Web copywriting is not content writing. The difference matters.

Web copywriting vs. Content writing. They’re different obviously. You could not compare these two forms of writing to be interchangeable. And therefore, should not be confused as being one in the same in function, for they are not.

Now, if your goal is to sell something, then you will want to use web copywriting. Examples of web copy utilize a right now action. For example: “Buy Me Now”; “Sign-up Here;” “Download Here”; “Call Me Now.” In other words, every word written is on the page with the intention of moving the reader to take a specific action or to make a purchase.

Content writing is used for educating, building trust, answering question, etc. By way of example… content would be written for blog post, manuals, newsletters, and thought leadership articles. The intention, therefore, of content writing is to provide value to the readers through educational, entertaining, or trustworthy material. As opposed to providing a sell. And, you may continue to build an audience when the material you provide, is beneficial and has a level of usefulness to them.

Here is why the difference is significant. A talented writer may not excel at writing copy. The reason is that writing a guide on how to accomplish something requires a different thought process than writing a product listing that is written to persuade to make a purchase. The former teaches, while the latter sells.

Successful brands know how to do both very well. They utilize content writing to build a base of potential customers by answering their questions, then use web copywriting to convert those potential customers into actual customers. Content creates a relationship and copy closes the sale.

A common mistake teams make is asking one person to perform both activities, without recognizing that they are different skill sets. A further mistake is having a blog style of writing on a sales page, and then wondering why the rates of conversion are low. The voice and intent of the writing must match the purpose for which it was written.

Which one do you find harder? Writing to sell or writing to educate?