essential part of a project for several reasons. If the copy is properly done, it can complement the visual elements of a design, creating a coherent and compelling message. The balance between text and images can significantly affect how a design is perceived/understood and that’s why the tone, style and content of text often influence the overall design.
In design, our role is to ensure that the audience gets the intended message by using the correct visual hierarchy, typography and layout to emphasize the text because copywriting and design complements each other. Consistent text, in terms of tone and style, reinforces brand identity within a design, and we often rely on text to help establish and maintain a brand’s voice across different platforms.
Effective storytelling through a combination of visuals and words can make a design more memorable and impactful. Both elements need to work together to persuade your audience, because the combination of strong copy and effective design can drive actions, such as clicking a button, signing up for a service or making a purchase. In short, from a graphic designer’s perspective, copywriting is essential because it not only enhances the aesthetic and functional aspects of a design, but also ensures that the message is communicated effectively, leading to engagement and better results.
SEO – Teodora.
SEO relies on keywords and content, which is why integrating these elements in a natural and engaging manner on a website can make a huge difference. Well-written content keeps readers engaged and encourages them to spend more time on your site, which is also beneficial for SEO.
But it doesn’t stop there: the structure, the right headlines, backlinks, blog articles, FAQs, and meta descriptions all need to have a strategy behind them. A good copywriter considers all these elements from the very first step. This is why SEO optimization is deeply related to copywriting.
Project management – Dana.
Entrusting copywriting to a specialist is the secret sauce to any successful marketing or web development project. As a project manager, you know that words can either make or break your efforts. A skilled copywriter doesn’t just write—they craft messages that resonate, persuade, and inspire action. In marketing, they transform concepts into compelling narratives that convert prospects into loyal customers. In web development, they shape content that’s not only engaging but also optimized for SEO and user experience. With a specialist on board, you get a seamless process, fewer revisions, and a final product that truly stands out and drives results.
Beneficiary’s Perspective – Alex Plamadă.
Copywriting in marketing is the magic touch that transforms a good business into a great one. Imagine you’re at a party, and your business is a person trying to make friends. Good copywriting is the charming conversation that grabs attention, keeps people interested, and leaves them wanting more.
From a sales perspective, it’s the smooth talk that convinces potential customers they can’t live without what you’re selling, with irresistible calls to action guiding them every step of the way. When it comes to brand reputation, good copywriting ensures that every word reflects your brand’s unique voice and professionalism, building trust and credibility. Plus, it positions you as the expert in your field, which is always a good look.
And, last but not least, copywriting – Teodora.
Good copywriting can either win a client or make them leave your website, your social media page, or even leave your product on the shelf. Think about the moment when you read something and saw a major writing mistake—not just a typo, but something really bad. Has that made you take that brand less seriously and with less appreciation? Often, that’s the result of bad copy.
However, this is just the surface of the importance of copywriting. When writing any piece of text—whether on a website, on social media, in an article, or on a flyer—every single headline and word is carefully studied and placed there because it serves a purpose. Often, we use fewer words because they do the trick, and that is also a calculated move.
Copywriting is a tool that we use to sell. Our main target is to capture the attention of customers, convince them to trust your brand, and then guide them to take action. We achieve this with carefully chosen words and the strategic placement of every text. Even a call-to-action button is part of the copywriting strategy and shouldn’t be random. Well-crafted messages resonate more with the audience, keeping clients interested and invested in your brand.
The AI discussion.
Content created with the help of Chat GPT or Gemini is useful, but never ideal. It can help with structure or ideas, but it wont give your brand that sparkle it needs. AI only imitates other content already existing online, but it loses your brand’s personality and uniqueness. AI-generated content can often lack the authentic voice and unique personality that distinguishes your brand from others. A copywriter infuses a brand’s content with creativity, emotion, and a personal touch that AI can’t replicate.
Can you measure the results of copywriting?
The answer is yes and it involves various KPIs such as engagement rates, conversion rates, click-through rates, and ROI. These metrics help in understanding the impact of copy and refining future strategies for better results.
Firstly, you can mainly measure how long visitors stay on a page. Longer time on page indicates that the content is engaging and holding the reader’s attention. If you have this option, like for email marketing or ads, track the number of leads generated from a piece of content. We also recommended A/B testing on different versions of copy to see which performs better in terms of engagement, conversions, or other relevant metrics.
Our conclusion.
Copywriting is more than just words on a page; it’s a strategic tool that drives engagement, builds trust, and enhances user experience. At Subsign, we offer comprehensive marketing services, including expert copywriting, to ensure your brand’s message is powerful and effective from all perspectives. Investing in good copywriting is investing in your brand’s success.
If you need help in crafting the perfect strategy for your brand, leave us a message.
