WHAT DOES A COPYWRITER DO?

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
Relevant Information
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