Yesterday I spoke with a potential client who needed a writer with expertise in website copywriting. Or did he need an expert in content writing? He wasn’t exactly sure. He was creating a website for his start up company and knew it was important to have good copy and plenty of original content. But he was using the terms “copy” and “content” interchangeably. So I broke it down for him:
Website copy is the persuasive text written for your main pages such as your home page, your about us page and your services page. Copy also refers to the text used for print materials like ads, brochures, pamphlets and press kits. Copy is usually on the briefer side, allowing for snappy, crisp language that sells quickly.
Website content is keyword rich text that is created for search engine optimization towards the goal of higher search rankings. Content might take the form of an article, a web page, a blog or other online text. An SEO (search engine optimization) specialist determines the best formula to use for this content and the writer applies that information to the content they write. In order to accommodate this formula, web content is generally lengthier than copy and tends to be more informative.
“Which is more important?” my potential client asked. To a copywriter, this is a funny question. As far as we’re concerned, all writing – copy, content, creative, communication – is important. And we’re right; both copy and content are equally important. Just like the old days before the Internet, getting someone to walk into your store is just as important as getting them to buy something once they walk in. Content drives traffic to your website through keywords; copy keeps the customer at your website long enough to want to do business with you.
Warning: don’t be misled! There’s a great misconception out there that content only has to appeal to Google and it’s search engine friends. Yes, keywords are well, key, to content. But this is really the only main difference between copy and content. People will still read content to determine whether they’re interested in what you’re selling. So take heed, dear reader:
Both website content and website copy need to be clear, engaging and effective.
Don’t let anyone tell you any differently. After all, you just read this blog, didn’t you? Gotcha!
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