If you’re building your brand online, you’re probably writing content. But not all content is created equal. Two of the most common and often confused types are blog posts and website copy.
Let’s break it down so you can use each one strategically.
1. Purpose: Education vs. Persuasion
Blog posts are primarily educational or informational. They answer questions, provide tips, or dive into topics your audience cares about. Think: “5 Ways to Improve Your Instagram Engagement” or “Why Sleep Is Your Superpower”. Blog posts build trust. They position you as a helpful expert.
Website copy, on the other hand, is persuasive. It’s there to guide your visitor to take action. Whether that’s contacting you, buying a product, or joining your email list. Your homepage, About page, Services page, and landing pages? All website copy. The goal is to convert visitors into customers, clients, or subscribers.
In other words:
Blog = Teach. Website Copy = Sell.
2. Tone and Voice: Conversational vs. Concise
Blog posts can be more relaxed and conversational. You’re often telling stories, sharing opinions, or walking someone through a process. It’s okay to write like you talk.
Website copy still sounds like you, but it’s tighter. You’ve got to get to the point fast. Visitors are scanning, not reading line-by-line. Every word has a job to do.
If you can cut a word without losing meaning in your website copy, do it. But in blog posts, feel free to expand a bit if it helps explain your point or add some personality.
3. Length and Structure
Blog posts are usually longer. They’re structured with headings, subheadings, bullet points, and lots of white space. That makes them easy to skim, which is how most people read online.
Website copy is often shorter, but every word has its purpose. You’ll still use headings and white space, but you’re driving toward a call to action (CTA), not just providing value.
Blog posts can support your website copy. For example, a blog post about “How to Choose the Right Coach” can drive traffic to your coaching services page.
4. SEO Strategy: Different Goals, Same Importance
Both blog posts and website copy matter for SEO, but they work differently:
Blog posts help you target specific keywords, answer questions your audience is Googling, and keep your site fresh. They’re also highly shareable.
Website copy supports SEO with keywords that match what people search when they’re ready to take action, like “virtual assistant for coaches” or “affordable brand design services.” Plus, it should clearly show what you do and who you do it for.
Blog posts bring people in. Website copy helps them stay and buy.
5. Evergreen vs. Timely
Blog posts can be evergreen (“How to Write Better Emails”) or timely (“Top Social Media Trends for 2025”). You can play with current events, trends, or seasonal topics.
Website copy is mostly evergreen. It doesn’t change often. But that doesn’t mean it should be set in stone. You’ll want to revisit and enhance it as your business grows.
Blog posts keep the conversation going. Website copy keeps the foundation strong.
6. Calls to Action (CTAs)
Blog posts often have soft CTAs like “Want more tips like this? Join my newsletter.” or “Let me know your thoughts in the comments.”
Website copy uses direct CTAs like “Book a free call,” “Start your free trial,” or “Buy now.” No fluff. You want clear action and fewer choices.
Here’s a simple way to check:
If your call to action feels like an invitation in a coffee chat, it’s blog-style. If it feels like a confident handoff to your next offer or step, it’s website copy.
A killer blog post won’t do its job if you slap it on your homepage. And persuasive website copy won’t help if it’s buried in your blog.
Both are essential. But they’re not interchangeable.
