What does a copywriter write? A copywriter writes words designed to inform, persuade, or encourage someone to take action. That can mean anything from a website headline or email to an advert, product description, landing page, or social media post. In other words, copywriting is much broader than simply writing adverts.
The 2026 ProCopywriters Survey gathered responses from 573 commercial writers, giving a useful snapshot of the profession today.
The table below provides some real-world examples a copywriter would create:
| Type of copy | Main purpose | Example |
|---|---|---|
| Website copy | Inform and guide | Home page |
| Landing pages | Generate action | Sign-up page |
| Email copy | Encourage action | Sales email |
| Advertising copy | Attract attention | Online advert |
| Social media copy | Engage audiences | LinkedIn post |
| Product descriptions | Explain benefits | Product page |
| Sales pages | Convert prospects | Long-form sales page |
| Brochures | Inform and persuade | Company brochure |
| Video scripts | Engage and persuade | Promotional video |
| SEO copy | Attract search traffic | Search-focused page |
What Does a Copywriter Write?
So, what does a copywriter write on a typical day? Well, it depends on the client, the audience, and the marketing goal. However, most copy has one thing in common: it needs to help the reader understand what matters and, ultimately, what to do next.
With that in mind, here are 10 common types of copywriting you could work on.
1. Website copy
Website copy includes home pages, about pages, service pages, and other important sections of a website. Therefore, you need to make complicated information easy to understand while, at the same time, guiding visitors towards a specific action.
For example, a service page might explain what a business offers and why it matters. Then, the copy can encourage the visitor to request a quote, book a call, or get in touch. As a result, good website copy needs to inform visitors while also moving them towards the next step.
2. What does a copywriter write for businesses? Landing pages
Landing pages are usually built around one clear goal, such as downloading something, booking a call, or buying a product. Because of this, the copy needs to stay focused rather than trying to say everything at once.
Instead, every section should support the main goal. For instance, the headline grabs attention, the supporting copy explains the benefits, and the call to action tells the reader what to do next. In other words, the copy should take the reader through the decision-making process without unnecessary distractions.
3. Email copy
Copywriters write welcome emails, promotional emails, newsletters, and sales sequences. For example, one email might introduce a product, while another encourages someone who hasn’t bought yet to take another look.
In addition, emails can be part of a longer sequence, with each message having a slightly different purpose. As a result, a copywriter needs to think about not only what each email says, but also how it fits into the wider customer journey.
The image here demonstrates how you can craft powerful copy for an email project:
4. Advertising copy
Advertising copy appears in places such as search ads, social ads, print adverts, and other promotional formats. Because attention is limited, your words need to communicate the key idea quickly.
David Ogilvy summed up the challenge neatly: “You cannot bore people into buying your product; you can only interest them in buying it.”
5. Social media copy
What does a copywriter write today? Social media copy includes captions, posts, promotional messages, and short-form campaigns. However, good social copy isn’t simply about squeezing a sales pitch into a few lines. Instead, you need to understand the platform and give people a reason to stop scrolling.
6. Product descriptions
A product description explains what something is while showing why someone should care. Therefore, instead of listing features alone, you might turn each feature into a practical benefit.
For example, “500-page battery life” becomes “Keep working for longer without constantly reaching for the charger.”
7. Sales pages
Sales pages usually go deeper than ordinary product pages. They may explain the problem, introduce the solution, answer objections, provide evidence, and finish with a strong call to action. As such, these are popular for B2B copywriting.
8. Brochures and marketing materials
Copywriters can also create brochures, leaflets, direct-mail pieces, case studies, and other marketing materials. These formats may look traditional, but the basic principle remains the same: communicate value clearly.
Good copywriters understand that different formats have different needs. In this video, I explain the differences and show you how easy it can be to adapt copy for all of them, with examples and case studies:
9. What does a copywriter write for media? Video scripts
Copywriters don’t always write copy that people read silently. They can also write scripts for promotional videos, explainer videos, adverts, and social content.
That’s particularly useful if you’re building a broader skill set as a productive writer because you’re learning to adapt your writing for different audiences and formats.
10. SEO copy
SEO copy combines persuasive writing with search intent. You might write a service page, product page, or article designed to answer a specific search query while still encouraging the reader to take action.
And there’s plenty of opportunity to develop these skills. The U.S. Bureau of Labor Statistics projected total employment to grow 3.1% between 2024 and 2034, while its occupational data continues to track writers and related communication roles across the economy.
Copywriting is also becoming a more flexible profession. The 2026 ProCopywriters Survey found that almost three-quarters of copywriters now use generative AI tools in their work. That doesn’t mean the writing disappears, though. Instead, it highlights the growing need to understand how to shape, edit and adapt copy effectively.
There’s also evidence that commercial writing covers a wide range of specialisms. In ProCopywriters’ 2024 survey, reported average freelance day rates ranged from £375 for UX writers to £549 for brand writers, with copywriters averaging £436. The figures aren’t a guide to what you should charge, but they do show how varied commercial writing roles can be.
What Does a Copywriter Write For?
The interesting thing about copywriting is that you don’t necessarily have to choose just one format. Instead, you can specialise in a particular area or become a versatile writer who can move between formats.
For example, you might start with blog and website writing, then add:
- Email copywriting
- Landing pages
- Product descriptions
- Social media copy
- Video scripts
Therefore, the more formats you understand, the easier it becomes to offer useful services to clients.
What does a copywriter write for? Progression is the key. As you write more and learn as you go, your skills will improve. Here, the image shows the direct path to better copywriting skills:
Something to consider. The 2026 ProCopywriters Survey reports a £440 median freelance day rate, which was a 10% increase over two years. Again, that’s a survey figure rather than a recommended rate, but it shows why developing a broader commercial writing skill set can be useful as your career develops. This graph breaks it down:
Summary
So, what does a copywriter write? Almost anything that uses words to inform, persuade, or encourage action. Websites, emails, adverts, landing pages, product descriptions, social posts, sales pages, brochures, scripts, and SEO content are all possibilities.
The good news is that you don’t need to master everything at once. Start with one or two formats, practise regularly, and then expand your skills as you gain experience. That’s a much more manageable route towards becoming a versatile and productive writer.