Well put glossary

When we work together I’ll be with you every step of the way but for those in-between times…

Some frequently used terms & their definitions


A contraction of the words “web log.” The blog is a type of website or page on a website where content (information/opinion/discussion) is published in reverse (latest first) chronological order and updated regularly, often inviting interaction from readers. Blogging is one of the most important developments in the history of the Internet. In the early days you needed technical knowledge to have a blog, but with new web publishing tools and platforms (for example, WordPress and Blogger) the blogosphere has grown rapidly.

Did you know? Regular blogging increases your digital footprint – a good thing! It shows you as active and knowledgeable in your community and gives you more opportunities to convert readers into customers.


A name and its identity – can be a personal brand and/or a professional/business brand and encompasses brand values (emotional responses) and brand image (what everyone sees).


Instructions/information/direction given to a person about a job or task. (Click here for WellPutWords Briefing Template)


Stands for “business to business.” B2B copywriting sells a product or service to other businesses rather than to the general public, i.e. consumers. For example, a business selling copywriting services to a web design business.


Stands for “business to consumer.” B2C copywriting is where a business addresses targeted sections of the general public that make up their audience. For example, a heating engineer with energy-saving tips and advice on his website.

Content Marketing/content generation

“A marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience. The end goal or objective is to drive the profitable customer to positive action.” (Content Marketing Institute) Content is information that may be useful to a particular audience in a specific setting. It can be original or curated (gathered from and attributed to other sources) and can be text, audio or visual, for example, websites, blogs, social media, video or podcasts.

Copy / Copywriting

Copy is text, in a digital or print setting, written for marketing or advertising purposes. Copywriting is the service that creates copy. Copy is written to inform, engage and persuade a potential customer to buy or buy into a product, service or idea.


Call To Action – the purpose of the piece of copy being written – tells the reader what you want them to do – to subscribe/donate/buy.


Click Through Rate – a measurement used mostly in email marketing that shows how many people opened an email and clicked through on a link that was included in it.

Customer Profile or Persona/Target Market

Customer profile is the individual you are targeting – an outline of who they are, their interests, problems and what would bring them to you. A target market is putting together all your different customer profiles – they are the people you want to help.


Fear Of Missing Out!


A business model, especially on the Internet, whereby basic services are provided free of charge while more advanced features must be paid for, for example, LinkedIn’s Premium service.

Growth Hacking

A marketing technique developed initially by technology startups. It uses creativity, analytical thinking and social metrics to sell products and services, gain exposure and grow a business. It is a low-cost and innovative alternative to traditional marketing practice and harnesses social media. Examples of companies that have grown using it include AirBnB, Dropbox and Twitter.


A headline kicks off your copy, introduces the subject and compels the reader to find out more. Subheadings break up text and if someone is scanning the copy they get the gist of the information from them. Hooks are what the writer uses to get readers’ attention, they are the interesting, instantly eye-catching facts and benefits.


The words people use when searching for you/your business online. When you know what your keywords are you can include them in your text to ensure that your site is found through search engines.

Landing page

A web page which serves as the entry point for a website or particular section of a website. See also squeeze page


A process that identifies, aniticipates and satisfies customer requirements profitably. The marketing process helps you develop the right product or service and then lets the target market know how their needs and wants can be met, or their problems solved, by using your product or service. Advertising, digital media, direct mail, events, PR, social media, and sponsorship all fall under the marketing banner.


Public Relations or reputation management – the means of managing communication between an individual or organization and its publics.

SEO/SEO Copywriting

Search Engine Optimisation is what improves the visibility of a website or web page in search engines through natural, unpaid-for search results. SEO copywriting focuses on writing intentionally using keywords that make content more likely to be found by search engines like Google, Yahoo! and Bing.

Social Media

Websites and applications used for social networking – a way people can create, share and exchange information in virtual communities (friends, family, colleagues and interest groups) via text, audio, video and images. Social media means that the olden days market-place conversation is back! Being social, for example on Facebook, Twitter, Pinterest, LinkedIn or Tumblr, places real value on interactions and relationships. Used strategically, it can bring a business closer to its audience.

Squeeze page

A landing page created to solicit opt-in email addresses fro prospective subscribers. See also landing page


A short phrase that sums up/explains a brand, product or service, for example, “WellPutWords, for all your writing needs.”


An endorsement of you, your product or service provided by a client or customer. It can take the form of text, audio or video, or in longer form as a case study. Testimonials are important in building your credibility.


Uniform Resource Locator – the address of a particular website


Unique Selling Proposition – what makes a business, product or service different from everyone else, what sets it apart and makes people choose it over its competitors.


If there’s anything else you’d like to know or something useful you think I’ve left out, do get in touch…