Copywriting Terms: Some Key Ones to Know

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Connie Ragen Green — Copywriting Terms: Some Key Ones to Know

Now that you understand what copywriting is and how it works, it’s time to learn a few important marketing terms. Even if you plan to outsource your copy, you’ll still want to know what these copywriting terms mean so you can communicate easily with your copywriter.

Call to Action (CTA)

This is the point where copy instructs readers to do something. Here are a few example CTAs that you can use in your own marketing:

  • Call 1–800–000–0000 for a Free Consultation
  • Book Your Free Discovery Session Today
  • Sign Up for the Newsletter and Never Miss a Sale
  • Follow Me on Instagram
  • Leave a Review on Facebook

As you can see, CTAs can cover a range of instructions. However, to keep your CTAs effective, ask your readers to take only one action. If you ask your visitors to sign up for your mailing list, book their first session with you, and follow you on Instagram, you’ll overwhelm them. So, pick the one action you want them to take right now.

Search Engine Optimization (SEO)

Search engine optimization is about making your content and website easy to find in search engine results. For example, if you users who search for “best aquarium tanks” to find your website, then you’d want to optimize your website for that term by including it in your headlines and copy.

Content Management System (CMS)

Content Management Systems provide users with an easy way to edit their websites and upload new content. You may already be familiar with CMS options like WordPress, Joomla, or Drupal.


Copy is content that’s created specifically to encourage readers to make a purchase. You’re surrounded by copy every day even if you don’t realize it. Copy can be found on the cereal box in your pantry, on the front of your toothpaste tube, and on thousands of other products.


Demographic is an audience of people with something in common. For example, a demographic could be:

  • Women in their 30s
  • Expert Knitters
  • New Drummers
  • Divorced men in their 40s

In the first example, the demographic is defined by gender and age. For the next two examples, the demographic is defined by hobby and skill level. The last demographic is defined by relationship status, gender, and age.

Above the Fold (ATF)

Above the fold is content that appears before a user has to scroll or click down. This is prime website real estate. Some sites like Google show ads above the fold. Other websites use this space to encourage visitors to subscribe to their mailing list.

Conversion and Conversion Rate

Conversion is the number of visitors who act on your copy. If you tell readers to buy your product and one does, then you’ve made a conversion.

Sometimes, copywriters use the term conversion rate. This refers to the percentage of people that took some type of action, rather than simply reading your offer.

If 1,000 visitors saw your landing page and 113 customers bought your product, then your conversion rate would be 11.3%. You can arrive at this figure by dividing the number of action takers (113) by the total number of visitors (1,000).


The headline is the title of your copy. You want to pick an engaging headline that makes visitors curious and invites them to read more. Some of the most well known headlines include:

  • Headless Body Found in Topless Bar
  • The #1 Secret to Perfect Chocolate Chip Cookies Every Time
  • 6 Fitness Secrets Every Woman Should Know

All three headlines promise their reader something in exchange for their time. The first promises an entertaining story. The next one promises the reader a perfect chocolate chip recipe and the last promises insights about fitness.

Case Study

A case study examines a problem in-depth and recommends solutions. Copywriters use case studies to show readers how a certain product or service can solve a common problem their demographic is experiencing.


A teaser is a small bit of copy that intrigues your reader. When companies advertised through direct mail, copywriters would create teaser text to urge receivers to open the envelope. Now, copywriters use teasers to increase the number of email opens they get, share about upcoming projects, and build excitement.


Testimonials are short, positive messages of endorsement that come from customers. Many niches rely on testimonials in order to sell a product or service. However, customers in some niches like internet marketing don’t trust testimonials. This means testimonials aren’t effective in every niche.

I hope these copywriting terms I’ve shared here are helpful to you. Please leave a comment and let me know what you are thinking and how I can better serve your needs and goals.

You may be interested in my course on really simple copywriting.

Connie Ragen Green is a bestselling author, marketing mentor, and online marketing strategist, working with people and corporations on six continents to help them increase their credibility, expand their visibility, and explode their profitability. If you’re interested in getting started with the journey to online entrepreneurship and taking your life and business to the next level, find out more by downloading your Online Entrepreneur Blueprint and get started today.

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Online marketing strategist, author, speaker, and publisher working with entrepreneurs on six continents.

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