Best web copywriting example

“10 Best Web Copywriting Examples (And Why They Shine)

In the digital age, a brand’s voice is often first heard through its website copy. While visuals captivate, it’s the words that truly resonate. 

Here are ten brands that have not only mastered the art of web copywriting but also set a benchmark for others to follow:

1. Kelsey O’Halloran

Website copywriting of Kelsey O'Halloran

When you land on Kelsey O’Halloran’s website, you immediately realize you’re in for a different experience. But what exactly sets her web copywriting apart from the rest? Let’s break it down.

Personal Touch: The moment you start reading, you feel like Kelsey is speaking directly to you. It’s not generic or templated; it’s tailored. This personal touch ensures that you, as a visitor, feel valued and understood. It’s not just about promoting services; it’s about building a genuine connection.

Conversational Tone: Kelsey’s copy doesn’t read like a traditional sales pitch. Instead, it feels like a friendly chat. This conversational tone makes the content more relatable and engaging. You’re not being talked at; you’re being talked with.

Clear Navigation: The footer of her website is a prime example of thoughtful design paired with effective copywriting. It’s packed with essential details, ensuring that you can easily find what you’re looking for. This clarity in navigation enhances user experience, making your journey on her site seamless.

Building Trust: The copy on Kelsey’s site is crafted to build trust. It showcases her expertise without being boastful. It highlights her passion for her craft and her commitment to her clients. As you read, you get a sense that Kelsey is someone you can rely on, someone who will deliver quality.

User-Centric Approach: Every element of the copy is designed with the user in mind. From addressing potential questions to highlighting key services, the focus is always on providing value to you, the visitor. It’s not about what Kelsey can do; it’s about what she can do for you.

2. Omsom

Omsom website and its web copywriting

Navigating through the digital landscape, you’ll come across countless brands vying for your attention. Yet, when you stumble upon Omsom’s website, there’s an immediate sense of distinction. What makes Omsom’s web copywriting so captivating? Let’s dissect the elements.

Authentic Voice: In a world filled with generic brand messages, Omsom’s copy stands tall with its genuine voice. It doesn’t try to be something it’s not. Instead, it embraces its true identity, ensuring that you, as a visitor, get a transparent view of what the brand represents. This authenticity fosters trust and builds a foundation for a lasting relationship.

Playful Engagement: While many brands stick to a formal tone, Omsom chooses to dance to a different beat. Their playful approach to copywriting is not just refreshing but also engaging. It breaks the monotony, making you more inclined to explore further. It’s like having a light-hearted chat with a friend who’s passionate about cooking.

Elevating the Everyday: Omsom’s copywriting genius lies in its ability to elevate the ordinary. Home cooking, often viewed as a routine task, is transformed into an exhilarating journey on their platform. They don’t just sell products; they sell experiences. And as you read through, you can’t help but feel the excitement of embarking on a culinary adventure.

Inclusive Invitation: One of the standout features of Omsom’s copy is its inclusive nature. The brand doesn’t position itself as an exclusive club. Instead, it warmly invites you to join their culinary “Phamily.” This sense of belonging ensures that you’re not just a consumer but an integral part of a community.

Storytelling Approach: Behind every product Omsom offers, there’s a story. Their copywriting weaves these tales, drawing you into the brand’s world. It’s not just about ingredients or recipes; it’s about heritage, culture, and passion. As you navigate their site, you’re not just browsing; you’re experiencing a narrative.

3. Articulate

Learning the web copywriting tactics

In the vast ocean of digital content, it’s a challenge for brands to carve out a unique space. Yet, when you dive into Articulate’s website, you’re immediately greeted with a refreshing splash of originality. What sets Articulate’s web copywriting apart from the myriad of others? 

Wit as a Weapon: In the world of web copywriting, wit is often an underutilized tool. Yet, Articulate wields it with precision. Their content doesn’t just inform; it entertains. As you navigate their site, you’re constantly met with clever quips and playful phrases, making your browsing experience anything but mundane.

Breaking the Mold: Many brands play it safe, especially when it comes to professional sections like “Meet the Team.” Not Articulate. They sprinkle humor even in the most unexpected places. This approach not only grabs your attention but also makes you curious about what’s next. It’s a delightful unpredictability that keeps you engaged.

Confidence in Identity: Articulate’s use of wit is not just a gimmick; it’s a reflection of their brand identity. They’re not trying to fit into a predefined box. Instead, they’re confidently showcasing who they are. This confidence resonates with you, the visitor. It tells you that Articulate is a brand that knows its value and isn’t afraid to be different.

Building Relatability: Humor is a universal language. By infusing wit into their copy, Articulate establishes an immediate rapport with you. It’s as if the brand is saying, “We take our work seriously, but we also know how to have a good laugh.” This balance of professionalism and playfulness makes the brand more relatable and approachable.

Standing Out in the Crowd: In today’s digital age, where countless brands are vying for your attention, Articulate’s witty approach ensures they stand out. It’s not just another website; it’s an experience. An experience that makes you smile, think, and most importantly, remember.

4. Bombas

Bombas website for understanding web copywriting

In the bustling marketplace of e-commerce, where brands often shout their offerings, Bombas chooses a different path, one that whispers purpose and resonates deeply. So, what makes Bombas’ web copywriting so impactful? Let’s unravel the layers.

Purpose Beyond Profit: At the heart of Bombas lies a mission that transcends mere commerce. While many brands focus solely on selling products, Bombas elevates its purpose by championing a cause – aiding the homeless. This isn’t a fleeting campaign or a temporary initiative; it’s woven into the very fabric of their brand.

Intertwining Narratives: Bombas masterfully merges product promotion with philanthropy. As you explore their offerings, you’re not just presented with product features. Instead, you’re introduced to a story, a vision, and a commitment. Every sock, every item has a tale of impact attached to it.

Making Purchases Meaningful: When you buy from Bombas, it’s not just a transaction; it’s a contribution. The brand ensures that you, as a consumer, understand the significance of your purchase. It’s not just about acquiring a product; it’s about being part of a larger mission. This sense of purpose adds a layer of depth to every purchase, making it feel purposeful and profound.

Centralizing the Cause: While many brands might relegate their charitable endeavors to a small section of their site, Bombas places it front and center. Their mission to assist the homeless isn’t an afterthought; it’s the heartbeat of their brand narrative. This central focus ensures that you’re constantly reminded of the impact your purchase can have.

Building a Community of Change: Bombas doesn’t just sell products; they invite you to be part of a movement. Their copywriting fosters a sense of community, making you feel like you’re joining hands with a brand that’s determined to make a difference. It’s not just about wearing comfortable socks; it’s about wearing change.

5. Barkbox

Web copywriting of Barkbox

In the vast digital landscape where brands often resort to formal and predictable narratives, Barkbox strikes a chord that’s melodious and merry. But what elements make Barkbox’s web copywriting resonate so vibrantly with its audience? Let’s dive into the heart of their joyful narrative.

Embracing the Essence of Fun: At its core, Barkbox understands the sheer joy pets bring into our lives. Their copy isn’t just about selling pet products; it’s a jubilant celebration of the fun-filled moments shared between pets and their owners. It’s not business; it’s a party.

Vibrant Vocabulary: Phrases like “month-long dog party” aren’t just catchy; they paint a vivid picture. Imagine a month filled with wagging tails, playful barks, and delightful surprises. Barkbox’s choice of words ensures that you, as a reader, can almost hear the joyful barks and feel the exuberance.

Connecting with Pet Owners: Barkbox’s copywriting brilliance lies in its ability to tap into the emotions of pet owners. They don’t just address the needs of pets; they resonate with the happiness of the owners. Every product, every offering is presented as a token of joy, a gift of fun for both the pet and the owner.

Highlighting Unique Offerings: While the market is flooded with pet products, Barkbox’s playful terms set them apart. They don’t just offer products; they offer experiences. Terms like “dog party” not only highlight their unique offerings but also emphasize the brand’s commitment to making every month special for pets.

Building a Community of Joy: Barkbox’s copy invites you to be part of a joyous community. It’s not just about buying a product; it’s about joining a celebration. A celebration where every bark is cherished, every wag is welcomed, and every pet and owner is enveloped in a cocoon of happiness.

6. Partake

Learn web copywriting tactics of Partake

In an era where brands often cloak their messages in layers of embellishments, Partake chooses clarity over complexity. But what makes Partake’s web copywriting stand out in a sea of verbose narratives? Let’s delve into the essence of their transparent communication.

Valuing Simplicity: Partake understands the value of simplicity. Their copy isn’t cluttered with jargon or unnecessary adjectives. Instead, they opt for a straightforward approach, ensuring that you, as a reader, grasp their message instantly. It’s like having a candid conversation with a trusted friend.

Clear Commitment: At the heart of Partake’s narrative is their dedication to allergy-free products. They don’t dance around the topic or bury it amidst other details. It’s front and center, making their commitment evident. For you, this means no second-guessing or reading between the lines. What you see is what you get.

Building Trust: Trust isn’t built through grand promises but through genuine transparency. Partake’s no-fluff approach is a testament to their honesty. They present their products and their benefits without exaggeration, ensuring that you feel confident in your choices.

Understanding Consumer Concerns: Partake’s emphasis on allergy-free products isn’t just a selling point; it’s a reflection of their understanding of consumer concerns. They recognize the challenges many face in finding trustworthy allergy-free products, and their clear communication is a nod to this understanding. It’s as if they’re saying, “We get you, and we’ve got you.”

Setting a Standard: In a market where brands often overpromise and underdeliver, Partake’s clear and concise copy sets a benchmark. It’s a reminder that sometimes, less is more. By stripping away the unnecessary and focusing on the essential, Partake establishes itself as a brand that values authenticity over artifice.

7. Pourri

Pourri and its website copywriting example

In the diverse spectrum of brand voices, Pourri stands out with its audacious audibility. But what elements make Pourri’s web copywriting not just noticeable but notably brilliant? Let’s dive into the heart of their cheeky charm.

Embracing the Theme: Pourri doesn’t shy away from its product theme. Instead, it wholeheartedly embraces it. Their copy is a delightful reflection of their product’s purpose, ensuring that you, as a reader, are always in on the joke. It’s like a wink across the room from a mischievous friend.

Cheeky Yet Cohesive: It’s one thing to be cheeky; it’s another to do it cohesively. Pourri’s language, while playful, never feels disjointed or out of place. Every phrase, every pun, is meticulously crafted to align with the brand’s identity, creating a harmonious narrative that’s both fun and focused.

Making the Mundane Memorable: Let’s face it, the topic Pourri deals with is often considered mundane or even taboo. Yet, their choice of phrases like “porcelain throne” transforms the ordinary into something extraordinary. These humorous terms not only make you chuckle but also stick in your mind, ensuring that the brand remains top-of-mind.

Building Brand Recall: Humor, when done right, is one of the most potent tools for brand recall. Pourri’s memorable phrases ensure that you don’t just remember the brand but also associate it with positive emotions. It’s not just about selling a product; it’s about creating a lasting impression.

Showcasing Confidence: Pourri’s cheeky language is a testament to the brand’s confidence. They’re not trying to fit into a conventional mold. Instead, they’re carving out their unique niche, showcasing a brand that’s unapologetically authentic. For you, this means interacting with a brand that knows its worth and isn’t afraid to showcase it with flair.

8. Lego

Lego's web copywriting example

In the vast marketplace where brands jostle for attention, Lego stands tall, not just because of its iconic products but also due to its impeccable web copywriting.

Mastery of Clarity: Lego understands that clarity is paramount. When you’re browsing their products, you’re not inundated with excessive jargon or superfluous details. Instead, you’re presented with clear, concise information. It’s like having a knowledgeable guide walk you through the specifics, ensuring you grasp the essence without getting lost in the maze of words.

Balancing Detail with Brevity: Crafting a product description that’s both detailed and succinct is an art, and Lego has mastered it. They strike the perfect balance, ensuring that you, as a consumer, have all the essential information at your fingertips without feeling overwhelmed.

Informed Decision Making: With Lego’s clear product descriptions, making a purchase decision becomes a breeze. You’re not left guessing or assuming. Every detail, from product dimensions to age suitability, is laid out, ensuring that you can make an informed choice with confidence.

User-Centric Approach: At the heart of Lego’s product descriptions is the user. They’ve tailored their copy to answer potential questions and address common concerns. It’s as if they’ve anticipated what you might wonder about and provided the answers upfront. For you, this means a seamless shopping experience, devoid of uncertainties.

Building Trust: By offering clear and comprehensive product descriptions, Lego builds trust. You know that what you see is what you’ll get. This transparency fosters loyalty, ensuring that you, as a consumer, feel valued and respected.

9. Lush

In the realm of e-commerce, where product descriptions often lean towards the technical or the overly promotional, Lush offers a breath of fresh air. But what elements infuse life into Lush’s product descriptions? Let’s immerse ourselves in their refreshing approach.

Friendly Narration: When you browse through Lush’s products, it doesn’t feel like you’re reading a standard product description. Instead, it feels like you’re engaged in a casual chat with a friend who knows their stuff. This friendly, conversational tone ensures that you, as a reader, feel connected and engaged.

Expertise with Ease: While the tone is casual, the content is rich with expertise. Lush manages to convey in-depth product knowledge without sounding like a textbook. It’s akin to having a knowledgeable friend share their favorite tips and tricks, making the information both relatable and reliable.

Unique Insights: Lush doesn’t just list product ingredients or benefits. They delve deeper, offering unique insights into how each product can enhance your experience. Whether it’s the story behind a particular ingredient or the best way to use a product, these tidbits of information transform browsing into a learning journey.

Enhancing the Browsing Experience: With Lush’s approach to product descriptions, browsing becomes more than just shopping; it becomes a pleasure. The blend of casual conversation with insightful details ensures that you not only find what you’re looking for but also enjoy the process.

Building a Relationship: Through their conversational product descriptions, Lush isn’t just selling products; they’re building relationships. They make you feel like you’re not just a customer but a valued member of the Lush community. This sense of belonging ensures that every interaction with the brand feels personal and special.

10. 100% Soft

Web copywriting of Soft Shop

In the vast digital arena where brands often play it safe, 100% Soft stands out with audacious authenticity. But what makes 100% Soft’s web copywriting not just distinctive but daringly delightful? Let’s dive into the core of their unapologetic uniqueness.

Bold Humor: 100% Soft doesn’t tiptoe around with subtle humor. They go all out, embracing a brand of humor that’s both bold and brazen. Phrases like “your garbage life” might raise eyebrows, but they also ensure that you, as a reader, sit up and take notice.

Celebrating Originality: In a world that often rewards conformity, 100% Soft celebrates its originality. Their copywriting isn’t about fitting into a mold; it’s about breaking it. This unabashed originality ensures that the brand voice is not just heard but remembered.

Targeting a Niche: 100% Soft understands that their brand of humor might not appeal to everyone—and they’re okay with it. By targeting a niche audience, they ensure that their message resonates deeply with those who appreciate their unique approach. It’s not about casting a wide net; it’s about capturing the right hearts.

Building a Bold Brand Identity: Through their humorous take, 100% Soft establishes a brand identity that’s unmistakably theirs. You won’t confuse them with any other brand, and that’s the power of their copywriting. It’s a clear declaration of who they are and what they stand for.

Risk and Reward: Taking a humorous approach, especially one as daring as 100% Soft’s, comes with its risks. But it also comes with rewards. For those who align with their brand voice, the connection is instant and intense. It’s a reminder that sometimes, in the world of branding, risks can lead to remarkable rewards.


You can also read What is Web Copywriting And How Does it Works

Effective web copywriting is not just about selling a product or service.

It’s about conveying a brand’s essence, values, and promise.

These ten brands have showcased how words, when chosen and presented thoughtfully, can elevate a brand’s digital presence to remarkable heights.

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