I see copywriting as one of the most important conversion skills because strong design can earn attention, but the message is what explains the value and gives someone a reason to act. Studying copy has made me much more deliberate about headlines, offers, calls to action, page structure, objections, proof, and the sequence in which information is presented.
More importantly, copywriting forces me to understand the business before I start writing. Who is the ideal customer? What problem are they trying to solve? What do they care about most? What would make them hesitate, and what do we want them to do next? Those questions shape not only the copy itself, but also the strategy behind the website, ad, or campaign.
