When you’re trying to grow your business online, it’s not uncommon to hit that moment of “Right… do I need a copywriter now? Or should I be looking at SEO first?” Or maybe someone’s told you that you need both and your brain’s gone into full-on but-what-do-they-actually-do?! mode.
So, let’s demystify it all. This post breaks down what each person brings to the table, how they overlap, and most importantly, who you might actually need depending on where you are in your business journey.
What does a copywriter do?
Copywriting is all about words that convert. Whether that’s getting someone to click “buy now”, sign up to your newsletter, or simply stay on your site long enough to learn what you do, a copywriter’s job is to persuade, inform, and connect…all using words.
They might write:
- Website copy (homepages, about pages, service pages)
- Blog posts and articles
- Email sequences
- Product descriptions
- Landing pages
- Sales funnels and ad copy.
Good copywriters understand your tone of voice, your customer and your goals, and then they bring all of that together in clear, compelling messaging.
In short, they make your brand sound like you, and help your reader take action.
What does an SEO specialist do?
SEO (Search Engine Optimisation) is all about making sure your website shows up when someone searches for something related to your business.
An SEO specialist will look at:
- Keyword research (what your audience is actually typing into Google)
- On-page optimisation (title tags, meta descriptions, heading structures)
- Technical SEO (site speed, mobile responsiveness, crawl errors)
- Backlink strategies
- Content strategy from a search visibility point of view.
They know how search engines work and how to help your site rank better. But they’re not necessarily the person writing the content itself (though some do dabble in that area, and vice versa.)
In short, their main job is to help people find you. These days, competition is tough when every business is trying to adapt their SEO strategy.
Where do the two overlap?
The best SEO strategy in the world won’t help you if the content is boring, robotic or confusing once someone actually lands on your page. Likewise, the best-written copy won’t get seen if it’s buried on page seven of Google.
That’s where the sweet spot is: copy that’s written for people but structured in a way that search engines understand.
Some copywriters (like yours truly) have solid SEO knowledge baked into their process. Others might partner with an SEO specialist or work from SEO research you’ve already had done.
Likewise, many SEO specialists know what makes content perform well and may offer basic content creation services, but they may not be able to create magical copy the way a dedicated copywriter can.
So which do you actually need?
The easiest way to break this down is to give you some real-world instances, ones you might relate to so you instantly know whether you need to hire a copywriter or an SEO specialist.
Instance 1: You’re launching a new website or business
✍️ You need a copywriter (with a bit of SEO built in)
I know, this one is confusing because I’ve kind of said both. But…
You’ve got a blank page and you need someone to help bring your brand to life. A copywriter will help you discover your tone of voice, make your services crystal clear, and give you messaging that resonates with your ideal customer. If they’ve got SEO experience, they’ll structure the copy to give your site a good foundation from day one.
If you’re working with a web designer or developer, bringing in a copywriter early in the process will help everything come together more smoothly.
Instance 2: You already have a website, but it’s not showing up in search
📈 You need an SEO specialist
Your messaging might be fine, but if no one can find you, it’s not doing much good. An SEO specialist can audit your site, fix any technical issues, identify what keywords you’re missing out on, and recommend a content strategy to help boost your rankings (though some copywriters, like me, can always work strategy-side).
Once that strategy’s in place, you may want to bring a copywriter in to help bring it to life with engaging, on-brand content.
Instance 3: You’ve got traffic, but your website isn’t converting
✍️ You need a copywriter
This is a classic case of “people are landing on your site but bouncing right off again.” It could be unclear messaging, a confusing user journey, or just copy that isn’t speaking to your audience. A good copywriter will dig into that and help turn those browsers into buyers.
Instance 4: You’re already creating regular content (but want it to work harder)
✍️📈 You might need both, though perhaps not at the same time
If you’re investing in blogging, newsletters, or content marketing in general, you want to make sure that content is both discoverable and enjoyable to read. An SEO specialist can help you figure out what to write about, and a copywriter can craft it in a way that actually engages your audience.
I’d suggest hiring an SEO in this instance to first make sure your site is technically sound.
Instance 5: You’ve got no idea what’s going on, but you know it’s not working
✍️📈 You might need both
Honestly, if you’re not sure whether it’s your messaging or your visibility that’s the issue, it might be worth speaking to someone who offers both services (or works closely with someone who does). A quick call can help you pinpoint the problem and make a plan from there.
An agency may be able to help you, but they usually charge more than a standalone freelancer. I offer both copywriting and content strategy services, so if you’re completely unsure what’s going on, I can perform a content audit first, identifying potential issues, and then determine a strategy and create the copy.
Interested in what I can do for your business? Take a look at my portfolio and my client testimonials and don’t hesitate to get in touch!
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