Copywriting Skills Creating a Better Website for You
A Website Copywriting Project in 2 Languages (English and Croatian)
In this blog article, I’ll tell you about the copywriting skills that got me hired for a copywriting project that lasted up to 2 months.
The client I worked with wasn’t a native English speaker.
The client had a company in the UK, which he wanted to “transplant” into a new business environment - Croatia.
When I was writing this article in 2023, the social landscape of Croatia was totally different. There were no foreigners coming from the Far East.
We’re in 2025 now, and there are a lot of immigrants in Croatia coming from the Philippines, Taiwan, Nepal, Pakistan, etc. All coming to Croatia to earn a living, where wages are three times better than in their home country.
The client hired me to be the copywriter for his website project, and we connected on LinkedIn too. Very often we communicated by DMs on LinkedIn.
Apart from the copywriting skills I evidently had, I also won the project because I had been living in Croatia already and had insights, or at least, acquired insights from the industry my client was working in: logistics, removals, and relocation.
(Also check out other projects with clients in copywriting and SEO.)
Copywriting Skills - Where Did I Acquire Them to Offer Them to Clients
I acquired my copywriting skills mainly by way of curious reading, reading of a lot of written material, from technical texts that I had to translate during my time as a translator and interpreter (this now I have partly behind me, but I still get assignments from time to time).
Studying brochures, catalogs, and texts that introduce you to new products and services, these all helped me gain a wide understanding of many subjects clients required me to present to their potential customers.
You can polish your copywriting skills at fairs - you can pick up written materials there too.
So, what I do, is keep all these materials close, in case I get chosen to do copywriting or write SEO optimised blogs on a given subject.
Here me pitch here as copywriter and SEO professional and also mention this habit of mine of collecting written material wherever I find it.
Copywriting skills do not mean simply putting down words onto paper after being given a subject to write about. That’s done in schools to test your writing skills, your understanding of how you join sentences (grammar and syntax), which are manifestations of your thoughts.
No, copywriting is writing with a particular aim. With the aim to sell.
That’s why there’s sales copywriting or conversion copywriting as a category in copywriting, which focuses on listing benefits of a product or a service, and using as many words as needed to propel the customer to buy.
That aim favors the client, it should help the client present their services to potential customers with more conviction and strength, adding value to the customer.
It’s the copywriting skills, which are the secret ingredient to a written piece of content that triggers interest with the customer, leading him by the hand, which they barely notice, as it’s done so superbly, naturally, and unobtrusively.
Copywriting Skills Joined With SEO - That’s My Forte
How to Spot Copywriting Skills on a Website
You can recognise copywriting skills (and very often SEO knowledge, too):
in the way a hero section of website is crafted and how the story about a product/service is shown, how it is introduced
in the way a copywriter uses a story in order to explain the benefits of a product/service
in the way the copywriter creates images in the heads of the customers as they read about the product/service on the website
in the way a copywriter produces emotions parallel with the customer reading the text
in the way the communication is going between the client and the copywriter, how quickly and efficiently the copywriter can grasp the intention and idea described by the client, how well they can put the idea into words etc.
Copywriting Skills for This Website Project: Dalmatica Mobility Group
The client engaging me to write copy for his website (no SEO this time) spoke English quite well, which was instantly a relief.
Imagine how the communication would have gone were he a Romanian without any inkling of English!
What would be the common language we could have used to make this copywriting task easier?
His English was a bit rusty, but the main point was, this I discovered during our work together, that he understood quite well what he wanted. He just couldn’t find the right English word or phrase to convey his message.
That’s where my help was needed.
This is the homepage - the hero section of the client’s website for which I wrote the copy
It wasn’t translation that was asked here. Not only to transfer the same meaning from one language into the language of the market his business was targeting. That was simply not enough. That was just one part of the process.
First, the client presented what his business involved and how his business helped customers.
That was the presentation part.
2. After that came the part where we as copywriters invest all our copywriting skills and efforts into making a compelling, appealing, and memorable copy/text that awakens the customer’s need to have that product or experience the service offered.
Copywriting skills shown here in the benefit section of the website
3. During the copywriting process, I asked the client to show me examples of websites in his industry that he considered good (working as a role model even) enough or even remarkable. Not to copy them, but to see what they used as a selling proposition (USP - unique selling proposition), what they stressed as their advantage over their competitors. I as a copywriter had to understand my client’s business, how it operated, and how it showed value to those who would seek his service.
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We did all the work on the copy via Zoom, in multiple sessions of 45 minutes.
I sent the client whatever I finished (About, Service page etc.) on a Google Doc, shared the file with the client, and he could comment, suggest (1 round of correction included in the price for writing the copy for a website) and propose changes.
See above on the link what other services I offer.