The words on your website do more than just tell your audience what your business does—they determine who stays, who buys, and who never visits again.
Knowing how to hire a good copywriter is the difference between a just “okay” website that people click out of and one you’re obsessed with because it gets you real results.
Hiring wrong is an expensive mistake that’ll cost you time, money, and potential clients.
As a professional full-time copywriter, I can tell you exactly what’s most important to think about when hiring one (and the red flags to watch out for) to make sure your business investment is a good one.
What to Consider When Hiring a Copywriter for Your Business
Every copywriter brings their own background, POV, and skillset that impacts the way they work and produce copy. That means the “right” copywriter is going to be completely individual to your business and goals.
When you’re weighing options and deciding on a copywriter to hire, think about:
What kind of copy do you need?
Not all copy requires the same skillset, and many copywriters specialize in either a specific industry (ex. B2B, B2C) or a specific medium (the type of copy they write).
A website copywriter might focus on conversion-focused copy (like I do at Reveal!), but not offer email copy at all, or vice versa.
Getting clear on what you need from the beginning will save you time inquiring with copywriters who may not even offer what you need (or may provide it, but not be super skilled in it because it’s not their main thing).
Do you vibe with them and their writing style?
Copy projects in general require a lot of collaboration, so making sure you “click” naturally with your copywriter is important.
They should make you feel comfortable on the discovery call and leave you feeling assured they understand your business, project, and goals on a deep level.
You also want to make sure you actually like their writing style. Yes, your copy should sound like you, but at baseline, every copywriter has their own signature style whether they advertise it or not. It might be putting an emphasis on storytelling, sticking to a more minimalist approach, or utilizing psychology-backed techniques.
What’s their process and strategy?
Process and strategy transparency tell you a LOT. In general, a good copywriter should be upfront about their approach to projects, the strategies they use, and what it looks like to actually work together.
They should also have clear processes in place (and be able to communicate what those are) to understand the ins and outs of your business, your target audience, and your unique voice.
Every copywriter’s approach is going to be unique, but at Reveal we kick off with a thorough onboarding questionnaire before I dive into in-depth research on you, your audience, offers, and competition.
Then, I combine sales psychology and storytelling to write words that sound like you AND sell. A focus on conversions is at the very core of what I do at Reveal, and that’s evident in every step of my process and strategy.
Learn more about my signature Reveal Brain-Based Buying Framework© here.
Can they help with SEO?
Copy and search engine optimization (SEO) go hand-in-hand. Some copywriters offer “SEO-optimized” copy, while others don’t include SEO as a standard part of their projects.
It’s worth digging into this upfront, because if you do want to include SEO in your project, it’s typically something that needs to come before the actual copywriting process begins.
If a copywriter promises SEO optimization, ask them what that includes. Keyword research? SEO metadata? On-page SEO?
If you need SEO but the copywriter you want to work with doesn’t offer it, could you potentially hire an SEO specialist to work alongside them? What would that collaboration look like, and how would it impact the project timeline?
Are their clients getting results?
Anyone that guarantees conversions or specific results or is either lying or manufacturing claims to make themselves seem more legit.
That said, professional copywriters that have been in the industry for a while usually have case studies and client reviews that demonstrate a track record of results.
How to Vet a Copywriter Before Hiring Them
So, you’ve found the perfect copywriter and can’t wait to hand your project over—but don’t jump to hire them just yet.
Unfortunately, the online space is full of unethical sales practices and manufactured results, so it’s important to do your due diligence.
Here’s what to do to vet a potential copywriting hire:
- Review their portfolio. Look for versatile writing samples AND experience in your specific industry. Their portfolio and case studies should also give you an idea of what results their clients are getting from their copy.
- Check out their social media profiles. Don’t put too much stock into vanity metrics, but does their social media presence align with their website? Do they come across scammy or use sketchy sales tactics in their marketing?
- Look at testimonials and past client interactions. And if you know any of their past clients personally, reach out to ask about their experience! This is one of the best ways to suss out whether working with a copywriter will be easy-peasy or a giant headache.
- Get clear on their process. I touched on this earlier, but if a copywriter is vague or can’t explain their process to you, they might not be as experienced as you’d like and/or the actual process of collaborating with them might be frustrating.
- Book a discovery call to ask questions. A good copywriter will be able to answer your questions, address any lingering objections, and ultimately assure you that they’re the right person for the job.
At the end of the day, listen to your intuition. If something about a copywriter feels off, don’t ignore it.
The Magic of Hiring a Good Copywriter
As long as you know how to hire a good copywriter, the benefits are MORE than worth it. More clarity around your offers, a better user experience, and ultimately, more conversions.
And the perfect copywriter for you might just be me. 😉
At Reveal, I focus on blending sales psychology, storytelling, and ethical messaging. The words we create together will sound just like you AND speak directly to your ideal client’s brain.
Thinking we sound like a match made in heaven? Learn more about the copywriting services I offer here, then book a free discovery call to chat about your project.
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