WHAT DOES A COPYWRITER DO?
Reviewed under Editorial Standards by Lam Nguyen

Published: Jun 2, 2025 - The Copywriter develops brand-aligned, SEO-optimized content that engages users and reflects current market trends and UX best practices. This role involves crafting accurate and compelling product copy through collaboration with cross-functional teams, ensuring consistency across digital platforms. The copywriter also continuously improves content quality through testing, localization efforts, and adherence to industry standards and regulatory compliance.

A Review of Professional Skills and Functions for Copywriter

1. Copywriter Key Accountabilities

  • Copywriting: Write and edit copy for multiple channels like websites, internal web portals, emails, etc.
  • Copywriting: Rewrite text to improve clarity and readability, and write original copy.
  • Proofreading: Proofread text and correct spelling, grammar, and punctuation errors.
  • Style Adherence: Ensure correct and consistent use of SAS style, readability, and adherence to brand voice and style guidelines.
  • Creative Writing: Craft compelling copy based on the SAS business and marketing strategy
  • Time Management: Deliver high-quality content with short SLAs and/or tight deadlines
  • Collaboration: Collaborate with account managers, marketers, and subject matter experts to develop key messages
  • Stakeholder Coordination: Coordinate the review, feedback, and revision loops with various stakeholders.
  • Fact-Checking: Verify factual correctness of information, such as product names, specs, features, and functionality.

2. Copywriter General Responsibilities

  • Copywriting: Create and write copy for web product descriptions, content pages, and branding.
  • Digital Content: Primarily focused on digital content, such as emails, paid social, wholesale account needs, etc.
  • Cross-Functional Collaboration: Collaborate effectively with E-Commerce, Marketing, Production, and Design teams.
  • Content Execution: Interpret and execute branded content as described by senior team members.
  • Project Support: Support department managers with ongoing strategic projects.
  • Style Guide Maintenance: Maintain and organize a brand copy standard guide for the team to reference and make sure to consistently be aligned with.
  • Proofreading: Proofread all assets that contain copy, including the above, as well as catalogs, linesheets, etc.

3. Copywriter Role Purpose

  • Web Copywriting: Write and edit web copy to promote products in line with brand strategy.
  • Product Descriptions: Write new product descriptions for a wide assortment of VistaPrint products, and in the near and longer term, write marketing copy and longer-form content.
  • Team Collaboration: Work closely with fellow copywriters, designers, strategists, analysts, and marketers.
  • SEO Integration: Incorporate SEO keywords, creative direction, and feedback into the work and co-create engaging, effective solutions.
  • Cross-Functional Alignment: Build connections and align on best practices as part of a global, cross-functional organization.
  • Customer Focus: Make customer obsession and the pursuit of creative excellence the cornerstones of all done.

4. Copywriter Essential Functions

  • Concept Development: Create interactive concepts and campaigns.
  • Brand Voice: Capture brand voice in interactive marketing materials, including site copy, emails, and banner ads.
  • Team Communication: Be the voice for the team.
  • Project Management: Manage several projects/campaigns at a time.
  • Mentorship: Serve as a respected mentor to the team to execute interactive projects and tackle deadlines.
  • Client Engagement: Spearhead client presentations and reviews, and work with the team to achieve results.

5. Copywriter Additional Details

  • Scriptwriting: Develop concepts and write scripts for videos and social media ads
  • Email Copywriting: Write amazing emails to help sell Babbel’s ever-growing list of offerings
  • Landing Page Copy: Work with designers to develop copy for landing pages
  • Campaign Creation: Help with concept and create campaigns for partnerships
  • Agency Collaboration: Work with external agencies on TV and radio projects
  • Brand Voice Development: Work closely with the ECD to continue to define and evolve the Babbel voice and tone
  • Creative Innovation: Bring a new perspective to the team and help come up with more ways to evolve the brand

6. Copywriter Roles

  • Campaign Copywriting: Partner with the branding team and write campaign concepts, video scripts, social posts, landing pages, product descriptions, title tags, and meta descriptions, etc., based on project needs
  • Audience Targeting: Ensure all writing is customer-focused by actively learning about target audiences and funnel strategy
  • Content Localization: Create localized content for lead-nurturing emails and in-app content
  • Social Media Distribution: Distribute the content on social media (in cooperation with the content manager)
  • Competitor Analysis: Analyze the content of the company’s competitors in the market and apply the best practices as new initiatives in the team
  • SEO Collaboration: Work together with SEO specialists and a translation agency
  • Task Management: Manage multiple assignments every week and hit deadlines
  • Brand Alignment: Work together with the Brand Manager, Content Manager, and Graphic Designers to ensure everything written is on-brand and free of grammatical errors

7. Copywriter Tasks

  • Task Management: Manage translating and copywriting tasks at the first stage of the start-up launch
  • Cross-Functional Collaboration: Collaborate with marketing agencies, designers, PR, and other professionals on large and small-scale marketing projects (e.g., identifying the tone of voice, core message, brainstorming visual and copy ideas)
  • Content Writing: Write clear, attractive, and insightful content with the defined tone of voice (mobile application, website, client, and partner communication)
  • Copy Editing: Edit and proofread the copy
  • SEO Application: Use SEO principles to maximize the digital visibility of the brand
  • Content Sourcing: Source images and other content
  • Social Media Strategy: Set and implement social media (mainly LinkedIn) aligned with marketing strategies and communication campaigns
  • Social Media Content Creation: Provide engaging text, image, and video content for social media accounts
  • Community Management: Respond to comments and customer queries on time

8. Copywriter Details and Accountabilities

  • Brand Messaging: Work with the Brand, Marketing, and CRM teams to set the tone for messaging and drive cohesive brand narratives across multiple platforms and touchpoints
  • Product Messaging: Develop customer-facing messaging around product features, benefits, technologies, and usages
  • Marketing Copywriting: Create fresh and compelling copy for all marketing channels, including social media, emails, landing pages, web, event communications, and product pages
  • Copy Optimization: Frequently optimize copy based on performance across paid and organic channels
  • Messaging Strategy: Support cross-functional messaging strategy for the US market across all points of the funnel - acquisition, conversion, retention, and everything in between
  • Brand Consistency: Enforce the cohesive SumUp brand voice, tone, and message across all customer touchpoints

9. Copywriter Overview

  • Content Collaboration: Collaborate with brand managers and agency partners to develop effective content that conveys a unique brand voice.
  • Copywriting: Write product pages, headlines for campaigns, website copy, video scripts, social posts, ads, sales materials, etc.
  • Voice Guidelines: Help develop and implement guidelines for a consistent brand voice.
  • SEO Content: Understand and have a passion for SEO content and the ability and interest to research keywords and incorporate those effectively into the brand voice.
  • Creative Messaging: Think creatively and out-of-the-box to consider ways to communicate in writing messaging that may be constrained by legal requirements.
  • Research Translation: Research (sometimes medical or scientific) uses for natural ingredients and products, and then conveys such learnings in easy-to-understand written communications.
  • Marketing Strategy: Contribute to the overall marketing strategy, be exposed to all of the marketing efforts, and collaborate closely with graphic designers to create cohesive marketing communications.

10. Copywriter Job Description

  • Creative Collaboration: Collaborate with creative team members to determine the conceptual and copy direction of brand and product marketing initiatives.
  • Brand Voice Consistency: Adhere to guidelines outlined to maintain consistent brand voice/tone throughout all digital marketing initiatives across web, mobile, email, social, video, radio, and traditional channels.
  • Concept Development: Participate in creative concepting and collaborate with brand strategists, designers, and project coordinators.
  • Copywriting Concepts: Translate brand creative direction and copy points into engaging and effective writing concepts.
  • Cross-Functional Collaboration: Collaborate cross-functionally with product managers, brand strategists, digital marketers, and designers to ensure copy tone and style are consistent with visual tone and style.
  • Copy Oversight: Oversee digital copy across owned and retail channels to ensure consistency.

11. Copywriter Functions

  • Copy Support: Provide copy support to the Cork Creative team, primarily writing, editing, and proofing text
  • Brainstorming: Take part in brainstorming for multiple projects with varying timelines and deadlines (including regional and international projects)
  • Idea Pitching: Pitch ideas, both internally and to clients
  • Client Communication: Attend group client meetings/calls and liaise with clients directly for feedback and/or direction
  • Team Collaboration: Work with the wider team of designers, client service specialists, and management to further the success of Cork Creative and, consequently, Johnson Controls as a whole

12. Copywriter Accountabilities

  • Content Writing: Write and edit content for products, including micro-copy, interaction flows, error messages, notifications, and in-product messaging to provide a consistent experience to users
  • Feature Ideation: Take part in new feature brainstorming and ideation sessions with Marketing, Product, Design, Engineering, and QA teams to make copy an integral part of the experience
  • User-Centered Design: Anticipate user needs based on their objectives and explore innovative solutions in a space where little precedence exists
  • Content Standards: Define, create, and maintain content standards, best practices, guidelines, principles, and taxonomies for various audiences and purposes
  • User Testing: Try out ideas through user testing and research to ensure they're meeting real audience needs and are pitched at the right level
  • Content Alignment: Work with Marketing and Business Development to engage users and align in-app content with brand messaging

13. Copywriter Job Summary

  • Creative Translation: Partner with the Senior Copywriter and cross-functional partners in Marketing and Product to translate strategies into creative concepts and copy
  • Asset Creation: Partner with the Creative team to create compelling assets across channels that both inspire and inform
  • Brand Storytelling: Drive the best expression of the brand through storytelling and written execution across all consumer-facing channels, including Performance Marketing (paid search, paid social, display), the HOMER website, User and conversion funnels (sign up/price, plans and offers), and Email Marketing
  • Copy Innovation: Innovate and iterate on copy to target business goals and KPIs
  • Brand Voice Development: Help to develop and evolve the brand voice and maintain consistency in execution across all channels

14. Copywriter Roles and Details

  • Brand Voice Development: Contribute to the evolution and articulation of the brand voice and identity
  • Persona Development: Partner with a technical writer to develop personas for key target audiences
  • Content Creation: Develop compelling, easy-to-read non-technical content for on and offline channels, including website content, press releases, social media posts, digital and print campaign copy, email blasts, interviews and articles, corporate documentation, and reports
  • Internal Communication: Assist in better articulation of the employee value proposition and clear internal communications
  • SEO Optimization: Ensure that all the web content is optimized for SEO purposes
  • Copy Editing: Proof and edit all marketing copy for correct grammar, spelling, and punctuation errors
  • Copy Consistency: Maintain the consistency of written copy for all materials, edit, write, and enhance copy to meet established tone and style requirements
  • Project Management: Manage and execute projects from conception to completion

15. Copywriter Responsibilities and Key Tasks

  • Branding and Voice: Master the Company’s branding and voice tactics and how they translate into current market trends, search engine optimization (SEO), and user experience (UX) best practices
  • Content Writing: Write compelling and grammatically clean content to ensure the Company’s value proposition and unique selling points engage the target audience across multiple digital and marketing channels
  • Product Copywriting: Write clear and informative product copy, which is reflective of the needs of the customer and demonstrates the brand's tone of voice
  • Customer Experience Writing: Use the love for the written word to craft product copy that enhances and elevates customer experiences across the app and web
  • Content Accuracy: Ensure accuracy and fact-check all content, update and refresh content
  • Cross-Functional Collaboration: Collaborate with product and product design teams, from product kick-off through development and interaction, to ensure all product copy is cohesive and complementary to the overall digital experience
  • Project Management: Manage project timelines, milestones, and internal details to ensure the timely delivery of all copy
  • Industry Knowledge: Stay current with copywriting best practices, strategies, and industry standards, including compliance with relevant regulations
  • Team Participation: Actively participate in departmental meetings, training, and education
  • Employee Training: Assist with training other employees and providing backup
  • Copy QA Collaboration: Collaborate with engineering and QA teams to copy check all consumer-facing product copy, ensuring accuracy and quality
  • Copy Optimization: Work closely with product, analytics, and data science to continuously optimize product copy through A/B and multivariate tests
  • Content Localization: Collaborate with translation agencies to localize properly Golden Goose's content and product catalogue
Editorial Process

Lamwork content is developed through structured review of publicly available job postings and documented hiring trends.

Editorial operations are managed by Thanh Huyen, Managing Editor, with research direction and final oversight by Lam Nguyen, Founder & Editorial Lead. Content is periodically reviewed to reflect observable labor market changes.

Relevant Information
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