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Copywriting has lots of specialized words, and many of the same words have slightly different meanings when referring to writing for websites. In addition, copywriters should know a few key HTML terms. Below are 4 basic copywriting terms and 4 HTML META terms defined for how they are used when writing for the Web.
COPYWRITING Terms
Body or Body Copy - This is the text on a page, the paragraphs or sections, as opposed to other elements such as headlines, captions, subheads, photos, charts, etc.
Headline - Headlines are similar in printed materials and on websites. A headline is a copy element usually found above the body that introduces or highlights what's important about the information that follows. On most pages (printed or online), the headline is the most frequently read copy. That's what makes it important - it can capture the reader's attention and lead them into the body. Or for people who scan, it can give them critical information.
Subheads - Subheads are also used much the same in print and online. They are smaller headlines, less important than a headline, but still useful for leading a reader through large blocks of body copy. Subheads can break up the monotony of long copy, introduce a new direction in the story, or highlight the important points.
Tag line - You see tag lines most often in connection with corporate identity. This is a brief sentence or phrase that should communicate the company's unique selling proposition and help distinguish them from the competition, such as Coca-Cola's "It's the real thing."
HTML Terms
Title - The HTML <"title"> tag, found in the <"head"> section of HTML, defines the title of the Web page. It is required in all HTML/XHTML documents. The title defines a title in the browser toolbar, provides a title for the page when it is added to favorites, and displays a title for the page in search engine results.
Metadata - Optional tags provide metadata (information about data) about the HTML document. Metadata is contained in the <"head"> section of the HTML and will not be shown on the page, but is machine parsable. Two meta elements often used on Web pages specify a page "description" and "keywords."
Description Meta Tag - Use this meta element to provide a description of the page. The meta "description" is not a factor in determining search results, although it is often displayed in search results, providing the searcher with a tool for deciding whether or not to visit the page. Therefore, this is important copy to get right. Make sure it helps the searcher understand why they should click through to the page.
Keywords Meta Tag - This is an HTML tag that lists the main keywords/key phrases contained on a Web page. Misused and abused, this tag is no longer used by most major search engines as a factor in search results; however, it can still be a useful organizing tool for the copywriter.
Just the beginning ...
The above parts of a Web page are important when writing effective, readable website copy. They are also important because they influence search results, so mastering these basics will give you a good start with on-page search optimization.
These terms are just a few web copywriting basics. There is much more to know about writing copy for the Web.
