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What is Website Copy and Why It Matters for Blogs

Standing above all digital noise on the internet requires clarity when writing content online. In this article we ask what is website copy and how to use it grow your business or blog.

Website copy is the written content on your website, encompassing everything from homepage headlines to product descriptions and blog posts. It serves as the voice of your brand, communicating your message, values, and offerings to your audience.

Understanding the nuances of writing successful copy is essential for website owners and bloggers alike. It involves crafting content that resonates with your target audience, addresses their needs and pain points, and ultimately compels them to take action.

Let’s dive into the topic of what is website copy and how to use it grow your online business or blog.

Table of Contents


what is website copy: male blogger in his forties

Let’s first start with a definition of what is website copy or web copy.

Website Copy

Website copy are all the words you use on your website, including but not limited to your home page, about page, product pages, and other top-level pages across your website.

It’s the headlines, subheaders, body copy, and CTAs.

Your blog posts are website copy too (although usually written in a more casual or conversational tone than your other copy).

Why is web copy important? Let’s answer for the following three roles:

Website Owners

As a website owner, your website will contain a number of important pages such as product and service pages, home page and other pages. Communicating your unique selling point, brand positioning and other messages depend on your web copy.

Clear and persuasive web copy will attract visitors, engage them and ultimately drive conversions.


For bloggers, web copy is the backbone of your content strategy. Bloggers use web copy to craft compelling blog posts that educate, entertain and engage your readers.


Copywriters specialize in writing persuasive and compelling content that motivates readers to take action. Understanding web copy is crucial for copywriters as it enables them to create effective copy for landing pages, emails, and ads.

Understanding the Role of Website Copy

There are some differences between copywriting and content writing. Use both styles within your website or blog but be aware they are intended for different audiences.


Copywriters primary purpose is to write content to persuade and compel their audience to take some action. Typically:

  • Make a purchase
  • Sign up for a newsletter
  • Click a button
  • Fill in a Contact Form

Or other action.


Content writers primary purpose is to inform or entertain their audience. This results in increasing trust, credibility and authority of the writer over time.

This style of writing is most commonly found in blogs, guides and tutorial style content found on websites and blogs.

Website copy has a significant impact on user experience and conversions.

Here are several reasons:

  1. Clarity and Understanding: Clear and concise website copy helps users understand the purpose, offerings, and navigation of the website.
  2. Trust and Credibility: Well-written website copy that is informative, accurate, and professional instills trust and credibility in the brand or business.
  3. Engagement and Interaction: Engaging website copy captures the attention of users and encourages them to interact with the website.
  4. Conversion Optimization: Persuasive and compelling website copy plays a crucial role in driving conversions. By highlighting the benefits, features, and value propositions of products or services, effective copywriting convinces users to make a purchase, sign up for a newsletter, or fill out a contact form.
  5. SEO and Visibility: Website copy optimized for search engines improves the visibility and ranking of the website in search engine results pages (SERPs). By incorporating relevant keywords, meta tags, and optimized content, website copy attracts organic traffic and increases the chances of users discovering the website through online searches.

Keep your web copy as simple and clear as possible.

Types of Website Copy

what is website copy: female blogger with a laptop

Where are the best places on your website to place website copy? Let’s go through a few key locations.

Home Page

This is typically the first page visitors will land on unless they arrived via search. Ensure to include your unique selling point and highlight the benefits of your brand or business.

About Us Page

Tell the story of your online business or brand. How did it get started, what values do you have. Introduce some of your team and what roles they play. Photos and video are good for this page.

Product or Service Pages

For each product or service page use web copy to paint a compelling picture of why your product or service is the best option for the reader.

Blog Post Copy (certain sections of your blog post)

While most of your blog post may be more focused on informing and entertaining your audience they may be certain sections where you want your reader to take an action. This could include clicking a button or link, sharing your blog post or leaving a comment. Be sure to use persuasive web copy in these sections so your readers perform the desired action.

Landing Page

These are specially designed pages that readers “land” on, usually via ads or paid search or promoted content. You need to convert as many readers as possible to your offer so highly compelling web copy is need on these pages.

Call-to-Action (CTA) Copy

Whenever you want a reader to take action anywhere on your website, you use call-to-action (CTA) copy. This type of copy convinces the reader to perform the desired action.

Tips for Effective Website Copy

How can you make your web copy more compelling? Here are some tips to help you be more successful when writing web copy.

Clarity and Simplicity

You are not trying to win a writing contest. Make your content as simple, clear and concise as possible. Don’t use fancy words when a simpler, easier-to-understand word works just as well.

Remember, not all of your audience speaks English as a first language.

Audience Targeting

Is your content aimed at your primary audience. If you don’t know who those people are you should find out. Your content isn’t for everyone, find your niche and then find your target audience, the people most likely to buy from you.

Persuasiveness and Emotional Appeal

Use compelling content. A good way to write content that is more compelling and emotional is to look up “top 50 powerful words” or “top 50 emotional words”. These words when added to your content will give them a more compelling and emotional impact.

Obviously, don’t overdo this – you’re not writing a novel.

SEO Optimization

SEO, or Search Engine Optimization, involves optimizing your content to be easily accessible to search engines.

SEO is a vast topic, extensively covered on this site. For SEO tips, check out this article: 29 SEO Tips and Tricks to help you rank better in Google.

Style and Tone

Is your tone formal, casual, friendly or neutral? Depending on your niche you will want to use the right tone. For example, if your online business sells million dollar medical imaging machines a casual tone is not appropriate. Your audience expects a serious and formal tone for this type of equipment. Conversely, if you review movies and TV shows a more flippant, humorous or quirky tone would be better.

Common Mistakes to Avoid in Website Copywriting

older male blogger with his laptop

Let’s go over a few mistakes when writing web copy.

Being too Salesy

Avoid being overly promotional or pushy with your readers. Instead, focus on providing reasons why they should take the desired action and the benefits they will gain. Building trust and credibility with your audience is key to achieving success.

Neglecting SEO

SEO is required if you want your content to rank on the first page of Google. You don’t need to be an expert but do learn the basics of SEO.

Finding relevant, rankable keywords for your niche is hard. I recommend investing in a keyword research tool to help you find these keywords.

I personally use SE Ranking for keyword research. It’s a mid-tier tool that offers simplicity and affordability compared to top-tier tools. SE Ranking covers keyword tracking, research, on-page SEO checks, and website SEO audits. Give the widget below a try by typing in a keyword phrase like “keto diet” to view the results:

Not Editing or Proofreading Your Content

Leaving spelling or grammar mistakes in your content lowers your credibility with readers. It’s easy to do, so make sure you have a process, before publishing, where you check for spelling or grammar mistakes. Use tools like Grammarly or the Hemingway app to identify and correct any mistakes.


Overwriting often stems from neglecting to edit your content. It occurs when your content becomes excessively lengthy or strays from the main topic. This can bore readers and lead to reduced user engagement, higher bounce rates, and lower conversion rates.

Final Thoughts

Thank you for reading! Here are the key points to remember:

  • Web copy aims to persuade and compel readers.
  • Use web copy when prompting readers to take action.
  • Keep your content concise, simple and clear.

Remember to use website copy whenever you want to persuade your readers to perform some action for you. Best of luck with your web copy!

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