6 Tips to Find the Perfect Copywriter for Your Small Business Success

So, your business is busy, you’ve got lots to do and you’re enjoying helping the people who need you – but how do you find more of them?

Perhaps you’re talking to people, even posting on social media, but your marketing hasn’t really got any further than that. You want to be regularly blogging – to show people what you can do and keep your website updated – or sending out emails to all those people who have signed up to your list, but you can’t find the time.

It sounds like you need some help, someone who can do that writing for you. Someone who can help you reach the people who need you, giving you more time to get on with everything else. So, who should you talk to?

Choosing the Right Copywriter

When you need someone to help you with writing, a copywriter is a good place to start. What you get will depend on the expertise of the person you find, there are many different writing specialisms including SEO copywriting, email conversion copywriting, technical copywriting or content writing (and more!). It’s important you know what you’re looking for.

When you find the right copywriter, it can make a huge impact on your marketing efforts and broader business success; but with so many options available, it’s important to know how to choose the best copywriter for your needs. In this blog post, I’ll explore some of the key considerations you should explore and steps to help you make the right decision for your business.

1. Think about what you need

How much do you know about the work you need doing? Do you already have a clear picture of your target audience, a defined tone of voice for your brand, or a marketing strategy in place? If you have all of this work done and just need some words you’ve made a great start.

Do you know what you’re expecting from this work? If you are looking to increase traffic to your website, make 1000 sales a month, or grow your email list, it’s important you’ve defined the goal so you can find a specialist who can provide the skills you need.

As I mentioned above, there are many copywriting specialities – if you need someone to support you as you define your target audience, tone of voice or create your communication strategy – there are experts who can help.

2. Identify your budget

Are you looking to take on a permanent employee or use a freelancer? We’re going to focus on how you’d choose a freelancer. For many small businesses, a freelancer is a good choice – you get the expertise when you need it without the ongoing costs of an additional employee – so how much work do you have and how much is it likely to cost?

Are you looking someone for a single project such as a website update, or for ongoing work such as regular blogs?

Some copywriters will put their prices on their website while others will want to quote once they’ve talked to you. Copywriting projects can vary enormously so it can be difficult to identify clear pricing, my prices often state a starting price so you have an idea what to expect but there is flexibility for each project.

It’s also worth bearing in mind that how copywriters charge will vary with some charging you for the time they spend on your work – a daily or hourly rate – while others will charge a fixed price for a project.

You’ll likely pay more for technical or subject specialists and more experienced copywriters. As a point of reference, during Feb 2023 a survey by ProCopywriters (a UK-based writers alliance) found that the average day rate charged by freelance copywriters was £433.

3. Experience and expertise

Do you want to work with someone who has expertise in your industry? Or with the particular task you’re setting? While it may not be necessary, this is something for you to consider particularly if you need particularly niche subject knowledge or are hoping for specific results.

It’s also worth asking potential copywriters for examples of their previous work, it gives you a chance to see the style and quality of their work before you decide who’s the right person for you.

4. Do your research and ask for recommendations

Even if you know a copywriter, it’s a good idea to do some research to ensure they’re the right person for the job. Ask other business owners you know for their recommendations and personal experience; you can ask in person, on social media or in industry forums.

LinkedIn is a great tool for finding experts – not only can you use specific keywords to search the community, you’ll be able to see recommendations, review their profile and online presence, and you can identify any connections you have in common to get personal feedback.

5. Consider the process

Talk to potential copywriters about how they work to ensure you’re happy with their process. It’s important you understand:

  • when they are available – do their hours/ days line up with yours
  • how you’ll communicate – if they prefer voice notes and you want emails, this might cause a problem
  • the review process – do you want to markup documents or discuss in person?
  • how many rounds of amendments are available

Effective and open communication is so important, talking through the process before you start will help you understand whether or not a relationship will work.

6. Understand the timescales

Writing can take time, if your project has fixed timescales make sure you start talking to a copywriter early otherwise you might miss out. Many experienced copywriters are very busy and will have a waiting list on top of the time they’ll need to complete the project itself.

When you’re looking for the right copywriter for your small business, there are a number of things to think about. Hopefully this post will help – if you need to talk I’d be happy to help further – book a free 30 minute call here.