Online copy is any promotional written communication, as opposed to images,
graphs or other content, that you publish online. Online copywriting is not the
same as online writing in general. Specifically, copywriting is the art of creating
persuasive text that promote your product or brand. Copywriting explains,
endorses, convinces, attracts and persuades. Any writing that you publish about
your business, both online and off, will fall under the category of copywriting:
your website, brochures, promotional articles, emails and so on. While professional
copywriting for marketing purposes is a specialist skill, anyone can learn to write
effective, engaging content about their brand.
Where do I find it?
Everywhere. Here are just some of the places where you will find online copywriting:
• Websites. All text on a website is web copy, from the home and contact
pages to the customer feedback and product descriptions.
• Blogs. Business-run blogs are the epitome of online copywriting.
• Email promotions. Any marketing messages sent by email, like newsletters
and special offers, fall under copywriting.
• Online adverts. The text of any online advertising is also web copy, since it is
persuasive writing used to promote your product or brand.
Promotional articles and press releases. If you write commissioned articles
about your product, even ones that are loosely related, you are writing web copy.
Copy can be divided into two broad categories. Short copy comprises the small
bits of text that are dotted around your website, in your online adverts, your
promotional emails, blurbs and so on. Short copy is generally only a few sentences
long and must be direct, to the point and action oriented.
Long copy, in comparison, is any longer piece of writing, like a blog post, email
newsletter, press release or article. Long copy allows you to expand on an idea
and build a brand personality, which helps you engage with your readers, but
needs a strong headline and good style to ensure it is read. Both long and short
copy have an important place on the web and in your brand strategy.
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