Copywriting and Web Content: What's the Difference?

Article writing services that don't understand the difference between web content and copywriting are not professional writers at all. There are countless examples of freelance writers, consultancies and article writing companies on the web that sell any and all types of writing as "copywriting." However, a pro writer knows the difference and often specializes in one discipline or another. Copywriting isn't web content development, it isn't article writing and it certainly isn't blogging. Instead, copywriting is the persuasive power of words in action. To see it for yourself, simply read this article, as we'll describe web content and copywriting using each of these techniques respectively. This will allow you to quickly tell the difference between an article writing service that knows what it's doing and one that is feigning expertise it clearly doesn't have. Web Content and Web Content Development Web content is generally informative by its nature. This type of writing is usually instructional, conversational or designed to impart information without revealing opinion or preference. Remember – if the writing is revealing opinion it's probably not an informative piece and may be copywriting or blogging. The cadence of web content is often very deliberate but can be either informal or formal. There is an appropriate footprint of both long sentences with commas and semi-colons, and short sentences designed to attract attention to an important piece of information. Well-written web content generally makes use of elementary English informative writing practices: an introductory paragraph with a clear thesis statement, a series of supporting paragraphs and graphics, and a conclusion that summarizes the main points. This type of writing is considered factual, whereas copywriting is attempting to convince the reader of its primary point. Overall the informative's purpose is to provide unbiased information, but just because some information may be presented in a biased manner does not make it copywriting. Copywriting Copywriting is the art of persuasion. It is the power of words used to compel people to take action. Copywriting is direct, confident without being arrogant, and often with a hint of humor. This sales writing technique uses the power of cadence, wit, sarcasm and pointed questioning that makes it appear like the reader has come to their own conclusion without having been compelled at all. In true copywriting there is no fluff, no filler. Words crafted by skilled copywriters drive the reader to the only conclusion available, so there's no time to waste filling in space to meet a word count requirement or round out an already weak paragraph. Copywriting is power, but it is not without foundations. Copywriters study their client's competitors intently. They immerse themselves in market research. They figure out exactly what your product or service is all about. They learn who your target audience is and what moves them. Copywriting is different from web content, article writing and blogging in this fundamental way: it invokes a sense of urgency in the reader to take specific action right now. Anything less isn't copywriting.

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