When you search the internet for the definition of web copy and web content, you will find numerous interpretations, meaning that these concepts are not strictly defined. As web copy and content might be confusing and ambiguous, Alpha Efficiency’s web designer Chicago experts have decided to dedicate today’s post to answering this question and describing the difference between these two website elements.
What is a Web Copy?
Web copy is written material that narrates users to perform the desired action. It represents the core text for the purpose of selling. Web copy appears on every top-level page such as the home page, product, service, about page, and other pages with high priority.
Web copy is a form of copywriting and can be attached to any text, including advertising, sponsored posts, email newsletters, and other material.
After the visitor enters your website, you need an attractive and engaging copy to turn the visitor into a customer. Therefore, this is the role of the text copy to promote or sell merchandise.
Examples of the copy are social media and ad copy, product descriptions, email newsletters, and landing pages. Its concise content form with persuasive abilities. Web copy greets visitors and guides them throughout your entire web content, and for that reason having a great copy is highly important.
A copywriter creates content with the intention to sell a product or service and speaks with prospects at a personal level. Copy is the part of the funnel where the decision about the purchase is to be made. The landing page should be written as copy and not as a blog post as it will result in struggling for business.
When writing a copy, think about the aspect of whether you are “selling” or “telling”, and create the content that will suit and fulfill “selling” preferences.
What is a Web Content?
Web content is every textual or visual material on a website. This includes blog posts, articles, ebooks, infographics, videos, images, product descriptions, podcasts, etc. Web content is not as much aimed at sales as web copy, but is more oriented to audience preferences and industry. Its purpose is to inform users and engage them to spend more time on your website, thus attracting new ones. Therefore, web content can be educational and SEO. Its purpose is to establish user loyalty. High-quality content donates to increasing thrust in the audience and confidence in the brand. Content that imparts valuable links and references to your business promotes brand authority and awareness. Without targeting audiences` interests and imparting brand references the content would rather be a copy.
SEO aspect of web content refers to implementing targeted keywords but also those that are not brand-specific that otherwise wouldn`t find their place on your website.
Creating relevant and informative web content encourages users to share your posts, which is a great practice for increasing brand awareness. As you have probably noticed before, users are not sharing the brand`s landing page but blog posts.
Content writer educates readers on your business as a solution for their query and directs them toward your service or product. For example, a blog post should be written to inform visitors and provide relevant knowledge, and if these qualities lacks and your post looks like a copy, its purpose to rise blog traffic will fail.
Web content considers relevant and valuable information for users written in a comprehensive and legible way.
Which one is more important?
While some might say that copy is a more important part than content, we will say both. You can look at these two elements as hook and bite in fishing. It takes both to catch the fish. So it`s when it comes to websites. Both these components impart in conversion, one (copy) directly while the other (content) indirectly. Content increases your business audience while copy drives them to conversion. For brand development, rising website traffic, driving users to perform call-to-action, increasing conversion rates, and overall success, a web copy, and web content should be cooperatively geared to these goals. Neglecting one over another will consequently decrease either significant aspect of the business. Only a balanced approach will guarantee long-term relations with the customers, and an abundance of conversion.
When you perceive and realize the difference between web copy and web content, you can understand the correlation between those two in the composition of the marketing funnel. While web copy is at the top of the funnel by generating leads, web content is at the bottom of the sales funnel by building trust and familiarizing visitors with the brand.
Knowing these differences will help you constitute a successful content marketing strategy without confusing the role of copy and content in the sale funnel. Understanding the concept of both elements will result in creating an excellent user experience that will efficiently guide visitors from readers to conversions.