An Example of Professional Creative Copywriting for Websites (Non-optimised)
Written for an information website about batteries (excerpt)
Car Batteries
Inside the bonnet of our car we know we have quite a large battery as part of the mechanism. It is in fact an essential part of what makes the car start and continue to run, but how many of us know how it works or what it really does, or even how to maintain it?
In a nutshell, a battery is an electrical storage device. Technically speaking, a battery can be any device that stores energy for later use, but we commonly use the word to mean the batteries that we see in torches, clocks, cars, or any other battery-powered device. Batteries are an electrochemical device that converts chemical energy into electricity by use of a galvanic cell. A galvanic cell is a fairly simple device consisting of two electrodes (an anode and a cathode) and an electrolyte solution. Batteries consist of one or more galvanic cells.
As chemicals in the battery change, electrical energy is stored or released. As you may have unfortunately experienced before, without electricity your car isn't going anywhere! Electricity provides the power to crank the engine and the spark to fire the cylinders; and from the computer controls to the light that comes on when you open the door, all of this is run by this electricity.
The battery is the initial source for all the electricity in your car. It's designed to provide a very large amount of current for a short period of time. This surge of current is needed to turn the engine over during starting. Once the engine starts, the alternator provides all the power that the car needs; so amazingly, a car battery may go through its entire life without ever being drained more than 20% of its total capacity. Used in this way a car battery can last a good number of years.
To achieve this large amount of current the engine needs, a car battery uses thin plates in order to increase its surface area. In most cars it's a 12-volt, wet-cell battery that creates electricity, through an electrochemical reaction caused by immersing a series of dissimilar metal plates in an acid solution. The result is a transfer of electrons which is another way of describing electrical current flow.
The car battery is, because of its construction and performance, a much abused, neglected piece of apparatus which is but partly understood, even by many electrical experts, let alone by the average man or woman in the street. Although we may often clean our car, check the oil, top up petrol, add water and perform other maintenance tasks ourselves, when do we ever really examine or care for our batteries? We tend to pretend it isn't there until that vital time when the car won't start...
The Beginnings of the Battery
Battery development dates as far back as the late 18th century. The cause was championed by the work carried out by Luigi Galvani from 1780 to 1786. Through his experiments Galvani observed that when connected pieces of iron and brass were applied to frog's legs, they caused them to twitch. He therefore concluded (mistakenly) that the twitching effect originated in the leg tissue. In this way Galvani laid the cornerstone for further developments in "voltaic" electricity. The production of batteries was greatly increased during the First World War as a means of powering torches and field radios etc.
Another milestone in battery production was radio broadcasting, which brought battery-operated wireless into many homes all over the country. But it was during the inter-war years that battery performance was more greatly enhanced. This was achieved through better selection of materials and more sophisticated methods of manufacture.
Batteries have now become an essential part of everyday life. They are the power source for millions of consumer, business, medical, military and industrial appliances worldwide. And of course, everyone who drives a car uses a battery.
Written by senior freelance copywriter Jackie Griffiths for Freelance Copy UK