Web copywriting is the writing on the pages that do commercial work: the home page, the service pages, the about page and whatever sits between a visitor and an enquiry. It is not the same discipline as content marketing, which produces material to attract attention. The copy has to convert people who already arrived.
One page, one job
A page asked to explain the company, list every service, build trust and capture an enquiry will do the first two. The brief should name the one action, the audience, what they already believe and what would have to change for them to act. Most weak web copy is a briefing failure rather than a writing failure.
Specifics are what persuade
What is included, what it costs or how pricing works, what happens next, how long it takes, who does it and who it is not for. Vague reassurance reads as filler and creates work for the reader. The most useful hour in a copywriting project is usually the interview with whoever actually delivers the service.
Copy and structure are decided together
How a page is ordered, what appears before the fold, where the action sits and how much a visitor must read before deciding are copy decisions as much as design ones. A writer handed a fixed layout to fill produces text that fits the boxes, which is why copy and structure should be commissioned together.
Judging it
Against the action it was written for, measured before and after, rather than against taste. Where volume allows, test one page at a time. Where it does not, judge on whether the page answers the objections a salesperson actually hears, which is a cheap and surprisingly reliable proxy.
Questions people ask about web copywriting service
Is web copy different from blog writing?
Yes. Copy persuades people already on the page toward an action. Content attracts them and builds credibility. Writers are often better at one than the other, so ask for examples of the kind you need.
How long should a service page be?
Long enough to answer the questions that stop a purchase and no longer. Considered or expensive services need more, and the way to find out is to ask the sales team what they are asked repeatedly.
Should copy target keywords?
It should use the words buyers actually use, which usually satisfies both purposes. Writing built around repeating a phrase makes a worse page and does not help the way it once did.
Who should write the about page?
Someone who interviews the founders. It is often the second most visited page and the most commonly filled with generic language, when it is the easiest place to be specific and memorable.