18 terms and phrases you must know if you’re in the copywriting business

Well-written copy is half the way to conversion. That’s why good copywriters are always at a premium. These are the basic terms in copywriting that you will come across often. In our text, read their meaning and why they are important.

Basic terms in copywriting

COPYWRITING is the art of writing text with the intention of promoting a product or service, business, idea or person. The goal of copywriting is to convince the reader/viewer/listener to buy a certain product, use a certain service, visit a certain site.

A COPYWRITER is a person who writes texts used in marketing, such as advertisements, blog posts, texts for PR campaigns and the like.

COPY – written words or text.

HARD COPY – printed text.

BLOG – The word blog was created as an abbreviation of the word Weblog , which in literal translation would mean an online diary. A blog can be used as a personal online diary or for business promotion purposes. The purpose of a blog is to get closer to your target audience or potential clients. WordPress is the platform that is most often used for writing blogs, and the posts on the blog are arranged chronologically, that is, the posts that were written last appear first.

HEADLINE – the title or one of the most important things when writing a text. The headline is the first thing on the blog that will catch the reader’s attention.

KEYWORDS are words or phrases that people often search on the Internet using search engines such as Google , Yahoo or Bing . Are you using keywords correctly? If you are not sure, take a look at this text , because the incorrect use of keywords can have bad consequences for your site.

BACKLINK or return connection. Backlinks are links on other sites that lead to content on your site. In addition to bringing visitors to the site, these links “signal” to search engines about the quality and relevance of your pages. Backlinks could be treated as referrals, that is, Google treats them as trust between two sites.

INTERNAL LINK or internal link connects pages within one site. Internal links can be added anywhere on the site, but the most important thing is to put them in the content itself, from where they direct visitors to some other, similar content on your site. Like external links (backlinks) and internal links are also very important for search engines.

META DESCRIPTION or meta description is a concise description of the content of the web page (usually contains two to three short sentences or 130 to 160 characters). The meta description appears below the title in search results lists.

ALT TEXT ( Alternative text ) describes the photo on your website. Alt Text should say as much as possible about the image it describes, if possible with as few words as possible. Interestingly, Alt Text has two purposes. Firstly – it improves accessibility for blind and partially sighted Internet users, and secondly – it contributes to a better ranking of the page. Search engines and robots cannot interpret what is in the photo, but they recognize Alt Text very easily.

CTA ( Call to Action ) literally means a call to action. It is a piece of text (content) that invites the reader to take action. A CTA can contain several words or sentences. CTA is often placed at the end of the text, blog post, Instagram post and contains words such as “buy now”, “book”, “save this post”, “share with friends”, “subscribe to our newsletter ” and similar.

PROOFREADING is checking the text before it is published. Special attention is paid to grammar, spelling and overall readability of the text.

BOUNCE RATE represents the number of site visitors (expressed as a percentage) who enter the site and leave it, without visiting other pages on the site.

CLICK THROUGH RATE (CTR) represents the ratio of the number of site visitors who click on a specific link to the total number of visitors, expressed as a percentage.

TARGET AUDIENCE is a group of people who will be interested in your product or service. It is usually a group of people separated by certain characteristics, which can be the same number of years, the same gender, people engaged in the same profession, and the like.

AIDA is one of the most famous marketing models, which is based on the stages in thinking that an individual goes through in the process of buying a product or service. AIDA stands for Attention, Interest, Desire and Action. You can read more about this model here.

PAS or Problem-Agitate-Solve is one of the best persuasion formulas and is often used by copywriters because it is very effective and simple.

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