Copywriting ( as defined by Wikipedia ) is the use of words to promote a person, business, opinion or idea.
Although the word copy may be applied to any content intended for printing (as in the body of a newspaper article or book), the term copywriter is generally limited to such promotional situations, regardless of media (as advertisements for print, television, radio or other media). The author of newspaper or magazine copy, for example, is generally called a reporter or writer, not a copywriter.
Thus, the purpose of marketing copy, or promotional text, is to persuade the reader, listener or viewer to act — for example, to buy a product or subscribe to a certain viewpoint. Alternatively, copy might also be intended to dissuade a reader. Copywriting is “getting across the perfect message, with the perfect words.”
Copywriting can appear in direct mail pieces, taglines, jingle lyrics, web page content (although if the purpose is not ultimately promotional, its author might prefer to be called a content writer.), online ads, e-mail and other Internet content, television or radio commercial scripts, press releases, white papers, catalogs, billboards, brochures, postcards, sales letters, and other marketing communications media.
On websites, copywriting may also refer to content writing for the purpose of achieving higher rankings in search engines. This practice includes the strategic placement and repetition of keywords and keyword phrases on webpages. Known as “organic” search engine optimization (SEO), it is best done in a way that does not distract, bore or confuse the human reader. Achieving optimal results is something of an art.
A skilled Web copywriter uses keyword copywriting to refine existing content and plan new optimised text. To take it to the next step insights gained through keyword research should then be cleverly moulded into the text to optimise for Search Engine Optimisation.
Web users are now more likely to query search engines with phrases made up of two and three words. They understand that longer phrases produce more accurate results in search engines. Sites are also much more likely to stand a chance of ranking in search engines under longer keyword phrases, as competition surrounding keywords intensifies on the web. Web copywriting is an essential part of optimising websites to perform well in search engines. Having well-written web copy will enhance your chances of being picked up by the search engines.
The Internet has expanded the range of copywriting opportunities to include web content, ads, commercial emails and other online media. It has also brought new opportunities for copywriters to learn their craft, conduct research and view others’ work. And the Internet has made it easier for employers, copywriters and art directors to find each other.
As a result of these factors, along with increased use of independent contractors and virtual commuting generally, freelancing has become a more viable job option, particularly in certain copywriting specialties and markets.
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