Looking for the perfect web copywriter for your project or wondering if you've got what it takes to become one yourself?
Congrats! You’ve found the perfect place to start.
Keep scrolling to reveal what “web copywriter” actually means, 7 secrets for crafting stellar web copy and where the intersection with web design lies. You’re about to get clear on what it takes to be a standout web copywriter (or what to look for when hiring one).
Ahead, everything you need to know about web copywriting inside our comprehensive guide.
What is web copy?

Web copy combines two key elements: the website and copywriting.
A website is your digital presence, the platform where you showcase your products or services.
Copywriting, on the other hand, is the age-old practice of crafting text to sell something. Originating from print advertising—think newspapers, billboards, and direct mail—copywriting aims to persuade the reader to take action.
Although traditional copywriting techniques still apply, writing for the web is its own beast.
Why?
Because online reading behaviour differs from print. People skim, scroll, and jump from one link to another.
Web copywriters must not only be persuasive but also understand how to structure their content for online consumption. Short paragraphs, concise sentences, and strategically placed keywords are essential.
In essence, web copy is the art of crafting words to suit the product you’re selling and the digital platform on which those words will appear.
What is a web copywriter?
The role of a web copywriter goes far beyond just throwing words onto a web page; it takes a blend of strategy, creativity, research and insight to complete a successful project.
Here’s the rundown on what a web copywriter does:
Strategise the user experience
Often overlooked but crucial, a web copywriter strategises the user experience. This means researching and planning content that aligns with the user’s emotional and physical journey.
Skip this step? You’re not only risking conversion, but it also makes the project much more challenging and time consuming.
Organise the site map and navigation
Web copywriters are also the architects of the site map and navigation (or at the very least, should play a key role).
It’s their job to ensure users can find what they’re looking for without getting lost in the weeds or distracted by something irrelevant.
The client should be consulted on this, but it shouldn’t be entirely up to them or a web designer to figure out (more on this later).
Optimise for SEO
What’s the point of having stellar web copy if no one can find it?
A savvy web copywriter selects and strategically places keywords in key areas to rank higher in search results.
They’re also adept at crafting meta descriptions, title tags, and headers that appeal to humans and tick the boxes for search engine algorithms.
Craft headlines and hooks
Headlines and hooks keep the reader engaged and clicking through a site. Think of them as your one-two punch in the digital ring.
Define resonant messages
The web copywriter identifies the key messages that will resonate with the target audience.
Feeling like the brand really “gets them” is the secret sauce that can turn a casual browser into a committed buyer.
Use persuasive language techniques
It’s not just what you say, but how you say it. Web copywriters are well-versed in persuasive language techniques designed to motivate visitors to take action.
Master the art of microcopy
Ever notice those tiny bits of text that guide you to the next step? That’s microcopy, and it’s a web copywriter’s job to make it so enticing and obvious someone can’t help but click.
It’s an underrated part of web copywriting that often gets left to chance. But you can get the edge by taking a few moments to upskill in this area with the free Microcopy Micro Course.
In a nutshell, a web copywriter selects every word on the page to make sure visitors not only find what they’re looking for but also take action.
Which comes first, copywriter or web designer? Chicken or egg?
In the digital realm, two roles often intertwine: the web copywriter and the web designer.
Each plays an important role in creating a cohesive and engaging user experience.
But who should you bring on board first?
In larger organisations, these roles ideally work hand-in-hand to create a unified user experience.
But if you’re a freelancer or hiring freelancers, it’s generally better to start with the web copywriter.
Why?
Well, a good designer can design around words. But it’s tough for even the best copywriter to craft a compelling message to fit in arbitrary spaces.
Understanding UX is a non-negotiable skill for a web copywriter.
It informs how the content will be laid out, ensuring that the words not only read well but also make logical sense within the website’s architecture.
If a copywriter doesn’t have a handle on UX, it may be time to look elsewhere. It’ll save you significant heartache when it comes time to bring a designer into the mix.
This approach offers a smoother transition and a more cohesive final product, ensuring that the words and visual design work together to serve both your visitors and your business effectively.
Why copywriters shouldn’t design websites (or should they?)
The quick answer is: it’s complicated.
While copywriters excel in crafting words that inspire, inform, and sell, web design demands a different skill set, including technical and visual expertise.
Typically, a copywriter might not have these competencies, hence they shouldn’t be in charge of web design.
That said, don’t underestimate the role of a web copywriter in design.
While they may not code or work on the visual aspects, they play a crucial role in designing the user experience. (Are you sensing a trend?!)
They define a site map, navigation, and the structure of each page—essentially they design how a website functions (but not how it looks).
This is where UX copywriting comes into play, a rapidly growing field that equips copywriters with the skills needed to contribute effectively to the website’s functional design. This, in turn, makes the web designer’s job easier and the final product more cohesive.
So, while it’s common to hire a copywriter for the words and a designer for the visuals, the copywriter’s role in UX should not be underestimated.
Beyond Web Copy is currently the ONLY UX copywriting course and group coaching program of its kind. Get on the waitlist for the next round now.
Web copywriters: what exactly do they do?
When it comes to what types of projects a web copywriter tackles, the scope is broad.
From crafting every word on a new website to refining individual pages, writing compelling product descriptions, and even refreshing outdated content—web copywriters have a diverse project menu.
However, to effectively execute any of these projects, a crucial skill is required: understanding the user experience, or UX.
Knowing the context in which your copy will exist is vital.
It’s not merely about creating polished copy; it’s about ensuring that the text aligns with the larger digital strategy and contributes to a smooth user journey.
This capability to see the bigger picture and create a seamless flow is what distinguishes a competent web copywriter.
Whether you’re hiring for these skills or looking to develop them yourself, understanding UX should be non-negotiable.
With this competency, your web copywriting projects won’t just be tasks on a to-do list; they’ll be integrated elements of a successful online strategy.
If you want to know the 6 crucial steps for any web copy job, grab a copy of the free Ultimate UX Web Copy Guide.
Content copywriter vs web copywriter: what’s the diff?
So what is a web content copywriter then?
Ah, the classic mix-up: confusing web content writers with web copywriters.
Let’s set the record straight, shall we? At its core, the difference comes down to intent.
Web Content Writers: These folks specialise in writing content that informs, educates, or entertains.
Think of them as the authors of the articles you’d find in newspapers or magazines.
SEO blogs? That’s their jam.
Web Copywriters: Now, these are the modern-day descendants of old-school copywriters who crafted print adverts.
Their main gig? Selling.
Whether it’s a product, a service, or an idea, the aim is to convert a reader into a customer or lead.
In other words, they’re the ones you call when you need compelling words that persuade and motivate action.
While the terms are often used interchangeably (and yes, there’s some overlap), the focus of each is distinct.
If you’re looking to hire, understanding what is a web content copywriter versus a web copywriter can save you a lot of time and effort in finding the right professional for your needs.
If you’re looking to niche, understanding your niche will help your pitch your services more effectively.
7 actionable tips for writing stellar web copy
Alright, you’ve learned the basics, but how can you implement this in your web copywriting?
Here are seven actionable tips that can elevate your web page copy to the next level:
1. Plan the user’s journey: Before writing a single word, map out the user’s path through your website. Knowing where they start and where you want them to end up helps you guide them more effectively.
2. Map out the site map and page hierarchy: Plan the architecture of your website. Knowing which pages lead to others ensures you craft copy that seamlessly transitions the user from one section to another.
3. Keep it short and sweet: Ask yourself what needs to be on the page to guide the user to the next step. Cut the fluff, but keep it clear.
4. Break up text: Long blocks of text are your enemy. Use subheaders, bullet points, and numerals to make the copy more digestible.
5. Social proof is gold: insert testimonials or other forms of social proof to build credibility and trust. Promise me this: you will NOT hide them in a carousel.
6. Optimise your microcopy: Pay attention to those little cues that guide a user’s action. For more, check out the free Microcopy Micro Course.
7. Mobile matters: Finally, make sure your text is as good on mobile as it is on desktop. And for the love of readability, left-align your text!
So, there you have it: seven tips that can make your web copy shine brighter than a disco ball.
Web copywriting, is it for you?
Alright, you’ve waded through the jungle of web copywriting details. Now, let’s get to the real question: Is web copywriting a path you’re itching to trek?
Reflect on these skills and qualities to determine if you’ve got what it takes:
Do you love to back things up with FACTS?
The heart of effective copy is knowing your audience and the product like the back of your hand. Are you the type to dive into data and consumer psych?
Got empathy?
The best copywriters get inside the heads of their audience, understanding their needs, fears, and desires. Can you step into someone else’s shoes with ease?
Are you a strategic thinker?
Writing web copy isn’t just about stringing words together. It’s about knowing where those words will have the most impact. Do you have a knack for plotting moves in advance?
Can you work well with others?
Web copywriting isn’t a solo mission. You’ll need to collaborate with clients, your client’s clients, designers, and perhaps even other copywriters. Are you up for some teamwork?
Is clarity your middle name?
In the world of web copy, clarity is everything. Your words need to be understandable and to the point. Do you excel at breaking down complex ideas into digestible bits?
If these qualities resonate with you—or you’re pumped to develop them—you’re likely a great candidate for the world of web copywriting.
The last word: and your reward for making it to the end!
Look at you, scrolling all the way down this digital page of wisdom. You must be super into web copywriting (welcome to the club!)
Your reward for sticking around? The key to levelling up: The Ultimate UX Web Copy Guide. It’s like your backstage pass to owning this whole web copywriting gig. Download your copy now.