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Content and position of copywriting in web life-cycle
Přikryl, Jan ; Gála, Libor (advisor) ; Kafka, Daniel (referee)
Main purpose of this thesis based on analysis, searching and synthesis of accessible sources is to describe web copywriter's role concerning content, to position copywriting into web life-cycle and to prove efficiency of copywriting by its application on specific web site. Thesis' contribution, except from outlining important -- but still unappreciated -- web copywriter's role, is to integrate web copywriting into separate phases of web development life-cycle. Practical part of thesis is beneficial as an illustrative sample of application web copywriting's principles onto existing web site. Thesis is divided into four chapters (except introduction and conclusion). In first chapter, Internet culture and its specialities concerning web copywriting are described, followed by detailed specification of principles and characteristics of web copy in terms of its structure and content construction. The second chapter is dedicated to binding web copywriting to rapidly growing marketing tool called search engine optimalization. The chapter also includes description of content and qualification aspect of SEO copywriter's role. The third chapter explains integration of web copywriting activities into web life-cycle's process model. The last chapter demonstrates on application of web copywriting onto running web site on practical example. Keywords: web copywriting, web life-cycle, SEO, web copywriter, web content
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