How to Hire a Copywriter

Advertising is dead. Long live evergreen web content!

Well, sort of. The internet has moved on and we’ve all become disillusioned with traditional web advertising. In the days of SEO (search engine optimization), content like blog posts and reviews have skyrocketed in popularity to take its place next to the reigning champion. But who writes this stuff?

Enter the copywriter. Content or copywriters are the SEO wordsmiths who can help with your blog and drive traffic to your website. Used correctly, a copywriter can be your biggest asset in your marketing strategy.

Let’s take a look at the ins and outs of hiring a copywriter for your business.

What does a copywriter do?

A copywriter writes online content like websites, blogs and emails. Copywriters research topics, draft posts and edit copy for clients who are looking to sell or promote a product or service. They write to a brief and use a company’s tone of voice for all content. When it works, you’ll get new instructions and sales for your company.

Content writing is usually a copywriter’s bread and butter work, but there’s other things they can help with. Some specialise in website copy, email marketing and social media. If you’re after a content strategy or keyword research, a more senior content writer should have this experience too. 

Why hire a copywriter?

A good copywriter captures attention with just a few words. They’ll use SEO keywords to increase your Google search rankings. Quality written content with good SEO can increase website traffic, boost sales and add new customers to your base.

You might have a new website that’s looking pretty low on numbers, or you just don’t have the time to draft loads of content. Maybe you know you’re not the best with spelling and grammar. If this is the case, a professional copywriter could be a great investment.

How to find a good content or copywriter

So, you’ve decided you need a copywriter - but where do you find one?

If you’re on a budget, start with freelancing websites. You can find some gems on places like Upwork and Fiverr, but you’ll have to get through a lot of dross first. Word of advice? Don’t just go for the cheapest person - you won’t get the quality you’re after.

Another path is to reach out to your network. Find out who your contacts have hired and use LinkedIn to find content writers in your niche. Google isn’t as targeted a resource for this type of thing (ironically), but can help you find a decent copywriter with an online portfolio.

You can find a great copywriter right here at Hedge. We’re a content writing and copywriting agency specialising in finance. Drop us a message if you think we’d be a good fit.

The hiring process

Hiring a copywriter is like any other freelance job. Below, we’ve laid out the steps you should follow for success.

Find one you like

We made some suggestions up above on where to find a good content or copywriter. Ultimately, you need to find someone whose rate you can afford and you actually work well with.

It’s helpful to know what it is you want your content writer to work on before you get searching. What your company’s about will dictate the level of experience you need. Got a technical finance topic to cover? You’ll need someone in that niche with a good level of understanding. Naturally, they’ll charge more for this.

Agree on terms

It’s important to be clear on how many hours you’ll need your new hire for and for how long. Open-ended contracts are fine for most copywriters, but don’t just assume you’re their only client. Being realistic about how much of their time you’ll need will make everything go smoothly.

Another thing to agree on from the outset is pay. Some like to go with a day rate, others charge by word. Some might offer discounts for long-term work. Don’t even think about scrimping here - a good writer is going to generate real revenue for your business. You want to work with someone for a long time, not lose them because someone else is paying better.

Sign a contract

A lot of places don’t sign a contract with their freelancers. Don’t be that company. 

A contract protects both of you, so it’s not worth skipping out on if something goes wrong. At the very least, it should lay out what the expectations are for the work and how long the contract will last. Make sure everything is clear and fair play.

You might also want to get an NDA sorted. This stops the copywriter from divulging any details on your business to others. Handy if you want to protect your client confidentiality or company secrets, but don’t make it so harsh that they can’t work with other clients in the field. Trust will go a long way here.

Getting results

So you’ve followed the above, found an awesome writer and they’re pumping out great content chock full with all the keywords you could possibly dream of.

Thought your posts would be at the top of Google already? Wrong. Patience, grasshopper. SEO is a long-term game and that’s not your copywriter’s fault (unless they’re a dud, but you did your research so that shouldn’t be the case).

Your blog is the new kid on the block, so naturally Google’s gonna raise an eyebrow. Focus on creating quality content on a consistent schedule. Pay attention to what’s working and repeat whatever that is. Research your keywords. Stay up-to-date on your industry and competitors. All this will pay off in spades when your blog tops the rankings.

Wrapping up

A decent content writer is a must-have in this content-driven internet. Think of a copywriter like an extension of your marketing team. A little bit of upfront investment will work wonders for your blog traffic and you’ll be reaping the rewards for years to come.

By the way, we know a thing or two about copywriting. Book in a call to see if we can help.