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How to choose the right copywriter

Eugene Struthers 

01 April 2023 Re: Client Tags: Copywriting


So your business needs a copywriter

Employing the services of a skilled copywriter will add value, trust, and clarity to a company’s communications.

So how do you go about choosing a copywriter who will be a perfect match for your future projects?

Six important points to consider before making contact

1: Industry knowledge and expertise

Does a copywriter have the necessary experience and knowledge to complete the task competently whilst sounding like an industry expert Are they able to understand the subject material and write content suited for this specialist sector? Is the copywriter up to date on current regulations and compliance subject matter?

Does the context of their own material, adequately fall in line with the rest of the company’s copy?

Is the new content relevant to the existing narrative? Does it complement or contribute to the company’s theme, brand, image, and style?

There are niche specialized copywriters who are invaluable and have a higher degree of knowledge and expertise on the subject matter. To hit the ground running, when employed by a company. They must be qualified in the subject they will be writing about. They usually charge a premium for their knowledge and experience.

Example: A degree-qualified Pharmaceutical copywriter with a BSC in biochemistry and pharmacology.

This is a highly specialized subject, and would probably be best suited for a fully qualified individual in this field of study.

Another benefit can be finding a copywriter with the experience and knowledge to write on any subject if commissioned.

A fresh new perspective.

Allowing a copywriter who isn’t qualified in the field you have commissioned them to write about could be of great benefit to the company. This can allow them to bring a new approach to your content.

As they don’t have any qualified knowledge in the subject matter, they learn about your business from a different perspective. Usually from the same level of understanding as your potential customers. 


The writing tends to be less formal, and clearer with less jargon.


2: Project specialization

Website copywriting. 


 This is the process of writing content for websites.

 Content such as blog posts, landing pages, product pages, etc.   

 Its main purpose is to prompt an action.

 So that visitors are converted into customers.

 It is an essential skill for all marketers and should work in conjunction with SEO, design, and website functionality.


  • SEO copywriting.

         This is basically writing content for a website with the main aim of using specific keywords so that visitors and customers can             find you quickly on their web browsers. Having the right keywords will put a website's position on a higher ranking by search               engines. Does your content satisfy key questions asked by the public? Is the keyword search intent sufficient? Is it identifying               the purpose of someone’s search? Is the content linkable? Are the Headers, Title tags, and Meta description optimized?


  • Product copywriting.                                                                                                                                            

Also called sales copy as its main aim is to drive conversion. This type of copywriting requires a comprehensive understanding of the product features and benefits. The description needs to appeal to the viewer, build trust, be identifiable to a brand, and target the right audience using the right words. Does the content connect on an emotional level with your audience – does it solve their problem? Is the content of the product copywriting description engaging and informative and will it convert them into a loyal customer ambassador for your company?


  • B2B copywriting.

This stands for Business to Business and is when a company sells products or services to another business.

The content needs to appeal to the decision-makers within that company. This could can often mean an entire team or multiple people within an organization. It needs to be engaging, persuasive, and encourage action.

Does your product or service resolve the pain points for a business? Its main goal is to increase sales and be result-driven. It can take a multitude of useful forms for marketers. Some of the most common types are White papers, ebooks, Brand storytelling, Technical writing, Ghost writing, UX writing, Social media posts, Landing and Sales pages, and blog posts. Due to restrictions, this copy of copywriting isn’t shareable and usually solves a problem for the whole company.


  • B2C copywriting.

This standard for Business to consumer and is when a company sells products and services directly to the general public. This could be retail stores up and down the high street, or online websites that connect with customers via emails, blog content, social media content, or any other available channel. The copywriting material must appeal in most cases to a single individual or family. The style and type of language used is simple and straight to the point. It avoids using business jargon. Business to the consumer has a conversational tone that entices visitors to visit a website request information or go into an actual store. Its main aim is to engage and get a visitor excited about their product or service. This type of copywriting drives revenue by making the sales experience personal and low-pressure. It draws the customer in by giving them total control of their buying journey. Unlike B2B, the content is shareable and solves an individual’s problem.


  •  Direct response copywriting.

This type of copywriting is most effective because it considers the reader's emotions and desires and persuades them to act without thinking it through.  Direct response copywriting demands an immediate response. It is a form of copywriting that compels a prospective customer to take action immediately after reading your content.


The 7 key elements of direct response copywriting: (see Blog Direct response copywriting)

  • Know your target market

  • Apply a formula: AIDCA (see Terminology blog post)

  • Craft the perfect headline & and content

  • Demonstrate your product/service value proposition

  • Produce content according to the consumer's journey

  • Create a sense of urgency: Limited offer, ends tonight, 24hrs left

  • A strong Call to Action


  •  Ad copywriting.

Essentially Ad copy is an important part of marketing and advertising and it can influence a company’s overall sales performance. It is basically the content that makes visitors react to your offer, from a landing page, website, digital ad, or social media post. A company can’t run a good advertising campaign without good Ad copy. Ad copy focuses on selling and getting users to take a form of action from the advertisement. It is designed to encourage them to take action on an offer and then help them enter the sales funnel. (More details: Blog advertisement copywriting)



  • Social media copywriting.

A social media copywriter is able to produce both technical and creative reactive copy whilst updating a company’s social media pages with the latest news, tracking user engagement, and responding to its followers in a timely manner.

Their main goal is to ensure that a company’s brand and online voice remains effective and consistent with its marketing goals. Through social media platforms, companies can deliver relevant and appropriate messages to promote their products and services.


The social media copywriter’s responsibilities include:

  • Writing, editing, and publishing engaging posts for social media networks (e.g. Facebook, Instagram, and Twitter)

  • Optimizing social media content (language, message, tone) on the basis of the behaviour of the target audience

  • Selecting appealing graphics and videos to complement the text

  • Responding to comments and questions on the company’s social media channels in a respectful and timely manner

  • Networking with clients as well as industry professionals

  • Tracking and reporting on social media insights (e.g. traffic, engagement, conversion rates, shares, etc.)

  • Applying advertising techniques for increasing brand awareness (e.g. promotions, competitions)

  • Updating social media with the latest company news

  • Coordinating with internal teams for creating advertising posts (e.g. for product releases, events, and open roles)

  • Optimizing copy based on the audience’s reaction, and reporting of social media activity.

  • They are constantly updating the relevant social media pages, formulating strategies to increase brand awareness, and responding to customer queries.

  • They are able to analyze data related to audience responses and adjust the copy to increase brand awareness  

  • Promoting products and services by corresponding with customers on social media networks.

  • Increasing brand awareness and readership by using relevant advertising techniques.

  • Tracking and reporting on social media responses by analyzing traffic to the site.

  • Improving and adjusting copy based on reactions by readers on social media.

  • Attracting and increasing traffic to the website by adding links to the content.

  • Using different writing styles to appeal to different demographics.

  • Converting marketing ideas into a hashtag, blog, or longer post for different social media networks.

  • Maintaining a visible online brand presence and adhering to the client’s marketing goals.


       3: Who do we work for?

Depending on their knowledge and level of experience, some copywriters will work for large branded companies with big budgets with marketing departments to brief them.

Whilst others will work with small businesses, and build a relationship to form a suitable brief.

Unsure what kind of companies a copywriter works for. Then check out their portfolio to see examples of their past clientele.

4: The appearance of our website

A copywriter’s website should be:

Well-designed and easy to navigate

Be friendly, professional, and competent

Be interested in your business

Understand your core message, values, and needs

Sound knowledgeable and experienced in the field you want them to be

5: Our portfolio of work

Copywriters will have samples of their work on a website for clients to see. Or else they may send up-to-date current samples when requested to do so via email.

Due to a Non-disclosure agreement (NDA), some copywriters may be prevented from sharing or discussing content before it has been published.

Consider the following when looking at samples of their work:

Clientele – their past clients

Quality of work – grammar, punctuation, syntax, words used

Versatility – different types of styles used

6: Our terms and conditions

Understanding these will give you an idea of how the copywriter works and what to expect from them.


Three important things to consider before you make contact

  1. First impression


  • Do they have any previous published work in your field or in a similar subject?

  •  Are they able to adjust to different writing styles?

  • Do they specialize in one subject or are they able to write on an array of different subject material?

  • Does their style of writing, fit in with your business and project?

  • After speaking with them. Will their way of working be a perfect match for your business and project?

  • Do they ask the right questions and are they interested in your company and the project?

  • Do you feel reassured that they are competent enough to meet your expectations and any deadlines you set?

  • Do you feel confident working with them? Do they have the right work approach ethic and professional attitude?

  • Do they have the right amount of experience to complete the project?


​  2Project discussion/proposal


  • Are they aware and updated to date on current developments/ news in the company?

  • Have they done enough research on your company before submitting their proposal?

  • Are they asking the right questions about the project?

  • Do they have a grasp of what is required of them?

  • Are they methodical in their approach, or are they all over the place?

  • Do they have a clear understanding of the material they will be writing about?

  • Is the range of subject material required, clearly defined to them

  • Does their content fit your brand, is it comprehensive enough?  

  • Are they making intelligent sensible suggestions?


​  3. The quotation


  • Employing the service of a copywriter with the highest quotation price might not necessarily mean that you will be getting the best quality. And a low quotation price doesn’t really mean that you will be getting mediocre quality either.

  • It would be more beneficial for your company not to base their decision process on the cost. But rather on the long-term quality that an experienced and qualified copywriter can bring to the longevity of the project in the market.

  • Securing the right copywriter will give you a greater return on your Investment. Many copywriters base their initial quotation on the return they believe will be able to achieve for you.

  • Therefore, hiring the most qualified and experienced copywriter, who has a thorough understanding of your company and who is a perfect match for the project. Is more likely to generate a higher rate of return for you

Portrait of SEO web copywriter Eugene Struthers wearing glasses, black jacket, and white shirt, blue and black stripped tie.


Eugene Struthers creates engaging SEO web copywriting content that helps businesses find their voice, spread their message and tell their story. Eugene’s mission is to create eye catching copywriting content that converts visitors into your loyal customers

Freelance journalist | Eugene Struthers | Copywriter | England

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