What is a Website Copy? – Complete Guide 2023

What is a Website Copy

What is a Website Copy? Copywriting is the activity of writing advertising articles within a broader marketing sector, aimed at attracting and gaining the attention of the target audience in order to gain sales or gain leads. Anyone who writes such articles is called a copywriter.

What is copywriting? “Copywriting” is an English term that refers specifically to the writing of advertisements, a job that requires not only proper language skills and creativity but also the marketing knowledge that you need. Allows achieving the goals set by the client.

What is Website copywriting?

The results obtained through advertising content can be many, but they are always connected to the user initiating a concrete action, the first purchase.

People who deal with copywriting, therefore, must have a seller to the extent that, by using the right written words, they manage to persuade the customer/user to take an action: buy or Even answer calls based on a call to action. A prospect for potential future sales, either through the acquisition of a lead or, even better.

In short, a copywriter is a salesman, with a good knowledge of marketing, and a craftsman of words, and creative.

Then there is Bruce Banger, author of the book “Copy Workshop Workbook”, a complete definition of copywriting.

What is not copywriting?

Therefore, copywriting is not an art – as we read in many posts on the net – This is not to say that the draft ad text does not reflect its own internalization and that the purpose of obtaining it is not merely to evoke conversation and emotion. The text should promote a brand and express it in words, such as capturing the attention of consumers and stimulating the emotions that will drive them later, when they shop or in any case, the brand in favor.

Copywriting has often been described as an art due to the food of creativity that this job requires: You cannot be a copywriter without being creative, without knowing how to play with words. , With their meanings, with rhetorical figures, without knowing how to awaken in this work. Keep in mind other people’s pictures and ideas, even abstract ones.

Furthermore, it cannot be said that copywriting is a science or that it has a scientific rigor that leads to certain conclusions. However, copywriting is a marketing activity that requires accurate strategic and analytical study of specific information and brand objectives, market, and target audience, in order to achieve some results.
Reaching “scientific copywriting” means acknowledging that creativity is not always everything and, in fact, sometimes it is necessary to put it aside: being creative without a method does not really lead to results.

Where does a copywriter work?

To quote Alfonso Canawaciolo: “Where there is corporate writing [the purpose of selling] there must be a copywriter.”

Therefore, a copywriter may work in an advertising agency, where he encounters an account that manages the relationship with the client and submits a summary document (summary) of the client’s requests and needs, and where he is in close contact. The art director is the one who creates the graphic structure to relate to the ad text. The power of an advertising message, in fact, comes from a combination of two components, one text, and one graphic.

A copywriter can also work within a company (if the marketing department is involved, as in the case of some large multinationals) or as a freelancer, for both agencies, and for direct clients. By opening the VAT number.

What text does a copywriter write?

The articles written by copywriters are numerous and are intended for both offline and online advertising.

Among the offline texts are:

  • In all components of magazine and newspaper or billboard advertisements, headlines, body copy, slogans, or claims;
    The text on the packaging, and on the product packages, sometimes also have coupons that use invitations to make subsequent purchases and collect points.
  • Brochures, postcards, flyers, etc .;
  • Television and radio commercials;
  • Business letters
  • In the online text, however, are:
  • Text for newsletters and email marketing activities for general sales purposes;
  • Product sheets on e-commerce sites;
  • Advertising for Online Platforms
  • Text containing a call to action;
  • Banner
  • Podcasts for advertising or promotional purposes (although more closely related to content marketing);
  • Articles for advertising or promotional purposes (although more closely related to the content marketing sector);

Is it appropriate to talk about SEO copywriting or web copywriting?

Articles entitled “Web Copywriting” and “SEO Copywriting” are widely read on the Internet.

The former can be thought of as a further description of the copywriter’s profession compared to when the term was coined and the Internet did not yet exist, now dealing with a variety of texts for online advertising It is important to know the web well.

The second, however, would be to consider a wrong word. With SEO Copywriting we intend to point out – where the term is used – that a copywriter, in the age of digital excellence, knows the basics of search engine optimization (SEO) when it comes to finding the right text for the net.

However, it should be noted that the ad text for the web written by copywriters is designed to be included in most graphic formats (as in the case of banners) or not indexed. (Think of newsletters, for example). This is how a copywriter is perceived to be, so knowledge of SEO is not necessary for career development unless he is strictly involved in writing articles that have advertising or promotional purposes (e.g. However, articles that describe the brand, product, or service (directly or indirectly, and primarily intended for third party sites for advertising activities) and which must be indexed.

However, the term misunderstanding is probably due to the fact that the copywriter is most often a hybrid professional because the people who do it – especially if as a freelancer or for small communication agencies – Most of the time also work. Types of text that are not directly or strictly related to the advertising sector.

Knowledge of SEO is, in fact, more important than anything else for those dealing with brand storytelling and online content marketing (whether the advice is always to rely on or work with an SEO expert professional). Be)

Copywriting, Storytelling, and Content Marketing: What’s the Difference?

The three concepts of copywriting, storytelling, and Content Writing Services are in fact closely intertwined and that is why they are often used interchangeably. However, there are differences between the three terms.

Storytelling, unlike copywriting, refers to an activity that is not purely commercial. In fact, storytelling tends to exploit the narrative strand to refute a wide range of different content, with the aim of creating engagement, and positive and engaging sentiment towards the brand. It is more appropriately defined as brand storytelling and features a more consistent, complete, and generally longer format than copywriting.

Content marketing, on the other hand, as opposed to copywriting which seeks to push the user towards immediate action, tends to be more towards information, building knowledge, trust, and loyalty over time, including content such as for corporate blogs. Ebooks on articles or more general topics. Related to the brand and the world of related products/services.

In the case of both brand storytelling and content marketing, the ultimate goal, however, is always to move the action forward, especially for the purchase, but in the case of copywriting the text is more explicitly advertising, for that format. Also in which they are presented (think of ads or banners, for example), a form that is immediately visible and categorized as advertising.

Finally, in all three cases, it is a combination of corporate strategy and creativity: none of these activities should be considered merely creative and an end in itself, as they all respond to specific corporate and business needs. ۔

Persuasive copywriting

Convincing language is used for abbreviations that typically characterize ad text, and for the clear purpose behind this activity in the field of marketing.

It must first be borne in mind that “persuasive copywriting” refers to the act of persuading, obtaining consent, or stimulating a desire which translates into concrete action. When it comes to copywriting, however, the term “persuasive” must be implied, since it can only be used to motivate action.

How do you become a copywriter?

Those who think about becoming a copywriter have no answer.

However, as always, training is necessary and there is no linear path: you can pursue university studies or follow the courses of reputable professionals in the field, as well as try to train yourself. Considering that comparisons with industry experts can be important. In improving and enhancing their knowledge.

You need to have a good knowledge of the language, grammar, and syntax rules, and you need to have a good vocabulary as well as an in-depth knowledge of marketing.

Because copywriting requires the creation of original content, which has not been seen and heard before and which makes it possible to clearly recognize a brand’s value proposition (and, of course, its unique sales proposition). Therefore, it is important to promote creativity and practice.
So reading a lot and everything is very useful, not just writing – books or articles – writing and marketing, because the movement for a creative message comes from different fields (including fiction, fairy tales, novels, etc.).
In addition, it is important, as mentioned above, to practice, and try writing different texts for different media, for different ad formats, and for existing or invented brands. Like so many other things, creativity and writing get better with practice.

How to find a job as a copywriter?

You can find a job as a copywriter, therefore, in different ways.

You can use push strategies and send CVs directly to agencies or companies directly, especially when reading open position announcements.

However, you can resort to the exact opposite strategy, create a blog or personal website, with well-indexed content related to copywriting, so that it can be easily found and known, which was created. Also includes some creative examples, in a kind of portfolio. , As well as a call to action that invites you to contact us for information and quotes.

It is also helpful to take care of your personal profiles, especially on social networks, and to participate in groups discussing copywriting issues so that you can communicate and get to know yourself better. Assuring that something positive might come up about you. Professional personality.

In short, if you know how to do good copywriting for yourself, chances are you will be able to do it for others and this is the best business card to introduce yourself to a client.

By James Kandu

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