By Mariquita Philippa de Boissière
Thankfully, web copy has come a long way from when businesses would plaster ‘welcome to our homepage’ over the hero section of their website and call it a day.
From the introduction of SEO to user-generated content and the rise of smartphones, the digital landscape is ever-evolving.
But rather than tapping out, this is where the most successful copywriters lean in.
And one of the next major shifts I see on the cyber horizon is from online to onchain.
What is Web3?
Think of Web3 as the third generation of the internet.
It’s built on blockchain (like a big digital notebook where every page is a record of something that happened, like a transaction. Once a page is filled, it gets locked, and a new page starts, connecting all pages in a tamper-proof record) uses crypto (digital money that is stored on a blockchain, making it secure and resistant to being copied or stolen), and is changing how we think about marketing through decentralisation and community-driven strategies.
For copywriters willing to go down the ‘Web3 rabbit hole’, there is a huge opportunity to help crypto-native businesses map out the terrain and craft new trails for that optimal user experience (UX).
For Web3 brands, on the other hand, finding copywriters who really get UX could make the difference between seeing real growth or ngmi (crypto-speak for ‘not making it’).
So, let’s dive in, explore what Web3 is all about, and what copywriters should bear in mind for Web3 copywriting jobs.
Ripping up the Web 2.0 marketing playbook
When I first got involved in crypto, as a content writer, I could see that much of the space suffered from a copy problem.
I’m sure you know the deal…websites with paragraphs of dense text, that fail to speak to their audience, and lack clear signposts for what visitors should do next.
So, I decided I wanted to help and started studying copywriting.
The tricky part came when I tried to figure out how the Web 2.0 marketing funnel mapped onto this new landscape (spoiler alert; it doesn’t).
Rather than replicating user journeys that begin with a click on an ad and finish at the checkout, I realised I needed to take a step back:
- Who exactly was I speaking to?
- What did I want these users to do?
- And what would be the best way to guide them there?
Getting under the hood: How Web3 is redefining User Journeys
The tl;dr on Web3 is that it can be thought of as a reimagining of the internet, free from the control of Big Tech.
First off, it’s permissionless and censorship-resistant… Which is a fancy way of saying that the tech stack can be built on, or used, by anyone with an internet connection.
That data remains in the hands of users instead of platform giants like Google, Meta, or Apple.
It also introduces new models for value exchange. Part of the Web3 shake-up, for example, are payment rails that are internet-native (that is, they don’t rely on third parties such as PayPal or Stripe) and verifiable digital ownership (files that can be tracked and traced across blockchains).
It struck me that I was looking at quite a different business model to the one that the copywriting or digital marketing courses I was studying were preparing me to write for.
The 3 key shifts when writing for decentralised platforms
Here are some of the differences that jumped out at me the most:
1. Ads are switched out for community-building content
Paid media or ads lose their place as top-of-funnel content, replaced by Key Opinion Leaders (KOLs) or memes.
Why?
Well, ads more typically work when centralised players like Google run the show.
Marketing in Web3 runs more on ‘vibes’, authenticity, and the evangelism of community members.
The key is to create content that entertains or provides value – this is how brands position themselves. Add memes into the mix, and you unleash virality and reach beyond the budget restrictions of expensive ads.
2. In-app sales funnels simplify the user journey in Web3
How? In Web3, your crypto wallet is a one-stop interface for connecting across dApps (decentralised apps). It holds not just your crypto funds, but your identity and transactional history. This wallet becomes your interoperable (works across platforms) portal into the marketplace.
In other words, you carry the checkout with you as you navigate your favourite socials.
Rather than having to click away from your feed into landing pages, baskets and third-party checkout pages – you can convert at the tap of a button!
3. NFTs potentially replacing 3rd party cookies in blockchain copywriting
Huh?
NFTs and wallet data are being hailed by web3 enthusiasts as a more granular (and privacy-first!) alternative for gathering personalised consumer data.
More granular because crypto wallets store detailed transactional histories and user interactions on the blockchain, as opposed to simply tracking browsing activity across websites.
And privacy-first because users can control their own data and choose what information to share, unlike third-party cookies that track user behaviour across multiple sites without explicit consent.
The main takeaway for Web3 copywriting jobs?
The thing to remember in all of this is that Web3 is a giant, interoperable work in progress. Right now, many Web3 products lack intuitive interfaces. And so, it falls to us, as copywriters writing for decentralised platforms, to help users navigate this complexity.
That means using Web3 products ourselves, and staying up to date on ecosystem roadmaps as well as the proposals shaping the tech.
Mapping user journeys in Web3
Just as SaaS clients have different copy needs from, say, e-commerce platforms, how you craft your user journey in Web3 will depend, amongst other factors, on what kind of protocol you’re writing for.
Writing for developer-centric or more B2B infrastructure protocols – think blockchains or oracles – requires a different approach from writing for brands that interface directly with consumers; for example, Decentralised Finance (DeFi) protocols, NFT marketplaces or Decentralised Autonomous Organisations (DAOs).
Something else to bear in mind, is that your copy needs to consider, not just one, but multiple, user journeys.
This is because, instead of your ‘one reader’, the Web3 community is made up of users, investors, and developers. Although the same person may play all of these roles at different moments, each user journey will crafted to reflect distinct use cases.
User journey end-point in Web3
But where do these journeys lead to?
Unlike in much of Web 2.0, the best UX copywriting doesn’t end with conversion. We’re clearing out the classic linear funnel, and making way for the Web3 ‘flywheel’.
The idea behind the flywheel is that, although it may require a lot of upfront work to get moving, it will then run on the momentum created through network effects – the term given for when an ecosystem becomes more valuable as more people use it.
To spark that kind of growth, crypto brands are rethinking customer loyalty with experiments in token rewards, NFT-based loyalty programs, and community voting systems (onchain governance).
So, this is another area to pay attention to and see what’s working.
The UX opportunity in Web3: Where copywriters can add value
Crypto may still be in its ‘pre-acceptance’ phase but it’s rapidly growing in relevance as major institutions and political leaders from across the spectrum increasingly sit up and take note.
If you are good at technical-adjacent writing, are comfortable keeping pace with an incredibly fast-moving industry, and can blend all of the above with crypto’s niche cultural references; Exploring Web3 copywriting jobs could be for you.
It’s especially worth exploring if, rather than following the tried-and-tested playbooks, you prefer to be the one charting new terrains within blockchain content creation.
If you’re curious about writing for decentralised platforms, my advice would be to dive in, explore, and figure out which niche within blockchain copywriting is your jam – then go deep. And be prepared to stay nimble as market developments and technological updates emerge.
About Mariquita Philippa de Boissière
Hey, I’m Mariquita!
A content strategist and flywheel copywriter for the web3 brands that are degening into the new internet. Originally from the UK, I’ve been based in Bolivia for over a decade.
Web3 brands, now we’re on the upswing, the time to differentiate yourself is now.
If that, and pushing UX forward for the space as a whole, sounds like the kind of trail you’d like to blaze, find me at www.Web3writer.net and let’s set up a time to chat.
