Understanding copywriting: Words by design
Last week, at my regular networking group, a question came up that I get asked quite often: “What does a copywriter do?”
It’s a fair question and highlights how copywriting can sometimes be misunderstood as “just words”. But that’s far from the reality.
Copywriting is a strategic craft where every word is chosen not only for its meaning but also for its design - the way it shapes perception, drives emotion, and prompts action.
Imagine a freelance copywriter as an architect of sorts. The words are the materials, but the structure - the way they're assembled, styled, and placed - creates a specific experience, one carefully crafted to encourage immediate engagement.
Copywriting is more than just writing; it’s about how language is shaped to capture attention, convey value, and move people toward a decision.
This distinction, as I discussed with another member of the group, is what sets it apart from content writing. Where content writing informs or entertains to build a relationship over time, copywriting inspires immediate action. It’s as much about the feeling it generates as the information it delivers.
What is copywriting? Words built with intention
Copywriting is essentially about ‘words by design’. Whether it’s website copywriting or social media ads, each word, line, and layout is curated to support the goal of engagement.
The layout, font, spacing, and even the occasional disregard for proper grammar all play into the psychology of how words are perceived.
As a copywriter, I’m always considering not just the message but the mood and visual impact the text should evoke.
For instance, we’ve all seen headlines where words run together without punctuation, breaking grammar rules intentionally to draw the reader in. These choices aren’t accidental; they're designed to be bold, catchy, and memorable.
Think about font choices, too. Typography can amplify the mood of the message. A sleek, modern font adds sophistication; a bold, chunky typeface shouts authority. These aren’t superficial details; they’re an integral part of the language itself.
The visual styling adds a layer of interpretation to the words, guiding how the reader feels and reacts to the message.
What does a copywriter do? Curating the reader’s journey
As a copywriter, I approach each project with the understanding that the words I choose might be the difference between a scroll and a click.
Every word serves a purpose, and nothing is left to chance.
You might only see a couple of words on the page and think “Well anyone could do that” or “That couldn’t have taken them long”, but those couple of words have been agonised over, chosen, and placed precisely to have a specific effect on their readers.
For freelance copywriters specialising in website copywriting, there’s a focus on how the structure, length, and rhythm of a line impact the reader’s decision-making process.
Copywriting is about clarity, yes, but it’s also about emotion. It’s about building a bridge between brand and consumer that doesn’t just communicate but resonates deeply and immediately.
To illustrate, consider the difference between “Shop our products now” and “Find your perfect fit today.” This is a typical line in fashion retail. While both aim for the same end goal, the second phrase feels more personal, like an invitation rather than an instruction.
This is copywriting in action - striking the delicate balance between word choice and reader response.
Beyond grammar rules: How copywriters drive engagement
We copywriters sometimes bend the grammar rules we hold most dear, in service of a more engaging style. These decisions aren’t made lightly (believe me they can be painful for us literary sticklers) but are chosen for their impact on the reader’s journey.
Grammar, tone, and even sentence structure can all be flexed if it means achieving greater clarity or grabbing attention.
After all, the primary purpose of copywriting is to connect and convert.
Why copywriting matters in business
Effective copywriting doesn’t just tell people about your business; it gives them a reason to care and inspires them to take action.
The design and structure of the copy, especially in website copywriting, directly affect engagement and, ultimately, conversion. When someone reads a well-crafted piece of copy, they don’t just understand the brand - they feel connected to it.
They’re persuaded by the subtle prompts embedded in the language, structure, and styling choices, often without realising how intentionally it was all created.
The next time you encounter a piece of copy that seems to speak directly to you, know that it’s no coincidence. That’s the work of a copywriter who has sweated over not just the right selection of words, but also the way those words will make you feel, respond, and act.
Copywriting may start with words, but it ends with design - a design made not just to inform but to inspire, and to drive you to take that all-important next step.
Fancy a natter over a brew? Book a free 30-minute chat to see how spot-on copy can work wonders for your business.
