Before you hire a website copywriter for your business’s website, you should make sure to ask them the following questions:
- Have you written for my kind of industry or niche before?
- How are you able to write in my voice or my brand’s voice?
- Do you use AI in your writing?
- Do you incorporate SEO into your website copy projects?
- How do you work with website designers?
- What does the revision process look like?
- What do you need from me for this project to be successful?
Also, I’m assuming that you’ve already seen stuff like their rates, deliverables, and portfolio pieces on their website already. Those are essential questions that the copywriter should have included in their website for you to browse through to determine if you want to inquire with them.
Assuming you’ve done that, you’re well on your way to hiring that copywriter that’s going to completely elevate your website.
First, how do you know it’s time to hire a website copywriter?
It can be tricky for business owners to know when to hire a website copywriter, and it comes down to several different things.
First, I can confidently say that most business owners would gladly hire someone else to write their website copy on day 1 (because writing is stressful, complex, and always more work than you would assume) but website copy is an investment. An investment with a high ROI if you do it right, but an investment all the same.
So, even if you do have the budget to hire a website copywriter on day 1 of your business (and some of my clients do make that choice) just know that your business is probably prone to changing, as all new businesses do.
That said, here are some of the main reasons my clients finally pull the trigger on hiring a professional website copywriter:
- They don’t have the time or knowledge to write it themselves
- They get overwhelmed learning how to write copy
- They need strategy infused into their website, not just nice words
- Their business has grown enough so their current copy doesn’t match how good they are
- They’re going through a rebrand and need the copy to match the new branding and design
- They want to improve their SEO
- They want to improve their sales or get more inquiries
- They’re ready for their website to show exactly how good they are so they can attract more professional opportunities
- They’re starting a 2nd business and want to have an amazing launch
I would not recommend hiring a website copywriter if you’re desperately needing to make sales in your business. Professional copywriting can amplify a good offer, business, or service, but it does not fix the fundamentals of your business.
So, assuming you’re in a good place to hire a website copywriter, let’s dig into the questions I would recommend asking before you hire that copywriter you’ve had your eye on.
1. Have you written for my kind of industry or niche before?
This is a good way to gauge if the copywriter you’re interested in will be a good fit for writing your website, although I’d recommend taking their answer with a grain of salt.
Some copywriters might specialize in a particular niche or industry, but that doesn’t mean they won’t be a good fit for you if you fall slightly outside of their typical niche. For example, if they typically write websites for interior designers, and you’re a photographer for home decor and real estate, they’ll probably have a lot of knowledge about your industry that will be applicable to your project.
Some copywriters (like me) don’t specialize in a particular niche, but get really good at a particular style of writing. I mainly work with female business owners who value a relatable, elevated, and conversational style of voice that can also get them ranking on Google. If you’re similar to that, I’ll probably be a good fit.
If your business is highly specialized (medical-grade skincare or luxury wrist watches for example) you’ll want to make sure you’re seeking out a copywriter that clearly specializes in those fields.
2. How are you able to write in my voice or my brand’s voice?
This is a great question to ask a copywriter you’re speaking to. It’s easily one of the most common questions I get asked on discovery calls with potential clients.
In my opinion, the best copywriters use a blend of both strategy and intuition when writing in people’s brand voices. Although there’s no set right answer you should be looking for, it should help you get a sense of what this copywriter is capable of.
Personally, I am very honest with potential clients that the reason why I’m so successful at writing in different brand voices is because 1) I have a clear process that helps me understand their brand thoroughly and 2) I’m just naturally very good at mimicking how people speak.
A strong intuition is always going to be a plus from a copywriter.
3. Do you use AI in your writing?
Now, personally, I wouldn’t be ok hiring a copywriter who uses AI to write for their clients. In my opinion, if you’re paying 4 or 5-figures for someone to write for you, all of the writing being original should be a given. You can read more about the unintended consequences of using AI to write copy here.
But as far as other ways they use AI in their business, I’ll let you decide how you want to feel about that.
Some people choose not to hire anyone who uses AI in their business. Some people are ok with people using AI tools in the background of their businesses.
For myself, I do not use AI in any of my copywriting projects. It’s honestly just easier, faster, and better when I do it myself. Sometimes I find that AI can be helpful in learning to ask better questions about a project (such as “how would their ideal client feel about this pain point?”) but that’s about it.
4. Do you incorporate SEO into your website copy projects?
Again, I think if you’re paying the big bucks for website copy, SEO optimization should be included. Feel free to ignore this advice if you don’t care about getting free traffic to your website I guess.
I’m surprised by how many website copywriters don’t include SEO into their copy projects though, so you get to determine if it’s important to you. I think it’s worth asking the copywriter you’re considering if this is something they do.
5. How do you work with website designers?
If you’re hiring someone to do your website copy, you’re going to need it incorporated into the design of the website.
You’ll want to make sure that the copywriter you’re talking to has a process set up to make working with your web designer as streamlined as possible.
Oh! And in case no one has told you, hire your copywriter before hiring your web designer! I 100% promise you your website designer will agree with me on this.
Many copywriters have recommendations for website designers that they work well with too, so if you haven’t selected one yet, ask them for their recommendations. It will probably make for a really successful project for you.
6. What does the revision process look like?
No copywriter is going to write every word 100% perfectly on the first draft of the project (except me a couple times, not to brag lol) so you might want to ask about what their revision process is like.
If they have a clear process to help guide you through the revision stage, that’s a good green flag to look for. For myself, I include 2 complimentary rounds of revisions with my full website copywriting packages, although, since I started implementing this process, I’ve never had to get to that 2nd round of revisions.
It’s a question worth asking to make sure you feel confident that this copywriter prioritizes the project turning out exactly how you want it to.
7. What do you need from me for this project to be successful?
This, in my opinion, is one of the most underrated but helpful questions to ask to make sure you engage in a successful project with the website copywriter of your choice.
Because, while a copywriter can have amazing skills, processes, and track record of successful websites, they can’t pull amazing copy out of thin air. They will need plenty from you in order to make sure your website copy is as good as it can possibly be.
I always tell my clients my expectations for them upfront. I don’t require perfection when they’re filling out my questionnaire, leaving feedback, or showing up to our calls, but I do want to make sure they approach the project with an open mind and timely communication. Other than that, every part of my process is built to make the experience as easy as possible for them.
Hiring a copywriter can have a big impact on your business, so make sure you’re setting yourself up for success
When you finally do decide to hire that website copywriter you’ve had your eye on, I’m certain you’ll feel a huge weight leave your shoulders.
When the strategy, brand voice, and customer journey of your website is taken care of for you, you won’t have to worry about sounding as good as you are.
Professional website copy can be such an asset to your business and open up new opportunities. If you’re currently looking for a copywriter, I’d love to connect with you. You can view more about my website copywriting services here.
