What is a Website Copywriter?

Well-structured, engaging website copy is crucial to your online success

You can’t hide from this. A solid online presence with well-structured website copy is crucial to the success of any business — and it’s only becoming more important. The days of typing up a few words about your business and emailing them to your web designer are gone.

The online space is crowded, and your success depends on adding the right words to your website. A skilled website copywriter plays a critical role in achieving this success. But what exactly does a website copywriter do, and why are they so important?

In this article, we'll explore the role of website copywriters, their skills and responsibilities, and discuss how they help businesses thrive in the digital world.

What’s the role of a website copywriter?

A website copywriter creates written content for websites. This includes homepage text, product descriptions, blog posts, and other text appearing on a website. The main goal of a website copywriter is to engage and persuade visitors, leading them to take desired actions, like making a purchase or signing up for a newsletter.

Masters of persuasion

Effective website copywriters are not just content creators; they're masters of persuasion. They use techniques to capture their target audience's attention, evoke emotions, and motivate action. These techniques include persuasive language, storytelling, addressing pain points, and highlighting unique product/service benefits.

If you’ve ever read a sales page and been compelled to buy, you’ve experienced the power of persuasion. But these techniques are not just used for buying products or services. They are also used to persuade people to sign up for mailing lists, make bookings or simply get people to make an enquiry. 

Communicating your brand message

Website copywriters also help businesses effectively communicate their brand message. They understand how to convey a company's values, mission, and unique selling points through persuasive and consistent messaging across all website content. This consistent message helps establish brand identity and fosters trust with the audience (and with trust comes loyalty). 

Website copywriters are also excellent at writing headlines and subheadings that grab attention and encourage readers to continue. Plus, they structure content logically and make it easy to follow, using clear language, short paragraphs, and lists when appropriate. 

If you’ve ever landed on a website and been bored to tears, it’s probably because the brand message was either non-existent or unengaging. 

The importance of SEO for website copywriters

SEO is another critical aspect of a website copywriter's job. By incorporating relevant keywords and optimising meta tags, headings, and content, they can improve a website's visibility on SERPs. Higher visibility results in increased organic traffic, higher conversion rates, and greater revenue.

Skilled website copywriters understand how to balance keyword usage with readability and user experience. They avoid keyword stuffing and ensure content reads naturally while remaining optimized for search engines.

The role of user experience in website copywriting

A website copywriter plays a crucial role in enhancing user experience. Clear and concise content makes it easier for visitors to navigate a website and make informed decisions.

Website copywriters consider the overall design and layout of the website, impacting how the message is received. A well-designed and easy-to-navigate website engages readers and encourages them to explore further.

Including visuals, such as images and videos, helps create a more dynamic experience. Breaking up large blocks of text with visuals makes content more appealing and digestible.

Building trust with your audience

A website copywriter plays a vital role in establishing trust with your target audience. By crafting authoritative and informative content, they demonstrate your business's credibility and expertise.

In addition to producing high-quality content, website copywriters often incorporate elements of social proof. This includes testimonials, case studies, and industry accolades that showcase your business's success and the value of your offerings.


A website copywriter is essential for any business looking to establish a solid online presence. They combine persuasive writing techniques, SEO knowledge, and a focus on user experience to create engaging, informative, and compelling content that drives action and increases revenue.

By understanding the importance of website copywriters and incorporating their expertise into your website's content, you can create a more engaging online experience for your visitors, ultimately driving conversions and growing your business. Whether you're looking to get website copy or improve your copywriting skills, remember the power of well-crafted copy and its potential to transform your online presence.

What’s next?

Ready to transform your website copy into a powerful sales conversation? Drop me a message today, and let us help you craft compelling content that resonates with your target audience and drives conversions.

Dr Hannah Gibson

Founder of Gibson Copy