What is copywriting?

Copywriting is the practice of writing persuasive text that encourages a reader to take a specific action, such as clicking, signing up or buying. Good copywriting connects your offer to what your audience actually cares about and removes friction from the decision.

How copywriting works in digital marketing

In digital marketing, copywriting shows up everywhere your brand speaks. Website pages, product descriptions, landing pages, emails, social ads and search ads all rely on clear, focused copywriting to perform. The goal is not to write beautifully, it is to drive the next step in the journey with minimal resistance.

For performance focused teams, strong copywriting sits next to data and design. It turns traffic from channels like search engine advertising into leads, demo requests or sales by matching the user's intent with a sharp message and a clear call to action.

Key principles of effective copywriting

Effective copywriting starts with understanding your audience. You need to know their problems, language and level of awareness before you draft a single line. From there, you structure your message so that every sentence earns the next one and pulls the reader toward one simple, visible action.

  • Clarity over creativity Good copywriting uses simple words, short sentences and concrete promises instead of vague claims.
  • Benefits over features It translates technical details into outcomes your customer actually wants, like time saved or revenue gained.
  • Specific proof Strong copy includes numbers, testimonials or case results instead of empty superlatives.
  • One main action Each page or ad focuses on a single next step, such as booking a call or adding to cart.
  • Continuous testing Professional copywriting is tested and iterated with A/B tests, not written once and forgotten.

Together these principles help copywriting move from "nice words" to a repeatable lever for revenue, especially in B2B and e-commerce environments.

Copywriting for websites and webshops

On a business site, copywriting shapes the whole narrative from your homepage to pricing. It explains who you serve, why you are different and what happens next. For a sales focused brand, a conversion oriented website lives or dies by the quality of its copy around value propositions, social proof and calls to action.

In e-commerce, copywriting drives product discovery and checkout. Clear category copy, benefit driven product descriptions and frictionless microcopy around shipping or returns all increase conversion. Combined with a conversion driven webshop, this kind of copywriting can lift both average order value and overall revenue.

Copywriting as part of a growth system

For growth minded teams, copywriting is not a one off task but an ongoing process. You align copy with analytics, heatmaps and user research, then keep refining headlines, offers and CTAs across your funnel. That can mean iterating on landing pages, email flows and paid campaigns at the same time.

Many companies work with an embedded marketing partner to scale this faster. An on demand team, like the model described in how we work at 6th Man, pairs copywriting with design, development and media buying so every experiment can be shipped and measured quickly.

When you treat copywriting as a strategic growth lever instead of a cosmetic layer, it becomes one of the most efficient ways to turn traffic, attention and ad spend into real business results.