Five tips for finding the right web copywriter for your business
Although web design trends are constantly evolving, one element of a website that must remain consistent and of high quality is its content. Finding a good copywriter can help you sell your products and improve customer conversions. Don’t be daunted by the list of freelancers available online – follow our guide to sourcing the right one for your business.
1. Source credible copywriters
Finding a credible copywriter doesn't have to be difficult – you just need to know where to look. One of the easiest ways to source potential candidates is to Google 'copywriter' and narrow the search by geographical area and industry. You should be able to tell by their website or online resume whether they have the skills you're looking for.
Advertising on your own website and social media channels is likely to provide you with a few candidates, and LinkedIn is a great place to look for capable individuals.. And don’t forget to simply ask around, as personal recommendations from your peers and industry associates will often yield great results.
2. Check their SEO skills
All web content writers should be well-versed in Search Engine Optimisation (SEO) and able to write search-friendly copy. In years gone by, a good SEO writer would have made heavy use of keywords and stuffed their copy with sentences designed to appease machines, rather than people. These days, however, search engines are far more sophisticated, which means your writers need to be too. Make sure their SEO skills and knowledge are up to scratch.
3. Ask for samples
Any good copywriter should be more than happy to provide you with samples of their work. Assess the pieces they give you to gain an understanding of their style and whether they seem capable of writing in the right tone for your business. Remember that a skilled writer needs to be able to match your brief, so if they don't have suitable samples available, send them a test or case study to evaluate their skills.
4. Get references and recommendations
If you've found a freelancer who seems to tick all the right boxes, don't sign them up on the spot – take the time to check their references. Many copywriters will have a traditional CV which includes their referees’ details. If they don't, simply ask for the contact details of their most recent employer. If they send you links to a number of websites and say “I wrote that,” always ask for proof.
5. Set clear objectives
As in any business relationship, it's essential to agree on clear objectives and pricing plans from the outset. Think about the kind of pages you need – are you looking for product pages, a new homepage or landing pages? How valuable are these to your business? Base your price scale accordingly and always agree on editing costs before starting the job. It's also essential to create a strong brief that both parties are happy with before commencing.
A good copywriter is worth their weight in gold and can make a huge difference to the success of your website, so make sure you know how to find one.