Different types of copywriting play various roles in your marketing, from SEO copywriting to attract ideal customers to landing page copywriting to increase conversions.
You might want to boost website traffic, spread awareness on social media or sell through email. Understanding the different types of copywriting may help you meet those goals.
I’ve done most of these types of copywriting throughout my career. So here’s my two cents on them.
1. SEO Copywriting
2. Email Copywriting
3. Website Copywriting
4. Advertising Copywriting
5. Social Media Copywriting
6. Landing Page Copywriting
7. Direct Response Copywriting
8. Product Description Copywriting
9. Technical Copywriting
10. Brand Copywriting
11. B2B Copywriting
1. SEO Copywriting
SEO copywriting is creating copy that engages readers and is optimised for search engines like Google. The purpose is to help your website rank higher on search engine results pages (SERPs), which can increase visibility and drive more visitors to your website.
Your business needs SEO copywriting. Because it improves your website’s search engine rankings and makes it easier for people to find you online.
Key elements of SEO copywriting include:
- Keyword research
- Great user experience
- Understanding user intent
Keyword Research
Keyword research involves finding keywords related to your business that people search for on Google. You strategically place relevant keywords throughout your web page to match what users are searching for.
Let’s say you run a plumbing business in Brisbane.
- A keyword you should target is “Plumber Brisbane” because that’s what people will be searching.
- Your SEO copywriting should include “Plumber Brisbane” strategically throughout the page.
- Place it in the page title (H1) and other headings on the page (H2, H3, H4).
- Include the keyword naturally in the body copy.
Great User Experience
A great user experience makes the copy easy to read and understand. This keeps readers engaged and encourages them to stay on the page longer.
Giving website visitors a good experience with helpful content is a ranking factor for Google. If you get this right, you’re giving your business a better chance of ranking well on Google.
- Higher rankings
- More website visitors
- Increased leads and sales
Of course, it’s not as simple as that, but you get the idea.
Understanding User Intent
Understanding user intent means crafting copy directly addressing what the audience is searching for. Give them valuable information or solve their problems.
For instance, let’s stay with our plumber example, and say you offer 24/7 emergency plumbing. If someone is searching Google for that term, they don’t want a blog titled: 24/7 Emergency Plumbing Ultimate Guide.
They want a 24/7 emergency plumbing service – IMMEDIATELY.
So you need a website page that’s going to meet that user’s search intent.
2. Email Copywriting
Email copywriting gives you a direct line to your audience. Effective emails have compelling subject lines, clear calls to action and personalised content.
Different types of email campaigns include:
- Promotions
- Newsletters
- Drip campaigns
Promotions
Promotional emails focus on specific offers or products. They aim to drive sales or encourage a specific action.
Newsletters
Newsletters give subscribers regular updates. They offer valuable content, news or tips to keep subscribers informed and engaged.
Drip Campaigns
Drip campaigns are a series of automated emails sent over time. They guide subscribers through a sales funnel or nurture leads.
- Emails let you directly communicate with your audience, strengthen relationships and drive sales.
- If you can build a decent list, email is still the most effective marketing channel.
With email copywriting, you can also show a bit more of your brand voice. Copy with more personality, that may not work too well on your website, can do great in your emails.
It’s a more personal style of copywriting.
3. Website Copywriting
Website copywriting is creating clear and compelling content for your website. It should effectively communicate your message and the value you offer.
Key areas of website copywriting include:
- Homepage
- About page
- Service pages
Homepage
The homepage serves as the first impression for visitors. Tell people who you are, what you offer and why they should care (as quickly as possible).
About Page
Your about page is one of the most important pages on your website. Too many companies use their about page to talk about themselves, rather than speaking to their ideal customers.
It’s too much “me, me, me and here’s another wee spray about me.”
Do that, and you’re missing out on a great opportunity. Because potential customers want to know that you understand:
- What they value
- What problems they face
- What frustrations they have
- What outcomes they want to achieve
You show them by talking more about them and less about yourself. Once you show visitors they’re understood, you can then tell them how you help solve their problems.
Service Pages
Service pages provide detailed information about the products or services you offer. They highlight how customers benefit and encourage action.
- Try to keep the language on your website clear and simple.
- Use headlines and subheadings to break up the text and make it easy to scan.
- Focus on customer needs and how your products benefit them, rather than listing features.
- Always include calls to action to direct visitors towards the next step.
4. Advertising Copywriting
Advertising copywriting is writing persuasive copy for advertisements to promote products, services or brands. The primary goals are to:
- Capture attention
- Generate interest
- Encourage action
That’s usually making a purchase or signing up for a service.
Advertising copy can take many forms. Think print ads, digital ads and social media ads.
You likely come across heaps of advertising copy throughout the day.
5. Social Media Copywriting
Social media copywriting is about creating short, engaging posts. These posts should drive interaction and engagement.
Platforms like X, Facebook and LinkedIn each have their own style and best practices.
Good social media copy can significantly impact how users interact with your brand. Getting it right results in more likes, shares, comments and follows.
Above all, the best social media copywriting will bring in leads and customers.
The hook is arguably the most important part of social media copy. This first line needs to grab attention and get people interested.
Confession, social media is my least favourite type of copywriting.
6. Landing Page Copywriting
Landing pages are designed to convert visitors. Your landing page should include:
- A strong headline
- Persuasive body copy
- Social proof like testimonials
- One clear call to action in different places
Landing pages are standalone web pages designed to drive a specific action (like buying a product or signing up to a webinar). Nothing should distract from that single purpose.
I always recommend removing the navigation links on landing pages. And any other links that might distract customers.
Have one offer and focus everything on selling that.
- Headline – be specific with your offer
- Body copy – highlight benefits and address objections
- Social proof – show reviews throughout the page (the more, the better)
- Call to action – use one CTA, position it strategically at various stages, and tell people what to do next
You can use limited-time offers to create a sense of urgency. Offering money-back guarantees and no credit card signups also remove buying friction.
A/B testing different elements of a landing page can significantly improve conversion rates.
7. Direct Response Copywriting
Getting an immediate response from the reader is the aim of the game here. You want the audience to take action right away.
Some examples of direct response copywriting are:
- Sales pages
- Infomercials
- Direct mail
Your hook must grab attention and clearly state the offer. Highlight the benefits of the product and address any potential objections to pique interest.
Emotional appeals and compelling language can connect with the reader’s desires. A clear and urgent call to action helps drive conversions.
8. Product Description Copywriting
Have an eCommerce business? Then you’re probably well-versed in product description copywriting.
Writing concise yet informative product descriptions is a skill. A well-written product description can:
- Highlight the value of the product
- Differentiate it from competitors
- Persuade customers to buy
I liked using the FAB copywriting framework for product descriptions.
This is when you list the:
- Features
- Advantages
- Benefits
The structure helps you sell the product with limited words.
9. Technical Copywriting
Technical copywriting explains complex information in a way people can easily understand.
Many businesses need to educate and inform readers about technical products, services or processes. They might need to help customers use a product effectively or understand a complex concept.
You’ll find technical copywriting in:
- Manuals
- White papers
- Technical guides
I’ve only done one technical copywriting project. A white paper for a company that tests the structural stability of poles – traffic lights, flood lights, electrical pylons.
My advice is to use the simplest language possible. If you need to use technical terms, explain them. And diagrams and charts are always good to include when relevant.
10. Brand Copywriting
Brand copywriting is producing content that reflects a brand’s personality and values. It helps establish a recognisable presence in the market and create a deeper connection with customers.
Key details of brand copywriting are:
- Voice
- Tone
- Storytelling
Voice
Voice gives your brand a distinct personality, expressed through its words and style. One way you can infuse style in writing is with rhythm.
Say you sell clothes to teenagers.
Your brand is: Energetic. Fast. Fun. Use short sentences. Quicken the rhythm.
Say you sell cognac to rich old men.
Your brand is luxurious and refined, full of poise and elegance, portraying a relaxed worldliness with a calm sophistication. Slow the rhythm with longer, run-on sentences.
Tone
The tone adjusts your voice to suit different contexts or audiences. You might switch between casual, professional or friendly. Of course, it depends on the situation.
With our clothing example, you might change the tone to target parents. Maybe you’re running a Christmas campaign or something.
The cognac seller could also change the tone to target different audiences. A Father’s Day campaign springs to mind.
Storytelling
Storytelling is a huge part of building a brand. You share your brand’s story, values and mission.
The right story resonates emotionally with your audience. This makes your brand more relatable and memorable.
Tapping into psychological archetypes is effective for brand storytelling. You can use one of the 12 brand archetypes:
- The hero
- The ruler
- The sage
- The lover
- The rebel
- The jester
- The creator
- The explorer
- The innocent
- The magician
- The caregiver
- The regular guy
11. B2B Copywriting
B2B (business-to-business) copywriting speaks directly to other businesses rather than individual consumers. It has unique demands because it usually targets decision-makers looking for solutions to specific business challenges.
B2B copywriting needs to be:
- Informative
- Authoritative
- Persuasive
Otherwise, you won’t effectively communicate value and build trust.
But here’s another thing to remember about B2B copywriting. You’re still writing to a person, not a faceless business.
Sometimes, people suck all the personality out of B2B content because they want to sound professional. In my experience, that’s a mistake.
Keep it professional and personable for the best results.
Conclusion
Understanding these different types of copywriting helps you choose the right tool for the job. You don’t need to master all 11 at once, but you do need to know when and why to use each one.
As we head into 2026, good copywriting still relies on the same fundamentals. Understand your audience, respect their intent and communicate value clearly.
Match the type of copy to your goal, and you’ll get far better results than trying to force one style to do everything.
Pick the types that support your business right now, get those right, then build from there.
