Digital media ads are about context
Whether it sits on a website or a social media platform, copywriting for the web demands a nuanced approach to maximize effectiveness. You have to know your tools, and what works best on each platform. Here are some clients I worked with, and the direction I took.
Location: Bellevue, WA
Platform: Facebook and Banner Ads
Voice: Professional, simple. Data-heavy written for IT workers.
My elevator pitch of what they do: Point-and-click workflow automation
These ads received much higher engagement than their predecessors, due to shorter, simplified copy, direct benefits, and a better design.
Location: New South Wales, Australia
Platform: Web copy
Voice: Fun, casual. Younger audience, high end style.
Elevator pitch: Local Supply. For locals everywhere.
PCC Natural Markets
Location: Seattle, WA
Voice: Personable, yet professional. Calm. For grocers concerned with local food choices, organic, high-quality food.
Location: Palo Alto, CA
Voice: Very casual, humorous. Identity is that of a hard-nosed, blue collar type of man. Think Ron from Parks & Rec.
Man Crates. Awesome gifts for men.
Note the slight differences in each medium. Sometimes images work better, sometimes words do. It's all about understanding the context of how your user is interacting with your content, and knowing what drives them to click.