10 Top Copywriting Techniques Pros Use To Increase Organic Traffic
I remember when I was in grade 3 and given an English assignment with a minimum word count. My only goal was to just fill the page. It didn’t matter if it flowed or connected with anyone—I just wanted to answer the question and have enough words to hand something in.
By the time I got to grade 5, I started to see the value of outlines and organizing my key thoughts. That’s also when I fell in love with writing.
Before long, I had the opposite problem—I had to cut my word counts back. That forced me to focus on what really mattered: the parts with purpose. The ideas that answered the question, showed how I related to it, and explained why it mattered.
That lesson still shapes how I approach writing today—only now, there’s another layer. In marketing, it’s not just about key points anymore. It’s also about keywords—the exact words people are typing into search bars when they’re looking for solutions, support, or inspiration.
We’ve seen how powerful it is when copy strikes that balance—structured, clear, relatable, and discoverable.
The right copy not only shows up in search results, it also makes someone on the other side of the screen feel like you’re speaking directly to them. That connection—the moment they feel understood—is what turns strangers into followers, supporters, donors, or clients.
That’s why we put so much focus on copywriting and SEO. When your content is written with both people and search engines in mind, you can expect three major benefits:
Visibility: You show up in front of the people actively looking for what you do.
Credibility: Clear, consistent messaging positions you as a leader in your space.
Connection & Growth: When people feel like you “get” them, they’re far more likely to trust you, engage with you, and take the next step.
These are the exact techniques we use with our clients every day—entrepreneurs who want to be noticed, nonprofits looking to build support, and businesses ready to grow. And over time, certain patterns keep showing up. The same techniques rise to the top again and again, helping our clients grow consistently.
Here are 10 techniques we’ve picked up along the way—through our own experiences and from the practices of other top copywriters across Canada.
In these first steps, there’s actually very little writing involved—but they’re essential. The algorithms that decide what content gets seen are almost 100% text-based.
1. Focus on Primary Keywords
If someone is already searching for what you do, we want to make sure you’re the one they find. That’s why we always begin with the words your audience is already typing into Google. For example, a nonprofit offering youth programs might focus on phrases like “youth mentorship programs” or “after school activities for teens.” If that’s what you offer, you need those words in your copy.
Test your possible keywords with a tool like Google Keyword Planner or Semrush. Look for high search volume but low-to-medium competition. Then use one to three of those keywords throughout your content—in the title, subheads, intro, closing, even your image captions. Those are the places search engines check first.
2. Close Content Gaps With Competitor Research
Even if you’re not an expert researcher, this step is simpler than it sounds. Most copywriters eventually run out of the obvious keywords to cover. That’s when we look for new ideas by doing a content gap analysis.
Say your competitor is ranking for “emergency plumbing in Saskatoon” or “how to support animal rescues,” and you’re not. That’s an opportunity. We look at what others in your space are covering and fill in the missing pieces for you.
Search what your competitors rank for, remove the keywords you already have, and you'll be left with all the lists of potential keywords you haven’t covered yet.
To help do this analysis, you can download HubSpot's Free Search Insights Report template or Semrush’s Free Website SEO Checker.
3. Strengthen Headlines With a Headline Analyzer
A headline is the hook. We test and tweak until we land on one that grabs attention while still being keyword-friendly. One thing to remember: clarity and curiosity matter more than cleverness. People don’t have time to stop and decode or think about what you are trying to say. Just say it. Because it’s what makes someone stop scrolling and decide whether your words are worth their time.
There are free headline analyzer tools that help you test different variations until you find one that’s optimized for both search engines and readers. Start with your primary keyword, then try a few versions until you land on one that scores the highest.
4. Use Secondary Keywords for Added Visibility
If your main keyword is “family counselling services,” Google might also suggest terms like “mental health support for parents” or “affordable therapy for families.”
Secondary keywords widen your reach and help bring in traffic from angles you might not have thought about. And finding them is actually pretty simple.
Start typing your primary keyword into the Google search bar and watch what auto-complete terms begin to pop up. Those suggestions are real searches your audience is making right now. You can also scroll to the bottom of the results page and check the “Related searches” section for more inspiration.
Keep a running list of the phrases that fit, and then include them naturally in your content where it makes sense—subheads, bullets, captions, or short examples.
5. Incorporate Related Questions
Once you’ve got your primary and secondary keywords, take it one step further: look at the “People also ask” section in Google search results. These are the extra questions your audience is curious about.
For example, if you’re writing about family counselling services, you might see questions like “How much does counselling cost?” or “What’s the difference between therapy and coaching?”
Adding answers to these questions will strengthen your SEO and show your audience that you’re listening. It will make your content feel more helpful and complete, which keeps people on your page longer.
6. Apply the APP Method
APP stands for Agree, Promise, and Preview. It can be a simple but powerful way to your content. It reassures your reader that they’re in the right place, shows them what they’ll gain, and gives them a roadmap so they keep reading.
Agree: Start by confirming to the reader that the keyword they searched for will give them the results they’re looking for.
Promise: Let them know you’ll give them the knowledge to achieve those results.
Preview: Tell them what’s coming next so they know what to expect.
Let’s go back to our earlier example of a nonprofit offering youth mentorship programs. Using APP, you could open a blog post like this:
Agree: “Finding the right youth mentorship program can change the direction of a young person’s life.”
Promise: “This article will walk you through what makes a program effective and how to choose the best fit for your community.”
Preview: “We’ll cover mentorship styles, program structure, and key outcomes to look for.”
Note - The APP is not to be confused with a TL;DR (Too Long; Didn’t Read). The TL;DR is a summary for people who skim, or who want the punchline without the details. It gives the conclusion or key takeaways first and helps the reader decide quickly if it’s worth diving deeper or if they’re satisfied with the summary.
Example: “Nonprofits that use donor personas grow faster because they connect with people in ways that matter. Start by building 2–3 simple personas using age, motivation, and giving style.”
7. Write for the F-Shaped Reading Pattern
Most people don’t read every word—they skim for the main ideas and scan for the phrases that matter most to them. Research by Nielsen Norman Group first identified the F-shaped reading pattern back in 2006, and it’s been proven on both desktop and mobile ever since.
If you want busy people like your clients, board members, or donors to actually read your content and take action, it needs to feel effortless. That’s where the F-shape comes in:
First, readers move across the top line of text (the F’s top bar).
Next, they skim across another line further down (the F’s lower bar).
Finally, their eyes move down the left side of the page in a vertical scan (the F’s stem).
The challenge is that people can miss big chunks of content this way. That’s why good formatting matters. We design your content so it’s easy to skim—using clear headlines, section breaks, short paragraphs, bullet points, and bolded key phrases that “reset” the F and draw attention to what actually matters. Even small tweaks, like starting subheadings with the most important words, can make all the difference.
8. Guide Readers With the AIDA Method
AIDA is a classic framework. It’s one that stands the test of time because it matches how people make decisions.
Attention → Interest → Desire → Action.
Attention: Usually this starts with the headline. Proven ways to grab immediate attention include using curiosity, FOMO (fear of missing out), personalization (use their name, city, or something they directly resonate with), or even a special offer.
Example: Is your pet due for their annual checkup?
Interest: This is where you draw them in with something that feels relatable—like a personal story, a surprising statistic, or even naming the pain points they’re facing.
Example: Most cats and dogs don’t show obvious signs of illness until it’s become more serious—when your pet is in pain, treatment is more expensive, and decisions are more difficult.
Desire: Now you highlight the benefits they’ll experience. And here’s where many people get stuck: benefits aren’t the same as features. Features are the tools or the product/service (software, equipment, training, advice, etc.). Benefits are the results (more free time, saving money, feeling better). For example: Feature: “24/7 veterinary hotline” / Benefit: “Peace of mind no matter the hour.”
Example: With a simple wellness exam, you’ll catch small problems early, avoid costly treatments, and keep your furry friend happy and healthy.
Action: Always end with a clear next step—a call to action that moves them forward, whether that’s booking a consultation, making a donation, or signing up for your newsletter.
Example: Book your pet’s appointment today and give them the care you both deserve.
The AIDA framework is designed to be inviting – not pushy. As long as you are guiding your readers naturally from curiosity to action, you should see positive results.
9. Use Templates to Streamline Writing
Here’s a little secret: most professional copywriters don’t start from scratch every time. Templates help us organize ideas, keep the strategy on track, and get content done faster without sacrificing quality.
I used to think it was cheating but if you think about it, it’s just like using blueprints for a house. You need a solid foundation but you need to allow for unique finishes. So you can have blog, email, and caption templates that give structure while still leaving plenty of room for your unique story and voice. You’ll just have faster turnaround times, consistency across platforms, and content that feels cohesive instead of pieced together.
10. Keep Your Brand Voice and Tone Consistent
Your brand voice is your personality—and that doesn’t really change. Your tone, on the other hand, is how you adapt that voice depending on the situation. A nonprofit’s annual report might sound professional, while an Instagram post about a volunteer highlight might feel warm and conversational.
When voice and tone work together, your content feels familiar no matter where people find you. Think of Ryan Reynolds’ dry humor—it’s instantly recognizable, no matter if it’s an ad for gin or a movie promo. Or Dove’s empathetic tone, which comes through in everything from campaigns to social posts, always reinforcing their message of real beauty and confidence. That kind of consistency builds trust.
And when people trust your voice, they’ll stick around. They’ll read, engage, donate, or buy because they feel like they can relate to you, and often times, like they already know you.
Next Steps
These techniques give your words purpose, helping you connect with the people who are already looking for you. Give some of them a try and monitor your engagment and results. If you’re stuggling, we’re always happy to help. We do this kind of work every day so you don’t have to—and so your message reaches the people who need it most.
BONUS!
You might have noticed that this blog actually follows its own framework. It’s more than a list of tips—it’s a Blueprint Template for one of our Educational Blogs that you can reuse for your own content:
Hook / Personal Story – a relatable entry point to humanize the content.
Big Picture Transition – why this matters in marketing or business.
Benefit-Driven Bullets – visibility, credibility, growth (or similar).
List of Techniques / Steps – numbered, scannable, with tools/resources.
Examples – tying abstract ideas to real-world, industry-specific scenarios.
Comparison / Clarification – e.g., APP vs TL;DR, features vs benefits.
Final Thought – why this matters emotionally (connection, trust).
Next Steps / CTA – invitation to act (contact, book a call, etc.).
👉 [Contact us here] if you’d like help building content like this for your business or nonprofit.