How do you know where to find the best words?

Copywriting lessons for people in a hurry

The best copywriting lessons are often free. Lots of writers, including me, will advise you to read widely because you can learn from other people and use their writing to improve your own. But how do you know what the best copywriting looks like? And where can you find it?

From now on, whenever I come across great writing I’m going to send it your way. First up is PolicyBee, a professional indemnity and business insurance broker.

I’ve admired this company since 2011, when I first bought a policy from them. They’re in a complex industry, yet the way they communicate is always clear. They use plain English to make what can be a dry and tricky subject easy to understand. And they manage to inject just the right amount of personality so both their friendly nature and expertise shine through. Have a look.

What you can learn from PolicyBee

A quick read of PolicyBee’s website will help you see the difference well-crafted copy and plain language can make. It doesn’t matter whether you’re selling a product, a service or an idea. When you speak to people in language they use themselves it’s more likely they’ll understand you.

And when your readers understand you, you can connect with them and keep them reading.

PolicyBee’s home page is a good example of this.

It very clearly shows they provide small business insurance. And then it adds detail to this by saying freelancers, sole traders and limited companies. So you can immediately see if the insurance they sell is right for you. If it is you’re hooked and compelled to find out more. And if it isn’t you can leave the site without wasting any of your time.

Why you need more than great words

The great choice of words on PolicyBee’s home page is perfectly supported by its excellent layout. They’ve used plenty of white space and strong contrast – black text on a white background. This makes the page clean and clear and a pleasure to read. The woman in the image has a warm smile and is looking straight at the camera so you can’t help but look back at her and feel drawn in (although it would be even better if her arms weren’t folded).

Feel free to take inspiration from others

When you’re stuck for words and struggling to find a way forward with your writing, you don’t have to be completely original. Have a look at what other people are doing and see what you can learn from them. Even if you don’t like some of what you see, you’ll end up with a clearer idea of what you do want to say, and how you want to say it.

Look out for more examples in my ‘Copywriting Lessons’ series. They won’t all be websites but everything I share will be well-written and worth learning from.

See you again soon.

Hello. I’m Sarah Russell, a freelance copywriter from near Cardiff in south Wales.

I can help you say hello to better copywriting.

Call me on: 01873 776 153

Email me at: info@sarahrussellwriting.co.uk

Connect with me on: LinkedIn

 

Thank you for reading my blog. I hope you found something in it to help or inspire you, or to make you smile. Please feel free to share it.

 

38 thoughts on “Copywriting lessons (1): What you can learn from… PolicyBee”

  1. It’s really a nice and useful piece of information. I’m satisfied that you just shared
    this useful information with us. Please keep us informed like this.
    Thank you for sharing.

  2. Everything is very open with a really clear description of the
    challenges. It was truly informative. Your website is very helpful.

    Thanks for sharing!

  3. We are a group of volunteers and opening a brand new scheme in our community.
    Your web site provided us with valuable info to work on. You’ve done an impressive task and our entire neighborhood will likely be grateful to you.

  4. Its such as you learn my thoughts! You appear to understand so
    much approximately this, like you wrote the guide in it or something.
    I believe that you can do with a few percent to pressure the message home a little bit, but instead of that, this is fantastic blog.
    A great read. I’ll definitely be back.

  5. It’s remarkable to pay a visit this website and reading the views of all friends on the topic
    of this piece of writing, while I am also zealous of getting know-how.

  6. I have been exploring for a little for any high quality articles or blog
    posts in this kind of space . Exploring in Yahoo I eventually stumbled upon this website.
    Studying this information So i’m happy to exhibit that I’ve a very just right uncanny feeling I
    came upon exactly what I needed. I most certainly will make sure to don?t put out of your mind this web site and give it a
    look regularly.

  7. I really love your blog.. Great colors & theme.

    Did you create this amazing site yourself? Please
    reply back as I’m wanting to create my own site and would love to find out where you got this from or just what the theme is named.
    Appreciate it!

  8. These are really wonderful ideas in on the
    topic of blogging. You have touched some nice factors here.

    Any way keep up wrinting.

  9. Its like you learn my thoughts! You seem to know so much
    about this, like you wrote the guide in it or something. I feel that you just could do with some percent
    to force the message house a bit, but instead of that, this is excellent
    blog. An excellent read. I’ll definitely be back.

    Also visit my web page; CBD gummies for sleep

  10. Its such as you read my mind! You appear to understand so much about this,
    like you wrote the guide in it or something. I feel that you could do with some percent to force the message home
    a little bit, but instead of that, this is great blog.

    A great read. I will definitely be back.

    Stop by my blog post: CBD gummies for anxiety

  11. Good day! Do you know if they make any plugins to assist
    with SEO? I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good success.
    If you know of any please share. Thank you!

    Stop by my web page best delta 8 thc

  12. Hey there! I just wanted to ask if you ever have any trouble with hackers?
    My last blog (wordpress) was hacked and I ended up losing months of hard work due to no back up.

    Do you have any methods to protect against hackers?

    Also visit my web site; delta 8 near me

  13. Hi there to every one, the contents present at this web page are actually awesome for people experience,
    well, keep up the good work fellows.

    My web blog – cbd

  14. You’re so cool! I don’t think I have read through a single thing like that
    before. So nice to discover another person with some genuine thoughts on this topic.
    Really.. thank you for starting this up. This web site is something that is required on the
    web, someone with some originality!

    Check out my homepage delta 8 thc

  15. Your style is so unique compared to other people I’ve read stuff from.
    I appreciate you for posting when you have the opportunity, Guess I will just book mark
    this page.

    Also visit my homepage cbd gummies

  16. Hello! This post could not be written any better! Reading through this post
    reminds me of my old room mate! He always kept talking about this.
    I will forward this page to him. Fairly certain he will have a good read.
    Many thanks for sharing!

    Also visit my page; delta 8 thc for sale

  17. Hey! Quick question that’s completely off topic. Do you know how to make your site mobile friendly?
    My website looks weird when browsing from my iphone4. I’m trying to find a theme or plugin that might be able
    to correct this problem. If you have any suggestions, please share.
    Thank you!

    my homepage :: buy delta 8

  18. Can I simply just say what a comfort to find someone that genuinely
    knows what they are discussing online. You certainly know how to bring a problem to light and make it important.
    More people have to check this out and understand this side of the story.

    I can’t believe you aren’t more popular because you most certainly have
    the gift.

    Also visit my webpage :: CBD gummies for sleep

  19. Greetings! I know this is somewhat off topic but I was wondering
    if you knew where I could get a captcha plugin for
    my comment form? I’m using the same blog platform as
    yours and I’m having trouble finding one? Thanks a
    lot!

    my web blog … buy cbd

  20. I’m really enjoying the design and layout of your website. It’s a very
    easy on the eyes which makes it much more pleasant for me to
    come here and visit more often. Did you hire out a
    developer to create your theme? Fantastic work!

    my web-site: cbd products

Leave a Reply

Your email address will not be published.