Copywriting
KOP-ee-ry-ting
Writing text that persuades people to take a specific action, like clicking a button, signing up, or buying a product.
Copywriting is writing that drives action. It is the text on landing pages, email subject lines, ad copy, CTAs, product descriptions, and sales pages. Unlike content writing (which informs and educates), copywriting's goal is to make the reader do something specific.
Good copywriting is clear, concise, and benefit-focused. It speaks to what the reader wants, not what the product does. 'Deploy in seconds' is better copy than 'Our platform supports rapid deployment workflows.' The first tells you the benefit. The second tells you the feature.
Every word matters. On a landing page, changing a headline from 'Project Management Software' to 'Ship Projects on Time, Every Time' can double conversion rates. In email subject lines, one word can mean the difference between 15% and 35% open rates. Copywriting is where marketing becomes measurable.
Examples
A landing page needs a headline.
The product is an API monitoring tool. The copywriter tests two headlines: 'API Monitoring Platform' (feature-focused) versus 'Find broken APIs before your customers do' (benefit-focused). The benefit-focused version converts 40% better.
An email campaign needs subject lines.
The team A/B tests 'Our Q2 product update' against 'You can now deploy to 3 new regions.' The specific, benefit-focused subject line gets twice the open rate.
A CTA button on a pricing page.
The default button says 'Submit.' The copywriter changes it to 'Start building for free.' Conversions increase by 25%. The new copy tells the user exactly what happens next and removes the implied cost.
In practice
Read more on the blog
Frequently asked questions
What is the difference between copywriting and content writing?
Copywriting drives action (sign up, buy, click). Content writing informs and educates (blog posts, guides, documentation). In practice, the lines blur. A great blog post both educates and drives the reader toward a next step.
Can AI write good copy?
AI can produce serviceable first drafts. But great copy requires understanding the audience's psychology, the product's unique value, and the specific context of the page. AI misses nuance and voice. Use it for drafts, not final copy.
Related terms
The plan for creating, publishing, and governing content that achieves specific business goals for a defined audience.
Writing that explains complex technical concepts clearly, including documentation, tutorials, API references, and guides.
A regularly updated section of a website where a company publishes articles to attract, educate, and engage its target audience.
A standalone web page designed for a single conversion goal. No navigation distractions. One page, one purpose, one CTA.
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