Do You Write Content or Copy? Part 1

A Web Copywriting Tip by Nick Usborne

 

Writers for the web seem to be divided between content writers and copywriters. The former write 'editorial', while the latter group writes marketing copy.

 

It's a simple enough distinction, but not entirely accurate. For this week's tip, let's look at the 'content' writers.

 

Content writers create the editorial content of web sites. They write articles, reviews, descriptions, instructions and all those pages about the company and its ambitions.

 

But are they just writers of editorial? Or should there be a sales component to their writing too?

 

I think there should be a sales component on every page.

 

Look at it this way. Site owners don't WANT readers to leave their site. They don't WANT you to leave the site after reading just the home page, or just the About page. Every company and organization would like it if you took some kind of action while on their site.

 

What does that mean? It means that even content writers have to keep in mind that part of their job is to drive the reader forward. And if there is a particular action the company wants the reader to perform, the content writer needs to be aware of that - and help move the reader forward, page by page, and maximize the number of readers who take that action.

 

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