Web Copy vs Web Content – What’s the Difference (and Why it Matters)?

“Just Put More Content On Your Website, You’ll Be Fine”

While the terms are often used interchangeably, web copy and web content actually serve different purposes. The web copy versus web content debate has been going on for years now, and if you ask marketing experts if it really matters, the answer will mostly be yes. While content marketing is a powerful way of pushing your business to growth and success, copywriting is a form of fine art that can be effectively used to engage people, and encourage them into performing specific actions on your website.

Understanding the difference between web copy and web content can help you create clearer messaging, improve conversions, and make better decisions about what your website actually needs.

Let’s break it down.

What Is Web Copy?

Web copy is persuasive writing. Its primary purpose is to engage people and encourage them to take some predetermined action.

Web copy has a single aim; to drive people to click through, sign up, fill out an online form, register or make a purchase. It acts as a guiding light, helping people find their way through your website, and providing them with the information they have come in search of.

The web copy must be enticing enough to grab the attention of visitors to your website quickly and make sure that they stick around.

In short – web copy sells and converts.

Common examples of web copy include:

• Homepage headlines and subheadings
• On page text
• Calls to action buttons (CTAs) like ‘Book a demo’ or ‘Get started today’
• Product or service descriptions
• Landing or sales pages
• Short-form messaging (banners, pop-ups, hero sections)

The Goal of Web Copy

Web copy answers questions like: Why should I care? Why should I choose you? What should I do next?

It’s focused, benefit-led, and emotionally driven. Good web copy speaks directly to the user’s problem and positions your offering as the solution. It is crucial to develop copy that provides the vital information that your potential buyers are looking for, and creates exposure for your brand by using the right text.

Characteristics of effective web copy include:

• Clear and concise language: Good web copy uses simple, straightforward language that resonates with the target audience. It avoids unnecessary jargon and gets straight to the point, making it easy for readers to understand and act upon.
• Compelling headlines: Attention-grabbing headlines are crucial. They should pique the interest of visitors and encourage them to read on. A strong headline can make the difference between a visitor staying on your site or bouncing off.
• Relevant and valuable content: Effective web copy provides value to the reader, whether it’s educating them on a topic or solving a problem. It should be relevant to their needs and interests, making them more likely to engage with your brand.
• Strong calls-to-action: Clear and prominent CTAs guide visitors towards a specific action, whether it’s signing up for a newsletter, making a purchase, or requesting more information. A well-placed CTA can significantly boost conversion rates.
• Consistent tone and voice: Maintaining a consistent tone and voice that reflects your brand’s personality is essential. It helps build trust and familiarity with your audience, making your communication more effective.

What Is Web Content?

Web content is informative or educational writing. Its main purpose is to inform, explain, or add value.

Web content constitutes all the writing on your website and web pages. The core purpose is to provide information and enlighten people about your business, and not generally used for any promotional or selling purpose. High-quality and informative web pages can help you gain the respect and loyalty of your customers and achieve your goal of building long-term relationships with your targeted audience.

While web content can still support business goals, it does so more indirectly by building trust, authority, and visibility, especially through SEO.

In short – web content educates.

Common examples of web content include:

• Blog posts
• Articles, news, press releases
• Guides and tutorials
• FAQs
• Knowledge base articles
• Case studies
• Resource pages
• Long-form evergreen content

The Goal of Web Content

Web content answers questions like: How does this work? What do I need to know? How can I learn more about this topic? Is this brand knowledgeable and trustworthy?

It’s typically longer, more detailed, and designed to be discovered via search engines or shared over time. Web content also includes content in other forms apart from the written word. Well-crafted web content will also have images, videos, and podcasts to support the text form and make the whole page more attractive, impactful, and valuable. Plus, top-notch web content is the kind that is shared across all social networks.

Best practices for web content creation include:

• Know your audience: Understanding who your target audience is, what their pain points are, and what they’re looking for is crucial. This knowledge allows you to tailor your content to meet their needs and interests.
• Plan your content: Develop a content strategy that aligns with your business goals and objectives. This includes planning out topics, formats, and publishing schedules to ensure a consistent and cohesive content output.
• Use a conversational tone: Writing in a friendly, approachable tone helps to engage your audience. It makes your content more relatable and easier to read, encouraging visitors to spend more time on your site.
• Optimise for SEO: Use relevant keywords and phrases to optimise your content for search engines. This helps improve your visibility in search results, driving more organic traffic to your site.
• Use visuals: Incorporate high-quality images, videos, and graphics to break up text and enhance the user experience. Visuals can make your content more engaging and easier to digest, keeping visitors on your site longer.

Different Roles, Same Team

Web copy and web content aren’t rivals — they work best together. When they are collectively geared towards getting users to take action, websites produce higher conversion rates, more online traffic, and overall success. The right balance of both is key.

General top tips to consider when producing copy or content for your website:

• Avoid jargon and technical terms: Using language that is too technical or industry-specific can alienate readers who are not familiar with the terminology, making your content less accessible.
• Don’t be too sales-y: Your copy should educate and inform, not just sell. Overly promotional content can turn off readers and reduce trust in your brand. Focus on providing value first, and the sales will follow.
• Social proof: Incorporate customer testimonials, reviews, and ratings to build trust and credibility. Social proof can reassure potential customers and encourage them to take action.
• Scarcity and urgency: Create a sense of urgency by using limited-time offers, promotions, or scarcity tactics. This can motivate visitors to act quickly, boosting conversion rates.
• Mobile optimisation: Ensure that all your web content is optimised for mobile devices. With more people accessing the web on their phones, mobile-friendly content is essential for reaching a wider audience.
• Double check: Always edit and proofread your web copy to ensure it’s error-free and polished. Mistakes can undermine your credibility and distract from your message.

Final Thoughts

Web copy and web content may both be ‘words on a web page’ but they serve very different purposes.

• Web copy persuades and converts
• Web content informs and builds trust

When you understand the difference, you can be more intentional about how you write and, consequently, more strategic about how your website works for your business.