What’s inside: An introduction to online copywriting reveals that
content is king, and gives you the key terms and concepts needed for this
chapter. How it works discusses personas and the importance of layout and
some HTML basics. Writing online, you will need to look at short copy, which
includes the all important Call to Action, features and benefits, and writing
PPC adverts. Long copy still requires attention to the elements that make sure
you are read, and we look at the all important SEO copywriting. The web is full
of neologisms and buzz words, but you’ll keep on top of them with our tools
of the trade.