So you’ve made the decision to hire a copywriter, or at least shop around for one (hello 👋). But there are a lot of us out there, all specialising in different industries or boasting different experience and even writing in completely different ways.
Whether you need someone to improve the conversions on your website through powerful copy or write blog articles that rank and bring in organic traffic, there are a few questions you might want to ask a copywriter before you hire them.
Here’s what to ask (and why it matters).
What experience do you have with this type of project?
Copywriting isn’t one-size-fits-all. A writer who nails product descriptions might not be the best fit for long-form thought leadership, and vice versa.
Ask about their experience with the specific type of content you need, whether that’s SEO blog posts, sales pages, or email sequences. A good copywriter will be able to show examples, talk you through past work, and explain how they approach similar projects.
I think it’s worth considering, however, that they don’t necessarily need to have written copy about your specific industry. We’ve very good at learning and adapting. Our skill is in writing well, whether it be for an insurance website or a health website. I’d take more notice in how they write and their style and know that it’s going to be a good fit for your brand.
Who is your typical client?
This question can help you to understand the projects they’ve worked on in the past, and whether they have experience with businesses like yours. As I said above, I think most copywriters will be comfortable writing about anything — their skill is in the words and the prose, not what they know. But it can be useful to discover whether they’ve worked for established businesses or start ups, small businesses or large chains.
What’s your process like?
I love when clients ask me this question, because it suggests that they are happy to use my process instead of dictating their own.
Most copywriters have been honing their craft for years and likely have their own processes in place for gathering information, developing messaging, refining drafts and proofreading the final piece. When you ask this question, you’re asking how they prefer to work and it shows that you’re happy for them to lead the process on their side.
Further questions you might want to ask include:
- Do you need a discovery/introductory call?
- Do you need a content brief from us?
- What documents do you require before you start (branding, tone of voice, brand guidelines, etc)
- How many rounds of amends are included?
- Can you upload the content for us once it’s approved?
All of these questions will give you a much clearer idea of how involved you need to be and what you can expect along the way.
How do you handle tone of voice?
Every brand has a personality, and a good copywriter should be able to capture yours. Whether you’re playful and upbeat or polished and professional, ask how they’ll get to grips with your tone of voice.
Some writers use questionnaires, others request brand guidelines or examples of past content. Either way, they should have a plan for getting it spot on.
I always ask for a tone of voice document, but not every business has one of these. If it’s not available, I might ask some questions that will give me an idea of who your target audience is and the tone I should use.
Do you offer strategy as well as writing?
Some copywriters are happy to work from a brief, while others (like me) can offer more strategic support. It’s handy to find out if your chosen copywriter can provide such a strategy, while also being able to write based on a standard brief.
I’m more than happy to work from a brief, as long as it includes all the information I need such as word count, keywords, headings/structure, internal links to include, who I’m writing it for, etc. However, I can also offer content strategy services, whereby I determine what pages you need (based on keyword research and competitor analysis), which pages are extraneous or unnecessary, and where there are more content opportunities than you’re currently exploring.
If you’re not quite sure what you need yet, it’s worth finding someone who can guide you through that early thinking as well as writing the words.
How do you price your work?
Copywriters aren’t offended when you ask about price as a starting point; it’s an important consideration for you to make as a business.
They can charge in all sorts of ways: by the hour, per word, per project, or even on a retainer basis.
Make sure you understand exactly what’s included in the price, how payment works, and whether things like revisions or meetings are part of the deal. Clarity upfront makes the whole process smoother for both sides. I’d even suggest you get this in writing, where possible, so you can refer back to it later.
Many will ask for a deposit upfront, before they’ve started the work, so don’t be surprised if this is the case. Up to 50% is considered standard.
Can I see some samples or testimonials?
Any copywriter worth their salt should be able to show you examples of their work and share some happy client feedback. It’s not about finding someone with experience in your exact niche — it’s more about seeing whether you like their style, whether the writing feels strong, and whether clients seem pleased with the results.
Doing this research will absolutely help to build your trust in the copywriter and you’ll be able to get an understanding of the types of projects they’ve worked on, too.
What’s your availability like?
Another absolutely essential question. In my experience, sometimes I can be free to start next week and then at busier times, I might be booked up for the following six weeks.
By asking this question at the start, you’ll know exactly what to expect from a delivery perspective so you won’t be disappointed by delays. If your chosen copywriter isn’t available straight away but you have an urgent task, you may want to start the search for another instead of waiting around.
It can also help to find out how they work day to day. Further questions to ask might be:
- Are you responsive to emails? Or is there a better way of contacting you?
- Do you work set hours/days?
- Do you use a project management tool, such as Monday.com or Trello?
These things matter when you’re trying to keep projects moving. You don’t want to be ghosted by an unresponsive copywriter before the project has even got off the ground (FYI, I don’t ghost).
What do you need from me to get started?
The best working relationships are collaborative, and most copywriters will need input from you. It might be some extra background information or training in your product or service, access to your website, a chat about your goals and what you expect from the copy.
Asking this question upfront shows you’re keen to get the ball rolling and it really helps the copywriter hit the ground running.
How will we measure success?
We’re not just writing copy for copy’s sake. It needs to have results, be it an increase in enquiries or filled-in forms, more conversions, more website visitors or an increase in social media followers.
Ask your chosen copywriter how they measure success, and how they plan to help you reach your goals. This might be seeing improved rankings or traffic in GA4, seeing an increase in keywords in position 1 to 10 or ranking above your competitors for your key terms. Data is absolutely essential here, and it’s important to track what’s working and what isn’t so future strategies can be put in place.
A little prep work goes a long way, and asking the right questions helps you find a copywriter who gets your business, shares your goals, and delivers the kind of words that work hard for you.
And when you find the right one? Absolute magic.
I’m a copywriter and content strategist with experience writing blog articles, product descriptions, service pages and so much more. If you want someone who can mould and shape your website to get results, then don’t hesitate to get in touch about a discovery call today.
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