Hiring a professional copywriter? Look for these 11 qualities

So, you’ve taken the plunge and decided to hire a professional copywriter. Maybe you’re searching for the perfect writer to join your in-house content team. Or perhaps a freelancer is the best option for you right now. Either way, good for you! We may be a little biased, of course, but we fully believe that professional copywriting services can do wonders for your business. 

Not only can a copywriter take on all those content tasks so you can focus on other areas of your business, but they can also freshen up your website and boost that all-important SERP ranking. (The higher you appear on the search engine results pages, or ‘SERP’, the more clicks and website visits you’re likely to get). 

But with so many copywriters around, how do you find the best one for the job? Here are a few key traits to keep an eye out for.

1) SEO knowledge

If you’re looking to hire a copywriter, chances are you want to boost your SEO — or at least maintain your current rankings. Search engine optimisation (SEO) is an essential part of digital marketing. So it’s important to find a copywriter who understands how to seamlessly incorporate keywords, meta tags, and other SEO best practices into their writing. 

2) Creative flair

There’s much more to captivating copy than keywords and a call to action. Yes, content and copywriting are designed to drive sales — but the words on the page need to engage your reader. No matter the subject, a strong writer can create an emotional connection with the reader by adding their own creative touch or emulating your brand’s tone of voice. 

These first two points may seem at odds, but that’s where the magic lies. The best copywriters strike the perfect balance between alluring content and strategic keyword placement. Their copy flows naturally, weaving in SEO essentials without sounding overly promotional or forced.

3) Adaptability

Every brand has a unique identity with a distinct tone of voice. Professional copywriters can pick up on nuances. They can adapt their style to match your tone of voice (TOV) and create copy that integrates harmoniously with your own. 

It’s worth noting that one of the best ways to support the copywriter you hire is to provide them with a clear indication of how you want your copy to sound. The more examples and specifics you can give, the more seamlessly they can adapt. 

4) Willing to take on feedback

Sometimes, you might read copy from your writer and think, yes — that’s it, you hit the nail on the head. (Hopefully, when you find the right copywriter, this will be the case most of the time!) 

But sometimes, you might need some edits, and a seasoned copywriter will gladly take on the feedback. Always check whether edits are within the scope of the copywriting agreement you have in place. Some copywriters may charge extra for amends, while others might happily include a round of edits in their original pricing.

5) Attention to detail

It’s easy to fall into the trap of thinking that nobody reads every word of a blog or that only the keywords matter*, especially with the rise of AI tools. But that doesn’t mean it’s okay to cut corners. 

From double-checking that commas are in the right place to finding a new adjective to avoid repetition in a sentence ( it really disrupts the flow, trust us), a top-notch copywriter pays attention to the small things that often go unnoticed. 

Attention to detail highlights that a writer truly cares about their work. It shows they’ve taken the extra time to make those tweaks and ensure the copy is as strong as possible.

*Note: Keywords do indeed matter… But they’re not the be-all and end-all! Our previous article looked at how to get the most out of your keywords — have a read for more insight. 

6) Initiative

When you’re writing a brief for a copywriter, you may have a few key elements you want them to include. You might, for instance, have a particular product or page link you’d like them to weave in. Most copywriters will do so, but we find those that stand out go beyond the brief. They might find other internal linking opportunities or find a source with an ideal statistic to give your piece an authority boost. 

7) Research skills

This sense of initiative ties into our next quality to look out for — research skills. Many people ask why hire a copywriter when you can put a title in an AI generator and get a 600-word blog in minutes?

Now, ChatGPT and other AI tools are a controversial topic in the copywriting world, and we’ll go into our views on the matter another time. What we will say for now though, is, yes, you can indeed get a 600-word blog in minutes, but it won’t have the depth of research that you’ll get from a piece written by a professional copywriter. 

From recognising trends and keeping an eye on what your competitors are writing to fact-checking and creating a balanced argument, research is at the heart of strong, engaging copy. 

8) Great communication

It goes without saying that the best copywriters are excellent communicators. After all, their whole aim is to communicate your brand’s value to your target customers. However, this great communication should extend beyond the briefs you set. 

Look for professional copy and content writers who consistently reply to emails and messages quickly. (Within reason — we’re all human, and sometimes emails get lost or we’re unable to reply to an 11pm message until the morning, but you get our point).

Great communication includes asking for additional resources or information if needed and updating you if there are any barriers to reaching a deadline.

9) Excellent time management

Speaking of deadlines, can your copywriter reach them? Look for someone who’s confident in their organisation skills and meets set deadlines. 

Do you need someone who can handle tight turnarounds? Not every writer has the capacity for this, but if they say they can get the content to you within 24 hours, they need to be true to their word.

10) Clear pricing

If it’s your first time hiring a copywriter, you might be unsure of the cost. The cost of SEO copywriting services can vary greatly depending on the writer’s experience, training, demand, and more. It can be helpful to look for a professional copywriter who gives an upfront indication of their pricing, and its scope. 

Even if it’s a ballpark figure, transparent pricing will help you work out whether a writer fits with your budget.

11) Someone who aligns with your values

For us, this is the most important point of all. Look for a copywriter who shows a genuine interest in your business and has a real willingness to learn about your values and goals. The right copywriter for you will champion your brand, whether you’re an independent business, a solopreneur, or a well-established company.

Not only will this make collaboration a far more pleasant experience, but it can also lead to stronger, more authentic content.

Copywriting services from The Content Coven

Having worked in content management roles as well as freelance, we recognise how important it is to find the right copywriter for your business. And we’d like to think that we encompass all the qualities we’ve discussed here!

When you work with The Content Coven, you benefit from a two-witch team of creative writers who have years of experience in SEO. Our speciality lies in adapting our tone of voice to create copy that captivates and converts, transforming your dream website visitors into customers. 

We love working with independent businesses and are keen to collaborate with startups, sole traders, and anyone who fancies giving their content a bit of a refresh. So whether you’re looking for support in pinning down your brand’s TOV or you want to scale up your blog content production, please feel free to explore our Pricing and Packages and send us a message to discuss your requirements.