What’s the Difference Between Copywriting and Content Writing?
Ever stared at your blank website wondering what to write? Or worse—spent hours writing content that isn’t bringing in clients? You’re not alone!
As a web designer, I’ve seen countless entrepreneurs struggle with this exact problem. (And I’m looking in the mirror here, too.)
The secret often lies in understanding when to use copywriting versus content writing and how to make them work together on your website.
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TL;DR Summary
Copywriting & Content Writing
- Copywriting is persuasive and action-focused (sales pages, CTAs, email signups)
- Content writing is informative and trust-building (blog posts, guides, FAQs)
- Use copywriting on your homepage, sales pages, and CTA buttons
- Use content writing in blog posts, about pages, and educational resources
- Combine both to attract and convert clients—one brings visitors, the other turns them into leads
Defining Copywriting and Content Writing
What is Copywriting?
Copywriting is persuasive writing that gets people to take action. It’s the words that make someone think “I need this!” and click that “Buy Now” button. Think sales pages, email sequences, and those snippets of text that convince people to sign up for your freebie.
What is Content Writing?
Content writing is more like teaching or sharing helpful information. It’s blog posts, how-to guides, and informative articles that help your audience solve problems or learn something new. The goal here is building trust and showing your expertise—not making an immediate sale.
When and Where to Use Each Type
Your website needs both types of writing, but knowing where to use each one makes all the difference:
Homepage
- Header/Hero Section: Copywriting (This is your chance to grab attention!)
- Main sections: Mix of both (Share value while guiding toward action)
- Call-to-action buttons: Copywriting all the way
Blog Posts
- Main content: Content writing (Focus on being helpful)
- Email signup boxes: Copywriting (Convince them to join your list)
- Product/service mentions: Gentle copywriting (Don’t get too salesy here)
Sales Pages
- Primarily copywriting (This is where you want to persuade)
- Sprinkle in content elements to build credibility
About Page
- Your story: Content writing (Build connection)
- Why work with you: Copywriting (Show your value)
Common Mistakes to Avoid
- Using content writing on sales pages (“Here’s some interesting information about my course…” instead of “Here’s how this course will change your life”)
- Writing copy that’s too pushy on informational pages (Nobody likes feeling sold to when they’re trying to learn)
- Forgetting calls to action in content pieces (Don’t leave your readers wondering what to do next!)
- Mixing tones inappropriately (Keep your brand voice consistent)
Creating Content That Attracts Clients
While copywriting gets people to take action, content writing is what brings them to your website in the first place. But here’s what I see all too often with service providers:
- Taking hours to write one blog post or email
- Struggling to show up consistently online
- Creating content that doesn’t attract clients
- Feeling overwhelmed by content creation
Please know that I have been guilty of all of these scenarios myself, which is why I’m continually improving my content creation process.
I hear you… “But Liz, I’m already so busy with client work. When am I supposed to create all this content?”
Here’s the silver lining—you don’t need to create more content. You need a strategic content bank that actually works for your business.
Recommended Resource:
Let me share a resource that is very appropriately named for the magic that it contains: Tara Reid’s Content Kit Magic. Instead of creating content that sits idle on your website, this training shows you how to:
- Create content that attracts your ideal clients
- Transform one blog post into multiple pieces of content
- Use ChatGPT strategically to enhance (not replace) your writing
- Build an organized system for your website content
Plus, you get practical tools like Airtable, ClickUp, and Notion templates to keep your content organized and working for you.
It’s one of my favorite products Tara has ever put out (and at the time of writing this, I own 24 of her digital products and am a member of her Introvertpreneur Club & Value Collective, so that’s saying something!)
How Copy and Content Can Work Together
Your content draws people in. Your copy helps them say “yes.” And both should sound like you.
No matter what they’re reading (e.g. a blog post, a landing page, or a thank-you email), your audience should feel like they’re in a consistent conversation with the same person.
That’s how trust builds. That’s how conversions happen.
Tips for Effective Headlines
Your headlines need to work double duty, attracting both search engines and humans. They’re also an important element on your homepage (and your website as a whole) in terms of getting your visitors to read on and take action.
The headlines on your website should:
- Include your target keyword naturally
- Speak to a specific benefit or outcome
- Create curiosity without being clickbait
- Keep it clear and straightforward
Resources to Level Up Your Website Writing
Now that you understand the importance of both strategic content and compelling copy, let’s look at some powerful tools to help you master each one.
Write Copy That Converts
The Easy Guide to Website Copywriting by Danbee Shin is perfect for service providers. One thing I particularly love about Danbee’s approach is her emphasis on creating globally inclusive websites—something that’s often overlooked but so important in our connected world.
Create the Ultimate Content Bank
Content Kit Magic by Tara Reid shows you how to make each blog post work harder by repurposing it across your website, email list, and socials.
Use Templates to Fast-Track Your Success
Once you have your content and copy strategy down, Megan Elliott’s Copy Template Shop provides the frameworks to put it all together. Start with her free Website Copy Roadmap to learn:
- What to do before you start writing
- A proven 5-step process for high-converting websites
- How to avoid common DIY copy mistakes
What makes Megan’s templates special is that they’re not one-size-fits-all. She has specific templates for different service types (membership sites, VIP days, consultation calls, coaching programs)—because she understands that each service needs its own unique approach.
I’ll let you in on a little secret… some of the copy on this very website was created using Megan’s awesome templates!!
Measuring What Works
Strong content and copy are only useful if they’re actually… working. But that doesn’t mean you need to drown in data.
A Simple Approach to Analytics
While Google Analytics is popular, I prefer using Fathom Analytics for my clients’ websites (and my own!) Why? It’s:
- Privacy-focused (no cookie banners needed)
- Super easy to understand
- Gives you the important stats without overwhelming you
Plus, you can actually tell which content is connecting with your audience and which copy is converting—without feeling like you need a data science degree! (Fun fact: Before I transitioned from teaching computer science to building websites, I was leaning toward studying data science.)
Key things to track:
- Which pages people visit most
- How long they stay on your content
- Where they click
- What makes them take action (like signing up or buying)
Beyond the Numbers
Remember, analytics are just part of the story. Also pay attention to:
- Comments and emails from readers
- Questions people ask about your services
- Feedback from clients
- How often your content gets shared
Putting It All Together
Your website doesn’t need perfect copy or tons of blog posts; it needs purposeful content that speaks to the right people and helps them take action.
Here’s what I recommend:
1. Build your strategic content bank using Content Kit Magic to:
- Create blog posts that actually attract your ideal clients
- Turn one piece of content into multiple website assets
- Save time with an organized content workflow
- Stay visible without constant content creation
2. Improve your website copy with Danbee’s Easy Guide to Website Copywriting to:
- Convert visitors into clients
- Write persuasive sales pages
- Create inclusive messaging
3. Use Megan’s templates to:
- Structure your pages effectively
- Avoid common messaging mistakes
- Save time with proven frameworks
Your blog builds trust. Your copy turns readers into clients. And your strategy ties it all together.
Her pricing is so reasonable and she was able to work with me and my budget for my website renovation. Whenever I have a question she is right there with detailed and professional answers and also goes above and beyond to provide examples and personal experiences to help me make decisions.
She is personable, friendly, and so easy to work with! I have already recommended her to several people looking for website help!”
Want Strategic Support That Actually Gets Your Content Out There?
If your website content lives in half-finished Google Docs (or your head), you’re not alone. Creating effective content and copy takes time, and keeping it updated takes even more.
That’s exactly why I created my Website Growth Plans.
These monthly plans are for business owners who are done with the stop-start content cycle. If you’re tired of writing blog posts that never get published, or publishing content that doesn’t drive results, this is the strategic support you’ve been missing.
With a Website Growth Plan, I’ll help you:
- Create content that’s SEO-informed, client-focused, and worth sharing
- Polish every piece so it feels cohesive and professional
- Repurpose it across your blog, email list, social media, and even Google Business Profile
- Track what’s working—so you can stop guessing and start growing
Whether you write the content yourself or hand it off entirely, these plans are flexible, collaborative, and rooted in sustainable growth.
Curious which growth plan fits your business best?
Explore all three tiers here:
Frequently Asked Questions
What’s the main difference between copywriting and content writing?
Copywriting is designed to drive action—buy now, sign up, book a call. Content writing educates, informs, or entertains—think blog posts, FAQs, and tutorials.
Do I need both on my website?
Yes! Content brings people in through SEO and builds trust. Copy gets them to act by guiding them toward offers, signups, or purchases.
Where should I use copywriting on my site?
Use copywriting on homepage headlines, service pages, landing pages, CTAs, and email opt-ins—anywhere you want to influence a decision.
How can I create content more consistently without burning out?
Build a strategic content system using tools like Content Kit Magic to repurpose and organize your blog posts, emails, and social content efficiently.
