How to Pick the Right Copywriter for Your Business
Whether you need content for your website, copy for an email campaign, or blog posts-you know that you want your content to be top notch. You need copy that’s clear, concise, informative, and most importantly, you need it to convert.
If you’re like most business owners, you’re busy. You have a million things going on and you’re likely feeling daunted by the task of writing your own copy, so you’re looking to outsource the task to an expert.
Sometimes, outsourcing your tasks is easier said than done. Unfortunately, it isn’t always easy to weed out the good writers from the bad, especially when you don’t know what to look for. i
n this article we’ll give you our top tips for how to find the right copywriter for your business.
The Art of Copywriting
Copywriting is an art form, and some people are better at it than others. There are people who are naturally gifted at writing, while others have spent years perfecting their craft.
Copywriters are sometimes referred to as salespeople on paper. Copywriting is selling.
You may think wait, I’m not really selling anything, I just want a blog post. The truth is, if you’re a business owner, you’re selling. And without compelling content that speaks directly to your target audience, you’re going to have a hard time selling.
So, if you’re not naturally a good writer, or you just don’t have any interest in crafting your own content, you’ll need to find a good copywriter that you can rely on to curate content that converts.
Steps to Finding the Right Business Copywriter
Here, we’ll break down our recommended steps to finding a great copywriter that you can trust to help your business crush it in the content game.
Step 1: Ask for Referrals
Trusting a writer with your business content is a big deal, you want to make sure you are hiring someone who knows their stuff.
One of the best ways to find a high quality business content writer is ask around. Do you know a colleague whose content and marketing material always seems to be on point? Ask them who writes it for them!
Be cautioned though, some business owners are reluctant to give up the name of their content writer because they want to keep their star writer them to themselves.
Step 2: Do Your Research
Unless you know a writer personally, or you have been referred to a great writer by a friend or colleague, your next logical step is to head to your Google search bar.
We don’t need to tell you how to use the internet but typing in a search term like “business copywriting services” into Google is a good place start.
From here, its all about checking prospective writer’s websites, their bios, services they offer, and any writing samples they have available. We recommend reaching out to a couple of writers whose offer appealed to you.
We highly dissuade business owners from trying to find a freelance writer on freelancing marketplaces. While you can sometimes find a diamond in the rough, the majority of the content writers on these platforms are not producing high quality content.
There’s a reason why writers on freelancing platforms are so inexpensive. Don’t trust something as important as the message your company is putting out into the world to writers who are cranking out sub-par content.
Step 3: Schedule a Consultation
Most of the time, freelance writers will have an option to schedule a consultation or strategy session with you where you’ll get to know them, and they you to see if you’re a good fit.
It’s vital that you have a connection with the person you hire to be your content writer. Chances are, you’ll be working very closely with this person, so its imperative that you’re on the same page.
Additionally, here is your chance to ask some important questions like “do you understand SEO and write content that’s designed to convert?” If you hire someone without knowledge of basic SEO and conversion principles, you’re setting yourself up for failure.
Many copywriters also offer keyword research as part of their content package. This can help you to understand what your target audience is looking for and how you can weave those keywords and phrases into your content.
During your discovery call, you’ll also have a chance to discuss your needs and get an idea of what the copywriting professional charges for their services.
Step 4: Take a Look at Their Portfolio or Writing Samples
If you connect with a freelance writer, the last thing you’ll want to do before hiring them is to check their portfolio or past work. This step should not be skipped.
You may absolutely adore the perspective writer’s personality, and he or she may sound like the perfect match over the phone, but keep in mind, you are hiring this person to write content for your business, so you must make sure their writing style meshes with your business goals.
Any writer who is worth their salt will be able to produce a portfolio or content samples for you to review and digest. Side note, make sure you request samples that are related to what specific kind of content you are looking for.
For example, if you are looking to hire a writer to write email copy advertising your new product launch, ask for email marketing examples. They may have great, informative blog posts, but blog writing is much different than hard-core sales copy.
Ideally, you’ll see examples of all different kinds of work. If you were interviewing two or more writers, this is the part of the process that should separate out the best.
Step 5: Make the Hire
Once you’ve found the freelance writer that fits your desired writing style and personality, its time to get to business. Depending on your needs, you may need to book a strategy session that focuses in on details, formats, etc.
It’s important that you spend ample time communicating with your writer what your needs are, this saves a lot of time in the long run. There’s nothing worse than getting a piece of copy back that doesn’t embody your style or doesn’t address all your needs.
Taking the time to pick the right copywriting for your business will pay off many times over. Having a good copywriter on your team is gold. You’ll start seeing increased sales, engagement and traffic in no time.