Web Content Writing vs. Copywriting: What’s the Difference and How It Matters to Your Business

July 10, 2018
emily amos

It’s not uncommon for people to think that web content writing and copywriting are the same thing. But this just isn’t the case. Website content writing and copywriting are used for different purposes.

So what are the differences between website content writing and copywriting, and why does it matter in your business? In this blog post, we’ll outline the answers to these questions, and discuss how you can get the most out of writing strategically to benefit your organization’s and brand’s overall marketing goals.

The difference

What is web content?
The purpose of web content is first and foremost to be informative.

Web content is a fairly broad term, and consists of just about anything you come across online. There are several different types of writing services which can be included in this category, including:

  • case studies
  • ebooks
  • white papers
  • blog posts
  • infographics
  • social media posts

What is copywriting?
Copywriting is far more specific. Its purpose is to show the true value of your brand.

Compared to content, copywriting tends to be created more so with the intention to promote. The ultimate goal is to sell a product or service through messaging and pitching your brand. Great copy is valuable and rich in calls-to-action.

Examples of web copywriting include:

  • web copy on your organization’s website, like the home page or product and services pages
  • email funnels
  • advertisements
  • calls-to-action
  • bodies of text on a website page

The purpose

Website content is for content marketing

Content writing for websites tends to be a longer process, heavy with strategy, ideation and meticulous planning. Content writing is an ongoing and regular process in your organization’s overall content marketing.

Whether through the use of your blog or social media, the goal is to create informative content that will reach the desired target audience and achieve specific, set objectives.

If you’re having difficulty coming up with new, quality content ideas, check out my blog post on How to Uncover Fresh Content Ideas with This 30-Minute Brainstorming Process. It outlines a daunting process into easy-to-follow, effective brainstorming steps for you and your team.

Copywriting is for branding

Copywriting, on the other hand, is meant to communicate the value of your brand through directly promoting it. Compared to website content writing, copywriting is generally done on a more short-term, project basis.

By proving your brand’s value, customers will be more trusting of how your product or service will improve their life or business. When they trust in you, they’ll be more likely to become a customer or client.

Create copywriting which gets your audience to take action. Effective copywriting will entice your audience to engage by clicking on a call to action or raising awareness about who you are and it will convince readers that what your offering is capable of improving their life for the better.

The takeaway

Words are one of your most effective tools when marketing your product or service. Consider website content writing and copywriting as two sides of the same coin. You need to use both to best represent your organization.

Content writing and copywriting need to work hand in hand to build traffic, relationships with customers and, ultimately, a solid brand. While the responsibilities differ slightly, they are both integral to the overall process.

Through understanding both, your team can optimize your written content for the best outcomes possible, and deliver real results which will make everyone happy.

Are there any notable differences between website content and copywriting you think I missed? Let me know in the comments below.


Download our FREE guide: Web Content Discovery GuideThis guide will help you uncover your key messages, one question at a time

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