If words are words, why does this distinction matter?
If you’ve ever commissioned ‘new website content’ and ended up with pages that sound fine but fail to convert, you’ve already experienced the problem we’re looking at here.
Site copywriting and content writing are often treated as the same thing. For B2B organisations, especially those operating in regulated or investor-facing environments, that confusion leads to unclear messaging, compliance risk and missed commercial opportunities.
In simple terms, website copywriting is about driving action and reducing risk, while content writing is about building visibility and understanding. Both involve professional writing, but they serve very different business purposes.
We’ve been writing site copy that converts for over 20 years, so we know a little about it. Here we’ll look at the difference clearly, where each approach fits and, hopefully, help you choose the right one.
Clear definitions first
Website copywriting refers to the strategic planning and writing of site content designed to support specific business outcomes. For us, this includes explaining complex propositions clearly, guiding users through decisions, building credibility with regulators and investors, and encouraging action without exaggeration or pressure.
It’s also closely tied to user journeys, site structure, compliance and conversion. Every page has a defined role to play.
This is our focus at Alex Genn Copywriting. Content writing refers to the creation of informational or educational content such as blog posts, articles, guides and reports. Its primary purpose is to inform, educate or support long-term visibility through search and thought leadership.
Content writing plays an important role in awareness and authority building, but it does not usually carry the same commercial or regulatory responsibility as core website copy. If you’d like to find out more about our approach to thought leadership, this is a good place to start.
The real difference is intent, not format
Both site copywriting and content writing involve professional writing skills. The difference lies in intent.
The former is designed to guide behaviour, while the latter (content writing) is designed to share knowledge. While website copywriting supports conversion, clarity and compliance. Content writing supports discovery, education and visibility.
Website copywriting works hand in hand with UX and design. Content writing is often consumed independently. For regulated businesses, this distinction is critical.
The UK Financial Conduct Authority makes clear that communications must be “clear, fair and not misleading” across digital channels
For regulated businesses, this principle applies directly to site copywriting, particularly on service pages, sustainability disclosures and investor relations sections where accuracy and clarity are essential.
Why this is so important for B2B marketers
If your Homepage, Services or About pages are written like blog content, they won’t deliver the information readers want. That can lead to general frustration, clicking away and several distinct issues:
- Key messages may be unclear
- Risk statements might lack precision
- Stakeholders can leave without clarity
- Internal teams may struggle to align around the narrative
This often happens when organisations rely on general content agency services or hire freelance website writers without specialist oversight.
Website writing at this level requires more than good grammar. It requires judgement, structure and regulatory awareness. Without it, your brand isn’t showing leadership or expressing what makes it different or unique.
Site copywriting in practice
Effective web copywriting balances clarity, credibility and restraint. At Alex Genn Copywriting we’ve written website copy for global brands including American Express, The Lloyds Banking Group, Lazard Investment Management and many others.
These organisations operate in environments where trust, compliance and clear decision-making matter. Their website copy needs to explain, reassure and guide without overclaiming.
Our senior-level writers have at least 15 years’ experience, are highly adept in website copywriting and have been hand-chosen because they’re easy to work with, encouraging feedback as a vital building block.
Get in touch today to arrange your consultation.
When the distinction matters most
There are key periods where understanding the difference between website copywriting and general content writing is particularly important. These include (but aren’t limited to):
- Website launches or restructures (obviously)
- Repositioning exercises
- Regulatory or ESG reporting updates
- Investor-facing communications
- Periods of commercial or reputational risk
In these moments, site copywriting should lead. Content writing can support, but it should not replace strategic site content.
A practical decision framework
So, when should you prioritise web copywriting? Again, these aren’t exhaustive but they are important:
- You’re launching or rebuilding a website (of course)
- You operate in a regulated or investor-facing sector
- You need to improve conversion and clarity
- Multiple stakeholders must approve messaging
On the other hand, you should focus on content writing if:
- You’re building organic search visibility
- You need to support campaigns or thought leadership
- The content is educational rather than directive
In truth, most established organisations need both. But the big mistake is applying one where the other is required. If you’re not sure, drop us a line, we’re happy to chat and never charge for advice.
Should you outsource website copywriting?
For many businesses, the answer is yes. And no, we’re not just saying that. Honest guv!
Outsourcing site copywriting makes sense when internal teams lack specialist writing expertise, time or regulatory confidence. A professional business writing agency brings structure, consistency and an external perspective that internal teams often cannot provide.
At Alex Genn Copywriting, we’ve worked with global brands, SMEs and startups for over twenty years, helping websites work harder without increasing risk.
Cost, risk and return
So, we come to the big question of cost. What’s it going to be? Well, the cost of website writing services varies depending on complexity, research requirements and regulatory considerations.
What’s often underestimated is the cost of unclear or poorly structured site content. That cost shows up as lost opportunities, prolonged sales cycles, increased legal scrutiny and damaged trust.
Professional site copywriting reduces those risks by aligning messaging with reality.
The takeaway (clue: it’s not pizza)
For decision-makers, the key takeaway is simple. Site copywriting and content writing are not interchangeable. Website copywriting shapes understanding, reduces risk and drives action. Content writing supports visibility and education. If your website is a commercial, regulatory or reputational asset, it requires specialist website copywriting.
Ready to supercharge your website?
If you want an expert view on how your site content is performing and where clarity or risk can be improved, talk to us today at Alex Genn Copywriting. We specialise in website copywriting for complex, regulated and ambitious organisations.
Frequently asked questions about website copywriting
What is the main difference between website copywriting and content writing?
Website copywriting focuses on clarity, persuasion and action. Content writing focuses on education and visibility. They serve different business objectives.
Can a content writer write website copy?
Sometimes, but without strategic and regulatory expertise, website writing often lacks structure, precision and commercial impact.
When should a business prioritise website copywriting over content writing?
When launching a website, operating in regulated sectors or needing clearer conversion pathways, website copywriting should take priority.
Should I outsource website copywriting?
Outsourcing is often the best option for complex or regulated businesses that need specialist professional writing skills.
How does website copywriting support SEO and AI search?
Clear structure, natural language and explicit definitions help both search engines and AI systems understand authority and relevance.
Is website copywriting more expensive than content writing?
It can be, because it includes strategy and risk management. However, the return on investment is typically higher.