What to Look for in a Great Copywriter

Find talented copywriters who will actually accomplish what you want them to.

Let’s talk about what makes a great copywriter, because let’s face it: You expect great ROI when you hire them.

And while copy isn’t the only thing that affects conversion rates, it’s a huge part of your success.

Key Traits of a Great Copywriter

So, you’re hunting online for a copywriter. Googling, scanning LinkedIn, networking on Facebook, posting a copywriting job on Upwork…

It takes so much time to find the right copywriter for the job. Plus, how do you know what makes a great copywriter versus a… not great one?

#1 They’re Actually a Copywriter

Yes, you’ll come across writers who are interested in your copy job, but aren’t actually copywriters.

Many writers don’t know what copywriting is, let alone are trained to write copy.

Technical writers, content writers, bloggers, authors and academic writers are not qualified to write your website copy, marketing emails, etc. They’re just not!

Ask about their copywriting training and experience. Copywriting is a highly specialized type of writing.

#2 They Have a Website - and It’s Awesome

Novice copywriters just send you to their Fiverr listing, or something similar. Posting a freelancer profile on job-bidding sites is usually free and reserved for early on in a writer’s career.

Any great copywriter should send you to their own website — one they maintain, write copy for and pay for. A copywriter with a standalone website means they’re a serious, experienced copywriter.

And here’s what makes the great copywriters stand out from the average: Their website is great.

From the homepage headline, their copy is easy to understand and gets you amped up to contact them. Every great copywriter has great copy on their website. It’s just a fact!

#3 They Have Samples to Show

It’s a red flag if a copywriter can’t fork over copywriting samples (note: Samples should not be only blog posts or articles)! Even new copywriters should have “spec ads” that they can show you.

Spec ads are “made up” projects. While that may be off-putting, spec ads allow a copywriter perform the entire copywriting process for a real brand — just without the payment or hiring from that company.

However, experienced copywriters will have samples from paid clients.

#4 They Do the Kind of Project You Need

A good copywriter will have samples of similar projects to show. After all, writing copy for email versus a website is different!

Very well-rounded, experienced copywriters will have a portfolio with all types of projects and industries.

Worried that they don’t have a niche or that they spread themselves too thin? No worries.

While there are slight differences, copywriting strategies are actually pretty universal across different media and fields.

#5 They Ask About the Project Goals

You want results with your marketing project, and a great copywriter knows to ask about what you’re looking for.

Now, a really great copywriter will be honest about if your goals can be achieved with this project.

For example, if you want more conversions on your landing page after a Facebook ad you wrote, that copywriter will want to see if your Facebook ad copy is optimized too.

Awesome copywriters develop various marketing skills, so they’ll be a great resource along the way.

#6 They Ask About Obstacles You’re Facing

Every business has to deal with barriers to entry and obstacles to getting more sales.

If a copywriter asks about the issues you’ve been facing, they may find a better solution to getting the positive results you want.

#7 They’re Great Communicators

From their website to their first email correspondence, great copywriters write clearly, concisely and without error. They’re judged constantly on their writing — and they should be!

We all make typos, but great copywriters send you perfect emails and copy every single time.

Great copywriters also speak pretty well too. When you get on a discovery call with them, don’t be surprised if you’re blown away by their clarity, ideas and descriptions.

#8 They Tell You How You’ll Benefit from Them

Your customers want to know why they should buy from you. A great copywriter will make it very clear why you should work with them.

If they can’t clearly explain their benefit to consumer and what you’ll get out of working with them, they probably don’t write good copy.

Selling more stuff and getting great conversions is all about relaying benefit to consumer.

#9 They Ask a Lot of Questions, Like a Lot

Great copywriters get to know your brand before they get the job. It’s their responsibility to see if you and them are the right fit.

They ask about timelines, scope, branding, tone and tons of other things right upfront. Then, once you kickoff a project with them, they’ll ask tons of specifics about target audience, benefits, features and more.

Hiring a great copywriter may require some digging, but you’re sure to reap the benefits once you find one. Looking for a great freelance copywriter? Contact me. ;)