Online copy is a hardworking multi-tasker. It must provide information to visitors, engage with them, and convince them to take a desired action, while conveying brand ethos. It also has to provide context and relevance to search engines. It needs to achieve all this without seeming as if the author is trying too hard to push a particular outcome. 

Copy should also be creative, beautiful, and thought provoking. Your copy should express an idea that grips readers. Conceptual copywriting is about making an idea memorable merely by using words to express it. The idea is central, and the words are the vehicles that convey it. Clever wording, smart ideas, and thoughtful copy should make the reader pause, think, and want to engage more deeply with your idea.

While images are often used to express powerful ideas, words can be just as effective. Consider this famous example, which demonstrates how a small change in the copy can radically affect one’s perception of an idea:

A woman without her man is nothing.

A woman: without her, man is nothing.