Copywriting vs Content Writing: A Website Owner’s Guide to Using Both Effectively
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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. When I was first getting started in the online space, I didn’t understand these differences. Now I see how each type of writing serves a specific purpose—and how powerful they can be when used together strategically.
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.
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, so that’s saying something!)
How Copy and Content Can Work Together
The key is maintaining a consistent voice whether you’re writing educational content or persuasive copy. Your readers should feel like they’re hearing from the same person whether they’re:
- Reading your latest blog post
- Scanning your sales page
- Joining your email list
- Booking a consultation call
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 ready to write their own website copy. 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
Your blog can be one of your website’s most valuable assets—if you approach it strategically.
Content Kit Magic helps you make the most of every blog post you write. Instead of letting your posts sit idle on your website, you’ll learn how to repurpose them into email newsletters, social media content, and more—all while maintaining a consistent message that resonates with your audience.
Use Templates to Fast-Track Your Success
Once you have your content and copy strategy down, Megan Taylor’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
With your content attracting visitors and your copy converting them into clients, you’ll want to track what’s working best. But here’s the thing—you don’t need complicated analytics that make your head spin!
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
Creating an effective website isn’t just about what you write—it’s about having a strategy for both your copy and content. Here’s your action plan:
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. Perfect your copywriting 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
Remember: The most effective websites blend strategic content with persuasive copy. Your blog posts bring in your ideal clients, your copy convinces them to stay, and together they create a website that works for your business 24/7.
Ready to Level Up Your Website Writing?
With the right mix of strategic content and persuasive copy, your website can:
- Attract your ideal clients through helpful blog posts
- Build trust through consistent, valuable content
- Convert visitors into leads and customers
- Work for your business, even while you sleep
“But what if I don’t have time to implement all these changes myself?”
I’ve got you covered! My WordPress care plans include regular content updates along with premium hosting and security. That means you can focus on creating great content while I handle all the technical details of getting it live on your site.
Want to learn more about turning your website into a client-attracting machine? Let’s chat about how we can get started with these strategies for your business!
