If you have an online business, you have a website. No doubt you’ve heard the terms ‘web copy’ and ‘web content’.

But what precisely do they mean? And what’s the difference between the two skills?

Post summary:

• What is web copy?

• What is web content?

• How bad web copy and web content can ruin businesses

Well, this is ambiguous and open to interpretation. Which theoretically means there’s no correct answer.

Great website content is becoming harder to find. Yet it’s still one of the most effective ways to sell your company, improve the user experience, and generate more online conversions.

If you can generate killer web copy that makes you stand out from your competitors, you undoubtedly reap the rewards. Effective web copy can lead to more sales by converting visitors into customers.

What is web copy?

Website copy is the core text that narrates visitors through your website and tells them what they need to know about a brand or the site.

Let’s begin discussing what copy is: copy is text used to sell.

That’s what it often means these days, especially when we’re talking about website copy.

Website copy is the core text that narrates visitors through your website and tells them what they need to know about a brand or the site. You do not need to be a professional copywriter to create effective text for your site.

Website copy is on your home page, the about page, all products and service pages, primarily all your site’s other top-level pages.

When someone visits your site, you need to engage them quickly to keep them onsite: you need to hook them to sell your brand to them. Thoughtful editing is crucial to ensure your brand's story and values resonate with your audience.

Mostly, web copy is a form of copywriting for the web. Meaning it can apply to any text you see in sponsored posts, for instance, LinkedIn or Facebook ads, and even email newsletters. Any text used to promote or sell something on the web is referred to as web copy.

Characteristics of effective web copy

Effective web copy is the backbone of any successful online business. It has the power to engage, persuade, and convert website visitors into customers. So, what makes web copy effective? Here are some key characteristics:

• Clear and concise language: Good web copy uses simple, straightforward language that resonates with the target audience. It avoids unnecessary jargon and gets straight to the point, making it easy for readers to understand and act upon.

• Compelling headlines: Attention-grabbing headlines are crucial. They should pique the interest of visitors and encourage them to read on. A strong headline can make the difference between a visitor staying on your site or bouncing off.

• Relevant and valuable content: Effective web copy provides value to the reader, whether it’s educating them on a topic or solving a problem. It should be relevant to their needs and interests, making them more likely to engage with your brand.

• Strong calls-to-action: Clear and prominent CTAs guide visitors towards a specific action, whether it’s signing up for a newsletter, making a purchase, or requesting more information. A well-placed CTA can significantly boost conversion rates.

• Consistent tone and voice: Maintaining a consistent tone and voice that reflects your brand’s personality is essential. It helps build trust and familiarity with your audience, making your communication more effective.

What is web content?

‘Web content’ is any writing found on your site. Rather than top-level pages, pillar pages or even conversion landing pages, it is blog posts, product page descriptions, ebooks and other types of content.

Web content is not only the written word. Web content can include social media posts, videos, podcasts and even ad copy. It can be used as a catch-all term, similar to the way SEO and SEM are used, hence why many become confused about what it means.

Web content is distinctly from web copy, which is primarily used to sell, whilst web content can be SEO content or educational content. Free software like Grammarly can help enhance the quality of your writing by providing effective editing suggestions.

Web content then is used to market your business, rather than outright sell it, hence the generic term content marketing.

The aim of content marketing is not to sell products and services per se, but to get people invested in a brand – to “warm them up”. So that further down the line, these warm leads hopefully purchase services and products from your business.

You would use web content to attract new visitors to your business. You can do this by generating informative, entertaining and helpful articles and blog posts (for instance, videos and podcasts) relevant to your industry. Content like this attracts new readers and new customers.

Over time, this type of content helps people learn, like and trust your brand – critical if you want them to buy from you.

Plus, top-notch web content is the kind that is shared across all social networks.

Think about it.

You never see a site’s about page being shared. It’s the blog posts that get shared and shared again. Then people visit the website, boosting your SEO rankings as the site becomes more popular – meaning your site improves in organic searches.

Hence why your web blog content should be focused on relevant topics and use subject keywords that people are likely to tap into their search bars to generate leads.

Best practices for web content creation

Creating effective web content requires a strategic approach. Here are some best practices to keep in mind:

• Know your audience: Understanding who your target audience is, what their pain points are, and what they’re looking for is crucial. This knowledge allows you to tailor your content to meet their needs and interests.

• Plan your content: Develop a content strategy that aligns with your business goals and objectives. This includes planning out topics, formats, and publishing schedules to ensure a consistent and cohesive content output.

• Use a conversational tone: Writing in a friendly, approachable tone helps to engage your audience. It makes your content more relatable and easier to read, encouraging visitors to spend more time on your site.

• Optimise for SEO: Use relevant keywords and phrases to optimise your content for search engines. This helps improve your visibility in search results, driving more organic traffic to your site.

• Use visuals: Incorporate high-quality images, videos, and graphics to break up text and enhance the user experience. Visuals can make your content more engaging and easier to digest, keeping visitors on your site longer.

How bad web copy and web content ruin your business

Every website, every web page, should have an aim. 

Amongst the most critical questions a content writer can ask a client is: 

What is the objective of your website? 

How does it support your business goals? 

With a bit of prodding, the content writer can establish a website's aim, which may involve, but not be exclusive to:

• Selling online products (sales)

• Producing leads (lead generation)

• Creating awareness of a brand, product

• Building a brand

• Attracting subscribers (for a blog, course, following a brand)

• Establishing a niche community

• Generating engaging feedback

Defining a website's central objective shapes the site's primary call to action (CTA). CTAs include getting the visitor to subscribe to a newsletter, phone or email, request a quote or demo, or purchase a product or service. 

And when the web copy and web content are collectively geared toward getting users to take that call to action, websites produce higher conversion rates, more online traffic, and overall success.

Websites should target specific audiences. Usually, there will be one primary audience, with one or two secondary audiences. 

Each audience has its own needs, attitudes, concerns and desires – different personas. Good website copy accommodates the unique characteristics of each audience.

If the content writer is not clear on whom they're targeting, chances are the website will miss the mark completely. 

For instance, our content writing agency was hired to write content for a dental implant specialist, and the business owner indicated we were to target the general public. 

By asking our client a few choice questions, our content writers discovered they needed to focus almost exclusively on referring dentists. Finding this, we were able to foster a customer persona – and amended how we communicated our content to this persona. 

When a brand and content writers are in sync, the written messages are much more likely to resonate with the intended audience.

By clearly defining intended audiences, content writers avoid writing for themselves or their clients, often leading to self-aggrandising drivel.

Common web copywriting mistakes to avoid

When it comes to web copy, there are several common mistakes to avoid. Here are a few:

• Using jargon and technical terms: Avoid using language that’s too technical or industry-specific. It can alienate readers who are not familiar with the terminology, making your content less accessible.

• Being too sales-y: Web copy should educate and inform, not just sell. Overly promotional content can turn off readers and reduce trust in your brand. Focus on providing value first, and the sales will follow.

• Not optimising for mobile: Ensure that your web copy is optimised for mobile devices. With more people accessing the web on their phones, mobile-friendly content is essential for reaching a wider audience.

• Not editing or proofreading: Always edit and proofread your web copy to ensure it’s error-free and polished. Mistakes can undermine your credibility and distract from your message.

• Not using a clear call-to-action: Make sure your web copy includes a clear and prominent CTA. Without a strong CTA, visitors may not know what action to take next, reducing the effectiveness of your content.

Web copywriting is essential, no matter where it is used

Every sentence of a web copy should reveal something of value to the reader – it should help visitors accomplish or learn.

Web copy may not not be crafting traditional narratives on your website, but writing stellar web content is essential. Whether you are helping people learn a new skill set or selling plumbing fixtures.

Writing web copy that converts

Writing web copy that converts requires a strategic approach. Here are some tips to keep in mind:

• Use a clear and concise headline: Your headline should grab the reader’s attention and encourage them to read on. A strong headline sets the stage for the rest of your content and can significantly impact its effectiveness.

• Use social proof: Incorporate customer testimonials, reviews, and ratings to build trust and credibility. Social proof can reassure potential customers and encourage them to take action.

• Use scarcity and urgency: Create a sense of urgency by using limited-time offers, promotions, or scarcity tactics. This can motivate visitors to act quickly, boosting conversion rates.

• Use a clear and prominent call-to-action: Make sure your CTA is clear, prominent, and easy to find. A well-placed CTA can guide visitors towards the desired action, increasing the likelihood of conversion.

• Use a conversational tone: Write in a friendly, approachable tone that resonates with your audience. Conversational language makes your content more engaging and relatable, encouraging visitors to connect with your brand.

Content sections to include on your website

When it comes to creating a website, there are several key sections to include. Here are a few:

• About page: A brief overview of your business, including your mission, values, and team. This page helps visitors understand who you are and what you stand for, building trust and credibility.

• Product or service page: A detailed description of your products or services, including features, benefits, and pricing. This page should provide all the information potential customers need to make an informed decision.

• Contact page: A contact form, email address, and phone number that makes it easy for visitors to get in touch. Providing multiple contact options ensures that visitors can reach you in the way that’s most convenient for them.

• Blog: A section for publishing articles, news, and updates that educate and inform your audience. Regularly updated blog content can attract new visitors, boost SEO rankings, and establish your authority in your industry.

• Testimonials page: A section for showcasing customer testimonials, reviews, and ratings. Positive feedback from satisfied customers can build trust and encourage new visitors to engage with your brand.

By including these key sections and following best practices for web content creation, you can create a website that engages, persuades, and converts visitors into customers.

Are you interested in top-notch copywriting for your business? Get in touch with our senior writers.