The Right Words for Results

Copywriting Glossary

Above the fold: Above the fold refers to the section of a web page that is visible to a visitor without the need to scroll down.

B2B: Business communications with other businesses, such as the placement of purchase orders with your supplier.

B2C: Business communications with your consumers, such as a regular newsletter or sale completed via your website.

B2G: Business communications with Government entities.

Below the fold: Below the fold refers to the section of a web page that is visible to a visitor after the visitor scrolls down.

Blogs: Websites with dated items of content in reverse chronological order, self-published by bloggers. Items – sometimes called posts - may have keyword tags associated with them, are usually available as feeds, and often allow commenting.

Business communication: Communication that includes a body of knowledge including Marketing, Branding, Customer relations,Consumer behavior, Advertising, Public relations, Media relations,Corporate communication, Community engagement, Research and more.

Case study: An article that explains how a company helps a customer solve a problem. It can also be called a "success story".

Conversion: Getting an online user to take a specific action,typically registering online in exchange for free content or purchasing a product from a Website.

Data Sheet: A short description (one to two pages) that describes a product or service.

Delicious: A social bookmarking site and a property of Yahoo! Allows users to quickly store, organize (by tags) and share favorite web pages. Allows you to subscribe to RSS feeds of other users and share a page specifically with another user.

Digg: Digg is a place for people to discover, share and recommend content from anywhere on the web.

Documentation: Material that helps people to solve problems, make decisions and do tasks efficiently.

e-books, ebooks or eBooks: Electronic versions of traditional printed books which can be downloaded from the Internet and read on your PC or hand held device.

Embedded help: Documentation that is part of the software. It appears directly on a window, a screen, or a tab.

E-zine: A part-promotional, part-informational newsletter or magazine distributed on the Internet.

FAQ (Frequently Asked Questions): A listing of the most frequently asked questions (along with answers) concerning any subject. FAQ's can be stand-alone's (that is, just about any subject, and can be found in a variety of sources), or concerning a specific website.

Feeds: The means by which you can read, view or listen to items from blogs and other RSS-enabled sites without visiting the site,by subscription. (See RSS).

Freelancer: A writer who sells services to employers without a long-term commitment.

Friend (verb):the act of adding a person to your social graph on a particular social network. e.g. “friend me on Facebook”.

Hits: Refers to the number of items that make up a web page. Four pictures, text and a graphic would be six items or six hits.

Hyperlink:This is the clickable link in text graphics on a Web page that takes you to another place on the same page, another page, or another site.

Instructional design: The design of instructional materials such as training courses, e-learning systems, and user guides.

Keyword: A work or phrase used to focus on online research. The right keywords throughout your site let the search engines know what the site’s all about. Keywords appear in the page title, theme tags, headlines, anchor text and text, in a natural readable way.

Landing page: A Web page designed to generate conversion or other direct action, as opposed to a page that just provides content or links to more content. It is not necessarily the home page. It reflects the content of the ad and will be highly targeted.

LinkedIn: A business-oriented social networking site, mainly used for professional networking.

Manual: Interchangeably also called a “guide” or "reference guide". It is a set of instructions to fix a problem, such as how to install and configure an engine, software, a computer application system, etc.

Opt in: To agree to receive promotional e-mails when registering on a particular Website from the site owner and other companies to whom he or she may rent your e-mail address.

Opt out: To request that an e-list owner take your name off the list, or make sure you are not sent any promotional e-mails.

Pull Quotes: Highlighted quotes in articles/web pages that reinforce the main points of your article/page. Benefits and value are often included.

RSS: Stands for Really Simple Syndication. This allows you to subscribe to content on blogs and other social media and have it delivered to you through a feed.

Search engine optimization (SEO): It is the art and science of making web pages attractive to the search engines. It includes the right design and layout, great content, and the right keywords and search terms.The better optimized the page is, the higher a ranking it will achieve in search engine result listings.

Search engine positioning (SEP): Search engine positioning or promotion refers to the constant monitoring and modifying of a website in order for it to achieve higher search engine rankings.

Social networking sites: Online websites where users can create a profile for themselves, and then socialize with others using a range of social media tools including blogs, video, images, tagging, lists of friends, forums and messaging.

Software Release Life Cycle: This is the cycle (the steps) where a software product is born, developed, and finally released to the consumer public. Major steps of this cycle are the Alpha, Beta, and final Release phases.

Special report: Free content offered as an incentive for the visitor to take action, typically either placing an order or giving you her/his e-mail address.

Subject Matter Expert (SME): People in an organization who are invaluable sources of data, review and feedback for technical and business documents.

Style Guide: Rules and guidelines that tell authors how to write documents. A style guide typically contains information about the sentence style, layout, typefaces, captions, headers, and other parts of a document.

Style Sheet: Rules that specify how a computer system displays the content of an electronic document.

Sub Headings: Headings with the article or web page that tell the main points of your story.

Tag Line: A short phrase that tells readers what the main purpose is for your website, and how to think about it.

Technical Writer: The person responsible for writing hardware and software documentation, online help, technical definitions or technical product descriptions on websites, etc.

Universal Resource Locator (URL): The complete website address. Example: (or .biz, .org, .gov, .net, .edu)

Video Sharing Site:These sites allow people to upload and share promotion or informational videos. Two examples are YouTube and Blip.TV.

twitter: It is an online community of people writing text-based, miniature-scale ( max 140 characters) microblog posts about moments in real time.

Web Analytics: The process of collecting data about the activities of visitors to your website. How they found you; what they bought; what pages they looked at; and what they downloaded.

Website Copywriting: Writing copy or text for websites.

White paper: Marketing tool in the form of information on a product and on how it will benefit the customer.

Wikis: A wiki is a page or collection of web pages that enables anyone to modify or contribute content. The best known wiki is Wikipedia, an online encyclopedia.

Definitions compiled from:,com_glossary/Itemid,125/






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