How to Work with a Copywriter: Complete Step-by-Step Guide
I’ve recently realised that, if you’ve never outsourced the writing side of things, working with a copywriter might not be as intuitive as it might sound to me (a copywriter. Duh!).
Before learning how to work with a copywriter, you might have other questions that need answering: what does a copywriter actually do? How will they benefit my business?
To make things easier for you, I’ve compiled a step-by-step guide on how to work with a copywriter so that you know exactly what to expect.
High five!
What actually is a copywriter?
A copywriter is the person who creates the written text and marketing materials (known as ‘copy’) to help a company promote their products, services, and overall brand.
For example, this can take the form of website copy, PPC ads, emails, brochures, leaflets, sales pages, product descriptions, and much, much more.
Copywriter or content writer?
Nowadays, the word ‘copywriter’ is often used as a synonym for ‘content writer’.
However, while someone might be both (*raises hand*), they’ll be wearing different hats depending on what type of copy or content they’re writing.
When discovering how to work with a copywriter, you should first figure out which one you need for your specific project.
The main difference between working with a copywriter and a content writer is that the former writes copy that is intended to convert (into sales or another specific action, like getting visitors to subscribe to your newsletter), whereas the latter creates informative content that attracts new leads and builds a relationship with your audience (like blog posts).
Copywriting is about immediate action. Content writing? The long-term game.
Different types of freelance copywriters
When looking to work with a copywriter, you’ll usually bump into these three main categories:
Generalist copywriters who write all kinds of copy for all kinds of industries
Copywriters who will write all kinds of copy for a specific industry
… and those who have niched down by type of copy instead, like me: no matter what industry you’re in, I’m part of the website copy & blog writing squad
What does a copywriter do?
‘Wait, if all they do is write about my company, then I can just do it myself! ‘
Well, not really.
Or, better: you can, but the results won’t be the same unless you happen to be a copywriter in disguise.
First of all, being a fiction writer or being good with words isn’t the same as being a copywriter.
There’s a heavy element of marketing and SEO knowledge that comes into play before us copywriters even begin to type away.
Writing copy for a specific audience
A copywriter won’t just ‘write about your company’.
They’ll focus on how your products or services can solve the pain points of your target audience.
Less ‘we’re delighted to announce’, more ‘you won’t believe what we’ve just created for you!’.
Fewer vague buzzwords like ‘business solutions’, more immediate and clear statements that grab their attention.
The truth?
There are tons of brands out there doing something fairly similar to what you do.
Still, a good copywriter will allow you to stand out against them by making your USP crystal clear and your call-to-actions unmissable for your dream customers.
The importance of SEO copywriting
When it comes to online copy, a copywriter must also be SEO-savvy (as in ‘search engine optimisation’).
This means that we scout for the keywords that your target audience is actually googling, sprinkle them in your text in all the right places (using variations and without them sounding repetitive, of course), and use hierarchical heading structures that will make things easier for both search engines and your human readers.
This will allow you to attract more customers organically via Google and other search engines.
While nobody in the SEO industry can promise first-page Google rankings, having some SEO-friendly copy on your website is one of the most realistic ways to achieve them.
Do I actually need a copywriter?
Yes: if you have a business with an online presence and are not a copywriter yourself, then you definitely need one.
Why?
Reasons you need a copywriter
Some of the main reasons why you need a copywriter include:
Writing about your own business is tricky: you’re so emotionally invested in your journey that it’s easy to focus on what you’ve achieved rather than what you can bring to the table for your audience
Plus, you’ll probably end up writing about your products or services from the perspective of someone who already knows all about them: this might be confusing to read for someone who’s only just landed on your website and is met with complicated jargon
Grammar and punctuation mistakes can really undermine your credibility and brand perception. A copywriter helps you avoid them!
If you don’t optimise everything for SEO correctly, nobody will find your website in the first place
Benefits of investing in copywriting services
As well as figuring out how to work with a copywriter, do you already know why?
In fact, when you invest in professional copywriting services, you unlock tons of benefits.
Just to name a few:
You won’t sound like another (tedious) corporate company
Your offer will become clear and unmissable
Even the most boring product features will turn into fun and juicy benefits
Both your lead generation and sales will grow
Your brand will be perceived positively and, most importantly, actually remembered
Your UX will improve
You’ll rank higher on search engines, meaning that more customers will find you organically
How to work with a copywriter: 13 lucky steps
Now that you know more about what we do and how working with a copywriter can benefit your business, how do you approach one?
And what can you expect?
Avoid surprises by going through my simple guide on how to work with a copywriter and make the most of this collaboration.
1. Before you begin, know your USP and target audience
This is probably the biggest piece of advice in this entire blog post:
Do yourself a favour and do NOT start working with a copywriter until you’re absolutely clear about your USP and target audience
Why?
’Cause, if you don’t, you’ll end up paying double by having your work redone in a few months.
Remember: a copywriter is there to translate your message into the right words for your specific audience. How can we do that if you’re not clear about your USP and who exactly you’re selling to?
If you’ve been in business for a while, I’m sure you know all of this already, but you might want to double-check if your first thought was ‘oh, my products are for everyone’
If you’re fairly new, on the other hand, take some time to conduct some market research, create customer personas, and find out as much information as you can about your dream customers
Once you know them as if they were your best friends, exciting times: you can start working with a copywriter!
2. Find the right freelance copywriter for your business
This can feel overwhelming at first, but trust me: it doesn’t have to be.
On LinkedIn or search engines, start looking for copywriters and have a feel of their actual writing.
Has any of them immediately stood out? That’s already a great sign.
Have a look at their website and portfolio: that way, you can get a better idea as to what kind of work they’ll be delivering.
But hey, don’t worry if you don’t find anything that’s similar to what you do! Writing about all kinds of different topics is part of our job, and it’s actually what prevents it from being repetitive.
As I mentioned before, some of us are generalist copywriters, and some others niche down by type of industry or copy, so it really depends on what you’re after.
For example, I specialise in website copywriting and blog writing services to turn ambitious female entrepreneurs into THE go-to solution in their dream audience’s eyes.
3. Request a quote, and be sure you’re clear as to what it includes
“Ok, but how do you work with a copywriter, like… logistically?”
Simple.
When you’ve found a copywriter or two that you like, tell them about your challenges and goals to receive a quote.
Sometimes, their website will have some pricing information or ‘starting from’ points, but most of us quote per project.
Why? Because every project is different!
Maybe you need a three-page website, or maybe you need five.
Perhaps you want a text-only blog post, or how about I include a few relevant stock images?
Either way, give your copywriter as much information as you can regarding your project so that they can send you a custom quote.
But don’t expect them to also upload your new copy directly onto your website or include a few images if that wasn’t included in the actual quote.
If you have any doubts, it’s always better to ask.
Me? Some of my copywriting services (e.g. LinkedIn bios) have a fixed price.
When it comes to website copy and ongoing blogging services, however, I start with a strategy session (£99) that will translate into a custom #crafty blueprint. This will detail exactly what you must focus on to achieve your unique goals, with a clear breakdown of what this should include from a copywriting point of view.
The blueprint is obviously yours to use however you please, whether that’s with me or another writer! But, if you decide to use it to work with me, I’ll knock the £99 off the quoted price. Easy.
4. Have the right expectations when it comes to prices
Content mills like Fiverr and Upwork might have led you to believe that you can get 1000-word blog posts for £15 and web pages for £50 or so.
No.
That’s like expecting a high-quality ethical coat to cost £10 just because a fast-fashion store that has produced one in a sweatshop sells it at that price.
When you buy underpriced copy for £0.03 per word or so, that’s all they’ll ever be: words on a page. Professional copywriting services are a lot more than that.
Plus, there’s a ton of work (and learning, and experience...) behind what could look like ‘just a 500-word web page’.
A professional copywriter will:
Conduct topic research
Competitors' research
Keyword research
Familiarise themselves with your brand tone, or create a unique voice for your company
Repackage your offer through an audience-oriented hook for your dream customers
Make you come across as the best in your industry without sounding like you're bragging
Write the actual copy
Optimise it for SEO
Edit and proofread it
Working with a professional copywriter is an investment that will pay off thanks to all the conversions you’ll get.
Cheap copy, on the other hand?
It will mean having to ask another copywriter to redo it in a few months.
I’ve seen this happen too many times.
(If you’re curious, here’s why you won’t find me copywriting on content mills like Fiverr).
5. Agree on a realistic deadline
Do you actually need this project ‘yesterday lol’ (by the way, I can speak for all copywriters when I say that we HATE that reply), or have you got time?
If you do, it’s much better to be honest with your copywriter and give them the deadline they need.
Sometimes, the best ideas come to us when we’re going for a walk or having a shower.
A few days give us more chances of this happening as well as more time to experiment with different options and go back to what we wrote with a fresh mind after leaving it for a day.
6. Sign a contract and, in most cases, pay 50% upfront
Please, don’t ever take it personally if a copywriter asks you to sign a contract, no matter how friendly your email exchange has been!
First of all, it’s pretty standard practice.
Second of all, it’s to protect you as well.
Most copywriters request a 50% deposit upfront, so we want you to be 100% sure that we won’t run away with it: that’s why a contract will always have terms & conditions that protect both.
7. Provide your copywriter with as much information as you can
Now, this step might change slightly depending on who you work with.
Personally, like many other fellow copywriters I know, I rely on a simple project planner to help you create a brief.
If you decide to work with me, I’ll ask you to fill it so that I can learn everything I need to know about your business in order to write about it for your specific audience.
For example, this includes information about your dream customers, your USP, what action you want your readers to take after reading that page, etc.
However, as I mention in the project planner itself, you’re more than welcome to send me any other materials that you think might be useful, such as your brand bible.
Just don’t assume that you can tell a copywriter ‘write a homepage for my company’ or ‘write an article around this keyword’ and leave it like that.
DON’T.
8. Let them do what they do best (write)...
For the best results, let your copywriters do their magic on their own.
Unless it’s the day of the deadline, don’t email them or call them to ask how the work is going.
If there’s any problem or they realise they need more information, they’ll let you know.
Pinky swear.
But, please, don’t put more pressure on us.
I’m always super-excited for my clients to read what I’ve created for them, but there would be no point in sending them a quick preview before I’ve actually finished editing and proofreading it.
9. … But inform them if anything changes
Hopefully, that won’t be the case because you’ve already given them a detailed brief (and they’ve probably already started writing, by now).
However, life happens.
If anything regarding this project changes, let your copywriter know ASAP rather than wait until they’ve finished the entire thing.
10. Read the first draft and, if relevant, provide constructive feedback
Realistically, what you receive is just that: a first draft.
The reason why I ask certain questions in my project planner is that I want it to be as close as possible to the final thing so that you don’t waste any time. Like… 99% there.
However, most copywriters include some free rounds of revisions (two, in my case) with their services, because a few tweaks are usually needed.
Seriously, don’t be scared to ask!
Just make sure that you’re giving us actionable and constructive feedback: is there a specific sentence that you don’t like? Do you think we should focus on this other product a bit more? Let us know and, I promise, we’ll change it ASAP.
On the other hand, vague comments like ‘I just don’t like it’ or ‘make it more marketing’ won’t help either of us (yes, I’ve actually received the second one myself, a few years ago).
11. Make sure that you’re 100% satisfied with the final draft
Take the time to review our copy thoroughly before saying that it’s all fine and paying our invoice.
Unfortunately, we can’t work for free if someone shows up three months later with a completely different brief for the same page or asking us to edit an entire section.
Ask us whilst we’re still working on that project for you!
12. Pay your invoice without getting us to follow up (please!)
How to work with a copywriter while maintaining integrity? Treat them with respect. Just like you would a lawyer or any other person offering professional services.
I’m super grateful to my clients since, over the past year, I’ve never been paid late. Not even once (if you’re reading this, you’re the best!).
However, I know of a few fellow copywriters who have been struggling with bills because of late payments.
When I first started out, I myself used to write blog posts for a company that would pay me late EVERY. SINGLE. MONTH.
This made me waste so much time following up via email, calling them to chase those late payments, and, needless to say, it was a cause of anxiety and stress.
Remember: when working with a copywriter, you’re dealing with an actual real-life person who also has expenses and responsibilities, just like you.
So, make sure you send them the money before your agreed time.
13. Hey, it doesn’t have to be a goodbye!
Just because that project is out of the way and you don’t necessarily need anything from them right now, it doesn’t mean that you must part ways with that copywriter.
First of all, you never know when you might need their services again.
Plus, if they’ve spent a few days writing about your company, the chances are that they’ll want to follow your journey, too!
I know I always do.
Why not connect on LinkedIn?
And, if you want to help them reach more clients, send them a shiny testimonial or write them a Google review. It’ll make their day!
Work with a copywriter for female entrepreneurs ✨
Now that you’ve gone through my entire step-by-step guide on how to work with a copywriter, I hope everything is clear as to what the process is usually like.
Questions? Drop them in the comments.
Are you an ambitious female entrepreneur looking to generate more leads and sales through your marketing copy?
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