What Does a Copywriter Actually Do? (And Why You Might Need One)
- Olivia DiToro
- Jul 17, 2025
- 3 min read
Have you ever read a website that just ‘clicked’—and made you want to buy, sign up, or learn more? That’s the work of a copywriter.
Many business owners aren’t exactly sure what copywriters do—and that confusion can hold them back from getting help they truly need.
What Is Copywriting?
Copywriting is the art and science of writing words that prompt action—whether that’s buying, subscribing, booking, or engaging.
The goal? Persuasion and conversion.
You’ve probably heard the terms copywriting and content writing in this incredibly digital world, and while they may seem similar, they’re actually quite different. Copywriting is action-focused; what is going to make your audience convert into customers. Content writing is information-focused; the additional tools to enhance SEO and create ethos in your brand.
So What Does a Copywriter Actually Do?
Remember, the goal of a copywriter is to create language that is going to persuade your audience to click, buy, engage, etc. A copywriter is responsible for writing all of the following (and more!):
a. Website Copy
Homepages, About pages, Services, Sales pages with the goal of clarity + persuasion + conversion.
b. Sales & Landing Pages
Focused, high-impact writing with one goal: Get the user to act.
c. Email Campaigns
Nurturing leads, launching products, + onboarding users
d. Ad Copy
Facebook, Google, Instagram, etc. Limited space copy with maximum impact!
e. Product Descriptions
For eCommerce or SaaS. Product descriptions are more than listing features—it’s about benefits and customer appeal.
f. Brand Voice Development
Helping businesses sound consistent across all channels. This is the big one!
Why You Might Need a Copywriter
In my experience, there are several common problems business owners are facing when they come to me. Some say, “My website isn’t converting.” In this case, you need messaging that resonates and drives action.
“I don’t know how to say what I do in a clear way.” A copywriter translates your value into words your audience understands.
“I’m not getting engagement on my emails or ads.” Strong copy can change that.
“I don’t have time to write all this.” Girl, I get it! Let an expert do what they do best—while you focus on your own zone of genius.
The ROI of Great Copy
Studies show that great copy leads to great ROI (return on investment). As of 2025, email marketing alone has a 26-1 ROI over the course of a year, meaning for every dollar you invest in email marketing, you’ll receive $26 return on investment. Copy I’ve written that has achieved a 51% open rate in email marketing and a 10% conversion rate from email alone. Our experience with ads and website copy have an even larger conversion rate. Great copy saves you time, brings in more qualified leads and enhances trust in your brand, which ultimately leads to loyal customers.
How to Know If You’re Ready to Hire A Copywriter
Do you check any of these boxes?
You’re launching a new product or site
Your messaging feels scattered
You’re not converting traffic into leads/sales
You're spending too much time writing
Sounds like a copywriter might be the right next step to excel in your business.
Copywriters are more than just “writers”—they're strategists who help your business grow. Not sure where to start? Let’s chat about your copy needs. Click the link below to book a strategy call with our team.
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