How to choose the right copywriter for your business

So, you’ve made the decision to hire a copywriter to help you grow your website traffic, create compelling and engaging content, and take your business to the next level.


However, after a quick Google search, you find yourself becoming quickly overwhelmed. With countless copywriters vying for attention and promising the earth, how can you ensure you hire the perfect one for your needs?

Here are some key questions you should ask to help you find the perfect copywriter to bring your brand to life, get your business in front of the right audience and drive up your conversion rates through well-crafted copy.

1. “What level of experience and expertise does this copywriter have?”

When it comes to hiring a copywriter, you need someone with the right level of experience and expertise. Look for copywriting professionals who have a proven track record in your industry or niche. For example, if you have an online store, then you’ll likely benefit from hiring an e-commerce copywriter rather than one who’s only worked with SaaS clients.

The more experience a copywriter has with your industry, the deeper the understanding they will have of your target audience. This means they will naturally be able to write authentic, engaging content and have their eye on the ball when it comes to relevant industry research.

The best copywriters will take a consultative approach with you to really get to the heart of your brand message and help you communicate the wealth of expertise in your business. Not everyone is a natural writer and not everyone has the time to write content – this is why I like to work very closely with my clients and very often their colleagues, to help them stand out with valuable thought leadership content that differentiates them from the competition.

Take a look at qualifications too. Have they completed any qualifications in creative writing, journalism or marketing? Often their educational experience can give them useful additional skills. Creative writing graduates make for excellent brand storytellers. Journalists are brilliant at getting to the heart of the story to create highly readable content (e.g. they would be well-suited for writing compelling case studies). And those with marketing experience will be able to help ensure your content strategy is in line with the wider business goals and that your content ranks well in search results. 

Have a look at other skills and qualifications too that are relevant to your industry and think about how these could be an advantage.

2. “Do they have a good copywriting portfolio?”

A copywriter’s portfolio is like their shop window. Most copywriters will have a portfolio on their website, but if not, make sure you ask for some examples of their previous work to gauge their style, versatility and ability to adapt their writing to different audiences.

Look for a portfolio that showcases a range of formats, such as blog posts, website copy, social media content and sales letters (the whole range won’t always be available on their website but any good copywriter will be happy to provide you with specific examples). This level of versatility is a good indicator of a copywriter’s ability to tailor their writing to different platforms, brands and objectives.

3. “How well can this copywriter understand my brand?”

A skilled copywriter should be able to (and want to) grasp your brand’s essence, values and voice. A good copywriter should write content that builds a connection between your brand and your target audience.

The content should be clearly identifiable as coming from your brand, not from what they think your brand is. I’ve seen it happen often enough when social media teams try to mimic other brands on Twitter with comedy tweets, but end up with a brand voice that’s disjointed from the rest of the business, which might have more conservative communications. It’s jarring – if you’re not consistent in how you communicate, how can your target audience trust your words?

This is why a good copywriter will spend time understanding a client’s brand and its values, tone and unique selling points. Every copywriter may have a slightly different approach, but in my case, I like to create a relationship with my clients that feels like more of a partnership, rather than one that is purely transactional. In this way, I achieve a much deeper understanding of my client’s goals and vision for success and I can make sure I convey the right message in the right way to get them there.

Look for someone who is willing to collaborate closely with you to capture your brand’s personality. They should be able to communicate your message to your target audience in a way that’s both effective and consistent. 


4. “Can this copywriter work well with me?”

When you’re outsourcing help with content, you want to make sure you get on well with the person you’ll be working with. Above all, you want someone who communicates with you regularly and is supportive of your business and constructive with advice.

Schedule an initial call (this is usually free of charge unless the copywriter states on their website otherwise) to get to know them and find out whether they’re a good fit for your business needs. Look for someone who actively listens, asks insightful questions and responds to your queries promptly. A copywriter who is attentive to your needs can ensure a great working relationship so they can produce content for you that provides value and aligns with your vision for success.

Consider also their ability to meet deadlines. Meeting deadlines is a crucial aspect of any business relationship. A dependable and professional copywriter will respect your project timeline and provide good estimates while delivering high-quality work in the time you’ve agreed on. 

Be wary of copywriters who claim to be quick above all else – while you don’t want someone who’s painstakingly slow, you do want someone who’s willing to put in the right level of time and effort to get your content right. They should factor research and amends into their estimates (which they’ll agree with you) and be honest from the outset about what’s achievable. In the case of SEO copywriters like me, this will often factor in keyword research to ensure your content draws relevant website traffic. There’s a lot that happens outside of just putting pen to paper when it comes to creating great content.

If a copywriter is promising to write a 3,000 word article in two hours, you might want to ask some questions (and say goodbye to any hopes for a high-quality, well-researched piece).

In conclusion

Take time to invest in the right copywriter if you want to invest in the growth of your business. When so many businesses in your market are competing for attention and offering similar products or services, having a powerful brand and differentiating yourself is what’s going to win potential customers over.

The expertise you have in your team is unique to your business. A good copywriter will be excited to uncover this expertise and communicate it to the world in a way that offers value and stands out against the noise. Don’t be afraid to look around; while one copywriter might be great for one business, they might not suit your own needs.

You can start your search for the right copywriter by taking some time in your week to search through websites, look at portfolios and book in calls with copywriters whose work aligns with what you offer.

Remember, the right words have the power to captivate your audience, generate leads, and drive your business to new heights. Choosing a great copywriter is the key to helping your business thrive.

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