What Is Copywriting and How It Differs from Regular Writing

Copywriting is writing that prompts action: getting the reader to send an enquiry, call, book or buy. A copywriter does not write to make text pretty, but to make it work.

What copywriting is

The word comes from “copy”, the text in an ad or on a page. Copywriting is used wherever text needs to persuade someone:

• website headlines and copy
• landing pages
• Google and Meta ads
• emails and newsletters
• product descriptions in an online store
• brochures and quotes

Copywriting and content marketing

Copywriting sells and leads to an action. Content marketing informs: articles and guides attract people from Google while they are still researching. Both matter, and a good website has both: service pages written as copy and a blog that brings traffic.

What makes good sales copy

1. Customer language. The words customers use to describe their problem, not internal jargon.
2. Benefits before features. “Your kitchen ready in six weeks” instead of “a modern approach to production”.
3. Specifics. Numbers, timeframes, examples and reviews.
4. Clear structure. A headline that says what you do, short paragraphs and subheadings.
5. Answers to objections. Price, timeframe, guarantee and what happens if something goes wrong.
6. A clear call to action. One action the reader should take.

Common mistakes in small business copy

• a home page that opens with “Welcome to our website”
• text about the company instead of the customer’s problem
• empty phrases like “quality and reliability” without proof
• no clear next step

How to check if copy works

Track how many visitors send an enquiry, the CTR of your ads and whether emails get opened. Check copy changes with an A/B test or by comparing periods.

I write website, ad and email copy in the copywriting service, and blog articles in content marketing.