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When Should I Hire a Copywriter? Our Guide to Working With Writers

Published: July 9th, 2024 and written by

“Should I hire a copywriter?” It is a question pondered by every modern business owner with a product or service to sell and a target audience to reach.

When it comes to branding and your market strategy, the power of compelling copy cannot be overstated. The best copy effectively acts as the voice of your brand, communicating your message to your target market and driving customer engagement.

This Empowered English guide will explain everything you need to know about working with a copywriter. Together, we will discuss the best time to enlist the expertise of a copywriter, how to find the perfect writer to communicate your vision, and, of course, the advantages of collaborating with a skilled copywriter when crafting a brand voice.  

Read on to discover when and why you should hire a copywriter.

What is a Professional Copywriter, and When Do I Need One?

What is a Professional Copywriter, and When Do I Need One?

So, what is a copywriter? A good copywriter serves as the voice of your brand. They meticulously craft content that both captivates and convinces your target audience. The role of a copywriter goes beyond just “wordsmithing.” We are storytellers who understand the nuances of language, how words can trigger a specific thought or action, and how we can use those words to evoke an emotional response and build loyalty for your brand. 

“But when exactly should I hire a copywriter?” The truth is that this depends on your goals and circumstances, but a few telltale signs can help you see that it is the right time for you and your business.

You may have experienced a plateau in growth despite your best efforts. This could be due to poor or ineffective copy failing to reach or resonate with your target audience. Your copy may lack consistency across platforms, leaving your brand’s voice garbled and lacking in cohesion. A skilled copywriter can rewrite your brand’s narrative and tell a new story that is creative, consistent, and clear. 

The impact of quality copy on brand image and customer engagement cannot be overstated. The right words can not only differentiate your brand from the competition but also work to build trust with consumers and drive those all-important conversions.

Hiring a copywriter isn’t just about improving content; it’s about elevating your brand identity and connecting with consumers in order to drive growth. 

As you can see, hiring a professional copywriter can be invaluable, but pinpointing the best time to bring one on board is crucial for achieving the best results possible. Here are some specific scenarios when you should consider hiring a copywriter: 

Stagnant Growth Failing to Reach Target Audience

You’ve been pouring your heart and soul into marketing, but your business growth has hit a plateau. This is usually a sign that your brand messaging fails to connect with your target audience and their needs. 

A copywriter will carry out a thorough assessment of your existing marketing content and see where the issues may lie. They will work to revitalise your content with fresh, compelling copy that resonates with your target market and drives the results you want. 

Inconsistent Brand Messaging

Perhaps your brand’s identity has been lost across your web pages and all the marketing platforms you use. If your Instagram tone of voice and your website aren’t matching up, or your email campaigns and social media ads seem to come from two different points of view, you could use a copywriter. 

A copywriter will write copy to unify your messaging and ensure consistency in tone of voice and style across all platforms. This will strengthen your brand identity and improve consumer trust. 

Launching a New Product or Service

Introducing a new product or service to the market is thrilling, but effective messaging in your marketing strategy is necessary to generate interest and drive those first sales. 

A copywriter will craft persuasive product descriptions, compelling landing pages, and engaging social media content that highlight your new offering’s unique value proposition and get it in front of your target audience. 

Revamping Outdated Marketing

Is your website copy older than AOL? Are your social media posts outdated? Do your email newsletters feel outdated and fail to capture the essence of your brand as it stands today? 

If your old content is failing to hold the attention of your target audience, you need a copywriter to breathe new life into it. Infuse your old copy with fresh, relevant content that reflects your brand’s current objectives and engages your target market. 

Search Engine Optimisation (SEO)

Are you fed up with appearing on page 30 of Google? No one scrolls past page 2 or 3, do they? I certainly don’t! If your website is trailing past the first few results on Google or other search engines, you need a copywriter.

An SEO copywriter can optimise your website copy, blog posts, social media, and so on to improve search engine rankings, attract leads to your site, and improve organic traffic.  

Scaling Your Content Strategy

Is your business growing? Great! But as it grows, so does the need for high-quality content across various platforms. 

A good copywriter will assist in scaling your content strategy. They generate blog posts, social media posts, email marketing campaigns, and so on, allowing your brand to maintain consistency and relevance across all platforms as you expand your reach.

Tips for Evaluating Potential Copywriters

Tips for Evaluating Potential Copywriters

When evaluating potential copywriters, consider the following factors to ensure you find the right fit for your project:

Portfolio Reviews

Take a look at the previous work completed by your prospective new copywriter. This will allow you to assess their style, ability to work in a different tone of voice, and the quality of their work. You should also check for versatility to see how well they write across industries and audiences. 

Client Testimonials

Read testimonials and reviews. This is one of the easiest ways to gauge a copywriter’s reputation and reliability. Positive feedback from clients who have worked with the writer before will assure you of their ability to deliver the results you are looking for. 

Communication Skills

The best copywriters are usually also the best conversationalists. They understand how to communicate clearly and concisely and can easily adapt to different situations. 

When speaking to a potential writer, either face-to-face, over the phone, or in an email, pay attention to their responsiveness, clarity, and professionalism. If they take a week to reply to your email or cannot clearly explain how they can work with you, they probably aren’t the writer for you. 

Understanding of Your Brand

Look for copywriters who take the time to understand your brand, target audience, and unique selling propositions. A copywriter who demonstrates a deep understanding of your brand’s voice and messaging goals or who asks questions about these things and is keen to learn more is more likely to deliver content that resonates with your audience.

Working With Copywriters to Define Your Brand Voice

Working With Copywriters to Define Your Brand Voice

With consumers and prospective clients constantly bombarded with online communications from every business they have ever interacted with, it is vital to have a solid and identifiable brand voice to cut through the noise and deliver your brand message clearly and effectively to your target audience. 

One of the most important things a copywriter does is communicate your brand messaging to your audience in your brand’s tone of voice. But, before you entrust your new copywriter with articulating your messaging, you have to have clearly defined the voice of your brand. 

Here is how to collaborate effectively with copywriters to create a compelling and unique brand identity: 

Define Your Brand’s Voice

Before engaging a copywriter, take the time to define your brand’s voice and messaging. Your brand voice should encapsulate your brand values, understand and engage your audience, and inspire them to take action.

Empowered English can assist you in shaping your brand’s voice. We help you uncover your unique tone of voice (TOV) that aligns with your brand’s values and resonates with your target audience.

Briefing Effectively

When briefing your new copywriter, you should provide them with a clear and concise outline of your objectives. This should include your goals, target audience insights, and style preferences, as well as comprehensive information about your product, services, and brand, including its personality, values, and positioning. 

This is your new copywriter’s roadmap. Think of it as their guide to your business, products, and customers. This information helps your copywriter write copy and create content that reflects your brand identity and speaks directly to your audience. 

Don’t have all of that yet? Your copywriter will struggle to work well without it! 

Collaborative Partnership

Remember, working with a copywriter is a collaborative endeavour. The more information and insight you give them initially, the better they can do their job. They should also provide ideas, updates, and insights as they progress.

Provide constructive feedback at each process stage to ensure the copy aligns with your vision and objectives. This not only helps build a partnership with shared goals and respect but also saves any last-minute corrections or changes that need to be made.

The Advantages of Hiring a Copywriter

The Advantages of Hiring a Copywriter

When attention spans are fleeting, every word counts. The quality of your copy will make or break the success of your brand’s messaging. Some businesses may opt to tackle copywriting in-house, and this approach has some advantages. However, hiring a professional copywriting agency is often the best bet to ensure success. 

You may have a great team that knows the ins and outs of your operation like the back of their hand, but that doesn’t mean they can write an effective sales page. Sometimes, you need an expert to help you. Just like a dentist might have to learn the anatomy of the human body in order to get his degree, but you wouldn’t want him to perform your heart transplant, your team might not have the specific skills needed for copywriting. 

Special Skills and Fresh Perspectives

A great copywriter will bring a wealth of skills and expertise that they have garnered over their extensive careers, focusing solely on copywriting. They understand how to craft compelling content that engages and persuades your audience.

From landing page to blog post, copywriters offer fresh perspectives and creative insight that help breathe new life into your brand messaging. With a team of copywriters by your side, your brand will stand out from the crowd with fresh content that makes sense and brings in a wider audience.  

Increased ROI and Brand Credibility

Investing in quality copy is a smart move that can yield significant returns for your business. Well-crafted copy has the power to increase conversions, drive sales, and boost brand credibility. By effectively communicating your brand’s value proposition and unique selling points, copywriters can attract and retain customers, ultimately driving revenue growth. This potential return on investment makes the case for professional copywriting even stronger. 

Top-quality copy will enhance the public’s perception of your brand, position your business as a trusted authority in your industry, and build stronger connections with your audience.

Looking to hire a copywriter?

Our team of expert writers is poised pen-ready for your brief. Book a free call and let’s have a chat about how we can get that project off the ground.

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So, Should I Hire a Copywriter After All?

This must be the place

The answer’s yes!

As you can see, the right copywriter is often instrumental in shaping your brand’s identity, driving engagement, and boosting your bottom line. Let’s recap some key points for anyone still asking, “When should I hire a copywriter for my website?”: 

We examined the role of a professional copywriter and discussed the importance of knowing when to hire one, whether during stagnant growth or inconsistent and outdated messaging. Whether you’re struggling to reach your target audience or looking to scale your content strategy, a skilled copywriter provides the expertise needed to achieve your marketing goals.

We discussed how investing in quality copy is not just about improving content; it’s about elevating your brand identity and effectively communicating with your audience to drive growth. Copywriters use their unique skills and expertise to bring fresh perspectives and increase ROI and credibility for your business. 

As you consider your next steps, consider how vital quality copy is in your marketing strategy. Not everyone has the knowledge or time to craft compelling content that drives engagement. But when you entrust your copy to a professional, you can focus on what you do best and leave the heavy lifting of copywriting to the experts.

Don’t Settle for Mediocre Copy

At Empowered English, we understand the power of words and the impact they can have on your brand’s success. Whether you need conversion copy for your website, engaging content for your social media channels, or compelling blog posts to attract organic traffic, we’re here to set your brand apart from the competition.

Don’t settle for mediocre content—invest in quality copy that drives results and sets your brand apart from the competition.

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Hiring a Copywriter FAQs

Hiring a professional copywriter can help improve your brand’s message, engage your audience, and boost sales. Copywriters have the skills to craft compelling content and free up your time to focus on other essential aspects of your business.

Consider hiring a copywriter if your business is not growing despite your marketing efforts if you are struggling with inconsistent brand messaging across platforms if you are launching a new product or service, or if your existing content is outdated and ineffective. A professional copywriter can help improve your messaging to connect with your audience and achieve your business goals.

Copywriting agencies like Empowered English provide access to a team of skilled writers with diverse expertise, ensuring high-quality, tailored content for your brand. Agencies offer strategic guidance and comprehensive services, while freelance copywriters provide flexibility and cost-effectiveness but require thorough vetting to meet your standards.

When evaluating copywriters, review their portfolios, client testimonials, and communication skills. Ensure they understand your brand and are collaborative and responsive.

An SEO-savvy copywriter can improve your online visibility by optimising your website, blog posts, and social media content with targeted keywords and engaging, relevant content. This helps your website rank higher on search engine results pages and attract more organic traffic and leads.

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