Copywriting
Copywriting
What is copywriting?
- Writing that makes readers 'take action'
- Write about customer benefits, not features
- The headline does half the work
Working on copywriting is not about polishing sentences; it is about reordering information. Most product pages open with 'Founded in 2015, we...' and move on to a feature list. When you fix the copy, the customer’s problem moves to the first line and the features drop down to serve as evidence for solving it. The amount of information is the same, but whether readers are still there by the third line changes, and that retention shortens the distance to the inquiry button.
Copy and content serve different purposes. Content builds trust over time; copy earns a single click right now. B2B adds one more layer: the person viewing the screen and the person who signs off are different, so you need different sentences for each. Tell the practitioner 'how much less overtime this saves me,' and tell the approver 'how quickly this pays back.' That is why you need a structure that serves two readers on one page. Break the work into four pieces — headline, subcopy, proof (cases and figures), and CTA — and fix them one at a time. Call an A/B test only after 30 to 50 conversions have accumulated on one side. If you pick a winner in two days based on visits alone, the difference is usually chance.
The most common misconception is that you can just hand it to someone who writes well. Copy produced at a desk without customer interviews fills up with words like 'innovative,' 'optimal,' and 'differentiated,' and not a single word the customer actually uses makes it in. An 'industry No. 1' claim with no supporting evidence can turn into a Fair Labeling and Advertising Act issue and force you to take the whole page down. The same goes for posting an AI draft as is, leaving the page with an inconsistent tone, or improving only the headline while leaving the inquiry form and pricing page untouched. Clicks go up, but visitors drop off at the form, so the number of inquiries stays the same.
John KimInstructor John Kim, author of B2B Marketing Design and CEO of Nanum Consulting
Junyoung NohConsumer and generational trend analyst & AI content marketing specialistA persuasive writing craft that developed alongside the history of advertising, with its principles established by advertising greats such as David Ogilvy.
Consider a hypothetical case. Company A makes predictive maintenance solutions, with 45 employees and annual revenue of KRW 6.2 billion (≈ US$4,638,600). Its landing page gets 3,200 visits a month, but only 0.6% become inquiries. That is 19 a month, unchanged for a year. The three-person marketing team decided to spend six weeks rewriting only the copy.
- The marketing team lead transcribed 12 sales calls from the past 6 months and found the phrase 'when one machine stops, the whole line stops' nine times, yet the headline read 'Real-time, data-driven smart factory solution.'
- They changed the headline to 'We warn you an average of 3 days before equipment fails,' and placed a table right below it showing the reduction in unplanned downtime at 7 existing customers.
- The content manager split the page in two: the section for production managers covers false-alarm handling time, and the section for plant managers carries one line, an 11-month payback period.
- They changed the CTA from 'Contact us' to 'Get a 15-minute check on whether it fits our line,' and, after talking it over with the sales team lead, cut the form from 9 fields to 4.
- They ran the A/B test for four weeks and called a winner only after each version passed 40 conversions. Conversion rate rose from 0.6% to 1.9%, monthly inquiries from 19 to 58, and the share that sales considered qualified from 32% to 51%.