What Does A Copywriter Do?

What Does A Copywriter Do?

From writing website content to crafting copy for social media ads, copywriters play a crucial role in the online visibility of businesses. 

In this guide, we’ll take a look at a few of the key roles copywriters play in modern digital marketing.

1. Website Content

A website is often the first impression a business makes on its audience, and copywriters ensure it’s a good one. They write clear, engaging and persuasive content tailored to each section of a website. Key responsibilities include:

• Homepage Content: Capturing attention with concise messaging that highlights what a business does and its unique value.
• Service Pages: Describing services in detail while emphasising benefits and addressing customer pain points. These pages also provide additional opportunities to rank keywords.
• About Pages: Sharing the brand story in a way that connects emotionally with the audience.
• Calls to Action (CTAs): Strategically encouraging users to take desired actions, like booking a consultation or making a purchase.

Great website copy is a blend of creativity, user-centric language and optimisation for search engines.

2. Blogs

Copywriters often produce blog content that informs, entertains and engages. Blogs are essential for businesses looking to improve their online presence and connect with their audience. Blogs are a great way to reach new audiences, increase website traffic and help boost keyword rankings. Tasks include:

• Topic Research: Identifying trends, audience questions and keywords.
• Writing SEO-Optimised Content: Incorporating keywords naturally to improve search engine rankings.
• Educational and Evergreen Content: Writing articles that answer common questions or provide long-term value.
• Driving Conversions: Including subtle CTAs to guide readers towards other parts of the website.

A well-written blog establishes a business as an industry leader and keeps audiences coming back for more.

3. Email Marketing

Emails are one of the most direct ways to communicate with potential and existing customers. Copywriters can create email content that drives actions, such as:

• Welcome Emails: Engaging new subscribers with a strong first impression.
• Promotional Campaigns: Highlighting sales, discounts, or product launches.
• Newsletters: Keeping subscribers updated with valuable content and news.
• Drip Campaigns: Writing automated email sequences that nurture leads over time.

Copywriters balance concise messaging with persuasive language to ensure emails are opened, read, and acted upon.

4. SEO

Search Engine Optimisation (SEO) is a crucial skill for modern copywriters. Their work often includes:

• Keyword Research: Identifying the right terms to target for maximum reach.
• Meta Descriptions and Titles: Writing click-worthy snippets that improve search visibility.
• Content Structuring: Using headings, subheadings, and bullet points to make content readable and optimised for search engines.
• Internal Linking: Encouraging readers to explore more of the website by linking related content.

SEO copywriting ensures content not only reads well but also ranks well.

5. PDFs, Presentations, and Long-Form Documents

Copywriters also create content for materials that support sales, marketing and internal communications. Examples include:

• White Papers and Case Studies: Explaining complex topics in an authoritative yet accessible tone.
• E-books: Offering in-depth insights to generate leads or educate audiences.
• Presentations: Writing impactful slides for sales pitches or corporate updates.
• Brochures and Flyers: Highlighting key offerings with succinct, visually appealing text.

These documents help businesses build credibility and provide valuable resources to their audiences.

6. Social Media

Some copywriters also offer social media management as part of their service offerings. Their tasks include:

• Creating Captions: Writing posts that spark engagement and share the brand's voice.
• Planning Campaigns: Coordinating messaging across platforms to ensure consistency.
• Hashtag Strategy: Using trending and relevant hashtags to increase visibility.

Social media requires brevity, creativity and adaptability to each platform’s unique audience and style.

7. Advertising Copy

Copywriters are also the driving force behind advertising campaigns. They craft persuasive content for:

• Google Ads: Writing concise and clickable headlines and descriptions.
• Social Media Ads: Creating copy that stops the scroll and drives clicks.
• Traditional Ads: Writing taglines, slogans and print ad content.

Their goal is to maximise the return on investment by delivering highly targeted and compelling messaging.

8. Content Strategy

Many copywriters go beyond writing and contribute to the overall content strategy. This includes:

• Audience Analysis: Understanding the target market’s needs and preferences.
• Competitor Research: Identifying gaps and opportunities in the market.
• Content Planning: Creating editorial calendars to ensure consistent output.

A copywriter who understands strategy adds immense value to any business.

Why Use a Copywriter?

Hiring a copywriter ensures your content is professional, engaging, and tailored to your audience. Copywriters are skilled in creating persuasive messaging that drives conversions, enhances brand reputation, and improves SEO rankings. Whether you need website content, blog posts, social media captions, or marketing materials, a copywriter can craft words that resonate with your target audience and align with your business goals.

Their expertise saves you time and ensures consistency across all communication channels. Investing in a copywriter is investing in high-quality content that boosts your business's success and visibility.

How to Become a Copywriter

Becoming a copywriter involves a mix of education, skill-building, and hands-on experience. Start by studying fields like marketing, communications, or journalism to understand the principles of effective writing and audience engagement. Practice writing across different mediums, such as blogs, websites, and ads.

Create a portfolio showcasing your best work to attract potential clients or employers. Gaining practical experience through internships, freelance projects, or entry-level roles is key to refining your craft. Networking and staying updated on industry trends will help you grow. Over time, you'll develop the expertise and confidence to succeed as a professional copywriter.

Conclusion

Copywriters are versatile professionals who craft engaging, targeted content to boost a business’s visibility and success. From website content to blogs, emails and SEO, their work drives traffic, builds brand authority, and converts readers into customers.

If you need help with copywriting, get in touch with On The Move Marketing.