“How to Write for Blogs vs. Websites”
Not all writing is created equal. Blog content and website copy may live on the same domain, but they serve very different purposes. As a freelance writer, knowing how to switch your tone, structure, and objectives based on where your text will appear is key to delivering the right message—and keeping clients happy.
Let’s break down the key differences and how to write effectively for each format.
1. Purpose: Education vs. Persuasion
Blog Writing:
- Goal: Educate, inform, engage, entertain, or improve SEO
- Tone: Conversational, narrative, or semi-formal
- Focus: Provide value and build trust over time
Website Writing:
- Goal: Convert, persuade, and direct action
- Tone: Crisp, confident, and direct
- Focus: Guide visitors quickly to a decision (buy, contact, sign up)
2. Structure and Format
Blogs:
- Longer format (600–2,000+ words)
- Use of headings (H2/H3), bullet points, images
- Storytelling, examples, and deep dives
Websites:
- Short and concise sections
- Focused on clarity and scannability
- Calls to action (CTAs) on every scrollable section
3. Tone and Voice
Blog content allows for more personality:
“Imagine coming home after a long day and finally being able to relax…”
Website content sticks to punchy, authoritative lines:
“Comfort you can feel. Quality you can trust.”
Adapt the tone based on the client’s brand and the content’s goal.
4. Keyword Strategy
Blogs:
- Use long-tail keywords for SEO
- Optimize titles, meta descriptions, and headings
- Answer common questions your audience is Googling
Websites:
- Focus on branded and conversion keywords
- Prioritize homepage, service/product pages
- Balance SEO with strong brand messaging
5. Writing Approach
Blogs:
- Be informative and helpful
- Add value before asking for action
- Use stats, quotes, and links to back up points
Websites:
- Get to the point quickly
- Emphasize benefits over features
- Use power words and emotional triggers
6. Examples by Page Type
Blog:
“5 Easy Plant-Based Meals to Try This Week”
Great for SEO, shares tips, educates the audience.
Website:
“Delicious, Healthy, Delivered: Explore Our Weekly Meal Plans”
Meant to drive conversions and direct the reader.
7. Key Elements That Set Them Apart
| Element | Blog | Website |
|---|---|---|
| Word Count | 800–2,000+ | 50–300 per section |
| CTA Frequency | 1–2 times | Every section/page fold |
| SEO Role | Long-tail traffic | Page rank, branded terms |
| Voice | Informal to semi-formal | Clear and brand-aligned |
| Engagement Style | Scrollable, deep reading | Scan-friendly, punchy |
8. Mistakes to Avoid
- Writing blog posts like landing pages (too salesy)
- Writing website copy like a blog (too wordy)
- Ignoring user behavior differences between blog readers and buyers
Each type of writing demands a specific skill set. Show your clients you understand the difference—they’ll see you as a more strategic asset.
Final Thought: Be a Versatile Writer
Mastering both blog and website writing expands your opportunities and makes you more valuable in any niche. Learn the rules, practice often, and keep testing what works for each format.