It’s easier than ever to hire a freelance copywriter. But a bit of prep can save you time, stress, and money.
Before I became a freelance copywriter, I often hired for different projects at my companies. And I quickly learned that it can be a big time and energy suck if you don’t know how to find that special someone who’s a great fit for working together.
So learn from my mistakes while we check out what a freelance copywriter does, what to look out for when hiring, and common mistakes to avoid!
What Does a Freelance Copywriter Actually Do?
A freelance copywriter helps your business get results.
That commonly means more clicks, more clients, more leads, more sales, or more brand loyalty.
But it really depends on what you’re trying to achieve. For example. in the case of non-profits, that could mean more people showing up to events, deciding to fundraise, or taking actions which further your cause.
A copywriter takes your goals and turns them into clear, persuasive, personality-driven words that make people care.
Depending on your needs, that might mean:
- Writing website copy that builds trust and sells
- Creating emails that turn subscribers into buyers
- Crafting blog posts with clear calls to action
- Writing ads or landing pages that make people act
How to Spot Key Qualities in a Freelance Copywriter
Hiring the right freelance copywriter comes down to a few core traits. Here’s how to spot each quality fast!
1. A Good Freelance Copywriter Starts With Research, Not Writing!
Before they even begin writing, an experienced freelance copywriter will spend a fair amount of time learning about your ideal audience.
This often includes doing research, collecting what we call “voice of customer” data. That means the copywriter can understand not just the challenges and goals of your ideal client, but the exact words they use in their heads when describing them.
Look for someone who:
- Mentions research on their website
- Asks about any research you already have
- Can give you a clear research process they undertake for new projects
2. Real Results
The best freelance copywriters show results. They can tell you about specific times when they:
- Increased conversions (the number of people buying or signing up)
- Got more subscribers to read and click through emails
- Improved search rankings, in the case of SEO work
3. Strong Writing (Duh)
This is so obvious I probably shouldn’t even mention it, but just in case!
Look for:
- Error-free writing samples that flow, with crisp headings and active verbs
- Hooky opening lines that grab attention in the first line
- Logical structure that guides a reader to the next step
4. Strategic Thinking
The best freelance copywriters are strategic partners. They don’t just write whatever you say, they ask why. Not quite as much as a 4-year-old, but they definitely don’t shy away from figuring out the inner workings of your goals and ideal clients.
So don’t be defensive, take it as a good sign when they sound like they’re trying to Sherlock Holmes a bit. They might ask:
- Why are we writing this now in your company’s timeline?
- Why are you choosing this particular approach?
- Why do you think this is the best call of action?
5. Marketing Smarts for a Freelance Copywriter Includes Knowledge of Trends, SEO and AI
Great copywriting doesn’t happen in a vacuum, so you need someone who knows what’s going on in the world.
Whether you’re obsessed with AI or think it’s the devil incarnate, you’ll want to check that your copywriter understands its role. If your organization is looking to come up in web searches or AI searches, make sure your copywriter knows how to make that happen.
If you’re looking for a website that brings in traffic, you’ll want a freelance copywriter who:
- Tracks search intent, uses natural keywords, and writes scannable pages.
- Understands how AI can draft ideas, but keeps the human voice, structure, and logic intact.
- Builds briefs with search data, then edits for clarity and tone.
6. Reliability and Communication
You’re looking for an awesome partner, not someone who you’re always worried is going to make a deadline. Look for:
- On-time delivery, clear timelines, and shared milestones.
- Clean files, version control, and simple feedback loops.
- Someone who is great to work with, so you can actually enjoy the process. Wild idea, right?
7. Good Morals, Ethics and Values
I’m not saying to find a puritanical copywriter who never said a bad word in their life. In fact, sometimes a good cuss or two can liven things up a bit!
What I am saying is, copywriting, like any skill, can be used for good or evil. Check that your potential freelance copywriter doesn’t:
- Use marketing tactics unethically
- Shame or scare people into purchasing
- Try to get money out of people who can’t afford what’s being sold
Even better is a copywriter who has the confidence to say no to things that they aren’t comfortable with.
While I’ve tried to stay true to my values, there were some times when money was low and there were some grey areas. I’m happy to be in a position now to only work with clients I truly believe in, instead of just people I had to work with to pay for dinner.
When’s The Best Time to Hire a Freelance Copywriter?
You’ll benefit most when:
- Launching a new course or product
- Rebranding or launching your website
- You’re ready to attract better-quality leads, more consistently
- You’ve outgrown DIY copy (or cringe when you read your current site)
- You want SEO to start working for you
That’s when hiring a professional goes from “nice idea” to “why didn’t I do this sooner?”
When Does a Freelance Copywriter Make More Sense Than an Agency or DIY?
When you hire your very own kickass copywriter, you’re not getting passed between account managers or stuck with cookie-cutter copy. You’re working directly with someone who listens, asks smart questions, and understands how to write for your specific audience.
Agencies can be great, though! I’ve worked with many over the years. The downsides are they are often busy, so clients often take a backseat to business development. And the treatment of their own freelancers and staff is often subpar.
But the right freelancer (humblebrag) gives you the best of both worlds:
- Agency-level strategy,
- Small-business flexibility, and
- Someone who treats you as their priority.
When It Doesn’t Make Sense to Hire a Freelance Copywriter
If you’re a tiny organization without a lot of money to invest, writing copy yourself might make sense. You may not get the best conversions, and you might spend a bit too much time on it, but that’s how most businesses start.
Agencies also make sense if you’re hoping to have people do ALL of the marketing for you…think making videos, graphics, etc. Sometimes an agency will be able to provide all of that for you in one go, and in those cases it’s more convenient to use one of their copywriters as it’s usually included as part of the package.
Why Rates Vary (and Why the “Cheap” Option Isn’t Always Cheaper)
“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”
– Red Adair
Here’s the thing: you can absolutely find someone to write your web pages for $50.
You can also find someone to cut their own hair with kitchen scissors.
Both might technically get the job done… but the results? Low rates often mean:
- Little to no strategy
- Generic, recycled copy that won’t connect with your audience
- No SEO, or really badly done SEO
- Endless edits that cost you time (and energy)
If it’s an agency charging super low rates, it could mean they are paying people unfairly.
Yes, someone from the Philippines has a lower cost of living than someone in the US. And they could be a way better copywriter. So do a bit of digging on the standard market rates and make sure you’re paying above them when possible.
A premium freelance copywriter charges more because they bring experience, strategy, and measurable results. And they give you an incredible experience from beginning to end.
And that investment pays off through higher conversions, stronger brand positioning, and better long-term results.
Let’s Wrap This Thing Up
Clear, confident copy turns attention into action, and that is what a great freelance copywriter delivers.
Define the outcome you want, the audience you serve, and the deadline you need. Good copy pays for itself when it moves people to click, book, and buy.
If you are ready to take the next step, reach out to hire me as your awesome freelance copywriter.
