Content Creation
What is copywriting?
Copywriting is writing designed to persuade a reader to take a specific action, enquire, subscribe, buy, book. It appears in web pages, adverts, emails and landing pages. It differs from content writing, which primarily informs or educates: copy exists to convert attention into action, and is judged by whether readers act, not just whether they read.
Copywriting vs content writing
Content writing informs; copywriting converts. An article explaining how probate works is content, its job is to be genuinely useful and discoverable. The page inviting the reader to book a fixed-fee consultation is copy, its job is action. The two work together: content earns attention and trust, copy converts it. Confusing them produces articles that sell too hard and sales pages that inform but never ask.
Why it matters
Most small-business websites lose enquiries not through lack of traffic but through weak copy at the deciding moments: vague headlines, feature lists where benefits should be, and no clear next step. Sharpening the copy on a handful of key pages is often the highest-leverage writing work a business can do.
What good copy does
Leads with the reader’s problem, not the company’s history
Makes one clear promise, and supports it with specifics
Uses the customer’s own language rather than industry jargon
Ends with an unmissable, low-friction next step
Related terms
Copy delivers the call to action, benefits from a defined brand voice, and its effect shows up in conversion rate.