“The Significance of Web Copy and Why It Matters” By James Holmes, Retired CMO & Freelancer

Image Credit: Web Copy, Computer; Common License

Web copywriting is a critical skill in the digital age. Whether you’re creating content for a website, blog, social media, or email marketing, the principles of effective web copywriting remain consistent. Through the process of writing compelling web copy that engages readers, this avenue drives traffic and converts visitors into customers.

Web copy has significantly evolved over time. Initially, it was merely about conveying information. Today, it’s a sophisticated tool used for various purposes, from marketing to customer engagement and brand building. In the digital age, mastering the art of web copywriting can offer numerous benefits, both personally and professionally. Whether you’re a business owner, marketer, freelancer, or aspiring writer, understanding how to craft effective web copy is a valuable skill that can be monetized.
What is Web Copy?Web copy refers to the text content on websites. This includes everything from the homepage to blog posts, product descriptions, and social media updates. Effective web copy not only conveys information but also encourages readers to take action (aka, CTA— call to action) such as making a purchase, signing up for a newsletter, or sharing content.

The Importance of Web Copy
Good web copy is essential for several reasons:

1. Engagement: Captivating copy keeps visitors on your site longer.
2. SEO: Well-written copy helps improve search engine rankings.
3. Conversion: Persuasive copy turns visitors into customers.
4. Branding: Consistent, well-crafted copy reinforces your brand’s voice and message.

What is not Web Copy?
While web copy encompasses a wide range of content types and formats used on the internet, it’s important to distinguish it from other forms of writing and digital content that don’t fall under the category of web copy. Understanding what isn’t considered web copy can help clarify its definition and scope. Below are several examples of content that are not typically categorized as web copy.

Academic Writing
Academic writing, such as research papers, theses, dissertations, and scholarly articles, is primarily intended for educational and research purposes. It follows a formal structure and style, often including citations and references. Unlike web copy, academic writing is not focused on marketing or engagement but on presenting research findings and contributing to academic discourse.

Technical Manuals and Documentation
Technical manuals and documentation provide detailed instructions and information about products, systems, or software. This type of writing is highly specific, often including technical jargon and step-by-step guides. The primary purpose is to inform and guide users, not to engage or persuade, making it distinct from web copy.

Fiction and Creative Writing
Fictional works, such as novels, short stories, and poetry, are created for artistic expression and entertainment. Creative writing emphasizes storytelling, character development, and imaginative language. While web copy can be creative, its main goal is to achieve specific metrics in marketing or communication objectives. The latter variables do not support the goals of fiction and creative writing.

News Articles and Journalism
Journalistic content, including news articles, reports, and editorials, aims to inform the public about current events and issues. This type of writing adheres to principles of accuracy, objectivity, and timeliness. While news websites may use web copy for marketing purposes (e.g., headlines), the articles themselves are not considered web copy.

Legal Documents
Legal documents, such as contracts, terms of service, privacy policies, and legal briefs, are written to establish legal agreements and provide clear, precise information about legal rights and obligations. The language is formal and technical, focusing on legal accuracy rather than engagement or persuasion.

Scientific Papers
Scientific papers and articles present original research findings and are typically published in scientific journals. They follow a strict format, including abstracts, methodology, results, and discussions. The audience for scientific papers is primarily other researchers and professionals in the field, not the general public or potential customers.

Internal Business Communications
Internal business communications, such as company memos, internal emails, reports, and meeting minutes, are intended for an organization’s staff rather than the public. While effective communication is important, these documents are not designed to engage or persuade an external audience, distinguishing them from web copy.

Personal Correspondence
Personal correspondence, including letters, personal emails, and messages, is intended for private communication between individuals. The tone and style can vary widely based on the relationship between the correspondents. Personal correspondence is not aimed at achieving marketing or engagement goals and is therefore not considered web copy.

Educational Textbooks
Educational textbooks provide comprehensive information on subjects for students. They are structured to facilitate learning and understanding, often including exercises, summaries, and review questions. The primary goal is education, not engagement or conversion, which sets them apart from web copy. In addition, pure data and statistical reports present raw numbers and analyses without the contextual narrative or persuasive elements typical of web copy. While data can be included in web copy to support arguments or provide evidence, standalone data reports are not themselves web copy.

Conclusion
Understanding what is not considered web copy helps to define the boundaries of web copywriting. While web copy is versatile and encompasses various types of online content aimed at engaging and persuading audiences, other forms of writing and content serve different purposes and adhere to different standards. By distinguishing web copy from academic writing, technical documentation, creative writing, journalism, legal documents, scientific papers, internal communications, personal correspondence, and educational textbooks, you can better appreciate the unique role and value of web copy in the digital landscape.