- Population of copywriters in the U.S.: 131,200
- 20% of audience reads past the headline
- Listicles get 80% more views compared to other formats
- Ideal headline length is 10-13 words
- 56% of content marketers say blogging is effective
- Personalized CTA are 202% more effective for conversion
- 61% of freelance copywriters work in private sector
- Average blog post has length of 1,142 words
- 59% of consumers avoid buying from a website with typos
- 51% of content consumption comes from online searches
- 32% of readers make it to the fourth paragraph
Copywriting Facts 2023-2022
In the United States, there are currently over 131,200 copywriters with only 4,300 set to retire in the next year, resulting in more employees than available work. This suggests a decrease in employment opportunities for copywriters as new writers enter the work force. Also, these numbers are predictive of poor employability for copywriters in the next few years.
The percentage of people who will read copy beyond the headline is only 20%. Therefore, the majority of readers consume only the headline. Headlines may have limited space, but they offer a huge opportunity to hook a potential customer’s interest. With this in mind, it’s important to put extra effort into crafting a headline that’s effective, interesting, and compels the consumer to keep reading.
When it comes to content marketing, listicles get 80% more views than other visual formats. This may be because the highlighted points of a listicle are easier to scan than solid blocks of text. Skimmability is also important for capitalizing on the increasing number of people who consume content on their mobile phones. Therefore, any copy that contains a lot of text would be most effective when presented in a listicle format. Make documents scannable by listing main points in larger, more dominant text. In addition, any accompanying details should be presented in smaller text, so readers can stop scanning to learn more if they choose.
According to research, the sweet spot for headlines appears to be between 10-13 words, which attracts twice as much traffic and 1.5 times as many shares compared to headlines with seven words or less. Rather than succinct, vague headlines, data show that audiences respond to headlines that are descriptive and informative. The most effective headlines will communicate detailed information that targets a specific demographic, piquing their interest enough to continue reading. Presenting facts, asking questions, or creating urgency are some effective strategies for creating headlines that work.
Of all the content marketers who use blogging as part of their strategy, 56% say that it’s effective. Additionally, 10% of those marketers believe it generates the highest return on investment compared to other marketing methods. This illustrates the fact that blogs continue to be relevant in the marketplace, and generating copy for blogs remains one of the most important strategies for growing an audience.
A personalized call-to-action, or “CTA,” is 202% more effective than a generic one. To take advantage of this, aim to create a CTA that’s more specific than “Buy Now” or “Click Here.” CTAs should be stated as clearly as possible to minimize reader confusion and maximize opportunities for engagement. Phrases like “Try Our New Product” or “Claim Your Free Download” are more likely to generate traffic because they tell the audience exactly what they should do and what they’ll get in return. Friendly, inviting language like “Join Us” or “I’m In” can also speak directly to audiences and entice them to act.
Freelance copywriters are statistically more likely to work for private companies, with 61% of employees working in the private sector. The data suggest that private companies hire freelance copywriters more readily, or there are more opportunities within the private sector compared to the public, education, or government sectors.
In 2022, the average blog post has about 1,142 words, which shows a 41% increase compared to three years ago. This is a symptom of the market shifting to longer, more informative content. Rather than punchy, condensed phrases, the most effective blog posts contain a high volume of targeted information that’s presented in an engaging way. When creating longer text-based content, think quality over quantity. Copy punctuated by infographics, bullet points, and headers are more likely to keep a reader’s interest on the page.
A website or landing page is often the customer’s first impression of a business. That impression can be affected if there are typos in the copy. A reported 59% of consumers will actively avoid buying from a company with obvious spelling or grammar mistakes in their web presence. Grammatical errors may be distracting and hurt the legitimacy of a brand, but they are also entirely preventable. A round or two of thorough proofreading is the best defense against unnecessary typos and mistakes, which can ultimately turn off customers. This is why a good copywriter is an invaluable asset to a marketing team.
Online searches account for 51% of content consumption, which demonstrates the importance of search engine optimization, or “SEO.” Effective SEO can generate leads by prioritizing discoverability, which increases exposure to potential customers. All web pages should be designed in an SEO-driven way, targeting the front page of search results. To accomplish this, companies should leverage keywords and regularly update their content. Content should also be relevant and provide accurate information that the reader is looking for.
Reader interest tends to wane the further they have to scroll, with only 32% of readers making it to the fourth paragraph of a given document. While detailed, informative content is the preferred standard, the visual strain from reading a lot of text can cause a reader to lose interest and leave the page. Lengthy blocks of text can be balanced with colorful visuals or bulleted lists to help keep the reader’s interest, which can potentially be converted into sales or revenue.