Getting better at Copywriting: Free Tools and Techniques for Marketing Success
June 24, 2025
Understanding what is copywriting is the first step for creating marketing messages that drive action. Unlike content writing, which primarily informs or entertains, copywriting focuses on persuading readers to take specific actions - whether that's making a purchase, signing up for a newsletter, or downloading a resource.
What is Copywriting? The Foundation of Marketing Success
Copywriting is the strategic craft of writing text that motivates people to take action. It's the words on your landing page that convert visitors into customers, the email subject line that gets opened, and the social media post that drives engagement. Effective copywriting combines:
Psychology: Understanding what motivates your audience
Strategy: Aligning copy with business objectives
Creativity: Finding unique angles that capture attention
Testing: Continuously improving based on data
Essential Marketing Tools for Copywriters
Free Keyword Research Tools
A free keyword research tool forms the backbone of SEO-focused copywriting. Here are the most powerful options:
Google Keyword Planner: While designed for ads, it provides valuable search volume data and keyword suggestions at no cost. Access it through a Google Ads account (no payment required).
Ubersuggest: Neil Patel's tool offers limited free searches daily, including keyword difficulty scores and content ideas.
Answer The Public: Visualizes search questions and queries, perfect for understanding user intent behind keywords.
Google Trends: Reveals keyword popularity over time and geographic interest patterns.
Copy Analysis and Optimization Tools
These marketing tools help refine your copy for maximum impact:
CoSchedule Headline Analyzer: Scores headlines based on word balance, length, and emotional impact. The free version provides detailed feedback for improving click-through rates.
Hemingway Editor: Highlights complex sentences and suggests simplifications. Essential for creating clear, persuasive copy that converts.
Grammarly: Beyond grammar checking, its tone detector ensures your copy matches intended emotions.
Contentbee by Scriptbee: AI-powered copy optimization and generation
Competitive Research Tools
Understanding competitor strategies enhances your copywriting:
Facebook Ad Library: Browse all active ads from any Facebook Page for free. Study successful copy patterns in your industry.
Google Alerts: Monitor competitor content and industry keywords. Receive notifications when new content appears.
SEMrush (Free Version): Limited but valuable access to competitor keyword data and top-performing content.
For better SEO, check our complete list of the best SEO tools 2025.
Copywriting Techniques That Convert
The AIDA Framework
This classic formula remains effective for structuring persuasive copy:
Attention: Hook readers with compelling headlines or opening lines Interest: Present benefits that resonate with their needs Desire: Build emotional connection to your solution Action: Clear, specific call-to-action
Power Words and Emotional Triggers
Effective copywriting leverages psychological triggers:
Urgency: "Limited time," "Last chance," "Expires soon" Exclusivity: "Members only," "Exclusive access," "Invitation only" Value: "Free," "Bonus," "No risk" Trust: "Guaranteed," "Proven," "Certified"
Writing for Different Platforms
Each platform requires adapted copywriting approaches:
Landing Pages: Focus on single conversion goal with clear value proposition Email: Compelling subject lines and personalized messaging Social Media: Platform-specific formatting and hashtag integration PPC Ads: Character limits demand ultra-concise, benefit-focused copy
Leveraging Free Keyword Research for Copy Success
Understanding Search Intent
Your free keyword research tool reveals four types of search intent:
Informational: Users seeking knowledge ("what is copywriting")
Navigational: Looking for specific websites or brands
Commercial: Researching before purchase ("best marketing tools")
Transactional: Ready to buy ("buy copywriting course")
Match your copy to the appropriate intent for higher conversions.
Long-tail Keyword Integration
These specific phrases often convert better than broad terms:
Lower competition makes ranking easier
Higher purchase intent from specific searches
Natural integration into conversational copy
Better alignment with voice search queries
Local SEO Copywriting
For location-based businesses, combine copywriting with local keywords:
Include city/region names naturally in copy
Create location-specific landing pages
Optimize Google My Business descriptions
Use local terminology and references
👉 Learn how AI is transforming local SEO for businesses
Building Your Copywriting Toolkit
Essential Marketing Tools
Research and Planning:
Google Docs for collaborative copy drafts
Trello for organizing copy projects
Canva for creating visual mockups of copy layouts
Scriptbee.ai for AI-powered copy generation and optimization
Testing and Analytics:
Google Analytics for tracking copy performance
Hotjar (free plan) for understanding user behavior
Google Optimize for A/B testing different copy versions
Bitly for tracking link clicks in copy
Advanced Copywriting Strategies
Storytelling in Copy
Transform features into compelling narratives:
Hero's Journey: Position customer as hero overcoming challenges
Before/After: Paint picture of transformation
Case Studies: Real success stories build trust
Metaphors: Complex ideas become relatable
Conversion Rate Optimization (CRO)
Use these marketing tools and techniques to improve copy performance:
Split Testing Elements:
Headlines and subheadings
Call-to-action button text
Value propositions
Social proof placement
Psychological Principles:
Scarcity (limited availability)
Social proof (testimonials, reviews)
Authority (expert endorsements)
Reciprocity (free value first)
Voice of Customer (VoC) Research
Mine customer language for authentic copy:
Review mining: Analyze customer reviews for exact phrases
Survey responses: Direct feedback on pain points
Support tickets: Common questions and concerns
Social media comments: Unfiltered customer opinions
Measuring Copywriting Success
Key Performance Indicators (KPIs)
Track these metrics to evaluate copy effectiveness:
Engagement Metrics:
Click-through rate (CTR)
Time on page
Scroll depth
Video watch time
Conversion Metrics:
Conversion rate by source
Cost per acquisition
Return on ad spend (ROAS)
Customer lifetime value
Email Specific Metrics:
Open rates by subject line
Click rates by CTA
Unsubscribe rates
Forward rates
Continuous Improvement Process
Establish systematic copy optimization:
Baseline measurement: Document current performance
Hypothesis formation: Identify improvement opportunities
Testing implementation: Run controlled experiments
Data analysis: Measure statistical significance
Winner implementation: Roll out successful variations
Repeat cycle: Continuous optimization
Common Copywriting Mistakes to Avoid
Focusing on Features Over Benefits
Transform feature-focused copy into benefit-driven messaging:
Feature: "256GB storage capacity"
Benefit: "Never worry about running out of space for your memories"
Weak or Missing Calls-to-Action
Every piece of copy needs clear next steps:
Use action verbs ("Download," "Start," "Get")
Create urgency when appropriate
Make buttons and links visually prominent
Test different CTA variations
Ignoring Mobile Optimization
With mobile traffic dominating, ensure copy works on small screens:
Shorter paragraphs and sentences
Scannable formatting with bullets
Thumb-friendly CTA button placement
Fast-loading pages for reduced bounce rates
For better copy writing consider using an all-in-one marketing tool like Contentee by Scriptbee. AI-agents take care of every step, from an initial content audit over keyword research up to content generation, optimization and ideas.
The AI-content writer is trained to write helpful targeted content that ranks well in Search Engines and AI Overviews. 🐝
