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Copywriters use persuasive storytelling to motivate readers to take specific actions, such as purchasing, signing up for a newsletter, or clicking on a link. Businesses that choose not to hire professional copywriters often struggle with low conversion rates, decreased audience engagement, and longer sales cycles. Hiring a skilled copywriter is crucial for inspiring your target audience and building trust, especially in a competitive market.
This guide will walk you through the key steps to hiring, managing, and maintaining long-term partnerships with copywriters, ensuring your content aligns with your goals and resonates with your audience.
What does a copywriter do?
A copywriter creates content to persuade or engage readers, mainly for marketing and advertising. There are different types of copywriters, each with unique skills and focus areas:
SEO copywriters
SEO copywriters write copies that help websites rank higher on search engines like Google. They know how to use keywords, optimize meta descriptions, and structure content for better visibility. Hiring an SEO copywriter can help businesses attract more website visitors, leads, and sales through improved search rankings.
Technical copywriters
Technical copywriters simplify complex topics. They take complex ideas and make them easy to understand. Technology, engineering, or healthcare businesses usually hire them to write technical manuals, whitepapers, or descriptions that people can grasp quickly.
Email copywriters
Every dollar spent on email marketing generates a revenue of $36. From catchy subject lines to persuasive writing, they know how to make the audience open their emails and take prompt action. Businesses rely on them to improve email marketing success, leading to more sales and revenue.
Sales copywriters
Sales copywriters specialize in convincing people to buy a product or sign up for a service. They write headlines that catch attention, product descriptions that focus on benefits, and calls to action that drive results. Businesses use their skills to increase sales through ads, landing pages, and websites.
Blog and article writers
Blog and article writers create engaging and informative content on various topics. They structure their writing to keep readers interested and provide value. Businesses hire them to build brand awareness, show expertise, and drive traffic from search engines and social media.
Why hiring the right copywriter is important for your business growth
Good writing is the foundation of successful marketing and business growth. Therefore, hiring a professional copywriter can increase sales, strengthen your brand message, and save time to focus on other aspects of your business.
Increasing conversion rates
Using power words in copywriting can increase conversion rates by 12.7%. And a skilled copywriter knows how to use the right words and techniques to drive your audience to take action.
Strengthening your brand's message
A clear and consistent message builds trust with your audience. A professional copywriter helps create a unique brand that connects with customers on your website and social media.
Saving time and resources
Writing quality content in-house takes time and effort. Hiring a freelance writer allows you to focus on what your business does best while they handle the copywriting. This ensures you receive high-quality content without wasting your team's valuable time.
How to hire the best copywriter for your business
Following a structured hiring process will help you find the best fit for your business. The steps below will guide you in attracting the right copywriters based on your specific needs.
Step 1: Define your copywriting needs
Before searching for a copywriter, be clear on what you need. Decide whether it’s web copy, blog posts, press releases, emails, or social media content. Think about how much content you need and the goals for each piece. This clarity will help you find the most suitable copywriter for your project.
Step 2: Choose the type of hire
Once you've defined your needs, decide whether to hire a freelance copywriter, an agency, or a full-time writer. Each option has its pros and cons. Freelancers are flexible and often affordable, especially for small projects, while agencies offer expert services at higher rates. A full-time writer might be ideal if you need ongoing content, as they’ll become part of your team and gain a deep understanding of your brand. However, this requires a bigger commitment, including salary and benefits.
Step 3: Write a clear job description
A detailed job post helps attract the right candidates. Outline the tasks, skills, and experience you want. Be specific about the type of content, tone, and style you need. If your industry requires specialized knowledge, mention that too.
Step 4: Where to find professional copywriters
There are several ways to find copywriters. Freelance platforms like Arc, Upwork, and Fiverr allow you to view portfolios, read reviews, and hire copywriters. LinkedIn and industry-specific forums are also good places to find experienced copywriters. You can also reach out to copywriting agencies, which have teams of vetted writers with diverse skills. These agencies can help match you with the right writer for your project.
Step 5: Evaluate candidates and hire the best fit
Once you receive applications, review each candidate’s portfolio and writing samples. Look for experience in your industry or with similar projects. Pay attention to their writing style and whether it matches your desired tone.
During interviews, ask about their process, research methods, and how they’ll adapt to your brand's tone and voice. Discuss deadlines, expectations, and payment terms to ensure a smooth working relationship.
Key qualities to look for in a copywriter
The best copywriters possess a mix of technical and soft skills to deliver an impactful copy. The following skills are essential for modern copywriters.
Technical skills
- Writing skills: A copywriter should have strong grammar, spelling, and punctuation skills and be able to write persuasive copies.
- Research skills: Copywriting requires extensive research to understand the target audience and gather information to create well-informed content.
- Creativity: A good copywriter offers creative ideas and fresh angles and uses storytelling techniques to make their writing stand out.
- Attention to detail: Copywriters should ensure their content is error-free, consistent, and follows brand guidelines.
- SEO knowledge: Copywriters should understand SEO, including keyword research and writing content that improves search rankings.
- Editing and proofreading: A copywriter must review and edit their work to fix mistakes and ensure it's ready for publication.
Soft skills
- Communication: Copywriters need to communicate well with clients and team members to ensure they understand the project scope and work together smoothly.
- Adaptability: A copywriter should adjust their writing style, tone, and voice to suit different projects.
- Time management: Copywriters need strong time management skills to meet deadlines, handle multiple tasks, and deliver work on time.
- Problem-solving: Most copywriters face challenges like explaining complex topics or handling feedback. Good problem-solving helps them find creative solutions.
- Collaboration: Many copywriters work with teams, so collaborating and taking feedback is important for success.
How to write an effective copywriter job description
Writing a clear and detailed copywriter job description is the first step toward hiring the right candidates for your business. The following guidelines will help you craft a job post that sets clear expectations and attracts qualified candidates.
Guidelines for writing a copywriter job description
- Be clear about the role: Specify what type of copywriter you need (e.g., SEO copywriter, email copywriter) and outline the main responsibilities.
- Highlight key skills: List the essential skills, such as writing, research, attention to detail, and knowledge of content marketing.
- Describe the ideal candidate: Include the experience level, education, and any specific industry expertise or certifications you require.
- Explain your company culture: Share details about your company’s values, mission, and work environment to attract candidates who align with your culture.
- Mention benefits and perks: Highlight benefits, remote work options, or growth opportunities to attract top talent.
- Provide application instructions: Clearly state how to apply, what materials to submit (e.g., cover letter, writing samples), and any deadlines.
Example copywriter job post
Copywriter
We’re looking for a copywriter with a proven track record of writing copy in various formats to join our content team. In this role, you’ll write engaging, SEO-friendly copies to increase engagement, brand awareness, and website traffic.
Responsibilities:
- Conduct keyword research and create content strategies that align with our SEO goals.
- Write high-quality blog posts, landing pages, website content, email sequences, and other marketing materials.
- Collaborate with the marketing team to understand campaign goals and audience needs.
- Maintain consistency in messaging across all content.
- Stay updated on content marketing trends and best practices.
Requirements:
- Proven experience as a copywriter or content writer, ideally in marketing or at an agency.
- Strong writing, editing, and proofreading skills, with excellent grammar and style.
- Familiarity with SEO, keyword research, content optimization, and email marketing.
- Ability to tailor writing for different formats and audiences.
- Strong research and fact-checking abilities.
- Experience writing short stories and landing page ad copy.
- Experience with WordPress.
About us:
[Company description and culture]
Benefits:
- Competitive salary with performance-based bonuses.
- Health, dental, and vision insurance.
- 401(k) retirement plan with employer match.
- Paid time off and flexible work arrangements.
- Opportunities for professional development and training.
How to apply:
Send your resume, cover letter, and 2-3 writing samples to [email protected] with the subject line "Copywriter Application - [Your Name]."
Questions to ask before you hire a copywriter
Asking the right questions during the interview will help you assess candidates' skills and ensure they’re a good fit for your brand. Here are some key questions to guide your decision-making process.
1. How do you incorporate SEO strategies without sacrificing readability?
A good copywriter should know how to use SEO effectively without compromising the flow of their writing. Ask how they integrate keywords naturally while keeping the content engaging.
2. How do you learn a brand’s voice and keep it consistent across platforms?
A skilled copywriter will have a process for understanding a brand’s voice, values, and target market. They should explain how they ensure consistency in tone and message across different formats, like websites and social media platforms.
3. What metrics or KPIs do you use to measure the success of your writing?
Great copywriters track the performance of their work with metrics like conversion rates or click-through rates. Ask how they use this data to refine and improve their writing.
4. How do you tailor your writing for different stages of the customer journey?
Copywriters need to adjust their content based on the customer’s position in the buyer’s journey. Ask how they craft messages that create awareness, nurture leads, and drive conversions.
5. How do you approach writing for regulated industries like finance or healthcare?
In highly regulated fields, hiring a copywriter who understands industry rules is crucial. Ask about their experience in these areas and how they maintain creativity while complying with legal requirements.
Best platforms to hire copywriters
When hiring a copywriter, choosing the right platform is crucial for finding the best fit for your needs and budget. Different platforms offer varying expertise, pricing, and convenience, so it’s important to consider the unique offerings of each option.
Arc
Arc connects businesses with top global talent while staying within budget. Its rigorous vetting process ensures quality candidates, saving businesses time and effort. The Hire AI tool quickly matches businesses with the right copywriters in seconds.
Fiverr
Fiverr is a freelance marketplace offering copywriting services at various prices, making it an affordable option for local businesses. The platform offers low-cost options, but its limited vetting process can lead to potential issues with low-quality work and communication challenges.
Upwork
Upwork is a freelance marketplace that connects businesses with many freelance copywriters from various niches. While it provides access to skilled professionals, complete with detailed profiles and reviews, finding the right match can be time-consuming. There's also the risk of low-quality hires, and the vetting process can take time, with higher rates for top talent.
LinkedIn is an excellent platform for networking and finding copywriters through referrals. It allows you to search for writers with relevant experience and review their portfolios. The platform offers detailed profiles, recommendations, and easy access to portfolios. However, the search process can be time-consuming, with fewer filtering options than dedicated freelance platforms.
Copywriting agencies
Agencies provide teams of experienced writers and editors, making them ideal for large projects that require consistent branding and high-quality content. They offer established processes, excellent writing skills, and strong quality control to ensure brand consistency. However, agencies are more expensive, may present communication challenges, and offer less flexibility than individual freelancers.
How much does it cost to hire a copywriter?
Copywriter rates vary based on the project scope, the writer’s experience, location, and the urgency of the work.
Cost based on project type
Blog posts: A 500-1000 word blog post typically costs $50 to $300. Less experienced writers charge closer to $50, while seasoned professionals may charge $300 or more.
Website copy: Writing website content requires a deep understanding of your brand. Rates for a single page range from $200 to $1,000, depending on length and complexity.
Product descriptions: Effective product descriptions cost between $100 and $500, based on the number of products and the level of detail required.
Email sequences: Creating email sequences, especially for sales funnels, costs $150 to $500 per set. This requires a strategic approach to guide customers through their buying journey.
Social media posts: Writing social media copy, such as captions or updates, costs $50 to $200 per post, depending on complexity and the writer’s expertise.
Cost based on other factors
Experience and expertise: Writers with more experience or specialized industry knowledge often charge higher rates.
Location: Copywriters in high-cost areas like large cities may charge more than smaller towns.
Niche specialization: Writers with expertise in technical fields, like healthcare or finance, usually charge more due to the extra research and compliance involved.
Length and complexity: Longer, more detailed projects requiring extra research or developing a marketing strategy will cost more than simpler tasks.
Urgency: If you need content on a tight deadline, be prepared to pay more for rush services. Copywriters often charge a premium for fast turnarounds because they need to prioritize your project, adjust their schedules, and deliver high-quality work within a shorter timeframe.
How long does it take to complete copywriting projects?
The time required to complete copywriting projects depends on the complexity and the type of content. Here are typical timeframes for common copywriting tasks:
Average turnaround time for common copywriting tasks
Blog posts: A well-researched, 500 to 1,000-word blog post usually takes 7 to 10 days.
Website content: Writing website copy, such as homepages, product pages, or "about us" sections, can take 10 to 20 days, depending on the amount of content.
Product descriptions: Writing 10 to 20 descriptions optimized for SEO typically takes 5 to 10 days.
Email sequences: Creating email sequences, such as welcome or marketing emails, can be completed in 5 to 7 days.
Social media copy: Writing social media posts, captions, or advertising copy is faster, generally taking 2 to 5 days.
How to manage deadlines and ensure timely delivery
Clear communication and realistic deadlines are key to completing projects on time. Here are some tips for managing deadlines:
- Provide clear briefs: Offer detailed instructions, including word count, target audience, and specific requirements. This helps the copywriter plan their time and deliver exactly what you need.
- Use project management tools: Tools like Asana, Trello, or ClickUp can help track tasks, set deadlines, and monitor progress for smoother communication.
- Set reasonable deadlines: Allow enough time for research, writing, and revisions. Rushing can compromise quality.
- Establish milestones: Break up larger projects into stages with deadlines for each phase. This keeps the project on track and allows for adjustments along the way.
- Provide timely feedback: Respond quickly to drafts or questions from the copywriter. Delayed feedback can slow down the project and lead to missed deadlines.
Maintaining clear communication and setting realistic expectations with your copywriter is key to ensuring high-quality work is delivered on time.
Common mistakes to avoid when hiring copywriters
Making mistakes during the hiring process can hinder the success of your content strategy. By being mindful of common mistakes, you can ensure your copywriting efforts support your business objectives.
Not clearly defining your content goals
One common mistake is not explaining what you want to achieve with your content. Without clear goals, a copywriter can struggle to create content that resonates with your target audience or meets your business needs, such as driving traffic, generating leads, or boosting brand awareness.
To avoid this, define your content goals before hiring a copywriter, such as increasing brand awareness, improving conversion rates, or introducing a new product. Also, decide how you'll measure success, whether through website conversions, social media engagement, or lead generation.
Choosing based on price alone
Choosing the cheapest copywriter can be a costly mistake. While it may save money upfront, low-cost copywriters often deliver poor-quality content that doesn’t help your business.
Instead of focusing only on price, consider the value a skilled copywriter brings. Review their portfolio, experience, and ability to match your brand’s voice. Investing in quality leads to stronger engagement, conversions, and brand loyalty.
Ignoring the importance of brand voice consistency
Your brand’s voice is a key part of your identity and should be consistent across all content. When hiring a copywriter, ensure they can match your brand’s voice. Provide guidelines and examples for them to follow, and check their experience in adapting their style to different brands.
Establish a review process to make sure the copy aligns with your brand voice before publishing. A consistent voice helps build trust and loyalty by making your brand recognizable.
How to build long-term relationships with copywriters
Building long-term relationships with talented copywriters benefits your business by ensuring consistent, high-quality content while saving time and resources. Here are some key tips to create lasting partnerships with copywriters:
Establish clear communication and feedback
Good communication is crucial for successful collaboration. Set up regular check-ins, like weekly or bi-weekly, to discuss project progress, share feedback, and address any issues. Make sure the copywriter feels comfortable asking questions. Clear communication helps everyone stay aligned on goals, expectations, and deadlines.
Offer fair pay and recognize good work
Whether you're working with freelancers or in-house writers, offering fair pay is essential to keeping top talent. Paying freelancers competitive rates based on their experience and the project's complexity is crucial, as they rely on these rates for their livelihood. For in-house writers, fair salaries and benefits are just as important to ensure long-term commitment and motivation. Beyond compensation, recognize good work with positive feedback, testimonials, or bonuses for exceptional results. This makes the writer feel valued and encourages long-term loyalty.
Provide steady work and opportunities for growth
Copywriters appreciate consistent work and chances to grow with your business. If you need ongoing content, consider offering long-term contracts or retainer agreements. This provides the writer with job security and allows them to invest in learning your brand and audience. You can also provide training or resources to help them improve their copywriting skills and deliver even better results.
Key takeaways of hiring the best copywriters
Whether you hire freelance copywriters or in-house experts, clearly understanding the project scope and goals is crucial for long-term success. Building lasting relationships with skilled copywriters can improve your content marketing strategy and save time. To achieve this, ensure clear communication through regular check-ins, offer fair pay and recognition, and provide steady work and growth opportunities.
Use platforms that offer vetted copywriters to save on hiring time and costs, and be strategic in your hiring by considering experience, skills, and industry knowledge. By avoiding hiring mistakes and investing in the right copywriter, you’ll receive consistent, high-quality content that effectively supports your business growth
