Not all copywriters are created equal and their expertise will differ depending on their background and specialization. So, it’s only natural to question whether a copywriter experienced in writing blog posts will also be the best for crafting your website copy.
Here’s our verdict: With the right experience, a copywriter can deliver both compelling blog posts and website copy, but this isn’t always the case. Let’s explore the nuances of these two types of copywriting and figure out why.
The differences
Blog posts are written with intent, and no one ends up on a blog article titled “How does AI work?” unless they actually want to know how AI works. This type of content is usually informational, tends to focus on a specific topic, and is longer and more detailed, compared to website copy.
Besides that, blog posts serve as an entry point onto a website. Whenever someone searches for a specific topic on Google and lands on your blog post that leverages on SEO keyword strategy, the traffic that comes from Google is considered organic traffic for your website.
On the other hand, a website offers a broad overview of the company and this is where most visitors will land if they don’t know much about the business. Once on the website, visitors also have the liberty to choose between the various pages on the website they’d like to access.
Despite the different pages on the website, this type of content still generally touches on high-level topics and doesn’t go deep into the details. This means that the copy is shorter and more concise, but it also implies that more thought is put into each paragraph, sentence, and header.
How copywriting skills may vary
Copywriters with extensive experience in writing blog posts have unique strengths that can be useful for website copy. This includes the ability to create engaging narratives, establish a brand voice, and connect with readers by ensuring a human touch through their writing.
Other than that, blog post-focused copywriters are proficient at conducting in-depth research and producing content that resonates with a specific target audience. They’re also experienced in generating organic traffic through SEO, which can also be practical for website copy.
That said, copywriters who specialize in blog posts may face challenges when transitioning to website copy. Besides having the copy be more concise, website copy must align more closely with a brand’s identity and messaging, which means working with a confined structure that requires a different kind of creativity.
Aside from that, copywriters who are stronger at writing blog posts may not be familiar with the principles of user experience (UX) and conversion rate optimization (CRO) that’s crucial for website copy. Copy may come before design, but they ultimately go hand in hand for the final outcome.
Hiring a copywriter for website copy
If you’re working with a copywriter who’s writing your blog posts, you should consider hiring another copywriter who specializes in website copy if that isn’t something they’ve already done before. Yes, your blog post-focused copywriter may still be able to take advantage of their storytelling abilities for websites, but it may not be as impactful.
One of the first things to examine when considering a copywriter for website copy is their portfolio and expertise. Look for writers with a track record of creating website content similar to your industry or niche. Some things to be aware of are writing quality and style, and their ability to adapt to various brand voices.
Another factor you should consider is the copywriter’s knowledge of SEO principles and practices, which is important for website success. The copywriter should be able to incorporate the relevant keywords strategically without sacrificing readability and the flow of the content.
Additionally, your copywriter should be capable of empathizing with your target audience by understanding the pain points, desires, and needs of your potential customers. Through this, your copywriter will be able to tailor the messaging to resonate with them, which fosters trust and credibility.
Finally, the copywriter needs to have an understanding of UX optimization and conversion-driven content that contains relevant call-to-actions (CTAs), such as signing up for a newsletter or making a purchase. The copywriter should be skilled in crafting CTAs that encourage visitors to take desired actions.
Copywriters should address your needs
A copywriter experienced in blog posts may have the valuable skills and insights for crafting great website copy, but may still not be right for your project. At the end of the day, the key lies in understanding your project’s requirements and looking for a copywriter whose skills align with your goals for a particular project and as a business.