Beyond blogs: The true scope of Web content writing

Let’s be honest—too many people online call themselves content writers. Not because they’ve taken the time to understand the discipline, but because the label feels safe and familiar. 

“Content writer” becomes a catch-all term, and many hide under its vague umbrella, unsure of their actual niche or value.

You might have seen it too: someone’s bio reads “content writer,” but their posts don’t justify the title. I’ve found myself wondering, Are you even a writer?

For those of us who’ve finally claimed the role of web content writer, the journey wasn’t always clear. I know how confusing it can get—am I a blog writer? A copywriter? Or am I something else entirely?

Earlier this year, during a mentorship session, I had a wake-up call. I realized how much I had limited myself, thinking web content writing was mostly about blogs. Spoiler alert: it’s not. I had neglected entire aspects of this role that could have amplified my skill set—and earnings.

The guilt hit hard. I wasn’t just cheating my clients; I was cheating myself.

Clarity brings confidence

Understanding the true duties of a web content writer brings a sense of purpose that fuels your creativity and value. So, what exactly do web content writers do?

Well, according to Wikipedia, and based on real-world practice, here’s what you should expect from yourself (or anyone who bears the title):

• Understand the business concept and develop content aligned with the brand’s tone and audience.

• Conduct keyword research with SEO best practices in mind.

• Write or edit content that informs, educates, and—yes—sells.

• Keep users engaged so they explore the site longer (which boosts conversion potential).

• Create SEO-smart and reader-first web copy.

• Present information clearly and efficiently for a great user experience.

Did you notice what’s missing from that list? Blog writing. That’s right—it’s just one of many responsibilities, not the whole job.

A functional breakdown of web content writing

Let’s break this down further. A true web content writer is someone who:

• Writes blog posts that match the brand’s content intent (not just personal musings).

• Conducts keyword and search intent research before writing any piece.

• Crafts About pages that define a brand’s essence. Personally, this is one of my favorite tasks, it feels like sculpting a brand’s identity in words.

• Collaborates with web copywriters to write homepage and landing page copy with a marketing edge.

• Creates product descriptions that don’t just describe but sell.

• Optimizes every content piece to keep users on the site longer, increasing their likelihood to convert.

This is the kind of content strategy that inspired my LinkedIn profile banner—and it’s what brings real ROI to websites.

• Oh, and staying relevant? That’s non-negotiable. You need to stay updated on what people are searching for and what your audience craves.

I noticed many writers struggle with this, so I created a helpful free cheat sheet. It’s a simple tool that shows you how to find trending keywords, audience interests, and content opportunities.

And if you’re wondering whether you’re a real writer, or just playing the part, maybe it’s time to reflect with the “Are You a Writer?” eBook.

It’s time to own your role

If you're still identifying as a generalist content writer, it’s time to take a step forward. Web content writing isn’t about just writing words for the web—it’s about communicating purpose, guiding user behavior, and meeting business goals.

So…

Find your place. Own it.

Attract your tribe. Represent them well.

If you want to explore this topic more deeply, or access the free cheat sheet, I highly recommend you read Adebisi's full source article here.