Hire A Writer To Grow Your Business
Well-written copywriting is an essential part of any marketing campaign. Whether you are a business owner growing your company or startup or a marketing director looking to fill in the gaps when you hire a freelance copywriter.
In today’s competitive marketplace, you need to get found in search engines and engage with your customers like never before. Your target audience is on the go, and you need content that engages and sells readers to drive more sales and boost ROI.
You can’t get by with mediocre content like you could in the past. Search engines and people have learned how to look past the B.S. and are drawn to content that creates a lasting impression and meets your customers’ needs.
Why Should You Hire A Copywriter?
The only way to stay ahead of your competition in today’s competitive market is to build an online presence and engage with your target audience based on their needs. The old days of stuffing keywords into low-quality content are over, and you need professional and optimized content if you want your business to succeed online.
There are many reasons to outsource your content needs to a professional copywriter.
- Flexibility: Your business likely sees seasonal shifts in demand and engagement from your customers. Whether you are looking to hire a copywriter for short periods leading up to periods with high demand, you will need someone who can fill in the gaps and not weigh your business down during low-periods.
- Scalability: Freelance copywriters are a valuable addition to your marketing strategy because a professional copywriter makes your content production cycle scalable.
- Creativity: Even the most open-minded marketers can fall victim to the “echo chamber” effect of business culture. Bringing in a freelance copywriter can give you a fresh perspective to improve your content marketing strategy.
- Efficiency: The economy goes up and down, and you need an agile marketing strategy during economic turndowns that won’t tank your bottom line.
- Pricing: Unlike salary employees, you only pay a freelance copywriter for what they produce. Some copywriters charge by the hour, and others charge by the project, so you can find the pricing model that works best for your budget and needs.
As you can see, there are several great reasons to hire a copywriter instead of bringing a full-time writer to your team. Freelancers are ideal for businesses of all sizes, and agencies also hire outside copywriters to help their team complete projects for their clients.
How To Find The Right Writer For Your Marketing Campaigns
Now that you know the benefits of a freelancer and what a freelance copywriter can bring to your team, it’s time to think about finding a good copywriter.
The first thing that needs to be stated is that there are many content writers out there who market themselves as a professional. From Fiverr to Writer, you can find writers on different platforms dedicated to helping you find the best writer for your needs.
However, you should be wary of hiring a writer from a 3rd party platform because these platforms try to get you paired with the cheapest writer to pad their profit margins. Not only that, but you are not able to communicate directly with writers on these platforms, so you can’t vet their credentials before hiring them.
This is a lose-lose situation for you because you need someone who can complete specific copywriting tasks while also address other needs like expertise, SEO, etc. A great writer combines the art of copywriting with the science of SEO and sales:
- Polished writing & editing skills
- Write engaging headlines that get clicks
- Write for customers based on where they are in the Customer Journey
- Understand your target audience
- Get content found with keyword research & SEO
You’re not just looking for words on the screen- you are looking for content that gets found, connects, and sells!
Let’s jump into the seven steps you should consider when hiring a freelance copywriter today!
1. Hire A Writer For The Type Of Content Needed
There are countless types of content marketing at your disposal. Whether you are trying to generate qualified traffic with blog posts or generate more direct sales with PPC marketing, the only way to find the right copywriter for your needs is to understand the type of content you need to produce.
|Type Of Content||Description|
|Blog Posts||Articles that are optimized to get found by customers searching for how-to information.|
|White Papers||Long-form content used to educate customers about your company’s products and services.|
|Website Pages||Show off your company’s services with an optimized page that shows up in Google.|
|E-commerce Products||E-commerce sites need category pages, product pages, and product descriptions.|
|Case Studies||Long-form content to highlight customer success stories and show the value of your solutions.|
|PPC Ads||Snappy content that shows up on Google and Facebook for customers ready to buy.|
|Google My Business Posts||Short-form content that shows on your Google My Business profile and local SEO strategy.|
|Sales Pages||Unique pages to convert customers who click on an email, PPC ad, or social media post.|
This is easier said than done, but you can look to your customers’ needs and where they are in the Customer Journey to help you choose the right type of content for your needs. Not all copywriters write all kinds of content, and you should look for a freelancer who specializes in different forms of content like:
- Blog Posts: A blog post is an article that lives on your website’s blog. This type of content is generally aimed at a target audience in the Customer Journey’s Awareness Stage. Blog posts are typically 1,000-3,000 words and provide high-level information for customers as they search online.
- White Papers: A white paper is a long-form piece of content used by customers in the Customer Journey’s Decision Stage. White papers dive into specific topics, and are they are used to educate customers about how your company’s products and service can solve their specific problems.
- Website Pages: Your website needs copywriting to rank individual pages on Google and guide customers down a conversion path. The content you put on your website’s various pages is essential because it brings together education and sales material naturally and engagingly. Website copywriters blend SEO, content marketing, and sales together, so this type of content production can be more pricey than other copywriting types.
- E-commerce Products: Your online store needs to have content that provides your customer’s information to facilitate sales. Most e-commerce sites need content for category pages, product pages, and product descriptions. E-commerce writing requires a freelancer to understand SEO, user-intent, and content marketing.
- Case Studies: Case studies are a specialized type of copywriting because this content aims to build trust with your target audience as they near the end of their Customer Journey. A copywriter will feature success stories and write up a long-form description of a customer’s problems and how you helped them address their needs.
- Google Ads & Facebook Ads: PPC marketing services are great ways to reach your customers right when they are ready to purchase from you. A good copywriter will blend their knowledge of persuasive copywriting with the power of sales to drive more qualified leads to your site right when they are ready to purchase from you.
- Google My Business Posts: Local SEO services and Google My Business (GMB) are great ways to generate sales from customers in a local geographic area. A professional copywriter will write a short-form copy that you can publish on your GMB listing and improve your online presence.
- Sales Pages & Landing Pages: You need a place to direct customers when they click on a PPC ad or an email to use landing pages to capture more sales with customers as they approach the end of their Customer Journey. Sales copy is tailored to customers’ needs who are very close to purchasing, so you need a copywriter who has experience with sales and can write concise content that resonates with your audience.
The type of content you need for your business will depend on your target audience’s needs, business goals, and content strategy. You can use a content map to help figure out what content you need for your customers.
Of course, you also need to consider your budget before hiring a freelance copywriter. Your budget is a general indicator of the quality of copywriting and content marketing types that you can produce. The good news is that you can get premium content even on a lower budget, so let’s take a look at what you should expect to pay a professional copywriter as you are on the search for excellent content.
2. Figure Out Your Budget
At this point, you should have a general idea about the type of content you need a copywriter to make for you. It would help if you also had a general idea about where your customer is in their Customer Journey and outline their needs/questions.
Now is the time to figure out your available budget, so you don’t waste your time hunting down a copywriter who is too expensive for your marketing budget.
|Type Of Content||Length||Price|
|Blog Posts||1,200 words||$220|
|White Papers||3,000 words||$5,000|
|Website Pages||800 – 1,000 words||$300|
|Case Studies||800 words||$400|
|PPC Ads||Google Ad or Facebook Ad||$50|
|Google My Business Posts||75 words||$10|
|Sales Pages||700 words||$300|
In the previous section, we looked at some different types of copywriting, and now we will break down general costs for each type of copywriting project. Here are just a few types and prices that you should consider how much copywriting costs based on different projects:
- Blog Posts: Expect to pay around $220 for a 1,200-word blog post. This is the typical price point for a professional copywriter to research, write, and optimize your search engines and people’s content.
- White Papers: White papers are long and detailed documents that require the attention of a particular type of copywriter. You should expect to pay around $5,000 for a 3,000-word white paper.
- Website Pages: This is a little bit harder to define, but as a general rule, you should expect to pay a good copywriter around $300 for a product or service page on your site.
- Ecommerce Products: Expect to pay around $150 for a product or category page on your e-commerce site. This price will vary based on the products you sell and the desired length of page copy and product descriptions.
- Case Studies: Case studies require a professional copywriter to conduct interviews with your customers. Due to the amount of work required, you should expect to pay a freelancer around $400 for an 800-word case study or testimonial.
- Google Ads & Facebook Ads: Some content writers know how to write PPC ads, and you should expect to pay $40-50 per Facebook Ad or Google Ad.
- Google My Business Posts: These are easy to produce and require a freelance to understand local SEO, but you can usually pay around $10 per post.
- Sales Pages & Landing Pages: Landing pages use short-form copywriting to grab the attention of readers. Copywriters need to understand Conversion Rate Optimization (CRO), and you should expect to pay around $300 per landing page.
Professional copywriter fees will vary based on their knowledge and experience. While you should try to maximize the amount of content for your dollar, you should not hire a copywriter based on the lowest bid because bad copy can hurt your company in the long run.
There are three popular pricing models that you can use to pay for copywriting services:
By The Hour
As the name suggests, you pay content writers by the hour for their work. This model is not ideal because it is hard to track and does not always align the writer’s incentives and business needs. It’s best to stay away from hourly pricing because it can cause issues in the long run.
By The Project
Top copywriters require this type of pricing model because it favors experience and efficiency overtime on the keyboard. Paying for copywriting services by an individual project is the best solution because it aligns your business needs with the best interests of the copywriter. You pay the same amount, whether it takes the writer a day or a week to finish the copy, so your bottom line is protected.
You may want to choose this payment option if you have consistent work that needs to be done, and you don’t want to bother with negotiating on every project. Keeping a professional copywriting on retainer isn’t cheap. Still, it can be an economical alternative to paying for each project if you can strike a deal with the writer for long-term work and security.
Hiring a freelance copywriter who charges peanuts will save you some money in the short-term. Still, they will more likely than not end up costing you more in the long run as their writing skills will be so deplorable that you’ll lose customers and have to pay a better writer to correct their work.
When you look at the big picture, you’ll see that it’s far cheaper to hire a marketing agency that will get the job right the first time around rather than going through a dozen “budget writers.”
Now that you have a ballpark figure for different copywriting types, it’s time to think about specific skills your writer will need to have.
3. Hire A Writer With The Right Skills
Writing for the web is different than writing for any other medium. Whether you need content for a blog post or a PPC ad, you need to find a freelance copywriter who knows how to bring sales copy, SEO, and user experience together in a way that drives engagement and sales.
Web content needs to be accessible, targeted, and relatable to your readers. This means that you’ll need to hire a copywriter who has refined their copywriting skills, but you may also need a writer with additional skills.
Strong Writing Skills
This is an obvious skillset that you need a writer to have. While you don’t necessarily need a subject matter expert, you need someone who can write great content. Your readers and Google are pickier than ever before, so the best copywriters should have a firm handle on the basics of copywriting like:
- Writing style & tone
- Engaging content
- Proofreading & editing
These are just the baseline considerations for good copywriting services. Sure, a copywriter might have a typo here and there, but they should have a process and a toolkit in place to help make their content as good as possible.
Audience & Market Research Skills
Market research is another essential skill for any great freelance copywriter. Providing useful information on an article should be the main priority, but you must have the market data to back your claims up.
- Understand who your target audience is.
- Positions your content based on market opportunities.
- Stays current with customer & market trends.
- Format content for your readers.
If you want the readers to trust you enough to buy the product, you’ll need first to conduct sufficient market research to pick up on your knowledge of the niche.
Excellent copywriting can get your content found and adjust their writing style to speak to your customers.
SEO Marketing Expertise
You don’t want to pay a writer for content that won’t get found on Google. You need to hire a good copywriter who knows how to format and optimize copywriting projects to get found in search engines with SEO strategies like:
- Figure out how your target audience searches for you online.
- Research & optimize blogs and online content for specific keywords.
- Format content for easy consumption on all devices.
- Analyze your competitors to find content gaps.
If you need your copy to stand out from the competition and get clicks, then you need a good copywriter who has experience with SEO. You need to hire a writer who understands the science behind algorithms and how people interact with content to drive more sales!
Understand User Experience
The best copywriters don’t just focus on search engines or text on a page because these top writers are obsessed with the user’s experience.
- Focus on keywords that matter to your customers.
- Format content for easy consumption on mobile devices.
- Use headers and bullet lists for easy reading.
- Captivating headlines that stand out in SERPs.
Your content needs to be optimized to get found by research engines and optimized for your readers’ needs. A great copywriter will create high-quality content based on your target audience
4. Review The Professional Writer’s Portfolio & References
Going through the hiring process for a writer can be tiring, and you need to make sure you hire the right writer for your content needs. The best copywriters are not just great at writing or technical skills because professional copywriters also need to be professional and reliable.
Be sure to check references and business portfolio of past work for critical indicators like:
- Experience with the type of content you need
- Timely email responses or phone calls.
- Past clients are happy with the results and the copywriting process.
You’ll know when you find a great writer because they will have the technical and professional skill levels to stand out from other writers. This is usually one of the most straightforward steps to hire a writer because you can talk to 2-3 references and review past work produced by the writer.
Don’t skip this step! You don’t want to be a “pay to learn” client as the freelancer learns on your dime or fails to show the professionalism you need.
5. Set A Process To Produce Great Content Marketing Assets
Copywriting requires a scientific copywriting process to understand your target audience, identify gaps in the market, and optimize your customers’ content.
If you hire a writer, you need to make sure they follow a standard process to produce content that will deliver results. Be sure to ask the writer you’re looking to hire about their process and expect a response like:
- Initial research & discovery
- Market research & competitor analysis
- Write the content
- Optimize copy for readers & search engines
Content marketing requires a crisp copy that meets your business needs. If you hire a writer who has a standard approach to craft quality content will consistently deliver fantastic content and ROI.
6. Set A Schedule With Your Copywriter
The type, amount, and frequency of content you require will vary depending on your market strategy and business goals. It’s a good idea to build a schedule to outline the content you need and when the content is due.
Having this information handy while hiring a copywriter will help you determine costs, and you can make sure the writer can handle the required work.
7. Connect Your Copywriter With Your Designers & Content Strategists
You can get the most value with top copywriters by connecting the freelancer with other parts of your business. This means you can introduce the writer to your design team and project managers to bring the professional writer closer to your business needs.
Content marketing is a holistic approach to engage our customers, and writing copy should be part of the more extensive business process.
The right copywriter will be willing to get involved with other teams to ensure they deliver the content you need on your desired schedule.
Hire A Freelance Copywriter For Your Business Today!
Hiring a freelance writer can be difficult, but you can follow the above seven steps to find the copywriter you need in a fraction of the time.
With a little planning, you’ll be able to supercharge your content marketing strategy at a fraction of the cost of an in-house copywriter. Scale your business with a professional copywriter today!
Hire A Freelance Copywriter FAQs
The cost for website copywriting will vary based on the type of content you need like:
- Blog Posts: $220 for a 1,200-word post.
- White Papers: $5,000 for a 3,000-word white paper.
- Website Pages: $300 for product or service page.
- E-commerce Products: $150 for product or category page.
- Case Studies: $400 for a 1,000-word case study.
- Google Ads & Facebook Ads: $40 per Facebook or Google Ad.
- Google My Business Posts: $10 per GMB post.
- Sales Pages: $300 per landing page.
Consider how you want to pay a writer that you are looking to hire like:
- By The Hour: This model is not ideal because it is hard to track and does not always align the writer’s incentives and business needs.
- By The Project: Paying for copywriting services by an individual project is the best solution because it aligns your business needs with the best interests of the copywriter.
- Retainer: You may want to choose this payment option if you have consistent work that needs to be done, and you don’t want to bother with negotiating on every project.
You should expect to pay $125-250 for a 1,000-word blog post.