So you’ve decided you need a copywriter. Heck yeah! But now comes the tricky part, which is hiring a copywriter who won’t give you watered-down corporate speak or sales-y nonsense that makes your skin crawl.
As a copywriter myself, I’ve sat on plenty of discovery calls with people who are equal parts hopeful and skeptical. They’ve been burned by writers who didn’t get their brand, or they’ve paid for copy that sounded like it could belong to literally any business in their industry.
You need someone who understands your audience, matches your energy + values, and can translate what’s in your head into persuasive words that make people want to work with you.
Throughout this post, I’ll walk you through what to look for, what questions to ask, and how to spot red flags before you hand over your deposit.
And if you finish reading and think “okay, this person gets it,” you can check out my copywriting services to see if we might be a good match!
Hold On, What Exactly Does a Copywriter Do?
Let’s clear this up first because there’s some confusion floating around about what copywriters handle.
A copywriter creates the words that move people toward action.
That could mean:
- Website copy (homepage, about page, services, all that good stuff)
- Email sequences for launches or nurture campaigns
- Sales pages that walk people through your offer
- Ad copy for Facebook, Google, or whatever platform you’re using
- Blog posts and other content (though not all copywriters offer this)
Many copywriters specialize in something, such as health and wellness copywriting. OR they have a pretty broad target market, such as copywriting for small businesses, but they focus on certain types of copy (ex: launch copy) or have a specific approach (ex: personality-driven copy).
You’ll also find copywriters who lean heavily into SEO. They’re great for blog content that needs to rank, but if you need truly technical SEO work (like site structure or schema markup), you’ll want an SEO specialist, not a copywriter!
Oh, and one more thing: copywriters aren’t content writers, though some writers do both.
Content writers focus on education and nurture. They create blog posts, articles, and guides that build trust and authority over time. Copywriters focus on conversion. They’re writing to get people to click, sign up, or buy.
Some hired copywriters (myself included!) offer both services because they work together for your marketing strategy. Educational content builds the relationship, and conversion copy closes the deal.
But understanding the difference between copywriters and content writers is super important when you’re hiring because you need to know which one you need for your project!
Who Needs a Copywriter?
Ummm, everyone?
I’m mostly kidding, but you’ll likely need a copywriter when:
- You’re launching a new brand: You need a brand messaging guide that positions you clearly and web copy that converts visitors at minimum, and also likely some emails and sales letters.
- You’re going through a rebrand: If you’ve outgrown your current messaging or your business has evolved, a copywriter helps you start speaking to your new ideal clients.
- You’re running a launch: Email sequences, sales pages, checkout copy…ALL of that needs to work together to guide people toward buying.
- You want ongoing support: Regular email newsletters or SEO blog posts keep your audience engaged and bring new people to your business.
- You need a second set of eyes: Some copywriters offer quick audits if you’re mostly DIYing your copy but want a professional to spot what’s not working.
In my experience, pretty much every small business owner needs to hire a copywriter at least once. Many hire multiple times as their business grows.
You shouldn’t hire a copywriter JUST because you want to save time or avoid writing because you hate it, though these are valid reasons.
You hire a copywriter because understanding buyer psychology and knowing how to apply it to your website or sales page is an ultra-specialized skillset.
80% of buying decisions happen emotionally first, and the right copywriter knows how to build up these emotions with sales psychology to do the heavy lifting and make your target audience buy.
Good copywriters spend YEARS building that expertise. You wouldn’t DIY your bookkeeping just because you know how to add and subtract, right? The same logic applies here!
Questions to Ask Yourself Before Hiring a Copywriter
When hiring a copywriter, it’s important to find the right person, but it’s equally as important to be a good client. The most successful projects happen when both sides show up prepared.
So, before you start reaching out to writers, make sure you can answer these questions:
1. What do you need written?
Seems obvious, but you’d be surprised how many people reach out saying “I need copy” without specifying what kind.
Do you need to write your first website? New sales copy? Some social media posts? All of these are veryyyy different projects!
The clearer you are upfront, the easier it is for a copywriter to tell you if they’re the right fit and what the timeline and investment will look like.
That said, experienced copywriters can help you figure this out if you’re not 100% sure. If you’re thinking “I know my website isn’t working but I’m not sure which pages need a refresh,” a good copywriter can audit what you have and make strategic recommendations.
But you should at least have a general idea of the project scope before hopping on calls!
2. Who is your target audience?
Your copywriter can’t invent your target audience for you. They’ll ask you questions about who you’re selling to, and you need to be able to answer with specifics.
The more detail you can provide about your ideal clients or customers, the better your copy will be.
If you’re still figuring out your audience, that’s fine. Some copywriters offer messaging or brand strategy work that can help you get clear on this before diving into the actual writing, but you still need to have at least SOME idea of who you want to reach.
3. When do you need it done?
Most good copywriters book out at least a couple of months in advance.
If you’re working with a designer who needs copy before they can work on your site, or if you have a hard launch date, you need to factor that in and reach out early.
I talk to potential clients all the time who need copy “yesterday.” I get it that life is busy and sometimes things move really fast, but in-demand copywriters usually can’t accommodate last-minute projects.
And honestly, if someone’s available to start tomorrow with zero wait time, that’s usually not a great sign. It means they’re not booked, which often means they’re not in demand.
Plan to reach out at least two months before you need your finished copy.
Three months if your project is complex or if you’re coordinating with other professionals like designers or developers!
4. What is your budget?
Many copywriters list their prices on their website, so you can get a sense of whether they’re in your ballpark before reaching out.
Generally speaking, cheaper writers mean less experienced work.
Now, there are some talented newer copywriters charging lower rates to build their portfolios, and those can be solid options if your budget is tight. That said, they’re rare. And the prices still shouldn’t be TOO low. If someone’s charging $200 for a full website, that’s a red flag!
On the flip side, sky-high prices don’t automatically mean better work. Sometimes you’re not paying for genuine expertise, but just for the hype.
The best way to figure out if a copywriter’s rates are worth it is to look at their portfolio and read their testimonials.
It’s also important to make sure that your copywriter’s personality and values align with yours. Price matters, but fit matters even more, IMO!
Questions to Ask Your Copywriter Before You Hire
Once you’re clear on what you need, it’s time to vet potential copywriters! Here are the questions that’ll help you figure out if someone’s the right fit:
1. What types of copy or industries do you specialize in?
Copywriters usually specialize in something, either the type of copy they write or the people they write for.
For example, some focus on website copy or writing launch emails and sales pages. There are also copywriters who work with specific types of clients, such as new business owners, e-commerce brands, or service providers in specific industries like therapists.
Even if a copywriter doesn’t have a defined niche, they still have a personality and a specific voice they’re known for.
At Slade Copy House, we’re known for personality-driven, punchy copy that feels relatable and human. That shows up whether we’re writing for a financial planner, a photographer, or a law firm! While every client is different, there are common threads in how I approach the copy I write.
Overall, your copywriter needs to be a match for what you do or how you want to sound.
Their focus should make sense for your focus. If they mostly write corporate B2B copy and you run a warm and personal service-based business, that’s probably not going to work, even if they do quality work.
2. Do you do voice of customer research as part of your process?
Voice of customer or market research is an important part of the copywriting process that helps you learn all about how your customers talk. AKA, the words they use and how they express what they want.
Most business owners are too close to their brand to write copy that resonates.
You know your business inside and out, but that can work against you. You end up using industry jargon or explaining things in a way that makes sense to you but confuses your audience.
A copywriter helps translate what you do into language that makes your customers say “yes, that’s exactly what I need!”
If a copywriter doesn’t do any kind of customer research (if they’re just taking your word for everything without digging deeper) that’s a red flag that many business owners don’t know about. Ask them about their market research practices during the hiring process!
3. Can I see your portfolio?
This one’s non-negotiable! You need to see examples of their work so you can verify their expertise and get a sense of the quality and results they deliver.
What’s in their portfolio now is what you can expect for your own project.
If their samples feel flat or generic, your copy will probably feel the same way. And if a copywriter doesn’t have a portfolio on their website or won’t share samples when you ask, RUN!
4. Do you have experience with SEO copywriting?
SEO (search engine optimization) is how you help people find your website through Google and other search engines.
It involves a few different steps, such as using specific keywords, structuring your content in certain ways, and following best practices that signal to search engines that your page is valuable. I won’t get into all the details, but you can check out these 8 SEO terms for beginners if you want to know more!
Not all copywriters know SEO, and some only know the very basics, which won’t really help you rank.
That said, not all projects need SEO. For example, emails don’t, and most launch copy doesn’t. But for your website, especially pages like your homepage, service pages, and blog, you absolutely want someone who understands SEO beyond just stuffing keywords into paragraphs.
If you need SEO for your copywriting project, here are some questions to ask:
- How do you approach keyword research?
- Do you do anything beyond writing meta descriptions and title tags?
- How do you structure content to rank well?
- Can you share examples of pages you’ve written that rank on Google?
If a copywriter can’t answer these clearly, they probably don’t have the SEO chops you need!
5. What does your revision process look like?
Revisions are part of the process, and you need to know upfront how they work.
Ask how many rounds are included in the project, and find out how you’re expected to provide feedback (in my experience, typically, you need to do it via Google Docs).
You should also know the timeline, such as how long you have to review the draft and how long it’ll take the copywriter to turn around revisions.
A good copywriter should have a clear and organized revision process. If they’re vague about this or act like revisions are an inconvenience, that’s a red flag!
Is It Worth Hiring a Copywriter?
YES, and ESPECIALLY now! In an era where everyone and their mother uses ChatGPT to “write copy,” being human and standing out with your messaging matters more than ever.
I hate to break it to you, but AI copy is obvious and yes, people can tell.
And even though “everyone uses it,” it still breaks trust. There’s something off about it, with the generic phrasing, weird repetitions, and lack of personality.
But the fact that AI has flooded the market with mediocre copy makes hiring a GOOD copywriter even more valuable.
Good copy speaks to your audience’s subconscious and taps into psychology. It makes people take action. This is why you need someone with a deep understanding of how to write copy that sells!
You can have the most beautiful website design and the best service or product in your industry. But if your copy doesn’t connect with your audience and move them toward working with you, you won’t make sales, and that’s why hiring a copywriter is and will always be worth it!
Get Copy That Will Make Your Competitors Jealous
At Slade Copy House, we offer copywriting and content writing services that make a difference for brands that do the same. They include:
- Website Copy
- Sales Page Copy
- Email Marketing
- Launch Copywriting
- Brand Strategy
- SEO Blog Writing
If you’re not ready to hire a copywriter for a full project, you can check out our Copy Quickie, which is a week-long copy audit and polish session for entrepreneurs who already have drafts in hand but need a pro to help them tighten the messaging and optimize it for conversion!
Learn more about the Copy Quickie and our other copywriting services or get in touch!
