There are two kinds of writing for the web: content writing and copywriting. There’s a big difference between the two, and it’s important to be efficient at both of them. Content writing is your informational text. Such as a waiter who says, “Welcome to Pappy’s Bar & Grill, where the ingredients are fresh. The soup of the day is tomato basil. Here’s your menu. Please let me know if there’s anything I can help you with.” Copywriting is the presentation of your selling points with the use of action verbs and enticing language: “I would like to recommend our one-of-a-kind Texas Longhorn Steak. It’s grilled to perfection and topped with sauted onions and mushrooms.”
Friendly & Informational
Your content is the necessary informational text that serves the practical purposes for your website; informational articles, specifications, website navigation, basic descriptions of services and products, etc. This is where you will tell your customers that you have what they’re looking for. Typically, your main focus keywords are found in the content.
Selling Points & Appealing Language
Copywriting is the content that attempts to sell your product or service. This is where you want to capture your audience while you have their attention; product descriptions, selling points, call to actions, etc. Typically, your copywriting will contain a lot of action verbs and attention-grabbing language.