ten Common Copywriting Templates to utilize in Marketing

Posted on Posted in Blog

Ask any online marketer who’s responsible for copywriting regarding their writing process, and you should quickly find out that there’s simply no specific process to follow.

In addition , copywriting varies depending on your audience, purpose, and format — copywriting for an Instagram post, for instance, is completely different than copywriting for a pr release.

At HubSpot, we know the particular struggle. Copywriting demands creativeness, inspiration, and hard work — and it can be difficult to find many three, day-in and day-out.

To help with writer’s prevent, we’ve put together 10 copywriting templates you might use for virtually every of your marketing efforts, including blogging, social media, email marketing, and also internal memos.

Let’s jump in.

10 Copywriting Layouts to Use in Marketing

1 . Email Marketing

First, you’ll need to determine what type of email you’re writing to ensure you’re speaking to the ideal audience. Coordinate with your group to see if this is a one-off marketing email like a monthly newsletter, or if you’re becoming asked to write for a series of emails, like a nurture strategy.

As you’re drafting your copy, consider how your own email will encourage the reader to take a desired action, like clicking a link to buy or scheduling a contact with a sales rep to learn more about your services.

If you’re not really aiming for the reader to take a specific action and instead just want to send a general update, just like a company announcement, you’ll want the particular copy to easily and clearly communicate the core of your message to your reader.

Here’s an example of a design template you might use to welcome brand new subscribers to your newsletter:

Hi [First Name],

Thank you for signing up for [include what someone just signed up for like a blog subscription, newsletter subscription, company services, etc.]

At [Company Name] we’re working to [list a few of your company’s core goals, or include your mission statement]. We highly encourage you to check out [suggest a few recommendations so the reader can continue learning more about your company].

If you ever have any questions please feel free to e mail us at [Contact information].

Thank you,

[Company Name, or individual sender’s name]

Featured Resource: 15 Email Layouts for Marketing and Sales

Coming from considered the types of emails marketers and salespeople probably send on a repeat basis, and crafted templates that will help eliminate that time. template for an email pitch to a company

Down load these templates

2 . Blogging

Blogs give copywriters an opportunity to dive deeper into topics in a way that isn’t captured by means of emails, ads, or social networking posts. There are so many different types of weblogs you might write, so make sure to develop your blog strategy to maintain a close pulse on what sorts of blog posts and clusters perform best for your business.

Since weblogs tend to be longer than other types of copy, you want to ensure you’re keeping your audience engaged. Consider what your reader is reading your submit for and center your own post on answering the particular topic-related questions readers are most likely to ask.

This blog submit template is an example of an item or service review.



[Introduce the product/service that you’re reviewing and relevant background information about the company the product/service is from. Clearly state what the reader will gain from reading the post.]


[Write a brief using keywords. Use headings throughout the post to break up the key sections your post]

Entire body

[A few paragraphs will cover the bulk of the review here. If there are multiple features to the product/service section them separately as you review. Be detailed and answer as many questions you think your audience may have about the product or service]

  • How much made it happen cost?
  • How is the functionality?
  • Just how was the customer service?
  • Are you recommending the product/service?
  • Who would benefit from using the product/service?


[Wrap up your post with final thoughts and a CTA if you want readers to check out the product/service.]

Featured Resource: 6 Free Article Templates

We’ve put together 6 essential blog post templates every marketer needs — through how-to posts to listicles.

image of hubspot's free blog post templates

Download these web templates

3. Social Media

Writing duplicate for social media depends on the social platform. If you’re writing copy for Twitter, you have a strict character count, so the duplicate has to be brief but still attractive enough to get the attention of someone scrolling.

Similar to Twitter, Instagram is known for catchy captions. Character count isn’t as much of a concern on Instagram. However , since the social media powerhouse is visually oriented, you’ll want to compose a caption that echoes the image or video inside a post.

Overall, the primary objective when copywriting for social media is to thoroughly understand the various use cases of the social networking platform for which you’re creating. Here’s an example of an outreach template you could use for another main social media platform, LinkedIn.

Hi [First Name], I just finished [reading/watching your post, reading/watching a post you shared, reading a comment you left on a post, etc.] I found it interesting that [include a few brief key points you found interesting, or anything that you feel showcases some common ground]. I also noticed that we share a few mutual connections like [list mutual connections].

Let’s connect and keep sharing great at ease with each other!

Featured Resource: Social Media Templates

social media template

Download these templates

4. Website Duplicate

Copywriting for websites is all about staying true to the business’ overall brand, while which makes it easy for users to navigate the site. The copy which makes it to a site plays a huge role in setting the particular tone for a brand’s tone of voice. When writing website duplicate, then, it’s critical you collaborate with key decision-makers for feedback to ensure your own copy is on brand name.

There’s so many different components of a web site, so start with clarifying which kind of page you’re writing with regard to on the site. This may include, although not limited to, the following:

  • Home page
  • About All of us page
  • Contact page
  • Product or Service category page(s)
  • FAQ web page
  • Blog page

Let’s take a look at one of the most necessary pages to include on the site, the About All of us page:

[Company name] was founded in [Year] by [Founder’s name]. When [Founder’s name] began building [Company name] [he/she/they was/were] determined to [help ,build, create] a company that offers [include the solution that the company problem solves for].

[Include as much or as little about the founders of your company. Sharing personable stories about how your company was founded is a great way to connect with readers and provide more insight into the people behind your brand.]

[Company name] assists people with [identified pain points of your buyer persona(s) ]. To provide our customers the best [product or service] we focus on [value proposition #1], [value proposition #2], and [value proposition #3].

[Company name] takes pride in working with individuals like you to provide quality [product/s or service/s] and exceptional customer service. We look forward to having a person as a valued customer.

[Closing Signature]

Featured Reference: About All of us Pages Guide + Lookbook

Get inspired simply by these awesome ‘About Us’ page examples and learn steps to make yours great, too.


Download these templates

5. Ebooks

Ebooks are one of the most common forms of content copywriters can create. Since ebooks are meant to contain substantial information, it’s best to take the creating process one section at a time.

Here’s an example of a general ebook template.

Cover/Title Web page

[In addition to including the title of your ebook, you’ll also include your cover image. If this is a company resource also add your company’s logo. If it’s a resource coming directly from an individual contributor, include the author’s name.]

Desk of Contents

[The table of contents should clearly include a list of all the chapters or sections in the ebook, with the corresponding page numbers.]

[Introduce the ebook topic with relevant background information and clearly state what the reader will gain from reading the ebook.]

Chapter/Section Pages

[This is the best part of your ebook because it’s where the core of your information will be for your readers. Break the writing into digestible paragraphs for better readability, and include relevant images to help break up the copy and fill excessive white space.]

Conclusion Web page

[This is the closing of your ebook. The goal of your conclusion should emphasize what the reader has gained, and any actionable steps they can use to put their new knowledge to good use.]

Optional pages to include:

About the Writer page

[This page helps readers learn more about the author. The background information can vary depending on the author’s level of comfortability, but overall the tone should be personable. This is also an opportunity to speak to the author’s credibility of the ebook topic.]

Interactive pages

[Interactive pages can help keep your readers engaged. These pages may include: quizzes, worksheets, checklists etc. Including an interactive page in each chapter or section can help your reader feel they’re actively learning as they read.]

Resources page

[You’ve most likely referenced tons of sources to help you get the final version of your ebook. Include the most important resources on this page for readers that may want to do further exploration on their own.]

Featured Useful resource: Ebook Web templates

Let us care for the design for you. We’ve made six free ebook style templates — available for PowerPoint, Google Slides, and InDesign — for a total associated with 18 templates.


Down load these templates

6. Problems Communications

If you’ve been tasked with writing for a crisis, you’ll need to be especially attentive since this type of content is usually addressing serious or sensitive matters.

Developing clear messaging just for crisis communications requires a special level of detail. You’ll want to convey an empathetic tone that will appropriately addresses the crisis. It’s a good idea to collaborate with team members to ensure the overall message is properly aligned along with your company’s brand.

You may end up creating several pieces of content for a crisis including blogs, social media posts, emails, an announcement from the CEO, the newsletter, etc . The following template is an overview of what to deal with:

An overview of the crisis

[Clearly identify the crisis and share detailed background information on what has occurred. If you’re addressing something that includes individuals use discretion. Check with your company’s legal team to ensure all documents are following proper protocol.]

Plan of action plus timeline

[Create a plan that includes a timeline of how the events have developed and how your team will be addressing the issue/s at hand. Consider the types of questions media outlets could ask and write prepared statements the company, leadership, and general team members can use to respond.]

Contact information

[Share the best contact information people can use to learn more about what’s happening and ask any additional questions. This could be your company’s PR team or agency or an internal customer service or support team.]

Featured Resource: Crisis Management and Conversation Kit

The templates on this crisis communication kit will help your crisis management team prepare for how to handle a crisis and respond to the media during the difficult time. Having clear lane gives your team to use effectively during times of crisis.

cover image of hubspot's crisis management and communications kit

Download these templates

7. Customer Communications

Customer service is an essential part of any company. Writing to better understand and better communicate with your customers is necessary to foster stronger connections. One of the best ways to better understand your customers is by developing buyer personas. Buyer gentes are semi-fictional representations of the ideal customers based on data and research.

Use this template outline to begin developing your own buyer personas.


[Create a background for your persona that best exemplifies the types of customers you have. This can include their job title, career path, and family life.]


[Include age, gender, salary range, location, and anything else that best represents your customer persona.]


[Identifiers can include your personas general demeanor or communication preferences. This type of information is vital because it helps businesses build a more curated approach for their customers.]

Showcased Resource: seventeen Templates to Help You Put the Consumer First

To help you foster much better relationships with delighted clients, we put together this assortment of templates — buyer identity templates, email templates, plus survey templates — that will put the customer first.

image of hubspot's templates to help readers put the customer first

Download these templates

6. Case Studies

Potential customers usually turn to case studies when they’re researching a product or service they’re interested in buying. Case studies provide evidence as to how a product or service provides helped customers by determining a pain point and offering a solution. They’re a great resource for copywriters to show off their own interview skills and include strong statistics.

The key aspects of a case study are classified by the following template:

Professional Summary

[Provide a mini headline to grab your reader’s attention. Then, underneath this headline, write 2–4 sentences (under 50 words) summarizing the whole story, making sure to include the most relevant points of the case study.]

About the Client

[Share a brief description of the company you’re featuring in the case study. This should include the name of the company, when the company was founded, what the company does, and any other relevant information you think would be helpful for readers.]

The Challenges

[Write 2–3 short paragraphs describing the pain points your client was experiencing before they bought from you, the challenges this presented and/ the goals that were trying to be achieved.]

The Solution

[Write 2–3 short paragraphs describing how your company worked with your customer to find a solution to their challenges and implement a winning strategy. Use this space to describe how they are now using your product or service to solve their challenges from the previous section.]


[Write a 2–3 paragraph conclusion to prove that your product/service impacted the customer’s business and helped them to achieve their goals, especially if they’ve been able to quantify or speak to the ROI of their investment.]


[Use your CTA to lead your prospect to a landing page or a contact form. This will give you more information on who’s reading your case study and who’s interested in your company.]

Featured Useful resource: Case Study Design template

Need help getting your first case study off the ground? Look no further. We’ve put together a comprehensive guide, complete with themes, designed to make the process a great deal easier.


Download this particular template

9. Call-to-Action

The call-to-action (CTA) is an image or line of text that is included in different types of content to encourage leads and/or customers to do this. In short, you want someone to click your CTA to carry out the desired action.

Add CTAs to blogs, emails, ebooks, and anywhere else you want a lead to complete a certain action in order to push them to the next stage of the buyer’s journey .

Featured Useful resource: CTA Templates

These resources will enable you to create an impressive call-to-action strategy by helping you understand how CTAs work across various use cases, while also providing you with the means to develop them for your own website.

image of hubspot cta templates

Download these templates

ten. Memos

A memorandum, or even memo, is used to address internal communications within an organization. Consider the type of message you’re aiming to communicate. If you’re sharing mins from a meeting, or describing new policies and treatments, or communicating anything that individuals may need to refer back to later on, a memo is likely advisable.

Memos tend to be longer and more formal than emails (although you may attach a memo to an announcement email) and might be formatted according to your company’s style guidelines.

Use this general memo template to get going.

Memo: [Memo Title]

Date: [Date of sending]

Memo To: [Individual(s), Department(s), or Organization(s) the memo is being sent to]

From: [Your Name, or the Name of the Department on whose behalf the memo is being sent]

Subject: [Enter a brief, 5-10 word subject line to describe the purpose’s memo]


Offer an executive summary of this memo in one-two paragraphs, highlighting the change that is taking place, when it is effective, and what the key takeaways are for the memo recipient.


Explain the background for this organizational change within one-two paragraphs. Some questions to answer in this area might be:

  • Why has been this idea pursued in the first place?
  • What data, research, or even background information informed this decision?
  • What are the intended outcomes of this organizational change?

Overview and Timeline

Describe the organizational change in clear, immediate language. Specify the following:

  • What will be changing.
  • Who will be accountable for driving the change.
  • When the changes should go into effect .


Close details out with a final take note on:

  • Why workers should feel excited and motivated about this change.
  • Where and when employees should submit questions, feedback, and/or concerns.

Featured Resource: four Free Memo Templates

We have drafted up four free of charge memo templates for general, organizational, financial, and problem-solving updates. We’ve also incorporated a best practices checklist that you should review before sending your memo out.

image of hubspot's memo templates

Download these templates

Adding these templates to your marketing toolbox can help you save time during your creating process. Copywriters are shifting gears from blogs to case studies to emails all the time.

If you’re responsible for writing amazing copy for different sorts of content on a regular basis, using templates is a great way to get your innovative juices flowing.

Spread the love

Leave a Reply

Your email address will not be published. Required fields are marked *