How Even Smaller Brands can Hire the Right Copywriter


If you’re a small business, getting everything done can be a challenge. You’re already spread thin, and so is your budget. When it comes to finding help with marketing and copywriting, using a full-service agency isn’t usually an option. Hiring a freelance copywriter makes sense, but how should you go about it?

First, decide which type of copywriting help you need the most.

If you’re just starting out, consider having someone help you create a communication strategy. This framework will guide all your future copywriting, keeping your brand voice and message consistent. It’s critical for a strong brand, especially if you’re planning to work with multiple writers or contribute some of your own writing to extend your budget. With a common framework, you’ll be able to stay on message, and even less experienced writers will have a strong foundation to start from.

Maybe you already have a strong brand voice, but you’re not getting enough traffic to your site. If so, look for a copywriter that can help you with marketing campaigns to drive traffic or SEO strategies to make your site “findable”.

A marketing writer will write campaigns to catch people’s attention, leading them to you. This content will also promote brand awareness and product benefits.

An SEO writer will research which keyword phrases your audience is googling and skillfully weaving them into your platforms and content.

If your audience has already found your site, but they’re not engaging or converting, look for a copywriter who understands UX copywriting and content writing. Sometimes we lose engagement or conversions because the user experience on our sites isn’t enjoyable. This can be a result of poor UX copy. Other times, our audience isn’t engaged because our content doesn’t speak to them. Content writers can solve this problem for you.

What if you need help with everything?

First, don’t get overwhelmed. A lot of copywriters have experience with it all. Just ask them about it. They’ll tell you what their skillset is and which areas they love writing most.

Review their work.

Copywriters keep portfolios of their work to show to prospective clients. When you look at a portfolio, ask yourself these questions:

  • Is the “voice” unique to each brand? Some writers are great at one style. That’s fine, but only if it’s the style that works for you.

  • Does the copywriting talk about the product, or does it talk about how that product benefits the audience? It’s a subtle, but crucial difference. If the audience doesn’t see the benefit, the copy will be ineffective.

  • Is the copy memorable? Keep in mind, you may not be the intended audience, so it may not be persuasive to you, but you should get the sense that the target audience would find it meaningful.

Consider their personality.

It’s no fun to work with someone you don’t get along with; look for someone you like. You also want someone that’s dependable, so pay attention to how they behave. Do they put you off? Do they show up late? Do they listen when you speak?

Julie ComstockComment