Website copy is snippets of content that are shorter or substantially different from what you would call “website content” proper. Website copy is more sales-y than content. Another characteristic is that website copy has a higher grade of re-usability than content. Some of the website copy can be used many times in very different places, whereas website content gets only one use, because more than one version of long content, even if it’s published elsewhere, must not exist.
A slogan is a catchy phrase that you include in certain places and that customers will learn to associate with your brand. Since slogans are short, anyone can think that they can write one. The reality is quite different.
A slogan that teaches the world about the soul of your brand is something that should be developed scientifically. Your brand’s style and what the customer wants to hear are refined and made larger-than-life through a goals-focused or style-oriented rhetoric. A slogan encapsulates not just the promise of your brand and its fulfillment, but also how a brand is unique or at least radically different from its competitors.
A short statement of your product’s or service’s reasons and objectives. I’ve seen uncountable mission statements that went too far. By going too far I mean when the mission statement is corporate-oriented instead of crafted with the end-user in mind. That’s the wrong way to write a mission statement. It’s the kind of document, like the slogan, that many think they can write but in fact, they require to be backed by customer intelligence research and copywriting knowledge about its structure.
A short piece of copy stating what you’re bringing to the table to satisfy your customer's needs or solving their problems. To which of your customers’ needs for gains it will cater. Which of your customer’s pains it will solve, or at least alleviate?
Instructions on how to use a product or service, or any other kind of instruction that needs to be published on a website. Many formats of copy could be included under the instructions category. The only thing to keep in mind is that around the 500 words mark copy stops being copy and becomes content.
Call to Action
Snippets of copy that need to be as perfect as possible. The perfection of a CTA means it’s going to be irresistible for the reader and that she or he will perform the most wanted action that the CTA invites him or her to perform.
There are several types of company statements. A very popular one is the financial statement, where a company gives some corporate narrative of itself and a report with hard data about its financial state. These kinds of statements are one of the primary tools a business has to attract investors.
About Us Page
A snippet of copy with telegraphic statements about the bare-minimal facts of a company. They can include an abridged version of the mission statement, contact information, and similar primordial data about a product or service.
Launch Press Release
A short piece of copy, only one page, that is posted in different media outlets each time a website launches or each time an established website launches an important feature.
Software Interface Copy
Software and applications sometimes need an instructional copy to include in their help, tutorial, and similar sections.