How to Write Copy that Generates Results [Semrush Research]

Hook your readers right away

• Optimize the opening sentences and paragraphs.
• Form an emotional connection and place your reader in the middle of a story.
• Begin with a story — this can help put your reader “in the narrative” and reel them in.
• Use a counterintuitive idea.
• Share a shocking statistic.
• Include something that will resonate with the reader by speaking directly about their situation, problem, or objective.
• Ask a question they can’t say no to.
• Use a metaphor, simile, or interesting visual description.

Cover the topic in-depth

• The length of your content should align with your goals, audience, and industry standards.
• Focus on delivering value and answering all your readers' possible questions.
• Analyze your top organic rival's blog structure to make your content truly comprehensive.

Stay focused

• Be clear about what you're trying to say to your audience.
• identify the purpose of each content piece and try to stick to it.
• if you have too many ideas for your article, create separate content pieces.

Settle on a readability level

• People read at different levels. When writing, you need to know your reader well.
• Focus on your reader persona profiles and tailor your content to their needs.

Avoid giant paragraphs and long sentences

• Make your sentences and paragraphs shorter to improve the user experience.
• Keep paragraphs 2-4 lines in length, opt for less complicated words.

Keep your tone of voice consistent

• Brands can (and should) aim to develop their own tone of voice to set themselves apart.
• But this tone of voice also needs to be in line with the preference of their intended audience.

Add relevant links

• External links help Google see your content an as authoritative source.
• Internal linking improves the user experience and reinforces your content hub strategy.

Include visuals

• Images make posts more appealing to readers and trigger emotions.
• Make sure to create your own graphics, infographics, and videos.

Focus on telling a story

• Apply the key rules of storytelling, aligning with your overall brand story.
• Leverage the power of opinion pieces.

Write and design to convert leads

• With conversion copywriting, focus on the target audience and include a call to action.
• Emphasize the reward and value they will get.
• Design your piece to convert. Ensure that taking the desired action is easy for the reader

Finish on the right tone

• Reiterate the one thing you want them to take away from the post.
• Inspire and empower them to take action and put their knowledge into practice.

Put the reader first

• Put yourself in the reader's shoes and write like you are having a conversation with them.
• Embrace empathy: remember, the ultimate goal of your blog is to help your readers and make their lives better.