Archetype Copywriting

16/08/2024

Creating fresh content for your website is such an easy win if you want to:

✅ Increase authority in your niche
✅ Improve visibility online
✅ Encourage more organic traffic to your site
✅ Build up engagement and trust with your audience

I’m curious if you’re on that content creation train already. It’s a long game, but it always pays off when done strategically.



PS: Get a bank of conversion-focused, SEO-friendly article content with our starter bundle of ten articles. See link in bio for more. 📊📈

18/07/2024

Trying to be everything to everyone (remember: you’re not a taco 🌮) is an impossible feat. So, why would you try and stick with this mindset in your copywriting?

By focusing in on one customer, you can really get to grips with who they are, the struggles they face, and how you can help them. Which makes for much more focused copywriting.

Do you know who your one customer is? 🤔

19/03/2024

Keeping your content fresh encourages movement through your website. Think about it. Why would users come to your site repeatedly if there wasn’t anything new for them to see or do?

A content strategy (and solid implementation plan) is your gold if you’re looking to:

📌Keep your audience engaged
📌Build trust
📌Create awareness around your products and services
📌Entice search engines to feature your content

How does your content strategy look and… more importantly… do you stick to it? 🤭

22/12/2023

Creating compelling copy that drives traffic isn’t a set it and forget it kinda vibe. Unless you absolutely nail it first time around. Chances are, you won’t.

But that’s okay.

That’s why iterations, optimizations, and rewriting are all things that copywriters do to get the message across to the right people. Using data to find your audience and inform your copy is the route towards “write it, and they will come.”

Doing it this way from the get go gives you a greater chance of actually being found by your audience, and then connecting with them too. It’s more work initially, but it ultimately pays for itself. 🤑

04/12/2023

Do you agree?
A developer creates the framework.
A designer sets the stage.
A UX professional provides the guidance.
A copywriter convinces your audience to say YES! ✅

23/11/2023

Allow me to introduce myself. My name is Kat (Katherine) Stott, and I’m the owner and founder of Archetype Copywriting.

I started this business in 2007 through pure grit and determination, at a stage of my life that can be classified as rock bottom. I had no marketing skills to speak of. But there was a flame growing in me, sparked from an undying passion for the written word.

I had no idea that I could get paid to write outside of becoming a published author. I wrote newsletters for my, then, Pilates and yoga business, and one of my clients picked up on this hidden skill. I was already marketing myself through copywriting without knowing it, so she asked me to write some press releases for her PR firm. It began.

Back to my “rock bottom”, post-divorce, where I needed to create a solution to pay off mounting debt before I lost everything; my home, my car, my kids’ schooling. Everything.

I decided to take a chance and call myself a freelance copywriter. I created a profile on Odesk (now Upwork) and I started applying for jobs at a ludicrously low rate to get some traction. I used my press releases and newsletters as examples, and I landed my first job. I had a day job, taught Pilates on weekends and evenings, and then had to work nights between 10pm and 2am every night to finish this copywriting job and meet the deadlines, but I did. I did it well. I got a 5-star review, and I was rolling.

SEO wasn’t a thing in South Africa, where we lived then, but everyone wanted SEO copy. So, I taught myself and that became my speciality. I grew with the SEO industry and grew Archetype too. We’ve evolved with algorithm changes and updates. And now with AI on the scene, learned how to work alongside it instead of against it.

The one constant has always been a love to write. For myself, with my team, and for our clients too. I love passing on knowledge to my team, seeing them implement it, helping them grow, and watching their passion ignite from that flame within. I am deeply proud of my business and extremely grateful for our clients.

If you’re a business seeking a REAL copywriting partner with grit, determination, talent, and passion, we are your team. Let’s chat. 🔍📄💻

22/11/2023

How often should I update the SEO content on my website? 🔍

You want to ensure you’re posting a fresh flow of content on an ongoing basis. But first, your static content (and the foundation of your SEO copy strategy) needs to be set and in place.

🔍Map each core page of your website to a unique, searchable and relevant keyword.
🔍Develop an ongoing content strategy that meets your static content and then expands on it.
🔍Set manageable targets for what you can honestly create and post, keeping it quality vs quantity.
🔍Maintain consistency.

Got any other SEO copy questions? Add them in the comments below and I’ll do my best to answer them.

16/11/2023

Curious to know how many business owners are out there writing their own business copy?
No judgment! Just curious ☺️

To be fair, that’s how I got into copywriting; writing newsletters for my fitness business. Those turned into press releases, which turned into SEO content, which turned into doing my own website copy.

It wasn’t long after that when the realisation kicked in that people made money from this! 🤑 And so, I pursued.

That was close on 20 years ago now. But this is not about me! (I totally made it about me.) 😂

How many business owners are out there, winging it by writing their own business copy? Let me know below.

12/11/2023

How visible is your business online? 👀
Are you driving traffic to your site, creating awareness, and generating leads? 📈📊
Unless you’re an established business or brand, your key to profitability is presence. Visibility in the sea of competitors.
I think it’s safe to say that unless you’re a Nike of the world… there is definitely room for improvement ☺️
If you’re open to sharing, I’d love to know what channels you are trying to promote your business.
Comment below or via DM.
👇🏽👇🏽👇🏽

07/10/2023

I’ve had two people reach out today about a recruitment scam that I’m somehow wrapped up in 🤦🏽‍♀️.

Archetype Copywriting is not recruiting via WhatsApp, and I do not have an HR Manager. Please report any messages claiming to be recruiting for roles within my business. I don’t know what they have to gain, but it has nothing to do with our team.

Thanks for your understanding.🙏🏽

20/07/2023

What strategies can I use to create compelling copy that converts?

As a small to medium sized business, you might be doing everything in-house, so it’s a fab idea to have some strategy on your side when creating content. Here are a few tips to create copy that converts:

1. Understand your audience and what they are searching for.
2. Write in a way that seems directed at them alone.
3. Speak to their pain points showing that you understand what they’re going through.
4. Provide your solution.
5. Add social proof - reviews, case studies, etc. - to show you are trusted and know what you’re talking about.
6. Give them some direction by way of a call to action.

Let me know if you have any questions. Pop them in the comments. If you’re just starting out on this road, enrol in my free online course that’ll teach you how to search for queries your audience is typing into Google. It’ll give you a better understanding of what they want or need to know, which can only help you write better copy.

Link to enrol is in my bio.

You’re welcome! 🥰

20/06/2023

How do you write compelling headlines that grab your audience’s attention?

Studies suggest that 80% of people will read your headline, but only 20% of people will read the rest. That’s a disappointing stat if you’ve poured your heart into your content.

The upside? It tells you where you need to focus your efforts to get readers hooked and interested in what you have to say.

17/06/2023

Why did the two SEOs cross the road?
They wanted to get hit with traffic…🤪

So great to meet a long-standing client face to face. Kaylene, who runs in Australia, feels like someone I’ve always known. It’s crazy that our first face-to-face was today, after years of working together online.

It’s a wonderful thing when our online and offline worlds collide. Thank you, Kaylene, for making the trip over to Falmouth so that we could connect in person! It was so lovely!

Safe travels for the rest of your trip!❤️

15/06/2023

Copywriters often think they are measured by their extensive vocabulary. And yes… this is an asset, and it definitely helps when you’re searching for a perfect word to describe a solution or a service.

But, there is so much space for simplicity. Speaking to an audience, person to person, using the same language they use in their everyday lives.

Quite often, we complicate things far more than is necessary.

Slow your roll. Scale it back. Simplify.
It’s a game-changer.

03/05/2023

How do you create engaging copy?

By understanding what your audience needs, wants, or is searching for.

You could wing it and make an assumption. But I’m sure your parents warned you about assumptions being the mother of all… err… what was it? 🤔

Maybe just try some research?
I mean… it couldn’t hurt, right?

Understanding what your audience searches for can tell you a lot about what they would click on and read.

So, I’ve made it super easy for you.

I’ve put together a short course (it’s FREE) that will help you get into the mind of your audience.

It will help you understand their search behaviour, which in turn, will help you create content that they need and want!

It’s a super short course that you will have access to forever. Simply click the link in my bio to register and you’re on your way to creating persuasive, engaging copy!

Off you go… click click, boom! 💥

03/05/2023

03/05/2023

01/05/2023

Ever heard of a copy bible? Or copy style guidelines?

👉🏼They’re the template that guides your content styling, tone, consistencies, and other written specifics.
👉🏽They help ensure that your messaging is consistent and clear across all platforms.
👉🏾They identity and clarify your voice so that it can be carried across all messaging, regardless of who writes your copy.

You can create your own copy bible right now. Take some time to think about your business, how you want to communicate, what words you want to or don’t want to use, what tone you want to communicate in.

Put it in a document and make it official. Let it grow as your business grows. Give it to everyone who writes for your business, and create an identity your audience can resonate with.

We offer a done-for-you service if you can’t get it right, so feel free to pop us a message to enquire about it. Otherwise, take your time and enjoy the process.

25/04/2023

There are so many keyword research and search listening tools that can help you tap into the mind of your audience.

Understanding how they search and what they are searching for is the first step towards creating content that resonates with them.

Google Keyword Planner is the age-old classic that can be used to determine what content your audience is seeking. 📄🔍

24/04/2023

No caption needed. Except a caption that tells you one’s not needed. 😬

20/04/2023

First few things you should do when setting a business up online.

19/04/2023

Do you know if your SEO content is making an impact?

🧨If you’re not measuring the success of each piece of SEO content, you should be.
💡This is really easy to set up with any analytics programme, Google Analytics being a great free option.

🧨If your content is not performing or being seen, you should try to identify what’s not working and fix that.
💡Start by checking if it’s been indexed at all using Google Search Console.

Curious to know how many people actually measure the effectiveness of their content? 🤔

17/04/2023

What is SEO copywriting?
This is for all of you out there who've heard the term being thrown about, but are uncertain as to what it actually is.
Check it out.

(𝘭𝘰𝘷𝘦 𝘵𝘩𝘦 𝘧𝘳𝘦𝘦𝘻𝘦 𝘧𝘳𝘢𝘮𝘦... 𝘢𝘭𝘸𝘢𝘺𝘴 𝘢𝘵 𝘵𝘩𝘦 𝘮𝘰𝘴𝘵 𝘢𝘵𝘵𝘳𝘢𝘤𝘵𝘪𝘷𝘦 𝘮𝘰𝘮𝘦𝘯𝘵)

29/03/2023

Yikes.🙈

How many emails, blogs, or formal documents have gone out into the world without being proofed?

I cringe to think.

It’s also not a difficult or time intensive task to quality assure each piece of content you write. All you need is a solid process and a kick-ass proofreader.

We happen to know a few if you’re interested! 😉🔍📝

20/03/2023

Feeling a bit of Monday morning sluggishness?

Regardless of whether you’re a writer or not; this is one way to get your brain firing and to find your groove.

Simply… write.

💡If you’re writing an article, email, white paper, web page, or ANYTHING… type everything that comes to mind about the topic onto your page.
💡Sentences will start forming, ideas will start coming to life.
💡Write them down without any need for them to read well.
💡Move stuff around.
💡Rearrange sentences.

Before you know it, you’ll be in the zone and creating magic!

Let us know if that helps you find your spark!🧠💡✨

26/01/2023

Working en route to Reading, which is en route to Heathrow, en route to South Africa. And then en route to the bush.

Many routes to get to where I’m going. Gotta love remote working! 🤪

💻🚂✈️🇿🇦🌿🐘🦒🍃🦏🐆🦓

10/01/2023

If you’re managing your copywriting in-house, it pays to ensure you’re not just spouting off random words to fill a web page.

Targetted, purposeful content will speak volumes on your behalf. Particularly if it’s been written with your customer in mind.

Here are three ways you can ensure that:

1. Use actual problems your customers have to define your content direction.
2. Keep it simple. Use wording that your customers use and speak to them in a way they’re familiar with.
3. Check your work. Read it out loud. Make sure it flows and makes sense.

There are (of course) many other things to consider, but this will give you a broad base to start from. Good luck!

05/01/2023

New Year, new vibes, and all sorts of delicious new things in the mix.✨

Wishing everyone a great start to 2023! We are back in the office (back online) and so looking forward to connecting again soon.

Come past (pop us a mail) and say hi!

22/12/2022

Thank you to all of our clients, friends, followers, and incredible team for an epic 2022! 🖤

We are closing off for the year with full hearts and tired eyes. It’s been an incredibly fruitful year and probably the most enjoyable in terms of the work we’ve done. But now it is time to rest and recharge.

We are so looking forward to making waves in the content and SEO world in 2023. Looking forward to you joining us for the ride!

Take care and be safe!
Kat & the Archetype team x

17/11/2022

If you were to take a moment to think about what people would type into Google to find you, what would you come up with?

You might extract broad yet relevant keywords from the ether, but when you type them into Google, how many people are doing the same?

They might have high search volumes, but how difficult will it be for you to even feature in the results?

They might be relevant to your brand, but are they relevant to your user?

Exceptional, detailed keyword research is at the core of your SEO copywriting journey. It’s also at the core of any SEO efforts… a foundational part of the process.

On a scale of 1-10 (1 being not at all, 10 being very), how clear are you on what keywords you should be using in your content? Intrigued to know. 🤓

DM to learn how we can support this discovery process for you.

✨🔍🤓📌💻

PS: yes. I have a vast collection of fingerprints on the top of my screen that were otherwise invisible to me until I took this photo. Wonderful. Don’t judge.