HOW TO HIRE A COPYWRITER - THE ULTIMATE GUIDE
If you’ve decided that hiring a copywriter could be a great move for your business, but you’ve got no idea where to start, you’ve come to the right place. We’ve pulled together a handy guide to help you understand your options and what to look out for, so you can be confident that you’re making the right decision. Let’s get straight into it!
What kind of copywriter is best?
There are thousands of copywriters in the UK, and many of them specialise in a specific area. What kind is best will depend entirely on your needs and goals. Here are some of the key copywriting specialisms to look out for as a business owner.
SEO copywriting
SEO copywriters specialise in optimising websites to help them rank higher in search results on Google and other search engines. While your website copy does have an impact on your ranking, it’s not the only factor that’s important – your website layout, keywords, linking and coding also play significant roles. So, if your main goal is to improve your position in search results, you might want to consider working with an SEO consultant, too.
Persuasive copywriting
Persuasive copywriters are skilled in the art of encouraging your browsers to take an action, whether that’s buy a product, sign up to a mailing list, download an app, or something else. There’s an element of psychology involved in persuasive copywriting, so usually, these copywriters will have some sort of qualification in that field. If your main goal is to convert more of your web traffic into customers, a persuasive copywriter is a good choice.
Technical copywriting
Technical copywriters specialise in writing detailed walk-throughs of technical subjects, like explaining how a complex product works. At the same time, they’ll encourage readers to make a purchase. This type of copywriter may suit you if your business is in the tech field – but you might also want to hire other types of copywriters for other areas of your website or marketing.
Marketing copywriting
Marketing copywriters tend to have a broad skillset, writing copy for websites and other marketing material with the aim of promoting a business and generating leads. Technically, every copywriter on this list is a type of marketing copywriter! Some may specialise in certain areas of marketing, like direct mail, radio scripts, or digital ads.
Industry specialisms
Rather than specialising in a specific type of writing, some copywriters will specialise in writing for businesses in a certain industry or niche. Common examples include travel, health and wellness, or sports. You don’t necessarily need a copywriter who specialises in your industry, but if this is important to you, it’s something else to look out for.
What to consider when choosing a copywriter
Experience
One of the main things to think about when choosing a copywriter is the experience they have, particularly in your industry or in the specialism you’re looking for. Most copywriters will detail their experience on their website, but if you can’t see it, there’s no harm in asking.
Qualifications
There are no formal qualifications required to be a copywriter, but many are educated to degree level. Look out for copywriters with qualifications in their relevant specialism. If you’re looking for a specialist persuasive copywriter, for example, it’s a good idea to find someone with a degree in psychology or consumer behaviour. And if you need an SEO copywriter, a qualification in SEO is an obvious plus.
Portfolio
A good way to get a feel for a copywriter’s style is to look at their previous work. Sometimes, you’ll be able to view a portfolio on their website. If not, look at the way their own website is written, read their blog (if they have one), and don’t forget that you can always ask to see some examples of their previous work. Any good copywriter will be more than happy to send you some samples.
Feedback
Reviews, recommendations and feedback give you a good indication of what you can expect from each copywriter. Pay close attention to what people say about their communication skills, ability to meet briefs and deadlines, and what results they have achieved for others. You can usually see reviews on a copywriter’s website or social media pages.
Specialisms
It’s important to consider which specialist area of copywriting would be most beneficial to your business. Then, when you’re selecting a copywriter, you can focus on those who are well-versed in whatever it is you need.
Cost
Of course, it wouldn’t be right if we didn’t mention cost. The truth is, the cost of professional copywriting in the UK varies dramatically depending on the copywriter’s experience, area of expertise, and whether they’re a freelancer or part of an agency. As with any service, remember you do get what you pay for, so if someone seems very cheap, this may be a red flag. On the other hand, you don’t need to pay over the odds, so it pays to shop around and obtain a few quotes before deciding who to work with.
How much does it cost to hire a copywriter?
As we mentioned above, the cost of hiring a copywriter varies drastically depending on a number of factors, including their experience and specialisms.
Where you hire your copywriter from can also have a huge impact on how much you pay. For example, freelance platforms like Fiverr are full of copywriters offering basic services at extremely low costs – mainly due to the fact that these websites are competitive marketplaces and the types of writers who use them tend to be less experienced. That doesn’t mean you can’t find a great copywriter on these websites, but it’s crucial to do your research to manage expectations.
Typical day rates for a copywriter in the UK range from about £150 all the way up to £1,000 and above, depending on the factors we mentioned earlier. Some copywriters charge per word, instead, and others will give you a fixed price for your individual project. We recommend going down the fixed price route if you can – it means you won’t be hit with unexpected costs if the work takes longer than the writer expected, and it also means they’ll be more focused on achieving your desired outcome instead of maximising word counts. In fact, shorter-form copy often provides the best results.
If you have a budget in mind, it can pay to be upfront about this when you first get in touch with a copywriter. They can let you know from the get-go if your budget is realistic, and it could save you a lot of time communicating back and forth only to find out they cost more than you’re able to pay.
What to expect when working with a copywriter
Every copywriter will have their own processes, but generally speaking, here’s a guide to what you can expect.
Briefing
For obvious reasons, you’ll usually need to brief your copywriter on exactly what you want them to do. This might mean filling in a form, or meeting with them to chat everything through. You could also put all the necessary detail into an email, if your project is straightforward. A good copywriter will want to know not just about the subject matter they’ll be writing about, but also about your business as a whole, your brand, any guidelines you follow, your target audience, and what your goals are. It might seem like you have to provide a lot of information, but remember, the more your copywriter knows, the better the copy will be!
Communication
Your copywriter will touch base with you throughout your project, especially if it’s a big one, to keep you updated on their progress and ask any questions that might arise as they work on it. A good copywriter will also be approachable so you feel comfortable asking them for updates if you need to.
Amends
It’s common to have feedback for your copywriter when you receive their first draft. Make sure you review their T&Cs before you go ahead to see how many rounds of amends are included in their quoted price. There will usually be a limit to how many rounds of amends can be made for free – this is to protect the writer against clients changing the scope of the project after work has begun. The more detail you provide in your original brief, the fewer amends will be needed.
Payment
For bigger projects, you should expect to pay your copywriter a small deposit upfront, or make payment in stages as the work progresses. This protects them against non-payment when they’re investing large amounts of time into your project. Do however be wary of anyone who asks for payment in full before they start work.
For smaller copywriting tasks, you’ll usually pay the full amount after the work has been completed and only when you are happy with it.
It’s important to bear in mind that many copywriters’ T&Cs will state that copy cannot be used anywhere until payment is made. So, even if you’re still within the payment terms outlined on the invoice, you’ll need to pay it in full before you use the new copy on your website.
Hiring a copywriter – the bottom line
Here are our top tips for hiring a copywriter in a nutshell:
· Consider what specialism you need
· Research potential copywriters to find out their experience, qualifications and reputation
· Have a budget in mind and consider the value a good copywriter can bring to your business
· Provide your copywriter with as much detailed information as possible about your project from the get-go
At Sell it with Science, we’re experts at turning browsers into buyers with clever copy that converts. So, if you want to get people reaching for their wallets, get in touch with us today and let’s see how we can work together to help you reach your goals.