If you’ve ever found yourself Googling “what is copywriting?” then you’re not alone. The word gets thrown around A LOT these days.
So, let me give it to you straight. I’ve written over 3 million words for brands all over the world, and I can tell you exactly what copywriting is, why it matters, and how it’s probably showing up all around you (even if you haven’t noticed it yet).
So, What Is Copywriting?
Copywriting is the process of writing words that convey a brand’s message (i.e, an idea or aspiration) or sell something — usually, both at the same time.
In short, copywriting turns browsers into buyers, readers into subscribers, and fans into loyal customers.
Not necessarily in a pushy, infomercial kind of way. Think of persuasive, purposeful language designed to get the reader to take action. That action might be clicking “buy now,” signing up for a newsletter, or simply feeling a more emotional connection to a brand.
Examples of different types of copywriting:
- Ads
- Landing pages
- Product packaging
- Website headlines
- Product descriptions
- Social media captions
- Email marketing campaigns
Even that little sign next to the cash register that says “grab a treat for the road” — yep, copy. For reference, check out Portal Copy Co.’s services and see all the different types of copywriting we offer.
Copywriting vs. Content Writing: What’s the Difference?
Copywriting is designed to convert. It’s goal-driven and always tied to action, awareness, or sentiment.
Content writing is designed to inform or entertain. Think blog posts (like this one), educational resources, and long-form articles.
Both are valuable, but they serve different purposes. If content builds trust, copy closes the sale. And great copywriters? We often do both.
Why Copywriting Matters for Your Business
Because people don’t buy what they don’t understand.
Your brand might be amazing, your product might be a total game-changer, but if the words you’re using don’t connect with the right people in the right way? You’re leaving money on the table.
Copywriting:
- Clarifies your brand voice
- Builds emotional trust
- Reduces bounce rates and decision fatigue
- Tells your story in a way that resonates and sells
- Increases conversions (aka sales, sign-ups, engagement)
It’s one of the most ROI-positive investments you can make in your brand. I say that not just as a writer but as someone who has seen it change businesses from the inside out.
Can Anyone Learn Copywriting?
Technically? Yes. But like any craft, it takes time, intuition, and a deep understanding of human behavior.
You can read all the swipe files and templates you want, but great copywriters have put in hundreds of hours of work.
If you’re a business owner DIY-ing your own copy, start with these tips:
- Use “you” more than “we”
- Cut your sentences in half
- Make your headlines do the heavy lifting
- Focus on benefits, not just features
- Read your copy out loud (trust me)
What Makes Good Copywriting?
Good copywriting is clear. No jargon. No fluff. Just the right words in the right order.
It’s also conversational. It should sound like a human talking to another human. Ideally, someone you’d want to grab coffee with.
But keep in mind that every sentence has a job. Every paragraph is moving the reader toward a goal while sounding unmistakably you. Whether your vibe is cheeky, polished, spiritual, or irreverent, your voice matters.
Also, good copywriting evokes emotion. People buy with their feelings, then justify their decisions with logic. Copywriting bridges that gap.
Key Takeaways
- Copywriting = words that sell. It’s persuasive writing designed to drive action, not just fill space.
- It shows up everywhere. Websites, emails, product pages, online ads, the backs of cereal boxes, etc.
- Copywriting ≠ content writing. Copy sells; content informs or educates. Both matter, but they have different goals.
- Good copy is clear, conversational, strategic, emotional, and on-brand. That’s the sweet spot.
- Copywriting drives results. It builds trust, boosts conversions, and helps brands stand out and scale.
- DIY is doable, but hiring a pro brings strategy, voice clarity, and major time savings.
If you’re building a brand and you’re feeling overwhelmed by blank pages, vague messaging, or copy that just doesn’t feel right, you’re not alone. And you’re not stuck.
That’s literally what I do. I help you say what you really mean, in a way that resonates and converts.
Book a UX Copy Audit and receive a thorough, professional review of your website, up to 3 pages. I’ll focus on your site’s design and UX, copywriting, lead generation potential, page content, basic SEO, and brand cohesion so you can make more sales and feel AMAZING about your website.
Got questions? Connect instead.