Skip to content

What You Should Look for in a Copywriter

Reading Time: 3 minutes
back side of tower viewer binoculars

Let’s be real for a second. Content creation is time-consuming, especially when you’re trying to run a business. But it’s also absolutely necessary when it comes to marketing your services online. If you find that you simply don’t have the time or energy for content creation, it’s time to outsource.

Freelance Writer or Content Agency? That Is the Question.

Ready to outsource your content creation? After performing a bit of research, you’ll find you’re basically facing two options: hire a freelancer or find a content agency. The question is, which one is the best choice for you?

Freelance Writer

Freelancers often charge less due to less overhead in their businesses. They’re also flexible, allowing you to manage how many projects they receive based on business needs. But freelancers often have limited availability due to juggling many projects at once. And as these are businesses of one, you can find yourself stuck in a situation where they just simply cannot meet deadlines due to other demands at work and home.

Content Agency

Agencies offer dependability that is unmatched, providing a team that is dedicated to your project. They’re also experienced and can handle most aspects of your content project, regardless of its type or size. Although they generally cost more, you receive more options to better fit your content needs, as well as a reliable partner you can trust with your ongoing marketing efforts.

Necessary Traits to Look for When Searching for the Perfect Copywriter

Regardless of which direction you choose, there are some traits that your copywriting agency or freelancer should possess.


Deadlines are important. That’s why it’s important to hire a copywriter who is reliable and able to finish projects on time. This is especially important when hiring remote copywriters that work on their own time. During the search, make sure you discuss the importance of reliability with any prospects. Ask questions about when they work, how they work and what their general turnaround times are.


The copywriter you choose should have experience writing for other businesses in your niche, especially if it’s highly technical or in-depth. Be sure to ask for your copywriter’s resume and references to check for past experience.

It’s also a good rule of thumb to understand what type of projects you’ll need the copywriter to complete. Writing ads is a lot different than writing copy for your blog. The copywriter you choose should have experience completing the specific projects you need.

Understanding of the Target Audience

A good copywriter will have experience speaking to the audience you’re attempting to reach. For example, if you’re an attorney, your copywriter will need to understand how to speak to prospective clients looking for legal help. Without this understanding, you run the risk of receiving copy that communicates the wrong message—wasting your time and money.

Creativity & Passion

The copywriter you choose will possess the creativity required to write copy that converts, even if that means going against the grain. Plus, they’ll have a passion for writing that keeps them motivated, even when completing projects that appear less-than-riveting from the outside looking in.

Willingness to Learn & Adapt

As you work with a copywriter, they’ll need to be willing to learn more about your brand and your business to write copy in your voice. They’ll also need to accept your feedback with grace and rework the copy to fit your expectations. As your content needs change over time, they’ll need to be able to adapt.

Remember the Writing Samples

Have you had a great interview with a copywriter? Checked their references and found glowing reviews? If so, you’re on the right track! But you aren’t finished yet. Remember to check the copywriter’s writing samples. View their online portfolio or request samples before moving forward.

Hiring a Copywriter Is a Tough Decision

By determining your expectations up front, you’ll know better what you should look for in a copywriter or agency to ensure they’re the best fit. To learn more about hiring a copywriter for your next writing project, send us a message.

Erin Larson