How to Find the Right Freelance Copywriter for Your Business
Ask the Right Questions
Photo by Andraz Lazic on Unsplash
There are an estimated 204 million freelance writers in the world. 204 MILLION. That's a HUGE talent pool. The good: you’ll never be short of freelance copywriters wherever you are. The bad: finding the right freelance copywriter takes effort and patience.
What makes a copywriter the right one for your business or project? You’ll need to decide this first before starting your search. If you don’t know what you want, how will you know when you find it?
What Does Your Ideal Freelance Copywriter Look Like?
First, start with your goals for the project. Then, work backwards. The following questions will help you define your copywriting goals and requirements.
1. What are you looking to achieve from this copywriting project?
Make a list of your goals. Example:
Launch a new website for your brand, product or service.
Inspire web visitors to subscribe to your product or service.
Double your web traffic in the next 6 months.
The more specific your goals, the better. This gives both you and the copywriter clarity of your expectations.
It’s also important to bear in mind the different copywriting specialities. A creative copywriter is a different breed from a sales-driven copywriter, for example. Those are two different skill sets and techniques.
It’s not impossible to find copywriters who can do both (and more). But you’ll need to specify your requirements to ensure you find the right talent.
2. Are you relying solely on copy to achieve your goal(s)?
It’s important to look at the big picture. Good copywriting is important, but so are:
A cohesive brand image,
An effective messaging & SEO strategy, and
A polished design/UX/UI supporting the content—be it a website, blog, email, or something else.
Even the most well-crafted web copy will struggle to impress when presented in a hard-to-read font or cluttered design. We live in a highly visual world where presentation can make or break a brand.
There are a whole host of elements that need to work in concert for the copy to achieve its potential. This doesn’t mean quality copywriting isn’t important. It is, but so are the right branding, visual, and SEO elements.
I’ve noticed that clients with a cohesive SEO and digital marketing strategy don’t look for SEO writers. They look for good writers with an understanding of how SEO works.
It's because they already have all the critical elements in place:
a good website design,
regular high-quality content, and
a sound strategy tying everything together.
Quality content is essential, but it doesn’t work in isolation.
3. What are your specific copywriting requirements?
A clear project scope will help both you and the copywriter decide if they’re the right fit for your needs. It also allows the copywriter to provide an accurate estimate for the job.
Instead of saying you need copy for a 5-page website, create a sitemap. Outline the pages, key points for each page, and its purpose. A page can have any number of words; saying you need a page of copy doesn’t say much.
The type of content makes a difference too. A detailed product page will need more research than a general brand introduction.
Where possible, provide references of similar writing styles or content types for inspiration. This helps copywriters visualise the end result you’re looking for.
The more specific you are, the easier it is for you to zoom in on the most promising talents.
Each copywriter brings an individual flair, skill set, and perspective to the project. In an ideal world, you'd be able to find a copywriter who ticks all the boxes. But how much time and effort are you willing to spend looking?
How important are the following to you: experience, creativity, writing style, compatibility, affordability? You’ll need to prioritise.
Whether you’re seeking a long-term creative partner or an ad-hoc copywriter, having clear priorities will speed up your search.
Ask the Right Questions
Now that you know what your ideal freelance copywriter looks like, how do you find them? It starts with asking the right questions.
Here’s a pro tip: ask specific open-ended questions that welcome personal insight. This allows the individual to feel at ease and answer in a natural way.
For example, don’t ask copywriters ‘how they know their writing is effective’.
If you’re looking for a sales-driven copywriter, ask for statistics on their content performance. This is specific and clear. Asking me how I know my writing is effective is vague and confusing—what’s your definition of 'effective'? My client reviews speak for my work.
Unless the copywriter specialises in sales-driven copy, it’s often difficult to prove the effectiveness of one’s writing. As highlighted earlier, content doesn’t work in isolation.
Don’t ask biased, leading questions. Keep them open, inviting, and inquisitive. You’ll get a better sense of the individual this way.
8 Questions to Ask When Hiring Freelance Copywriters for Your Business
Here are 8 probing questions to help you find the right freelance copywriter for your business:
1. How would you describe your copywriting style?
This (and the copywriter’s portfolio) will give you an idea of the style and quality of their writing.
How they describe their copywriting style reflects their confidence, personality, and creative identity. The more you know about them as a person, the easier it is for you to assess their suitability.
2. What is your typical process flow?
The way the copywriter works tells you how organised, efficient, and reliable they are. While creativity is a fluid process, professional freelancers will have a process in place for efficient project and time management.
3. What kind of projects do you enjoy working on?
Knowing their interest areas helps you assess their suitability for your project. It doesn’t have to be a deal-breaker, but it gives you a sense of their passions.
If, for example, you operate a plumbing service, chances are low you’ll find a copywriter with a passion for plumbing.
But if you’re building a climate action app, a copywriter who’s passionate about environmental causes might be a much better fit for your project.
4. How is your copywriting service different from other copywriters?
This is the million-dollar question. It’s a difficult question to answer for any service provider, but a defining one.
Why should one choose brand A over B? There needs to be a compelling reason.
5. In what areas do you feel you excel as a copywriter?
Clarity of the copywriter’s strengths will help you make an informed decision. But don’t take their word for it.
Verify their answer against their portfolio and customer testimonials. This brings us to the next question.
6. Can you share a few client testimonials and links to your recent work?
Talk is cheap. The only way to know if one is worth their salt is by looking at their client reviews and portfolio. LinkedIn and Upwork profiles with client reviews on them are particularly useful references.
Most professional copywriters will have a website or online portfolio showcasing their work. It’s a basic prerequisite in our digital age. Live links are best as they provide a direct reference to the copywriter’s published work.
7. What makes you the best person for my project?
It might feel like you’re making the copywriter jump through hoops, but this is an effective screening tactic. It weeds out the less committed and indifferent freelancers.
The more effort they’re willing to put in to get the job, the higher the chances they’ll go the extra mile in ensuring a job well done.
8. Describe your ideal copywriting client.
An experienced copywriter will know exactly what kind of client they work best with. They’ll have a clear idea of what they’re looking for in an ideal copywriting client.
This will tell you how well-matched you both are. Finding a compatible freelancer increases your chances of a productive collaboration. It also paves the way for a meaningful long-term working relationship.
“Coming together is a beginning, staying together is progress, and working together is success.”
According to Wonder, writing is the third most popular freelancing task. With a global talent pool of 304 million freelance copywriters, you won't be short of options.
But it’s worth taking the time to find a freelance copywriter who’s the right fit for your brand rather than settling for the cheapest talent.
Having common values and work ethics makes communication and problem-solving much easier. There’s a world of difference between hired help and a like-minded partner.
Don’t settle. Aim for a freelance copywriter who will be an asset to your brand and business. And guess what: they’re out there looking for a client like you too!
Need an impartial perspective on your project or content needs? Let’s chat! I’m always happy to connect with like-minded business owners.
