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The success of many websites and online businesses depends on creative advertising. Internet sites attract visitors by posting banner advertisements and multimedia promotions on other pages, using search engine optimization (SEO) strategies, and offering informational articles about products and services. The process of implementing online advertising campaigns is known as Internet copywriting. Professional copywriters use their knowledge of the products, services, or ideas offered on websites to create promotional material that will generate web traffic.
Internet copywriting often entails the composition of short headlines or advertisements. A copywriter will thoroughly consider the type of service or product that is being marketed, and come up with witty or intriguing short headlines that are meant to grab visitors' attention or spark their curiosity. It can be difficult to capture an idea in just a few words, and copywriters often submit several different versions of advertisements so that executives can choose the best ones. Experienced writers develop different strategies for different products, and know what types of headlines are more likely to captivate certain target audiences.
An online company may try to generate interest by offering short informational articles on other websites. A copywriter creates pieces that readers will hopefully take the time to read through and then click on accompanying links to find out more information. An article may be straightforward and educational, explaining the details of a product, or purposefully obscure to build hype. In addition, some Internet copywriters create original scripts for audio or video advertising campaigns.
Many Internet copywriting jobs involve writing content articles for websites that generate viewers through SEO. Copywriters carefully include in their articles several keywords and phrases that are commonly entered into search engines. Search engines generally rank their results in terms of the popularity and accuracy of content, as well as the number of instances of the inputted search words. The goal of SEO Internet copywriting is to cause a website to appear high on a search engine's results list, increasing the likelihood of drawing visitors.
Copywriters are often employed by large corporations, advertising companies, web developers, and public relations agencies, though some skilled writers are successful in offering freelance services. Employees of a corporation usually work in teams to come up with clever, informative advertising campaigns. They often collaborate with executives, art directors, and media experts to organize ideas and develop advertising strategies. Freelance Internet copywriting is typically done by a single individual, who may be asked to create graphical content as well as written information and headlines.