Content & Copywriting terms

The part of a webpage visible before a visitor scrolls.

A sentence structure where the subject performs the action of the verb.

Tools and methods that try to estimate whether content was produced by AI.

Text, images, or media produced wholly or partly by artificial intelligence tools.

A classic model describing four stages a message moves a person through toward action.

The visible clickable words in a hyperlink.

A short profile that describes the writer's background, credentials, and relevant experience.

Copy that leads with what the reader gains rather than listing product features on their own.

A single dated article published on a website's blog to inform, engage, or attract readers.

The main text of a page or ad that carries the core message.

A document defining how a brand looks, sounds, and presents itself across all materials.

Telling a consistent narrative about a brand's purpose, people, and values across touchpoints.

The consistent personality and style expressed through a brand's language.

Short transitional phrases that pull readers down the page and keep them reading.

The line on an article that names the writer, and sometimes the date or role.

A call to action worded around the benefit the reader gets, not the task.

A detailed story showing how a customer used a product or service and the results.

A page that compares two or more products, services, or options side by side.

Breaking one large piece of content into many smaller, standalone pieces for different channels.

A systematic review of existing content to assess its quality, performance, and what to do next.