The confusion comes from a word with several meanings. Cambridge Dictionary defines copy as text intended for print or text used to help sell a product. It also defines copy as a duplicate. The context tells you which meaning applies. “Write the homepage copy” asks for original wording, not a duplicate homepage.
Where do you see copy?
| Place | What the copy needs to do |
|---|---|
| Advertisement | State a relevant offer clearly within a short space. |
| Landing page | Explain the offer, give evidence and make the next step clear. |
| Product page | Describe specifications, uses, limits and purchase information accurately. |
| Explain why the message matters to the recipient and what action, if any, follows. | |
| Interface button | Tell users what will happen when they select it. |
Copy can be a three-word button or a long sales page. Length depends on the decision the reader is making. A high-cost or complex purchase may need more explanation than a simple newsletter signup.
Copywriting and content writing overlap
People often use copywriting for text meant to persuade someone to take an action and content writing for text meant mainly to explain or teach. The boundary is not strict. A useful guide can lead to a sale, and a product page can teach. A job title or client brief may use either term broadly.
The practical question is the page’s purpose. A tutorial should help a reader complete a task; a product page should help them assess a purchase; an email may need to get someone to an event or update them on an order. If the purpose is vague, changing the label from “content” to “copy” will not fix the text.
How to write copy that has a job
- Identify the reader. What do they already know, and what question brought them here?
- Choose one primary action or takeaway. A page can offer more than one path, but its main purpose should be clear.
- Collect the facts. Use current product details, offer terms and evidence before drafting claims.
- Write the direct answer. Describe what the product, service or message actually does. Replace vague praise with a feature and its relevant consequence.
- Check the promise. Read the headline, body and call to action together. They should describe the same offer.
- Edit for accuracy and ease. Remove repeated words, unexplained jargon and claims you cannot support.
For example, “A powerful solution for every team” tells a buyer little. “Assign a task, set its owner and due date, and see overdue work in one view” describes capabilities a buyer can verify. Use that second version only if the product actually provides those functions.
Copy, copying and copyright
Writing copy does not grant permission to reuse another company’s slogans, product descriptions or images. It refers to the writing work. Copyright concerns the legal rights in creative work; if your project involves republishing someone else’s material, check the rights separately. A truthful advertising claim also needs support where advertising law applies, regardless of whether a person or a tool drafted the sentence.
When commissioning writing, name the deliverable instead of relying on the label alone: “a landing page with a headline, product explanation, proof and sign-up step” gives a writer a clearer task than “some copy.”
Frequently asked questions
What does “write copy” mean?
It means writing text intended for publication or marketing, such as the wording of a website, ad, email or product page.
Is copywriting the same as copying text?
No. In a writing brief, copywriting means creating the words. Reproducing another writer’s work is a different meaning of copy and may raise rights issues.
What is the difference between copywriting and content writing?
Copywriting often emphasizes a reader action, while content writing often emphasizes explanation. They overlap, so define the deliverable and goal in each brief.
Is a blog post copy?
It can be. “Copy” can mean published text broadly. In marketing work, people may call an educational blog post content and a sales page copy, but usage varies.
What is an example of website copy?
A page headline, a product description, a call-to-action button or a short explanation of a service can all be website copy.
How do I brief a copywriter?
Specify the audience, page or channel, desired reader action, verified facts, offer terms, tone and any claims that must be avoided.
Lorelei has been an online entrepreneur, marketer and writer since 2006. Her biggest passion is WordPress, which is why she switched to being a full-time blogger 20 years ago and hasn’t looked back since. With so many years of experience behind her, she is an expert in copywriting, SEO, marketing and business strategies.
