What is Copywriting and Why is It Important in Marketing?
Copywriting is writing that moves someone from where they are to where you want them to be—whether that’s clicking, buying, signing up, or simply believing something they didn’t before.
Did you know that the earliest form of copywriting dates back to 960 BC? Even in antiquity, merchants understood the power that words had in driving their sales. They would write captions on copper plates that were short, catchy, and that sparked the interest of people who were in the market for goods.
Although we’ve moved beyond copper plates, copywriting plays the same role it did thousands of years ago: selling your product or service to the people looking for them. The difference now is that people use search engines when looking for products or services. Around 75% of consumers search online for information before purchasing, which makes SEO copywriting very effective at getting websites found by customers in the first place.
But even if SEO drives more traffic to your website, the copywriting aspect is actually what sells them. There are some instances where people report seeing an increase in organic search traffic but not sales, but that doesn’t have to be you.
What is copywriting? How is copywriting important for marketing? And How can you use it to help increase your sales? Keep reading to find out.
What is Copywriting?
Copywriting is the art of using words to guide someone from curiosity to action. It’s brief, captivating, easy to read, and designed to move people through a journey that ends with them choosing your product or service.
Here’s how that journey typically unfolds:
- Discovery – A potential customer finds you. They land on your website, open your email, or see your ad. This is your first impression.
- Attention – Your headline stops them. Something you’ve written makes them want to keep reading instead of clicking away.
- Interest – They start exploring. Your copy answers their early questions and speaks to what they’re actually looking for.
- Desire – Now they want what you’re offering. You’ve shown them the outcome, painted the picture, and addressed their hesitations.
- Action – They make a move. They fill out the form, call the number, or click “buy now.”
- Confirmation – The journey doesn’t end at the button click. Your thank-you page, confirmation email, and first follow-up either reinforce their decision or create doubt. Good copywriting continues here by reassuring them they made the right choice and setting expectations for what happens next.
Think about the pages on your website: you have a homepage, an about page, maybe a blog section, and then your landing pages—the pages where you actually sell your product or service.
Copywriting is most effective on those sales-driven pages. These pages need to guide visitors smoothly toward a purchase while still giving them all the information they need to feel confident. Good copywriting explains clearly, builds desire naturally, and then asks for the sale directly.
Why Copywriting is Important in Marketing
An online experience that moves people through a journey from discovery to action will always have an impact on conversion rates. Every aspect of that journey is expressed through writing, and the way you write has a direct impact on ranking, sales, and brand. This makes copywriting important for every type of marketing.
Google Ads and PPC Campaigns
When multiple businesses bid on the same keywords, copywriting becomes the differentiator. The words in your ad are what separate a click from a scroll-past. Copywriting is the competitive edge that makes paid search profitable rather than just expensive.
- Headlines: Include the keyword and speak directly to what the searcher is trying to accomplish
- Descriptions: Reinforce why your offer fits their need better than the ads above and below yours
- Landing page copy: Deliver on the promise made in the ad and remove hesitation with clear, benefit-driven language
- Call to action: Tell them exactly what they get when they click, not just “submit” or “learn more”
Search Engine Optimization
SEO gets you ranked. Copywriting gets you clicked. But here’s the reality: 96.55%of content gets zero traffic from Google. Ranking on page one means nothing if searchers choose a competitor’s listing instead—and most content never even gets that far. The words in your title tag and meta description determine whether your visibility turns into traffic, and your page copy determines whether that traffic turns into action.
- Title tag: Lead with the keyword, then add a reason to choose your result over the others
- Meta description: Answer the searcher’s question partially, then give them a reason to click for the full answer
- Landing page copy: Keep it clean, focused, and free of friction so visitors move toward action, not away from confusion
Email Campaigns
Inboxes are crowded. Copywriting decides whether your email gets opened, read, or deleted. In fact, 69% of people mark emails as spam based on the subject line alone. The words you choose determine whether your message reaches your audience or disappears.
- Subject line: Spark curiosity or promise value, but always make sure the email delivers on it
- Preview text: Use this as a second hook, not a repeat of the subject line
- Body copy: Write like you’re talking to one person, not blasting a list
- Call to action: Be specific about what happens next and why it’s worth their time
Social Media Posts
On social media, copywriting creates context. Think of a video on Instagram where the poster adds a caption overlaid on the video itself, and that one line makes the whole thing funnier or more relatable. A few words from the poster’s point of view can completely change how the content lands.
- Caption overlay: Add your point of view to give the content meaning it wouldn’t have on its own
- Post caption: Frame the content so people know how to feel about it before they engage
- Opening line: Make the first words visible before “see more” compelling enough to earn the tap
Types of Copywriting You Need for Marketing
Different stages of the customer journey require different types of copywriting. A headline that grabs attention serves a different purpose than checkout copy that removes last-second hesitation. Knowing which type belongs where helps you write with the right intent.
| Stage | Copy Types | What This Copy Does |
|---|---|---|
Discovery & AttentionGet noticed, earn the click |
Copy Types
|
What This Copy Does
This is your first impression. In search results, it’s your title tag and meta description. On social media, it’s the post or ad. In email, it’s the subject line. The only job here is to get the click. If your headline doesn’t capture attention immediately, they’re gone before seeing anything else. |
Interest & DesireBuild want, answer objections |
Copy Types
|
What This Copy Does
Once someone clicks through, they’re evaluating whether what you offer fits their needs. This copy explains what you do, who it’s for, and why it works. It answers their questions before they ask and addresses common objections. The goal isn’t to write more. It’s to provide all the information they need in a way that’s easy to digest and moves them toward a decision. This stage requires looking through the customer’s eyes, which is difficult for business owners who naturally see things from their own perspective. That’s where professional copywriting help pays off. |
ActionRemove friction, close the sale |
Copy Types
|
What This Copy Does
This is where the page asks for the sale. The visitor has the information, now they need a clear next step. Button text, form labels, pricing explanations, and trust signals (guarantees, security badges, return policies) work together to reduce hesitation and make completing the purchase feel straightforward. Vague or buried calls to action cost conversions. |
ConfirmationReassure, set expectations |
Copy Types
|
What This Copy Does
After someone buys, they want to know they made the right decision. Thank you pages, order confirmations, and onboarding emails set expectations for what happens next. Good confirmation copy prevents refund requests and support tickets while building the relationship that leads to repeat purchases and referrals. |
B2B vs B2C Copywriting
Knowing whether you’re writing for businesses or consumers determines how you structure your marketing copy, what you emphasize, and which obstacles you need to overcome. B2B purchases often require approval from multiple people, including finance, legal, managers, and the actual end-users, which stretches the sales cycle from days into weeks or months. B2C purchases typically involve one person spending their own money, so the decision happens faster and with less justification required.
This fundamental difference shapes how you use copywriting for marketing. B2B copy often needs to equip the reader with reasons they can present to others who control the budget. B2C copy needs to convince the individual buyer before they lose interest. Use the comparison below to see how to apply copywriting practically in your marketing for B2B or B2C.
| Factor | B2B Copywriting | B2C Copywriting |
|---|---|---|
| Who You’re Writing To | B2B Approach Often someone who needs to justify the purchase to others. Your copy may be read by one person but needs to persuade a group. | B2C Approach Usually the decision-maker directly. The person reading your copy is typically the one who will buy. |
| What Proof Looks Like | B2B Approach Case studies, ROI figures, recognizable client names, industry certifications. Proof that reduces professional risk. | B2C Approach Customer reviews, star ratings, testimonials from relatable people, social media mentions. Proof from peers. |
| The Emotional Angle | B2B Approach Professional emotions: fear of making a bad decision that reflects poorly, desire to be seen as competent or innovative, frustration with current solutions. | B2C Approach Personal emotions: desire for status, comfort, identity, belonging. Relief from a frustration. Excitement about something new. |
| Vocabulary and Tone | B2B Approach Industry-specific language signals expertise and credibility. More formal, though this varies by industry. | B2C Approach Conversational, accessible language. Speaks directly to the reader using “you.” More casual in most cases. |
| Content Length | B2B Approach Length depends on how much justification the purchase requires. A $500 software tool needs less copy than a $50,000 contract. Match the complexity of the decision. | B2C Approach Length depends on how much convincing the buyer needs. A $15 impulse buy needs less than a $2,000 mattress. Satisfy the reader’s questions, no more. |
| Sales Timeline | B2B Approach Days to months. Multiple touchpoints are often needed before a decision is made. Individuals can make purchases quickly; businesses rarely can. | B2C Approach Minutes to days. Often a single session from discovery to purchase, though higher-priced items take longer. |
The B2B vs B2C distinction is a starting point, not a rulebook. A $29/month B2B software tool often sells more like a consumer product. A $5,000 luxury watch requires as much justification as many business purchases. The real variables are: how many people are involved in the decision, how much money is at stake, and how much risk the buyer feels. Use those factors to guide your copywriting strategy.
Find the Right Copywriting Approach for Your Situation
Answer these questions about your buyer to see which copywriting techniques will be most effective for your marketing.
Your Copywriting Approach
Copywriting Examples You Can Adapt
Below are two versions of marketing copy for the same product, a fitness tracking app. One is written for HR directors evaluating corporate wellness solutions. The other is written for individuals looking for a personal health app. Notice how the headline, proof points, and call-to-action shift based on who’s reading and what they need to feel confident.
Opens with a measurable outcome relevant to HR metrics. Addresses implementation concerns because the buyer needs to know this won’t create extra work for other departments. The reader can present these points directly to leadership.
Opens with an emotional frustration the reader recognizes. Uses “you” throughout to speak directly to the individual. Social proof comes from peer numbers rather than company names. The benefit is personal clarity, not organizational metrics.
Why This Matters for Your Marketing Copywriting
Effective copywriting starts with understanding who you’re writing to and what they need to feel before they’ll take action. The B2B buyer often needs confidence that this purchase won’t backfire professionally. The B2C buyer often needs confidence that this purchase will deliver the personal outcome they’re imagining. Both require persuasive copy, but the persuasion works differently.
When you understand these dynamics, you can write marketing copy that speaks directly to what your specific audience cares about, rather than using generic techniques that don’t account for how decisions actually get made.
Should You Write Your Own Copy or Hire a Copywriter?
Writing your own copy can work if you have the time to learn what makes copy effective, the patience to test and revise, and the ability to step outside your own perspective to see your business the way a customer does. Most business owners don’t have all three—and that’s not a criticism, it’s just the reality of running a business while also trying to market it.
Here are the signs it might be time to hire someone:
- You’re getting traffic but not conversions. This is especially common with PPC campaigns. Weak headlines and descriptions can mean less clicks, and weak landing pages can mean people are clicking your ads but not taking action. The problem in both cases is usually the copy, and stronger copywriting is often the solution to instances where:
- The ad was not strong to begin with
- It promised something the page didn’t deliver
- Or created friction in the users journey from discovery to purchase, instead of removing it.
- Your content sounds like everyone else’s. If you’ve been using AI to generate content or hired inexperienced freelancers who rely on it, you’ll likely get writing that comes off as generic, and with little consideration about your audience at all. Negative perceptions about AI content outweigh the positive 4 to 1, and authentic marketing matters in this day and age.
- You don’t have time to do it well. Rushed copy published quickly rarely outperforms good copy published consistently. Great content takes time and effort. If you’re rushing through your website pages or blog posts just to get something up, the results could have a negative effect on marketing and sales.
Why Copywriting Works Best as Part of a Comprehensive SEO Strategy
Copywriting without SEO is writing that rarely gets found on search engines, and SEO without strong copy won’t sell as good. The two need each other, and it’s important to understand that SEO goes beyond just keywords. You’d assume that SEO copywriting entails using keywords to grant visibility, but that’s not the whole picture. The use of keywords is only one aspect of SEO, and copy sprinkled with keywords does little for ranking.
For example, InspiringClicks bundles copywriting into our SEO packages because if we had it as a standalone service, ranking would be very difficult. We are an SEO agency at heart, and SEO means ranking; therefore, SEO copywriting should too. It makes no sense for us to separate writing from SEO, because search engines use writing to connect users with pages.
SEO + Copywriting Combined
Copywriting Packages
Our packages come with regular content creation that includes SEO, copywriting, and blog writing. Every page we create is written by human writers, optimized for search, and designed to move visitors toward action. The copy, the optimization, and the strategy work together—because that’s what actually produces results.
Frequently Asked Questions
What is copywriting?
Copywriting is the art of using words to guide someone from curiosity to action. It’s brief, captivating, easy to read, and designed to move people through a journey that ends with them choosing your product or service.
Why is copywriting important for marketing?
Every aspect of the customer journey from discovery to action is expressed through writing. The way you write has a direct impact on ranking, sales, and brand. Whether it’s Google Ads, SEO, email campaigns, or social media, copywriting is what separates a click from a scroll-past and a visitor from a customer.
What’s the difference between B2B and B2C copywriting?
B2B copywriting targets buyers who often need to justify purchases to others, uses industry-specific language, and relies on proof like case studies and ROI figures. B2C copywriting speaks directly to individual decision-makers, uses conversational language, and leans on personal emotions and peer reviews. The real variables are how many people are involved in the decision, how much money is at stake, and how much risk the buyer feels.
Should I write my own copy or hire a copywriter?
Writing your own copy can work if you have time to learn what makes copy effective, patience to test and revise, and the ability to see your business the way a customer does. Signs you should hire someone include getting traffic but not conversions, content that sounds generic, or not having time to do it well.
Why does copywriting matter for SEO?
Copywriting without SEO is writing that rarely gets found on search engines, and SEO without strong copy won’t sell as well. The two need each other. Search engines use writing to connect users with pages, so separating copywriting from SEO strategy limits your ability to rank and convert.
