Law Quill | Content Vs. Copy: Why Both Are Important

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Many people use the terms copy and content interchangeably in the marketing world, but there is a difference. Both can deliver results for a law firm or other business, but they have different ways to reach those goals. Copy is often associated with sales and persuasion, while content is better suited to engage the reader. Learn the difference between content vs. copy and how to use each type of writing effectively online to gain more clients. 

What Is Copy? 

Copy persuades the reader to take a specific action, such as purchasing a service or scheduling a consultation. In many cases, copy can drive sales to increase revenue. If a company’s goal is to point viewers toward buying a service or product, copy will persuade them to take action. Some copywriting examples include bold headlines, calls to action, and advertising materials. Copywriters often craft compelling statements and headlines to entice the reader to purchase a service or product. As you may imagine, poorly written copy can harm your brand’s reputation. 

Excellent copy will create some type of action, such as clicking the button to subscribe, buy, or call. In many ways, great copy converts passive visitors into paying customers. Copy needs to tell a complete story that makes the reader want to act. It must empathize with the reader and offer a solution to their problems. The copywriter will use the right words that grab attention and make readers perform the right action at the ideal time. Additionally, copy creates a voice for a brand, which can help when a law firm needs to connect with an audience. It helps to form an emotional bond between the practice and the readers while providing a solution to their problems. 

What Is Content?

According to the Association of National Advertisers (ANA), content tells a brand’s story. Content writing informs, educates, and entertains a specific audience. Content’s purpose is not to boost sales but to provide some value to the reader. Several content types include social media posts, articles, emails, white papers, newsletters, blog posts, and eBooks. One of the primary goals of content writing is to create a relationship with site visitors by providing them with valuable and high-quality content, which in turn will build trust over time, allowing the website to be recognized as an authoritative site. 


How does that boost business? By reading the content on a website, visitors will become interested in the law firm’s services. In turn, the content often serves as a gateway to convert website visitors from passive viewers to paying clients. Content writing does not actively sell services. Think of it as a subtle art form. Content allows a law firm to build a brand’s credibility by displaying its authority within a few topics. All that content gives clients a great avenue to find a particular brand by offering easily accessible and free readable materials. Law Quill uses both copy and content to boost your visibility and increase leads. Find out more by scheduling a consultation.  

What Is the Difference Between Copy and Content?

According to the United States Small Business Association, a marketing plan can persuade individuals to use your services. What should you use for your marketing: content or copy? There are a few differences between content vs. copy. Knowing them lets you choose whether you need content, copy, or both for your marketing needs.  


Copy and content writing lengths are very different. Since content is more informative and educational, it tends to have more words and longer lengths. When trying to inform someone about a subject, the writer may use in-depth definitions, examples, and facts to introduce new concepts to the reader. Content requires more precision and attention to detail for maximum effectiveness. Without that, the reader could be confused. Sometimes, the content is too short and does not provide any value to the visitor. However, some content is too long, which can bore readers. Content writing is a delicate balance to achieve the right results.

While content has a more informative approach, copy uses a simple process. This persuasion-based writing fills the spaces of a website with descriptive language. Typically, copy uses fewer words than content. In many cases, the words do not have to be lengthy; instead, they must be effective and meaningful to the readers.  

Word Choice 

Copy and content often use various types of rhetoric. Copy is meant to be convincing, and writers will use more emotionally charged words than those found in website content. Many readers make purchases based on emotion, and people tend to respond to emotional statements over factual ones. For example, law marketing copy makes the reader feel they might miss out if they do not work with a particular law firm. Often, copy can entice potential clients by describing how the lawyer has worked with similar clients in the past and helped their cases.

Since content is educational and informative, word choice does not rely on emotions. Content’s value aims for grammatical correctness and accuracy. When the reader wants to find a great law firm, they need to know about the attorneys’ experience in a specific field of law. If a piece has frivolous errors and spelling mistakes, it will deter the visitor from using the practice’s services. Content writers must ensure that punctuation and grammatical errors do not happen. Along with that, the word choice must be professional in the industry so that the piece can build trust with the reader. On the other hand, content cannot be too complicated, otherwise, it will be too hard for a person to understand.  

Search Engine Optimization (SEO)

The way that copy and content use SEO does differ as well. Content writing relies on SEO techniques for several reasons. Content is not commercial, meaning the law firm offers articles free of charge to the reader. Since content writing does have a longer length than copy, there is ample opportunity to use keywords that can rank in search engines. As a result, content can attract more viewers to a law firm’s website. 

Commercial vs. Organic

Content writing is used to create organic articles, blog posts, case studies, and testimonies to create a positive response with the reader. Often, content builds the reliability of the law firm’s brand, showing that they know the law and are worthy of recognition within the community. On the other hand, copy focuses on making a sale, enticing the reader to pick up the phone and schedule an appointment. With that, copy is not inauthentic; instead, the main goal of copy is to bring in clients through traditional commercial marketing tactics.  

What Are Some Types of Content Writing? 

Content writing encompasses a wide range of formats and topics. Here are some examples of content writing:

  1. Blog posts: Articles written for blogs on various topics, such as travel, food, lifestyle, technology, or business.
  2. Social media posts: Short-form content written for social media platforms, including Facebook, Twitter, Instagram, LinkedIn, and others.
  3. Website content: Text written for websites, including homepage content, about us pages, product or service descriptions, and landing pages.
  4. Whitepapers: In-depth, authoritative documents that provide valuable information on a specific topic or industry.
  5. Case studies: Detailed accounts of how a product or service has helped a customer, usually including data and analysis.
  6. News articles: Articles reporting on current events or news stories, written for online or print publications.
  7. Email newsletters: Written communications sent to subscribers via email, providing updates, news, promotions, or other information.
  8. Product descriptions: Text that describes the features, benefits, and uses of a product or service, often used in e-commerce websites.
  9. Press releases: Formal announcements written for media outlets to communicate news or events related to a company, product, or service.
  10. Video scripts: Scripts written for videos, including explainer videos, tutorials, promotional videos, and more.
  11. Ebooks: Longer-form written content that provides in-depth information or insights on a specific topic, typically delivered in a downloadable electronic format.
  12. Infographics: Visual representations of information, often accompanied by text, that convey complex concepts or data in a simple and engaging way.


These are just some examples of the wide variety of content writing formats that exist. Content writing can be tailored to suit different platforms, audiences, and purposes, and can encompass many different subjects and styles. 

As a content writer, it’s important to understand the specific requirements and tone of the platform or medium you’re writing for, as well as the needs and interests of your target audience. Good content writing should be engaging, informative, and relevant to the intended audience. Whether it’s for websites, blogs, social media, or other mediums, effective content writing can help to inform, educate, entertain, and engage readers, viewers, and users. The key is to create content that is compelling, well-researched, and meets the needs of the audience it is intended for. 


Good content writing can be a valuable tool for businesses, organizations, and individuals alike, helping to convey messages, build relationships, and achieve communication goals. It can also be a creative and fulfilling form of writing, allowing writers to explore diverse subjects, express their ideas, and connect with readers or viewers. These are just some examples of the wide variety of content writing formats that exist. 

How Can Law Firms Use Content Writing? 

Content writing can be a valuable tool for law firms to effectively communicate with their target audience and achieve their marketing and communication goals. Here are some ways in which law firms can use content writing:

  1. Thought leadership: Law firms can establish themselves as thought leaders in their practice areas by creating high-quality content that demonstrates their expertise and knowledge. This can include legal articles, blog posts, whitepapers, and other informative content that provides insights and valuable information on legal issues, changes in legislation, recent court decisions, and other relevant topics. Thought leadership content can help law firms build trust and credibility with their target audience and position themselves as experts in their field.
  2. Website content: Law firms can use content writing to create engaging and informative content for their website. This can include practice area descriptions, attorney biographies, firm history, testimonials, FAQs, and other relevant content that provides visitors with a clear understanding of the firm’s services, expertise, and value proposition. Well-written website content can help law firms improve their search engine rankings, engage visitors, and convert them into potential clients.
  3. Blogging: Law firms can maintain a blog on their website to regularly publish fresh and informative content related to their practice areas. Blogging can help law firms engage with their target audience, provide valuable insights, and establish themselves as a trusted source of legal information. Blog posts can cover a wide range of topics, including legal updates, case studies, industry trends, practical tips, and more, to provide valuable information to readers and demonstrate the firm’s expertise.
  4. Social media content: Law firms can use content writing to create compelling and shareable content for their social media channels, such as Facebook, Twitter, LinkedIn, and Instagram. This can include legal news updates, legal tips, infographics, videos, and other engaging content that provides value to the firm’s social media followers, encourages engagement, and builds a community of followers interested in the firm’s services.
  5. Email newsletters: Law firms can use content writing to create regular email newsletters to communicate with their existing clients and prospects. Email newsletters can include updates on recent legal developments, upcoming events, legal tips, success stories, and other relevant information. Well-written and informative newsletters can help law firms stay top-of-mind with their audience, build relationships, and generate leads.
  6. Legal guides and resources: Law firms can create comprehensive legal guides, ebooks, whitepapers, and other resources that provide in-depth information on specific legal topics. These resources can be used as lead magnets on the firm’s website, in email campaigns, or as downloadable content in exchange for contact information. High-quality legal guides and resources can help law firms showcase their expertise and generate leads from prospects interested in their services.
  7. Press releases and media content: Law firms can use content writing to create press releases, media statements, and other media-related content to communicate with the media and the public. This can include announcements of new hires, notable case wins, firm milestones, and other news or events. Well-written media content can help law firms gain media coverage, enhance their brand visibility, and generate interest from potential clients.

In summary, content vs copy is important to understand because law firms can utilize content writing in various ways to effectively communicate with their target audience, establish thought leadership, provide valuable information, and build trust and credibility. 

By creating high-quality, engaging, and informative content, law firms can enhance their online presence, engage with their audience, and generate leads for their legal services. It’s essential to ensure that all content is accurate, compliant with legal and ethics regulations, and aligned with the firm’s brand messaging and tone. 

What Are Some Types of Copywriting? 

Copywriting is a specialized form of writing that focuses on creating persuasive and compelling content with the goal of motivating readers or viewers to take a specific action, such as making a purchase, subscribing to a newsletter, filling out a form, or contacting a business. Here are some types of copywriting:

  1. Advertising copywriting: This type of copywriting involves creating content for advertisements in various media channels, such as print ads, online ads, social media ads, radio ads, and TV commercials. Advertising copywriting aims to capture the attention of the target audience, create interest, highlight the benefits or unique selling propositions of a product or service, and prompt the audience to take action.
  2. Website copywriting: This type of copywriting involves creating content for websites, including homepage copy, product or service descriptions, About Us pages, landing pages, and other website content. Website copywriting aims to engage visitors, convey the value proposition of a business or brand, and encourage them to take desired actions, such as making a purchase or filling out a contact form.
  3. Email copywriting: This type of copywriting involves creating content for email marketing campaigns, including promotional emails, newsletters, and email sequences. Email copywriting aims to engage recipients, build relationships, provide valuable information or offers, and prompt recipients to take action, such as making a purchase or signing up for a webinar.
  4. Social media copywriting: This type of copywriting involves creating content for social media platforms, such as Facebook, Twitter, Instagram, and LinkedIn. Social media copywriting aims to engage and interact with the audience, convey brand messaging, provide value, and encourage users to take action, such as liking, sharing, or commenting on a post, clicking a link, or making a purchase.
  5. Sales copywriting: This type of copywriting involves creating content for sales materials, such as sales letters, brochures, product descriptions, and sales scripts. Sales copywriting aims to persuade and convince the audience to take action, such as making a purchase, by highlighting the benefits, addressing objections, and creating a sense of urgency.
  6. Content marketing copywriting: This type of copywriting involves creating content for content marketing efforts, such as blog posts, articles, whitepapers, ebooks, and other content assets. Content marketing copywriting aims to provide valuable information, educate the audience, establish thought leadership, and build trust and credibility with the target audience.
  7. Public relations (PR) copywriting: This type of copywriting involves creating content for PR materials, such as press releases, media statements, speeches, and company profiles. PR copywriting aims to communicate key messages, enhance brand visibility, and shape public perception of a business or brand.

These are just some examples of the different types of copywriting. Copywriting can vary depending on the industry, target audience, and desired outcomes, and it requires a keen understanding of persuasive writing techniques, audience psychology, and marketing principles to create effective and compelling content.

How Can Law Firms Use Copywriting?  

Law firms can effectively use copywriting to communicate their expertise, establish credibility, and attract potential clients. Here are some ways in which law firms can use copywriting:

  1. Website copy: Law firms can create compelling website copy that showcases their areas of expertise, experience, and success stories. This can include homepage copy, practice area descriptions, attorney profiles, and testimonials. The website copy should be written in a way that highlights the unique value proposition of the law firm, addresses the pain points of potential clients, and encourages them to contact the firm for legal assistance.
  2. Blog posts and articles: Law firms can create informative and educational blog posts and articles on legal topics that are relevant to their target audience. This can help establish the law firm as a thought leader and an authoritative source of legal information. The blog posts and articles can provide valuable insights, practical advice, and answers to frequently asked questions related to the areas of law in which the law firm specializes.
  3. Email newsletters: Law firms can create regular email newsletters to stay in touch with their clients, prospects, and referral sources. The newsletters can contain updates on recent legal developments, case studies, success stories, and other relevant content. The goal is to provide value, establish expertise, and stay top of mind with potential clients and referral sources.
  4. Social media posts: Law firms can use social media platforms to share legal tips, news, updates, and other valuable content. Social media posts can help increase engagement, build relationships, and drive traffic to the law firm’s website or other online assets. The copy for social media posts should be concise, engaging, and tailored to the target audience of the law firm.
  5. Advertising copy: Law firms can create persuasive advertising copy for various media channels, such as online ads, print ads, radio ads, and TV commercials. The advertising copy should highlight the expertise, experience, and unique selling propositions of the law firm, and prompt the target audience to take action, such as contacting the firm for a free consultation or visiting the website for more information.
  6. Public relations materials: Law firms can create compelling press releases, media statements, and other PR materials to communicate important news or updates about the law firm, such as new hires, notable cases, community involvement, or awards. The PR copy should be well-written, informative, and tailored to the needs and interests of the media and the target audience.

Overall, effective copywriting can help law firms communicate their expertise, build credibility, engage with their target audience, and ultimately attract potential clients. It’s important for law firms to ensure that their copywriting is accurate, compliant with legal regulations, and aligned with their brand messaging and values. Working with professional copywriters or content writers who have expertise in legal writing can be beneficial for law firms to create high-quality copy that resonates with their target audience.


Content vs. Copy – Which Is Better?

Copy and content should not be seen as an “either/or” situation. These two styles of writing are most effective when used in tandem. Incorporating written content and copy into your marketing strategy can build your brand and increase revenue. Content writing helps to form new, strong, and long-lasting relationships in the community and specific readers. This content often helps a law firm gain a substantial presence in its local market while increasing credibility with the audience. Law firms can easily incorporate SEO techniques in content by using keywords that relate to certain readers’ search queries, optimizing videos and photos, using social media, and building links to other websites. When potential clients are curious about the practice, content writing can use that curiosity to showcase your knowledge and expertise in the field. Legal practices can stand out from the competition with grammatically correct, well-formatted, and easy-to-understand articles and blog posts. 


Do not discount copywriting. It can help increase conversions, sales, and revenue goals. Copywriting can create emotionally charged ads to make a reader act in a specific way, such as picking up the phone, through selective word choice and persuasive speech. Content establishes the foundation of your law firm’s brand, while copy helps get a reader to use your services. These commercial marketing techniques entice buyers to schedule a consultation with your law firm.  

Use Both Copy and Content Writing

While many firms might want to concentrate on copy since it is more focused on sales, that copy is only as good as the content on the website. Content builds trust with an audience. Once you have a reader’s trust and are seen as an authoritative figure, you can persuade someone to use your services. Copy vs. content may differ, but you cannot have one without the other. 

Law firms that effectively use both content and copy have seen increased leads, conversions, and growth in their law firms. If a legal practice wants to maximize its success, the firm should focus on both of these writing styles.  

How Law Quill Can Help

When you need a digital marketing firm that focuses on the positives of both content vs. copy, turn to a professional agency specializing in legal marketing. See how Law Quill can help your legal practice. 

We are here to help and would welcome the opportunity to visit with you for free regarding your law firm website’s content, and how we can ensure your authority and expertise are showcased online to gain you more clients! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at