Copywriting
Content and brand
Content and brand
Copywriting is writing with a purpose: text that explains, convinces and leads to an action, in the reader's language.
Good web copy starts with the answer and elaborates afterwards. Readers scan first: headings, subheadings and the first sentence of each paragraph should already tell the story.
Write from the reader's question, not from your org chart. Back claims with numbers, examples or cases, and leave out whatever you can't support.
Related terms
- Tone of voiceTone of voice is how your brand writes and speaks: word choice, form of address, sentence length and what you deliberately don't say.
- Call to actionA call to action is the button or line that moves a visitor to the next step: request a quote, call, add to cart, book a call.
- Landing pageA landing page is where a visitor arrives from an ad, email or search result, focused on one question and one action.
- SEOSEO is the work that makes your pages findable in search engines without paying per click. It has three parts: technology, content and authority.