The Types of Copywriters (And Which One Your Business Needs)
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A friend recently asked me if I knew there were other types of copywriters.
Yes, and I have opinions about them!
Because while I don’t write all types of copy, there’s a lot of overlap between each type. ‘Copywriter’ is one of those job titles that means five different things to five different people.
So let's clear it up. Here are the most common types of copywriters, and when you need to hire each.
Copy vs. Content: The Grayest Venn Diagram Of All Time
Before we get into copywriter types, we need to separate copy from content. Copy is written to sell. Content is written to entertain and educate.
Your website is both, which is exactly why this gets confusing. The blog posts and About page that build trust? That's content. The button that says "book a call"? That's copy.
In my opinion, a content writer typically gets you found: blog posts, articles, white papers, the stuff search engines reward. A copywriter gets you the sale once someone's already there.
Direct Response Copywriters Are Your Launch and Sales Page People
This is the category I fall into, and it's the one most small businesses need.
A direct response copywriter writes copy meant to get a click, a sale, or a sign-up right now. Think ads, sales pages, and launch emails. You hire this person when:
You have a launch coming up
You're tracking ROI closely and want a writer whose work you can measure
You need conversions, not just brand awareness
If you’re launching soon, click here to get in touch!
If you're chasing an immediate sale, this is your hire.
Brand and Content Copywriters Are Your Long-Term Trust Builders
I also fall into this bucket, and it overlaps heavily with content writing. A brand copywriter builds your voice, writes your About page, and creates blog content that builds recognition over time.
You'd hire a brand copywriter when:
You're building brand awareness, not chasing a launch
You want someone on retainer for ongoing newsletters or blog posts
You need help figuring out your brand voice in the first place
If you're launching soon, skip this and go direct response. If you're playing the long game or rebranding, this is your person.
SEO Copywriters Build for Search Visibility
SEO copywriters write for search engines as much as they write for humans. This looks like keyword-optimized blog content and landing pages built to rank.
You'd bring in an SEO copywriter if you have a large evergreen funnel, especially one built around Pinterest or a long-running blog series, and you need everything optimized for search.
Email Copywriters Do Sequences and Newsletters
Email copywriters specialize in nurture sequences and newsletters that turn subscribers into buyers. These are often also direct response copywriters.
There are people in our industry who do this and only this, and they're incredible at it (shoutout to Brianna Owen of Owen Your Mark Copy and Jess Zeirer of Tails and Emails, who I mentioned on the podcast).
Pro-tip: if your business is under $150K in revenue, you probably don't need a dedicated email copywriter for your onboarding sequence. Most generalist copywriters, myself included, offer this as part of a broader service, or you can write it yourself with a template!
Technical Copywriters Are The Ones You Probably Won't Need As a Service Business
While you won’t need these as a small, service-based business, it’s important to know what else is out there.
Technical copywriters translate complex products (software, medical tools, financial products) into plain language. They write user manuals and educational pamphlets.
You'd hire this person if your product or productized service needs a lot of explaining before someone can buy it.
UX and Micro Copywriters Write Tiny Word Counts for Big Jobs
Microcopy writers write the short stuff, sometimes as few as one to 15 words, that shows up on billboards and quick ads. UX (User Experience) copywriters write the words inside your product like error messages, onboarding flows, 404 pages.
Think about the last app you downloaded that walked you through one tiny task before saying "great job, you completed your first step." That's UX copy – you’re moving through the experience as a result of the copy.
You might hire a UX copywriter when you have a live product and users are confused by it. Outside of that, most small businesses won't need one.
Which Type of Copywriter Do You Need?
If you're in the online business or service provider space, you're almost always looking for a direct response copywriter or a brand and content copywriter.
If you're launching, go direct response. If you're building long-term trust and recognition, go brand and content.
NOTE: My work as a direct response and brand copywriter includes launch strategy, not just word-for-word tasking. If you bring me a list of emails and say "just write these," expect pushback. I'm here as a strategic partner through your launch, not a vending machine for copy.
Key Takeaways
Copy sells. Content entertains and educates.
Direct response copywriters are your launch and sales page people.
Brand copywriters build long-term trust and are usually hired on retainer.
SEO, technical, and UX copywriters are niche hires most small businesses can skip for now.
When in doubt, post that you're looking for "a copywriter who writes great sales pages (or whatever it is you specifically need written)" and let your network point you toward the right fit.
If you want help figuring out your launch strategy, not just your copy, you can see my services and pricing at nomadcopyagency.com/services. And if you're not ready for that yet, grab my Forgotten Launch Emails checklist for $1 with code PODCAST so you stop leaving money on the table between launches.
Helpful Resources:
Forgotten Launch Emails checklist ($1 with code PODCAST)
Brianna Owen, Owen Your Mark Copy
Jess Zierer, Tails and Emails
Connect with me:
Watch episodes with subtitles on my YouTube
See my services → sales pages, emails, websites, and more.
Get on my calendar → if you’d like me to write your sales copy for you!
Opt-In Copy Bot → Write high-converting opt-in pages in minutes
Nomad Copy Agency writes copy that CONVERTS for service-based businesses. Inquire about done-for-you services here.
