You’re looking for a copywriter to work on your copy, yet you’re hit with a bunch of different specialities. Each person you’re looking at calls themselves something different – with SEO copywriters, UX writers, and even brand messaging experts.
So, what do those labels really mean – and how do you know who to hire?
In this blog post, I’m highlighting what different copywriters do and where there might be an overlap, so you can decide who you need to hire.
Do website copywriters use a combination of techniques?
Usually, experienced web copywriters combine techniques and wear a few hats, depending on the project and client goals. They understand when to lean into one approach more than another, depending on the goal of the page, the audience, and the platform it’s being published on.
For example, as an SEO copywriter, I focus on search optimisation but also use conversion copy tactics to encourage readers to take action once they’ve landed on the page. Alongside this, I also bring in elements of UX writing to consider the user flow and brand writing to showcase your personality and voice.
SEO copywriting just so happens to be the most common thread, but I could easily call myself other things. That’s why, when hiring a copywriter, it’s not just about the label they use – it’s about their ability to adapt their skills to what you need most.
Ok, now let’s get into the individual definitions and use cases in more detail…
What does an SEO copywriter do?
When someone calls themselves an SEO copywriter (like me!), they focus heavily on ranking higher in search engine results to drive more organic traffic and enquiries to a website.
However, SEO copywriting doesn’t compromise on readability or your voice – it’s about getting that balance right between what both search engine algorithms and human readers want and need. SEO copy needs to maintain a natural flow while incorporating relevant keywords.
When is SEO copywriting used?
SEO copy principles can be applied to online content (primarily hosted on your own website), such as:
- Website copy
- Blog posts
- Landing pages
- Case studies
- Product descriptions
How to spot a great SEO copywriter
You want someone who can do detailed keyword research to spot the best opportunities for keywords and search terms, then incorporate those in persuasive, engaging, and clear copy that represents your brand voice.
To be optimised for search, an SEO copywriter needs to be able to:
- Carry out thorough keyword research
- Write engaging copy with keywords included strategically for on-page SEO
- Write optimised meta descriptions and title tags
If you’re speaking with an SEO copywriter for your website, ask them about their process for these things. The more confident and clear they can be about their methods, the better their results are likely to be.
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What does a UX writer do?
UX stands for user experience, so UX writers focus on helping users move smoothly through a website, app, or platform with clear, helpful, and concise copy.
It’s all about putting the user first, ensuring every button, error message, or menu heading makes sense and feels intuitive.
Good UX writers blend their work seamlessly into your website, guiding users to take action such as signing up, checking out, or navigating from A to B with ease – the words that quietly guide you through a site.
While there are specialist UX writers for apps and online platform copy, many website copywriters will combine UX elements into their process. That’s what I do – I consider how the user will interact with the copy and prioritise this with ‘words that sound nice’.
When is UX writing used?
Working with someone who understands UX writing is important for any website or app, looking at elements such as:
- Buttons
- Error messages
- Onboarding sequences
- Product descriptions in online shops
- Navigation labels and menus
UX writing helps your website feel effortless to use, guiding users without confusing or overwhelming them.
How to spot a writer who gets UX
You want someone who understands user behaviour and can write copy that’s helpful without being overwhelming. A good UX copywriter thinks like a user and collaborates closely with designers and developers to make the entire experience more intuitive.
When looking for a UX writer to work on your website, they should also understand:
- Information architecture
- Sitemaps
- Wireframes
These are all elements of planning and structuring your message to make it more effective, as you’re considering how users interact with your website.
For example, a UX writer will know that writing website copy before designing your website is best for all parties involved and will be able to talk you through their process. They may even work in direct communication with your web designer (I do, anyway!).
Are there other types of copywriters?
Yes! I’ve not even scratched the surface with SEO copywriters and UX writers. There are also:
Conversion copywriters
They specialise in persuasion. Their goal? To convince someone to take a specific action, whether that’s signing up for a newsletter, buying a product, or booking a call. Copy that converts leans heavily on psychology and buyer behaviour.
Brand copywriters
They are all about voice, story, and connection. Their role is to shape how a brand comes across – from the words on your homepage to your tone on social media. The focus is on building trust, evoking emotion, and helping audiences recognise and remember your business through your brand voice.
Technical copywriters
Technical copywriters translate complex ideas into content that’s accessible and useful. Whether the audience is made up of developers, engineers, or non-technical users, a technical copywriter helps break down jargon-heavy topics so they’re easy to understand.
Need an SEO copywriter who can blend storytelling and UX while capturing your personality?
The reality is that although there’s a range of different titles, you should focus on what your business goals are and ask the questions to consider who’s the best fit.
If you’re looking for someone who can blend SEO copywriting, UX best practices, and represent your brand personality, look no further.
I specialise in writing website copy that doesn’t just sound good – it ranks well, reflects your brand voice, guides your users, and encourages action. All so you get more ideal client enquiries and easier, better sales through your website.
Whether you’re refreshing your site or starting from scratch, I’d love to help.
👉 Get in touch here to chat about your project.
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