{"id":90875,"date":"2026-11-03T10:32:58","date_gmt":"2026-11-03T09:32:58","guid":{"rendered":"https:\/\/webraketen.space\/?post_type=glossar&p=90875"},"modified":"2026-11-03T10:33:30","modified_gmt":"2026-11-03T09:33:30","slug":"copywriting","status":"publish","type":"glossar","link":"https:\/\/webraketen.space\/en\/guide\/copywriting\/","title":{"rendered":"Copywriting"},"content":{"rendered":"

Copywriting (German: Werbetexten) refers to writing advertising and sales texts that are meant to move readers to a specific action, such as a purchase, an inquiry, or a sign-up.<\/p>\n\n\n\n

In print, publishing, and advertising, \u201ccopy\u201d refers to the text of a publication as opposed to its image and layout. <\/p>\n\n\n\n

Typical text types are landing pages, product pages, Display<\/a>, emails, headlines and calls to action (CTA). Because each of these texts aims at a specific action, its success can be measured by the conversion rate, that is, by how many readers actually take the desired action. Those who write such texts professionally are called copywriters.<\/p>\n\n\n\n

Content writing differs from copywriting in its goal: content writing aims to inform or entertain, whereas copywriting aims to trigger a measurable action.<\/p>\n\n\n\n

Copywriting or Content Writing?<\/h2>\n\n\n\n

The two terms are often used interchangeably, although they pursue different goals. Their key metrics also differ. <\/p>\n\n\n\n

Copywriting aims to motivate readers to take an immediate action (e.g., a sign-up or a purchase). <\/p>\n\n\n\n

Content writing, by contrast, aims to inform, inspire, or entertain and to build a long-term relationship with the target audience. <\/p>\n\n\n\n

There are also SEO<\/a>-texts and UX writing as separate text types. The following table compares the four forms:<\/p>\n\n\n\n

<\/th>Copywriting<\/th>Content Writing<\/th>SEO text<\/th>UX Writing<\/th><\/tr><\/thead>
Goal<\/td>immediate action (purchase, inquiry, sign-up)<\/td>inform, inspire, entertain, build long-term loyalty<\/td>Such an intention<\/a> match search intent and be found in search engines<\/td>usability of an interface<\/td><\/tr>
Typical texts<\/td>Landing page, product page, ad, email, CTA<\/td>Blog posts, guides<\/td>Guides, blog posts<\/td>Form labels, interface text<\/td><\/tr>
Length<\/td>usually shorter<\/td>usually longer<\/td>not fixed, often mixes informative and action-oriented parts<\/td>short<\/td><\/tr>
Success is measured by<\/td>Conversion<\/td>Reach, brand loyalty<\/td>Visibility in search<\/td>whether users can operate the interface<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Content marketing operates on a different level than these text types. It is the overarching strategy that uses content to build long-term customer relationships. <\/p>\n\n\n\n

Copywriting is a writing skill used within that strategy at specific points, for example in the CTA at the end of a guide. Such hybrid forms are common. A rule of thumb helps with classification: a blog article remains content writing as long as it is not specifically aimed at an action. Once it is, copywriting elements are added. <\/p>\n\n\n\n

Journalism sets itself apart from all four forms because it informs independently and without any sales intent.<\/p>\n\n\n\n

Within copywriting, direct-response copywriting aims at an immediately measurable response, for example via a landing page or a direct mail letter. Brand copywriting (claims, slogans), by contrast, affects the image of a brand. <\/p>\n\n\n\n

To classify a planned text, it is enough to define the goal and the key metric: if the text is meant to trigger an action and is measured by conversions, the copywriting techniques in the following sections apply.<\/p>\n\n\n\n

Do Copywriting and SEO Go Together?<\/h3>\n\n\n\n

SEO texts and copywriting are not mutually exclusive, since an SEO text can contain informative and action-oriented parts. The informative part answers the search query. <\/p>\n\n\n\n

Copywriting elements are added at the point where the text should trigger an action, for example in the CTA of a guide or in places that lead to an offer.<\/p>\n\n\n\n

Conversely, copywriting does not have to rank. A search ad or an email reaches its readers via paid placement or a mailing list, not through organic search results. For these texts, organic ranking is therefore not the goal, and the wording is guided by the desired action.<\/p>\n\n\n\n

However, be careful with purely informational search queries: in our experience, such hybrid forms only work well when competition in the SERPs is not particularly strong. Once the market is tight, the pure form ranks better because it fulfills the searcher\u2019s intent more effectively.<\/p>\n\n\n\n

A concrete example: someone searching for copywriting wants to understand what copywriting is, how it works, and which methods exist. It is unlikely that this person is now interested in our agency services in that area.<\/p>\n\n\n\n

Starting Point: The Customers\u2019 Language<\/h2>\n\n\n\n

A marketing text works best when it addresses problems and wishes that the target audience actually has. <\/p>\n\n\n\n

Before structuring a text, it is therefore worth gathering material and engaging with the target audience. Three sources are suitable:<\/p>\n\n\n\n