Choosing between a creative copywriter and a conversion-focused one can be difficult. But at the end of the day, it all comes down to what you want to achieve.
While both have their advantages, conversion-focused copywriting ultimately drives results by using science and data to influence your audience’s decisions.
Creative copywriters are skilled at writing imaginative narratives. They help brands establish a unique voice, build emotional connections, and grab attention through engaging stories. However, while those things are important, this approach can sometimes overlook the final step: conversion.
Their focus is often on aesthetics and brand storytelling. For example, if you're looking to create an unforgettable ad campaign, a creative copywriter will spin an artistic narrative that gets people talking. But is “getting people talking” enough? It depends on your goal.
Creative copywriters are best for:
Creativity is important. But without a clear strategy guiding users to a specific action, this type of copy can fail to turn interest into results. You might grab attention, but are you getting conversions?
Conversion-focused copywriters are the engineers of the copywriting world. Every word has a purpose: to get the reader to act. Whether it’s buying, signing up, or downloading, conversion copywriters use data-backed strategies to drive results.
Research by Daniel M. Oppenheimer (2006) shows that simpler, more direct language is easier to understand and act on. That’s why conversion-focused copy avoids ambiguity and focuses on clarity to deliver results.
This approach also uses buyer psychology. Techniques like loss aversion, as seen in Tversky and Kahneman's research (1991), highlight what prospects might lose by not acting—making them more likely to take the next step.
Social proof, a critical tool in conversion copywriting, is backed by Robert Cialdini's (2018) research, which shows people are more likely to act when they see others doing the same. That’s why reviews and testimonials are so powerful in driving conversions.
Conversion copywriters are best for:
Conversion copywriting differs from 'just' creativity because it uses tactics like urgency and social proof to guide users toward a purchase. Research shows that urgency techniques—such as scarcity messaging ("only three left!")—can significantly increase conversion rates.
When your goal is to convert prospects into customers, conversion copywriting is the clear choice. That's not to say creativity isn't important. A good conversion copywriter will be using creativity alongside conversion tactics. But solely relying on creativity without following the science will have negative effect on conversions.
At Gibson Copy, we understand that brand voice is essential (we don’t skip that work), but a strategic, results-driven approach is what brings the best value.
Imagine you’re a SaaS company offering a productivity tool.
A creative copywriter might write a clever headline or a beautiful story about how your software transforms lives. But, a conversion-focused copywriter will highlight specific pain points—for example time wasted on manual tasks—and present your tool as the solution. The result? More sign-ups and fewer bounces.
While creative copy is great for brand awareness and engagement, conversion-focused copywriting is the thing that drives business growth.
It’s about creating copy that doesn’t just sound good but delivers results.
At Gibson Copy, we combine creativity with conversion to ensure your copy isn’t just beautiful—it works.
Dr Hannah Gibson
Founder of Gibson Copy