We will provide definitions of 10 key website copywriting terms

 

10 Website copywriting terms explained for your business

Understanding recognised website copywriting terms as a business owner can grant you a competitive advantage. Moreover, this helps you know what to focus on and include when crafting copy (the written text) for your new site.

But knowing your CTAs from your AIDAs and your hooks from your SEO can soon lead you down a rabbit hole of online searches. Ten browser tabs and 60 minutes later and you could feel like giving up.

Thankfully, you have arrived at thefingerprint’s blog on copywriting terms. Consider this your copywriting dictionary, revealing the fundamentals of our website copywriting services. Many of the following ten principles can also be applied to blog articles and social media.

So let’s begin.

1. Hooks

Just as your website needs to load quickly to secure your visitors’ attentions, readers will give your webpage, landing page or blog post approximately seven seconds to form a first impression of what you have written. This is where your ‘hook’ can persuade them to stay and discover your business.

As Forbes writes, “Worryingly, the average time spent on a website is roughly 54 seconds”. This means your business website has to grab their attention from the opening few sentences. Often achieved with punchy, clearly written text in a hero banner or heading, failing to connect can send these same potential customers towards your biggest competitors.

2. SEO

Search engine optimisation (SEO) is another website copywriting staple. On-page elements, such as adding relevant keywords (search terms people are looking for online) and headings (check out point 4) will simplify visitors’ reading experience.

When combined with page titles, meta descriptions, and alt text descriptions, your website can climb the list of search engine results pages on Google. Meaning more opportunities to be found, SEO can form part of our website copywriting services.

3. Keywords

We couldn’t introduce keywords earlier without giving them their time in the spotlight. Keyword research is conducted using SEO tools such as SEMrush or SE Ranking to discover what search queries people are using online.

Then, once you have established a shortlist of top-performing keywords, in terms of search volume and keyword difficulty, you will start to add them naturally within your website copywriting. As in business, knowing how to write good copy for websites requires balance. Google can demote your site for ‘keyword stuffing’, a.k.a. repeating keyword phrases unnecessarily.

4. Headings

Presented in different weights and sizes, website headings are another important addition to this copywriting dictionary. Think of them as a hierarchy of text styles that you can set to guide the reader through your article.

For example:

• Heading 1s are the digital version of a traditional headline, summarising a topic
• Heading 2s are used multiple times to break up the webpage’s contents
• Heading 3-5s separate heading 2 topics into lists or sub-topics.

Breaking down ‘walls of text’ using these stylistic features makes it easier for the readers to scan, read and find what they are looking for. Often short of time or overwhelmed, these copywriting terms improve website presentation.

5. Alt text descriptions

These often forgotten copywriting website elements can also be called alt texts or alt tags. They are short descriptions of the visual content and any text seen within a photograph, infographic or chart. Ideally, you should include an alt text description for each image on your webpage.

Taking only a few seconds to write per image, they improve your site’s:

• SEO for better rankings on search engines
• Accessibility for visitors using screen readers.

This ensures no one is excluded from learning more about your business, products or services.

6. Copywriting frameworks

Does the thought of sitting down to draft your website copy suddenly remind you of the other tasks on your schedule? This is where established copywriting formulas can save you the frustration of multiple edits.

Popular copywriting structures include:

• PAS – Acknowledge the reader’s problem, agitate this issue and recommend a solution
• AIDA – Capture readers’ attention, build interest, create desire and promote action
• BAB – Communicate the reader’s situation before and after they buy from you. Then bridge the gap by presenting your service/product as the key difference.

You can also try this with blogs and social media management.

7. Meta information

Do you remember the last time you searched for something online? How did you narrow down your choice from the thousands of options shown?

When deciding which site to click on first, you would have seen:

• Page titles
• Meta descriptions.

Both website copywriting elements appear outside of the websites on Google or Bing etc. Yet, someone will have carefully written and entered them into a site’s content management system to entice you to click on that website.

Therefore, you can harness meta information to stand out from similar sites when prospective customers are searching for a solution. Read our helpful guide to Writing effective title tags & meta descriptions for more information.

8. Tone of voice

Not to be confused with the intonation of how someone speaks.

The written tone of voice your business adopts will determine how your audience perceives you and ultimately how they respond. Does your copy and content come across as funny like Innocent Smoothies? Would a high-end professional tone of voice represent you better, as per Mercedes-Benz? There is a whole spectrum of emotions and approaches to explore. But consistency is always king.

If establishing your TOV sounds like climbing a copywriting mountain, we can create brand guidelines bespoke to your brand’s ‘personality’. Explore the benefits of a rebrand for your business.

9. Target audience

No copy for websites should be written before you establish who you will be talking to.

Are your target groups of customers/clients male or female, young Gen Zs or older Baby Boomers? Do they value prestigious offers, or are they seeking to purchase at a bargain price? Having your customer target group(s) in mind (before typing one word) is essential so your website appeals to those you want to shop from or hire you.

10. Calls to action

Mirroring the opening hook of your website copywriting, your webpage should end with a persuasive call to action (CTA). As a prompt to encourage readers to perform a task, this can help you meet your target goals for your website (leads and enquiries, downloading a PDF document or lead magnet, or visiting your digital/physical store).

Examples of CTAs include:

• Contact us
• Sign-up now
• Call our team today
• Shop our latest products
• Download for more info.

Speaking of which, here is this article’s CTA below …

Effective website copywriting starts with a call

We hope that this copywriting dictionary has helped you see the relationship between web design and copywriting. We usually start with witty words before delving into pixel-perfect websites worthy of your investment.

If saving time, frustrating and learning copywriting or web design appeals, reach out via our Contact Us page or call +44 (0)7740348521 for support from a triple award-winning agency.

 

If you are enjoying this article please read our blogs Should you design your website with AI or an agency?, What to include in a copywriting brief? or Why you should invest in professional copywriting?