What is a web editor?
Let’s start with the beginning : the definition of these two trades. This will then help us to see more clearly about their distinctions.
The web editor is a content marketing craftsman
The web editor is a content marketing expert with a strong general knowledge. It has a feather sharp, with of course mastery of the language French that goes with it. He also has a good knowledge of marketing and SEO (natural referencing on search engines). It is these complementary and essential skills that help him to address a specific target in his editorial style, and to reference his content on search engines.
But contrary to popular belief that was verified a few years ago, the content, including articles written by the web editor, is not primarily intended to be referenced by Google.
No, the web editor doesn’t just write for SEO
SEO and its keywords is a priority, but it is no longer the priority: the main objective of web copywriting (sometimes also called SEO copywriting) is tobring value to a specific audience, to gain trust for a brand, and to convert visitors into medium-term customers.
In short, the priority of writing web content is above all to produce quality content.
The creation of content written on the internet responds to specific business challenges: increasing the notoriety of a brand, increase its visibility on the web, improve reputation, strengthen its picture… All to generate leads qualified and acquire clients acrossinbound marketing.
Adding value rather than trying to sell is the goal of web copywriting
The web editor is therefore not intended to sell directly in its content, except perhaps in the CTAs (calls to action) intelligently placed in the article. He writes to create value, answer questions from a target audience and sincerely help real humans: writing hollow, bland and overoptimized SEO texts therefore has no interest. Keyword stuffing is thus penalized by search engines.
This is also the main difference from the copywriter, who writes mainly to persuade, drive action and encourage buying. A web writer writes articles, newsletters or white papers, while a copywriter writes landing pages, sales emails or advertisements.
What is a copywriter?
The copywriter is a more recent profession than the web editor. Finally, under this term, at least … because the copywriter used to be called designer-writer. He mainly operated in a marketing and communication agency. Its goal ? Finding the right words for successful advertisements.
Copywriter is a highly sought after word wizard for his ability to sell
Today, the rating of copywriters is skyrocketing and the profession is starting to gain recognition among the general public, even if some people still confuse copywriting and copyrighting when it has absolutely no relation, if not pronunciation!
Copywriter Helps Brands Attract Customers. How? ‘Or’ What ? Thanks to persuasive writing, this increasingly sought-after skill that transforms texts into powerful business providers.
A marketing… or sales expert?
Total ownership of marketing, excellent ability toadaptation and a good dose of creativity are the copywriter’s best allies. To be able to hit his target right in the heart, he has to aim right.
And for that, nothing like knowing your target perfectly, and adapting your words according to the voice of the brand for which he writes.
The goal of copywriting is to encourage people to take a specific action : subscribe to a newsletter, buy a product, click on a link, etc.
Often, we associate copywriting with sales more than marketing, because it is exactly his job: to sell, as a salesperson would, but in writing.
Let’s synthesize: what differentiates the web writer from the copywriter?
6 major differences between web writer and copywriter
To put it simply, we can distinguish the professions of web writing and copywriting in 5 key points:
- The web writer writes to add value, inform and help the reader, while the copywriter writes to sell and persuade the reader;
- The web editor is working on a long-term content strategy, since the conversion process and the customer journey can take several months, while the copywriter aims for immediate action (notably by playing with the feeling of urgency);
- The web editor includes an important research work in his writing, in order to bring exhaustive, fair and adapted elements to an audience which seeks answers, the copywriter must above all know his target, his brand and his product;
- The web editor gives a main objective to each content, for example branding, authority, SEO or conversion, while the copywriter has only one objective: to take action;
- The web editor works on articles, posts on social networks or ebooks, the copywriter works almost exclusively on website pages and emails;
- Writing content cannot be improvised, neither in copywriting nor in web writing.
5 points of convergence between web writing and copywriting
If certain elements oppose these disciplines, others bring them together, this is what can lead to their confusion:
- These professionals write on the internet for companies;
- Absolute mastery of language, grammar, syntax and style is essential;
- We write for a well-defined target in advance, we know what message our pen is marked with;
- The web editor should be comfortable in copywriting to write compelling headlines, catchy introductions and persuasive CTAs;
- The copywriter tells stories, presents arguments and states problems that his solution solves, but he must also know how to bring information into his text to be credible and relevant, like the web editor.
The jobs of web writer and copywriter are therefore similar in some aspects, but very different in others. Do not confuse them anymore, even if some people have the two caps it is important to distinguish them!
Clarification : you can imagine that there are as many web writers as web writers, if not more … if the term is used only in men, it is only to facilitate reading. Everything that is said in this article concerns both men and women who practice web writing and copywriting.