Short definition

Copywriting — the purposeful writing and editing of copy that helps a specific audience understand, trust, and act.

Also known as: web copywriting, website copywriting.

Website copywriting answers visitors’ questions, makes the offer concrete, and helps them decide whether the service is right for them.

How does copywriting work?

The writer starts with the audience, the situation, and the desired next step. Headings make the page easy to scan, while examples and evidence address doubts. A call to action explains what happens after a click. Keywords can inform the copy but should never make the explanation sound unnatural.

What does this mean for a small business?

For a small business, clearer copy is often the quickest improvement to an existing website. Visitors should understand what you do, who it is for, which area you serve, and how to get in touch. Avoid unsupported claims and jargon that only people in your industry understand.

What should you watch for in copywriting?

  • give every page one clear purpose;
  • write from the customer’s questions and objections;
  • support claims with your process, examples, or results;
  • make links and buttons clear about what happens next;

How it relates to other website choices

Copywriting provides the content for a landing page. A clear call to action completes the explanation, while SEO helps the right audience find the page.