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So you’re really popular with clients now and you are thinking of hiring a copywriter to take that extra work load off your plate, to bring back some balance in your life? Great idea, hire a copywriter, aha! Expanding your team with a skilled copywriter can help you to do just that whilst significantly enhancing your marketing efforts, whether it’s simply for your own website copy, a new client’s project, or managing your social media platforms. A skilled copywriter will know how to craft effective copy that grabs attention of the target audience, speaks to your website visitors, and drives positive results.
Copywriters are supposed to be the pros at creative writing in that you may delegate different types of copywriting tasks across various formats of work, spanning press releases and video scripts to blog articles and email campaigns. They can also work symbiotically with others, like graphic designers, project managers, and even subject matter experts, to create that seamless message to augment your brand atmosphere.
So do we hire a copywriter or not? Sounds like a 100% yes, a good place to start is by determining the right talent pool of copywriters for your business is an important place to start off, after you have decided what type of copywriter you and your business needs, eg. a single in-house copywriter or a few professional freelance copywriters.
Sure, with tools like ChatGPT around these days, it’s tempting to bring that AI program on to writing copy for you to save on that extra overhead budget, and yes, that AI personality can do the work of a copywriter ….. to some extent. Yet, it lacks the depth of a human touch that a skilled copywriter brings – and that encompasses understanding nuance, emotion, and the subtle connection with your audience that only a person can conjure up, which a computer cannot (yet, haha). Let’s face it, not everybody can write well – If writing isn’t your thing or you just don’t have the time in your packed schedule, it’s a good idea indeed to hire a copywriter to manage the heavy work. So, it’s time to explore the best practices for hiring the different types of copywriters for you – now, let’s get started!
Determining Your Copywriting Needs
To hire a copywriter: it’s essential to know what your business needs are. You have to know your target market, your brand voice, and what your objectives are so that you can select the right people.
Identifying Your Audience
Defining who your target audience is is the essential first step to hiring the right person that will be added to your team. What are the characteristics of your target demographics? What is their age range, interest(s), or even where are they based? Understanding the parameter range of your audience helps to ensure your copy is speaking directly to them.
Think about their pain points and their desires. What problems will they need to solve? Creating these buyer personas can help you better visualize who your audience is. The copywriter’s role here will be to follow these personas, study them to write messages that resonate for their attention.
Consider where your audience spends their time on – Is it on social media? Are they reading blogs or are they performing lots of searches on product descriptions? All of this information helps to create the right content for every platform.
To maximize your online presence or that of your clients’, it’s important that your copywriter understands where your intended audience is spending their time and tailors the marketing piece accordingly.
Establishing Your Brand Voice
Your brand voice is the way you sound in your copy – it is the tone you adopt to communicate with your audience through the words you type out. The content depicts your values and personality. When hiring a copywriter, you need to be able to provide guidance on how you speak or how you want to sound – and that can be either in a friendly, professional, casual, or informational tone depending on the occasion and circumstance.
For example, the voice of a tech startup could be elegant and modern, while that of a children’s brand could be playful.
You definitely want to be able to provide examples of current messaging and share what is working and what isn’t. A good copywriter will seek out this information from you to deliver on your vision. They will want you to share any writing samples you have for clarity on style and message. The second step is on you where you will need to personally go over the copies written by the copywriter and work on polishing it, at least in the first few attempts!
Remember, the best copywriter will automatically align your brand voice with your overall marketing strategy to create consistent and compelling messages to your target audience.
Setting Clear Objectives
Before committing yourself to hire a copywriter, outline your goals of what you intend to achieve through your copy. Do you want increased web traffic, sales, or enhanced brand awareness? Clear performance indexes for both you and your copywriter will guide your hiring project and allow measuring progress for success.
Be specific about what you want. Do you need blog posts, landing pages, or sales letters? Each of these has a different purpose and different writing approaches.
Deadlines are kryptonite to lots of people out there! That being said, you have to define deadlines for you and your team, that is a must – Clarification is needed on how much time you have for each project from different clients. Set reasonable timelines both for yourself and the writer. Getting organised with deadlines is the best way to ensure accountability and that there is a timely delivery of high-quality copy that serves your purposes.
Setting these objectives at the right time helps both you and the copywriter stay on track every step of the way – Help him/her to help you of course, aha!
Finding the Right Copywriter
You will want the right copywriter to serve your business needs, one who knows how to write for you and that all starts with the two of you getting intimate with your goals, your audience, and your brand voice.
Exploring Hiring Platforms
The same way you want to attract the right customers for your business, you have to clearly post on your job hiring ads your project needs and goals. This will attract only the right candidates, at least predominantly, hehe. Use specific terms like “web content” or “sales pages” to select applicants according to your needs that you have ascertained earlier. Do not forget to check their hourly rate, as it may differ significantly!
Look also for web pages that can match you with professionals based on your needs. This means saving time and will lead you to more writers who fit your requirements.
Many content marketplaces also provide access to a large talent pool of freelance writers skilled in different languages, which is especially useful if you are targeting diverse markets from different countries or across ethnicities.
Evaluating Portfolios
There are many online hiring platforms where you may start your search for skilled copywriters from. You can browse profiles from sites such as Upwork, Freelancer, and Fiverr. From here, it is possible to filter results based on industry experience and writing samples.
Once you identify the right copywriters, check through their portfolios. Make sure they have examples relating to your project – you’d struck a gold mine if you come across a subject matter expert that relates to your blog posts, article writing, direct responses, a press release, or perhaps a product description.
A competent copywriter will be able to brandish a variety of styles in writing to suit different occasions and clients. Gauging their ability to produce persuasive content that is suitable for your target audience by examining their previous work helps you measure their writing skills and understanding of brand messaging.
Asking for specific samples of writings to see how they handle your industry or niche is normal when you hire a copywriter – get them to submit their previous work to you!
Looking for SEO-friendly copy in their portfolio is indeed also a good reason to hire a copywriter who understands search engine optimization.
The Importance of Testimonials
Testimonials from previous clients may offer insight into a copywriter’s work ethic and effectiveness. Find reviews that mention their strengths, perhaps in the form of creativity and reliability.
You might find feedback confirming that they meet deadlines or produce the quality copy. Good testimonials might indicate that the copywriter communicates well and understands project requirements.
Try reaching out to former customers to get clearer information about the copywriter if not too difficult to do. This can indirectly serve as a guarantee that you’re hiring into a professional who is actually capable of providing exactly what you need.
Positive feedback from a content manager or content editor can also highlight how well the copywriter collaborates within a team.
The Hiring Process
Finding the right copywriter is crucial for your business’s success. This process involves creating a job description, interviewing candidates, and assessing their writing skills. Each step helps you identify the best fit for your needs.
Creating a Job Description
A compelling job description is your starting point in attracting top copywriters.
Specify the type of copywriting needed:
- Digital marketing and sales materials (sales letters and landing pages)
- Content creation (content marketing services, blog posts, social media posts, and email marketing)
- Technical writing (white papers and case studies)
Also, mention the required skills. For example, excellent writing skills, creativity, and experience in your field. Use preferred qualifications like years of experience or a portfolio of some writing samples. This makes it easier for the applicant to know what you are after and enables you to find the right writers. Clearly stating what you need from the get-go also allows more unfit candidates to eliminate themselves from attending interviews with you, aha! Including a cover letter requirement in your job posting can help identify candidates who are a good match for your company culture and project needs.
Interviewing Candidates
Once you get the applicants, it’s time to have interviews with them. Prepare questions that dig deeper into their experience and writing style. Ask about previous projects they have worked on and their approach to market research and analysis.
Consider including scenario-based questions, such as:
- How would you adapt your writing for a new product?
- Can you share a successful project you’ve completed and why it worked?
Interview them personally (regardless of online/offline) and assess their communication skills at that point. A great copywriter should convey a clear idea briefly. Note their responses for you to compare later.
An interviewer asking the right questions during the interview is crucial to finding a good employee match who can deliver results for your marketing campaigns.
Copywriting Skills Assessment
Before you hop them onto your payroll, if you have the time, you may also evaluate a candidate’s writing abilities by offering a specific writing assignment that represents the kind of writing they would do.
Use the following criteria to evaluate their work:
- Clarity: Is the message easy to understand?
- Persuasiveness: Does it effectively encourage specific action?
- Relevance: Is the content aligned with your target audience?
You could also ask them to provide samples of previous work if you haven’t already. Good-quality samples can show their writing style and versatility.
Testing their ability to write direct response copy or a hard sell piece can be helpful if your project and clients demand persuasive marketing materials.
Best Online Websites to Hire a Copywriter
- Fiverr
- Suitable for small projects.
- You can select from many freelance copywriters that vary in skills and prices.
- Look for rating and review sites to find an experienced copywriter.
- Upwork
- Offering a large number of experienced copywriters.
- You can hire based on hourly rates, usually between $19 and $45.
- Review their past work to find out how they write.
- Toptal
- Focus on high-end freelance professionals.
- Good for business owners looking for talented copywriters.
- They match you up with a writer according to your specific needs.
- PeoplePerHour
- Connects you to freelancers for any project.
- You can post job ads, and interested copywriters can submit proposals.
- This website offers samples from various industries and writing styles.
- Freelancer
- It provides a competitive bidding system.
- You can see examples of their work and get quotes from multiple writers.
- Suitable for blogging, website content, or sales pages.
These platforms offer access to great writers and a diverse talent pool to find the right place for your project
Budget Considerations To Hire A Copywriter
Good thing no cheap, cheap thing no good – When you hire a copywriter, budget will indefinitely play the major factor on the type and quality of candidates you attract. Hiring costs per project or per hour will vary widely depending on experience and type of work you need done.
Types of Copywriters:
- Freelancers: Usually cheaper, best for small projects such as a blog post or social media content.
- Professional Copywriters: They generally will demand for more, since they are more likely to know exactly what they are doing and hopefully know what you need. They can work on projects like sales pages or white papers for you.
Factors Influencing Hiring Cost:
- Experience Level: An experienced writer with years of experience will undoubtedly charge more but can deliver higher-quality and effective content.
- Project Type: Costs of projects differ according to each one. Website copy or landing pages could require much more investment than just a product description. Some may require a long, long copy, and more pages to write up.
- Payment Method: Some freelance copywriters ask to be paid by the hour; whereas some prefer to charge based on the project type and size. In-house copywriters on the other hand will be paid either bi-weekly or monthly – do ensure to check local laws to determine the legal contributions required of hiring a full-time employee.
Determine what suits your budget best.
What to Expect:
- Writing Samples: These are samples of their written work to determine the quality and style.
- Discovery Call: This initial conversation helps clarify your needs and ensures a good fit.
- Detailed Brief: Clearly outline your project goals, target audience, and desired outcomes.
Final Tips:
Keep a realistic budget while remembering that investing in a good copy can translate into higher conversion rates – you pay for what you get, aha! Therefore, go for the right balance between cost and quality of talent in order to meet your business goals.
Hiring freelance writers can be a cost-effective way for a small start-up business or your own business to access copywriting services without the overhead of an in-house copywriter.
Onboarding and Collaboration
Setting Expectations
Define the scope of work from the very beginning clearly as mentioned above. Discuss what you want from that freelance copywriter, including deadlines and specific types of projects, such as blog posts or sales pages. This avoids miscommunication.
- Goals: What are your business goals? To get brand awareness or higher conversion rates?
- Writing Style: Provide examples of the writing style you prefer.
- Target Audience: Identify your target audience. A competent copywriter will know how to craft words that appeal to these prospects.
Providing Feedback
Constructive feedback helps someone to grow in the right direction. Once the copywriter has done his piece, read through it carefully. Provide comments on what works and what doesn’t.
- Be Specific: Instead of saying, “It is not right,” specify what you don’t like. Is it the tone? Is it missing key points?
- Guidance: Give them guidance on how to revise with the mission that they are to eventually steer themselves independently. For instance, if a blog post is shallow, tell them to add more data or case studies.
- Positive Reinforcement: Also commend excellent work. Everyone appreciates praise, and it motivates the copywriter to perform well.
Maintaining Open Communication
Maintain communication open throughout your project. Hold regular meetings to report progress and discuss any issues.
- Use Various Channels: E-mail or any messaging application for quicker questions, but video calls are better for in-depth discussions.
- Check-In Meetings: This can clarify any uncertainties and align your goals.
- Be Available: Make sure the copywriter knows how to reach you. This helps answer questions they have as they work.
Having a content editor or content manager involved can ensure the copy stays aligned with your brand’s overall vision.
Measuring Copywriter Performance
The performance of a copywriter needs to be measured by tracking specific metrics and analyzing the results of his work. This will let you know if the copy is in line with your business goals and if it resonates with your target audience.
Tracking Key Performance Indicators
Key Performance Indicators (KPI) are crucial for assessing a copywriter.
- Conversion Rate: The number of visitors who take the intended action after reading your copy. A higher rate may indicate an effective message.
- Click-Through Rate (CTR): This measures how many people clicked on a link contained in the copy. This is one of the most important things for email marketing and social media posts.
- Traffic Metrics: Track how many visitors your website receives through your blog posts or sales pages. Google Analytics will be of great help here.
Analyzing Conversion Rates
Conversion rates describe just how effective a copywriter is at turning readers into customers. This can be gauged through different pieces of content, such as:
- Landing Pages: Analyze how many visitors submit forms or make purchases after visiting these pages.
- Sales Copy: Analyze the sales letter and the product description to determine if they are generating sales.
Frequently Asked Questions
Why should I hire a professional copywriter?
Professional copywriters do have expertise in crafting clear and persuasive messages. They give you more time, prevent mistakes in content, and increase conversions and brand credibility. Hiring an expert ensures your marketing copy stands out in the competition.
Can a copywriter work remotely?
Yes, many copywriters work remotely. Location can rarely be a problem since communicating via emails, video calls, and project management tools can be efficient.
Do copywriters provide SEO services?
There are lots of copywriters who have mastered SEO and can write optimizable content. Ask them whether they can include keyword research, meta descriptions, or any other SEO elements in the work.
Wrapping up
Should you hire a copywriter? Definitely, haha, do you still need to ask? Whether it’s for your website copy, a specific project, or regular content writing, a copywriter can make your life easier and your content stronger. The best copywriters know how to create content that grabs attention, connects with your audience, and brings in new clients – money, money, cha-ching!
Copywriting takes skill and hard work, and a good content writer can handle everything from blogs to direct-response ads. They work with your graphic designer or project manager to make sure your message is clear and gets results. Need something specific? A freelance writer or website copywriter can step in to help with one-time tasks or ongoing needs.
The most important thing is finding someone who understands your goals and can deliver great results—whether it’s for your audience or search engines. If you’re ready to upgrade your content, hiring a copywriter is a smart investment.
