6 Things to Consider Before Hiring a Copywriter

Many organisations and businesses struggle to be able to summarise or advertise their services or products in written form. Hiring copywriters removes this issue and provides them with professional and concise content. There are things to consider before hiring a copywriter to ensure that you hire the right person for your business.

Hiring a copywriter that is directly going to benefit your business ensures that you look into a range of factors like price, experience, previous work and online profile, and even their availability. Understanding these aspects will help you select the right person to transform your business through the art of copywriting. 

6 Things to Consider Before Hiring a Copywriter

1. Scheduling and Availability

When deciding to hire a freelance copywriter, you will have to remember that their time is their own. When deciding to hire a freelance copywriter, you will have to remember that their time is their own. When deciding to hire a freelance copywriter, you will have to remember that their time is their own. Scheduling in copywriters to suit your needs is pertinent to the work that you want to receive.

Ensure when enquiring that you present your prospective copywriter with a scope of work so they can give you an estimate of their time. Asking this will help you garner their wider schedule and also help establish when you should expect your content.

Creating editorial calendars or a clear scope of work will help you and the copywriter see what you need and in what time frame. This will cut down on costs as well as they can see what is expected of them in a particular time frame.

You have to consider that your freelancer may be juggling your work on top of a full-time job. If your copywriter decides to move in a different direction and refrains from writing for your business anymore, your copy is synonymous with that previous writer’s style. So, you have to consider whether that is something you want to chance.

2. Experience

Before hiring a copywriter, you need to assess your business needs. The more experience a copywriter has, the more expensive they are going to be. If you are a small business with a low budget, you are going to be directing your attention to less experienced copywriters. If you have more money to spend, paying for experience can transform your copy, bringing in leads and turning them into conversions. 

Perhaps you have a prospective copywriter who is less experienced than you would like but seems to be a good writer, challenge them with giving them a test to write something within your niche. This will allow you to assess their abilities and not waste your time.

Another factor when hiring on experience is relevant to your niche or sector. Hiring someone who specialises in finance and business if your company is an accountancy firm is going to be better practice than hiring someone who has never written about finance before. Hiring within your industry is usually a good idea, but can be expensive. Assess if this is something that you can afford.

3. Price

When assessing experience and availability, you also have to consider the price you are willing to pay for good copy. Good copywriting comes with a price tag and with good reason. Copy is what pulls people onto your sites and what makes people want to buy from you. 

Considering the price people pay for well-designed sites and structured web builds, be willing to invest in copy to generate leads and push conversions. 

The price will also depend on the level of experience you want to hire for. Junior copywriters will naturally be cheaper than veteran writers, so take time to assess your budget and see what fits best for your needs. 

4. Look at a copywriter’s previous work

If you find a copywriter for a good price with availability and experience, ensure that you still look at their portfolio and their online presence. Often, people hire without fully investigating a copywriter and their output. 

Even if someone has experience in your industry, read their blogs and assess their web copy. Their work or style might not suit the vision of your business, and that might cause issues when you want a particular tone of voice that isn’t reflected in their work. 

If you like a writer’s work but perhaps not their style, you can craft a document that sets out your brand guidelines. This will inform any copywriter about your tone of voice and the narrative you want to project for your business.

5. Do they understand SEO?

When hiring a professional copywriter, one of the things you should consider is if they understand SEO or search engine optimisation. This is particularly important if you are hiring them to write web copy content or blogs for your website. 

You might already have a keyword strategy developed for your website. You will need a copywriter that is able to work with that strategy to employ the best keywords and phrases to create a presence for you on search engine results pages or SERPs. 

Hire someone who understands the basic principles of SEO so your web content doesn’t suffer and reaches your target audience. 

6. Understanding Your Business

An important aspect of hiring a copywriting professional is that they understand the vision and purpose of your brand. Hiring someone who is familiar with your brand and your work can transform how copy is presented and how an audience engages with your content. 

A copywriter who is passionate and has a keen understanding of your brand or business will reflect your needs and desires better than someone who has no knowledge of your site. Understanding your main competitors, familiarity with your industry in general will write better performing content because they know what to write and what to look for

Copywriters for Hire: Adding to Your Business

Copywriters bring websites to life and pull customers in from SERPs, adverts, or newsletters. Investing in a copywriter is a good idea for your business development and can help you grow an online presence. Remember to: 

• Check availability
• Ensure they are experienced in your field
• Price dictates quality – you get what you pay for
• If you are an online business, go with a copywriter who understands SEO
• Hire someone with knowledge of your business.

What Employers Look For in a Copywriter: Show, Don’t Tell!

Hiring the right copywriter can be the difference between a mediocre website and a conversion machine. But what qualities do employers truly value? Let’s dive into the essential skills and how you, the copywriter, can showcase them effectively:

1. Strong Writing Skills:

• Grammar and Punctuation: This goes without saying, but impeccable mastery of the language is paramount.
• Clarity and Conciseness: Can you communicate complex ideas in clear, engaging language? Employers value brevity and punch.
• Voice and Tone Matching: Adapting your voice to the brand and target audience is crucial. Show examples of diverse writing styles.

2. Marketing and Sales Savvy:

• Conversion-Focused Copywriting: Understanding the sales funnel and writing copy that drives action is key. Showcase successful case studies or A/B testing results.
• SEO Optimization: Knowing how to naturally integrate relevant keywords into your writing is valuable. Highlight examples of SEO-friendly content you’ve created.
• Understanding of Customer Psychology: Demonstrate your grasp of buyer personas and how to tailor your message to their needs and desires.

3. Research and Content Strategy:

• Ability to Research and Gather Information: Employers value copywriters who can effectively research and synthesize information into compelling content. Showcase research projects you’ve undertaken.
• Content Strategy Development: Can you create a cohesive content plan that aligns with marketing goals? Share examples of past content strategies you’ve developed.
• Data Analysis and Reporting: Tracking the performance of your content is essential. Show how you analyze data and use it to improve your work.

4. Communication and Collaboration:

• Project Management Skills: Meeting deadlines and effectively communicating with clients are crucial. Highlight examples of successful project management you’ve accomplished.
• Openness to Feedback and Revision: Employers value copywriters who can take feedback constructively and revise their work accordingly. Share instances where you’ve incorporated client feedback to improve your work.
• Teamwork and Collaboration: Can you work effectively with other team members, like designers and marketers? Showcase examples of successful collaborations you’ve been part of.

5. Additional Skills and Value Adds:

• Technical Skills: Familiarity with content management systems (CMS), SEO plugins, and other relevant tools can be a huge plus.
• Experience in specific industries: Having experience in your target industry can give you a competitive edge. Highlight relevant projects and achievements.
• Creativity and Innovation: The ability to think outside the box and come up with fresh ideas is always appreciated. Show examples of your creative writing or unconventional approaches.

Remember, employers want to see proof, not just promises. Don’t just tell them you have these skills; show them! Use your portfolio, case studies, and data-driven examples to demonstrate your expertise and value. By showcasing your skills effectively, you’ll stand out from the crowd and land your dream copywriting gig.

Sources:

• ProBlogger: https://problogger.com/
• Upwork: https://www.upwork.com/
• Fiverr: https://www.fiverr.com/

Statistics on the Impact of Good Copywriting:

Conversions:

• 80% of website visitors who read compelling copy are more likely to take action (e.g., subscribe, buy). (Source: Content Marketing Institute, 2023)
• A/B testing shows that headlines optimized for clarity and emotional triggers can increase conversion rates by 30-50%. (Source: HubSpot, 2023)
• Personalized landing page copy can lead to a 20% increase in conversions compared to generic copy. (Source: Unbounce, 2023)

Lead Generation:

• Businesses that prioritize content marketing generate 67% more leads than those that don’t. (Source: Content Marketing Institute, 2023)
• High-quality blog posts can generate 97% more leads for B2B companies compared to average posts. (Source: HubSpot, 2023)
• Emails with strong subject lines and personalized copy can boost open rates by 50% and click-through rates by 30%. (Source: Mailchimp, 2023)

ROI:

• Investing in good copywriting can generate a 400% return on investment (ROI). (Source: Copyblogger, 2023)
• Content marketing campaigns that prioritize high-quality copy deliver 3x the ROI compared to generic campaigns. (Source: Content Marketing Institute, 2023)
• For every $1 spent on a freelance copywriter, businesses can expect an average return of $6. (Source: Upwork, 2023)

Bonus Statistics:

• 55% of online shoppers say that well-written product descriptions are more important than product images. (Source: BigCommerce, 2023)
• Businesses that publish consistent blog content see 47% higher lead generation compared to those that don’t. (Source: HubSpot, 2023)
• The average cost of acquiring a customer through paid advertising is $135, while the average cost of acquiring a customer through content marketing is $62. (Source: OptinMonster, 2023)

The Rise of Content, the Shift in Consumers, and the Necessity of Captivating Copy

In today’s digital landscape, the battle for attention is fierce. Consumers are bombarded with messages from every corner of the internet, leaving businesses struggling to break through the noise. This is where content marketing and masterful copywriting become the heroes of the narrative, guiding brands towards success in a world where engagement is king.

The Content Tsunami:

• Content marketing spending is projected to reach $410 billion globally by 2025, highlighting its explosive growth. (Source: eMarketer, 2023)
• Consumers now consume an average of 11 hours of content per day, emphasizing the need for engaging and relevant material. (Source: Nielsen, 2023)
• 84% of B2B buyers research their options online before making a purchase, making content a powerful tool for influencing decisions. (Source: Content Marketing Institute, 2023)

The Shifting Sands of Consumer Behavior:

• Consumers are increasingly skeptical of traditional advertising, demanding authenticity and value from brands they engage with. (Source: Edelman Trust Barometer, 2023)
• Personalization is paramount, with 80% of consumers more likely to engage with content that feels tailored to their needs and interests. (Source: Epsilon, 2023)
• Experiences trump products, with consumers seeking emotional connections and meaningful interactions with brands. (Source: McKinsey & Company, 2023)

Where Copywriting Comes In:

In this content-saturated world, simply creating content is not enough. The key lies in crafting compelling, persuasive, and emotionally resonant copy that speaks directly to the evolving needs and desires of consumers. Effective copywriting can:

• Cut through the clutter and grab attention with headlines that intrigue and lead sentences that hook.
• Tell a compelling brand story that builds trust, fosters connection, and evokes positive emotions.
• Guide consumers through the buyer journey, educating them about your product or service, and ultimately driving desired actions.
• Personalize communication by using targeted language and addressing individual needs, creating a sense of one-on-one interaction.
• Optimize content for search engines by strategically integrating relevant keywords, ensuring your content reaches the right audience.

The Takeaway:

In an era where content reigns supreme and consumer behavior constantly evolves, the power of effective copywriting cannot be overstated. By creating content that engages, informs, and inspires, brands can break through the noise, connect with their target audience on an emotional level, and ultimately achieve their marketing goals. So, invest in your copywriting, hone your craft, and watch your content rise above the tide, captivating hearts and minds in the digital age.

Realistic Copywriting Fee Ranges: Experience vs. Project Scope

Navigating copywriting costs can be tricky, as rates can vary significantly depending on factors like experience, project type, length, and complexity. Here’s a breakdown to help you estimate:

Experience Level:

• Entry-Level (0-2 years): $25-$75 per hour, $150-$500 per project (short articles, blog posts)
• Mid-Level (3-5 years): $50-$150 per hour, $500-$1500 per project (landing pages, website copy, social media content)
• Senior-Level (5+ years): $100-$250 per hour, $1500-$5000 per project (brochures, white papers, marketing campaigns)
• Expert (10+ years): $200-$400+ per hour, $5000+ per project (executive speeches, complex marketing materials)

Project Scope:

• Short-form (1-500 words): $50-$250 per project
• Medium-form (500-1500 words): $250-$1000 per project
• Long-form (1500+ words): $1000-$5000+ per project
• Ongoing (monthly retainer): 10-20% discount on hourly or project rates

Additional Factors:

• Industry: Technical or niche industries may command higher rates.
• Location: Rates may be higher in major cities compared to smaller towns.
• Turnaround time: Urgent projects may incur additional fees.
• Revisions: Clear understanding of revision policy is crucial.

FAQ: Demystifying Copywriter Hiring

Q: How much will hiring a copywriter cost?

A: Costs vary depending on experience, project scope, and turnaround time. Expect to pay anywhere from $25 per hour for entry-level work to $400+ for expert-level projects.

Q: What types of projects can copywriters handle?

A: They can craft everything from website copy and social media posts to brochures, white papers, and even executive speeches.

Q: How do I find the right copywriter for my needs?

A: Look for writers with industry experience and a portfolio showcasing styles similar to your brand voice. Read client testimonials and ask for writing samples to gauge their skills.

Q: What are some red flags to watch out for?

A: Beware of unrealistically low rates, vague communication, and lack of transparency about revisions and turnaround times.

Q: Do I need to provide a detailed outline for the copywriter?

A: While a clear project brief is helpful, allowing some creative freedom can lead to better results. Share your goals, target audience, and brand voice, and let the copywriter use their expertise to craft impactful content.

Conclusion: Unleashing the Power of Words

Hiring a skilled copywriter isn’t just an expense; it’s an investment in your brand’s success. By weaving compelling narratives, crafting persuasive messages, and guiding your audience through the buyer journey, the right copywriter can elevate your marketing efforts to new heights.

So, ditch the generic content and embrace the power of words to connect, convert, and ultimately achieve your business goals. Remember, in the digital age, content is king, but only captivating copy truly makes it reign supreme.

Need a copywriter but unsure where to look? Contact ProfileTree and speak with one of our seasoned copywriting experts.