The role of a copywriter can be clearly summarized: A copywriter is a copywriter who writes texts with a specific goal, such as generating more inquiries, clicks, leads, or sales. If you want to know what a copywriter is, this distinction helps: A copywriter doesn't primarily write for filler text or reach, but for conversion —that is, for a measurable response from the right target audience.
In German-speaking countries, "Werbetexter" (advertising copywriter) is the most accurate translation. The more general term "Texter" (copywriter) is broader and doesn't automatically refer to sales-oriented texts. In practice, a copywriter writes texts for websites, landing pages, campaigns, advertisements, emails, or product pages, for example. Good advertising copy combines language with psychology, positioning, value proposition , and a clear brand voice.
A copywriter formulates texts in such a way that the right target group understands the definition of the target group better and is more likely to take the next step. A target group (also target audience) is a specific group of people or buyer groups (such as consumers, potential customers, decision-makers, etc.)... Click to learn more
Copywriter: What exactly does a copywriter do?
A copywriter develops texts designed to prompt people to take action. This action could be a purchase, but also an inquiry, a download, an appointment booking, contacting the company, or clicking on a call to action . Good copywriting, therefore, works not only at the sentence level but also at the strategy level.
In my work with SMEs in South Tyrol, Italy, and the DACH region, I often see the same pattern: The product or service is good, but the language remains unclear. This makes the website seem generic, the landing page explains too much or too little, and attracts the wrong prospects. Therefore, a copywriter doesn't just correct wording, but sharpens the decision-making process for the reader.
- Sharpen the message: What do you offer, for whom, and why should people believe you?
- Formulate the value proposition: Don't just list services, but make the concrete added value tangible.
- Build text structure: Headlines, subheadings, logic of argumentation and CTACTA stands for Call to Action and refers to a targeted prompt to encourage users to take the next step – such as submitting an inquiry,... Click to learn more coordinate them precisely.
- Secure your brand voice: The tone must suit your BrandDefinition of Brand: Brand (also called brands) is an English word for brand. A brand is a distinctive mark that identifies products or services... Click to learn more, to suit your market and your target audience.
- Support conversion: To structure texts in such a way that the next step becomes simple and plausible.
When positioning, tone, and textual structure need to work together seamlessly, Berger+Team often integrates branding & design , web design & development , and texts & translations . This is precisely what's important for small businesses: a text problem is rarely just a text problem.
Copywriter, content writer, SEO copywriter and ghostwriter: the differences
copywriter
A copywriter writes with a clear objective. The focus is on impact: better inquiries, more clicks, higher conversion rates, or a stronger response to an offer. Typical formats include homepages, service pages, landing pages, advertisements, email sequences, and sales materials.
content writer
A content writer primarily creates informative, helpful, or explanatory content. This includes blog articles, guides, expert articles, or editorial content that builds trust and increases visibility. The goal is usually to provide guidance and build trust, not necessarily direct conversion . Simply put, a conversion is a defined action that a visitor performs on a website or in online marketing. Click to learn more.
SEO copywriter
An SEO copywriter writes content that matches search intent – sounds dry, right? But in the digital world, it's a real game-changer. Imagine you're searching for "best pizza in... Click to learn more" – content that is relevant and better understood by search engines. The focus is more on topic structure, relevance, semantic clarity, and discoverability. Good SEO texts can drive sales, but an SEO copywriter works first on visibility, while a traditional copywriter focuses first on response and decision-making.
Ghost
A ghostwriter writes on behalf of another person or brand without being publicly identifiable. This could be a technical article, a LinkedIn post, a book chapter, or a speech. A ghostwriter may write with a sales focus, but doesn't have to; the core of the role is the covert authorship.
In practice, these roles often overlap. A good copywriter understands SEO basics, while content encompasses all strategically published digital content on websites, in online shops, on social media channels, in newsletters, and in other digital environments. If you want to know more... Click to learn more . A writer needs a feel for brand management. Brand management is the conscious, long-term control of your brand through strategy, behavior, communication, and customer experience. Brand management ensures that your positioning isn't just... Click to learn more . And a ghostwriter must accurately capture someone else's brand voice. Nevertheless, this distinction is helpful because it allows you to more clearly define the actual requirements.
What a copywriter is responsible for and what they are not.
A copywriter is responsible for translating a strategy into effective text. This includes the core message, strong opening lines, credible arguments, logical reader guidance, and a suitable call to action. A copywriter's role is to facilitate decision-making, not to impress the reader with empty phrases.
- Typical responsibilities: Headlines, value proposition, text logic, CTA, objection handling, tonalityDefinition of Tone of Voice The tone of voice (in German, tone of voice or brand voice) describes the characteristic language style and the way in which... Click to learn more as well as texts for websites and campaigns.
- Often adjacent: Research, briefing evaluation, interview conducting, page structure, and basic understanding of SEOSEO explained simply: SEO is the strategic optimization of a website for organic visibility, relevant search intent, and clear presentation in search engines and search-related response systems. The goal... Click to learn more and user guidance.
- Probably not part of the role: Pure translation, journalistic reporting, complete brand concept, design, technical SEO or sales talks.
This is important for SMEs because false expectations can quickly become costly. Those who commission a copywriter without clarifying their positioning, target audience, or offering often end up with only more polished wording instead of better results. That's precisely why I rarely start with the text in projects, but rather with clarity first.
When SMEs really need a copywriter
A copywriter is a good idea if your company's language remains unclear, despite its capabilities and expertise. This is especially true for owner-managed businesses, experts, and small teams who possess strong technical skills but describe their offerings in a way that is too complex, too general, or too technical.
- Your website sounds generic: Visitors cannot understand in just a few seconds what you offer and for whom.
- The wrong requests are coming: The text attracts people who are not interested in your offer or Budget fit.
- The landing page has poor conversion rates: Many visitors are not responding to the offer.
- Campaigns are underperforming: Advertisements or mailings generate attention, but no noticeable action.
- Your brand doesn't sound consistent: Website, email, Social MediaDefinition of Social Media Social media refers to a group of internet-based platforms and applications that enable users to create content,... Click to learn more and sales documents do not speak the same language.
However, if you only need a neutral informational text, factual documentation, or a simple translation, a copywriter is often not the best choice. In that case, a specialist editor, translator, or content writer might be more suitable.
Typical use cases for website, landing page, campaign and email
Copywriting becomes particularly valuable for SMEs when a text needs to inform a decision. This is precisely where mere wording diverges from effective business practice.
- Start page: The homepage needs a clear main message, an understandable value proposition, and a visible next step.
- Performance page: A good service page not only explains the offer, but also clearly categorizes the problem, solution, process and trust.
- Landing page: A landing page needs to be focused. A goal, an offer, a main argument, and a clear call to action are more important than the amount of text.
- Campaign: Advertisements, mailings or social ads need short, precise texts with clear relevance for the target group.
- Email: In an email sequence, the order is crucial. Subject, introduction, argument, benefit, and CTA must build logically upon one another.
- Product or offer page: Good texts help to reduce uncertainty and create trust in a decision.
If you already have visitors on your website but aren't getting any response, the problem often isn't the traffic itself (which refers to the number of visitors and their activity on a website, such as clicking "Learn More ") , but rather the text itself. In such cases, looking into conversion rate optimization can also be helpful, as copywriting and conversion are closely linked.
How to recognize good copywriting
Good copywriting isn't automatically loud or particularly creative. Good copywriting is precise, understandable, and relevant to the actual decision-making situation of your target audience. A text can have character, but it shouldn't overshadow the offer.
- The reader immediately understands what it's about.
- The benefits are more concrete than the list of services.
- Objections are anticipated.
- The brand voice comes across as consistent rather than interchangeable.
- The next step is clear and easy.
This is particularly relevant for small businesses because BudgetTime and attention are limited. SMEs need texts that not only attract attention but also prepare the ground for appropriate decisions.
FAQ: The most important questions about copywriting
What is a copywriter in one sentence?
A copywriter is a marketing writer who creates texts designed to elicit a specific response . A copywriter writes texts intended to increase the likelihood of an inquiry, a click, or a purchase.
Do I need a copywriter for my website?
You need a copywriter if your website is technically sound but lacks compelling language . This is often evident when you have visitors, but too few or the wrong kinds of inquiries.
Is a copywriter the same as an SEO copywriter?
No, even though the two roles can overlap. An SEO copywriter thinks first about search intent and visibility, while a copywriter thinks first about reaction, decision, and conversion.
How much does a copywriter cost?
The costs depend on the scope, research, strategic preparation, and responsibility . A single ad is quite different from the complete text architecture for a website, landing page, and email campaign.
Can a copywriter also develop the brand voice?
An experienced copywriter can refine an existing brand voice and apply it consistently. If positioning, tone of voice, and brand essence are still unclear— what does "brand essence" mean? Simply put, the brand essence is the heart of your brand. Imagine you could distill your entire corporate identity into... Click to learn more
The short definition to take away: A copywriter is a writer of advertising copy for texts with a goal. Good copy is created where the offer, target group, value proposition and brand voice come together seamlessly.
