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Before you start working with a copywriter it’s important to make sure you’ll be working with the right person for your company and your project. Making the right decision will be key to your project’s success. It’s not just about being introduced to a copywriter or asking to see some samples and going from there.
Yes, it’s important to know what sort of writing a copywriter can produce. And reviews and testimonials are key. However, you also need to remember that anything a copywriter has written before should be aligned with the client’s brand voice and preferences as well as the purpose it’s serving. Not to mention, anything could have been changed, added, deleted – who knows – since the copywriter handed it over. So, approach copy samples with an open mind. Always ask if there is anything you’re not sure about.
With that in mind, these are some of the questions you should be asking to ensure you’re choosing the right copywriter.
Questions for choosing the right copywriter
1. What sort of copywriting do you specialise in?
There’s, no point hiring an email specialist if you need website copy. While some copy writers are generalists, there are areas where you’ll want to avoid hiring someone without the specific expertise you need. Website copywriters should be experts in SEO and writing for online audiences and conversion – not just copywriters who happen to have written websites for clients in the past. Some copywriters will openly admit they ‘don’t believe in’ SEO, and not all have expertise in it.
2. What's your copywriting process?
Every copywriter works differently. You need to understand how their process works so you know you’ll be able to find and get all the information necessary – and work with them effectively.
3. How will you get to know my business and audience?
This should be part of a copywriter’s process and will vary. Some will have a questionnaire for you to fill in, others will use a discovery call. I use a combination. For things like website copy they should also be researching your competitors and requesting any brand guidelines and information about your target audience, website purpose, and the role you expect it play.
4. How do you deliver the copy?
Everyone has their preferences for sharing information and their own way of working. I send my copy in a word document, clearly marked up for the website designer – but only after I have had a call with you to talk it through. It’s not always obvious and there will be aspects that need explanation before you read it. Depending on the project I will sometimes deliver the home page first so we get the tone of voice and general structure nailed down. Once we have that I’ll write the rest of the website.
5. How does it work with drafts and revisions?
A first draft is just that – you can give feedback and request changes. You should know how many ‘rounds’ of revisions you’ll be entitled to with your copy. It’s usual to see one or two rounds included. Generally you would expect the first one to be more substantial and the second round just tidying up a few elements. If your copywriter has followed their discovery process properly and you trust their expertise, there shouldn’t be a need for extensive rewriting. They should also be clear on how feedback should be delivered.
I allow for two rounds on the above basis and request that feedback comes through one individual – in the form of written comments initially. There’s no point allowing various people to all have their input in the form of comments and amendments to the first draft. It’s likely to be contradictory, confusing, and impossible to follow and/or action.
Sometimes it will be necessary to talk through changes on a call – changing one thing can have implications for some or all of the rest of a website. I believe it’s important you understand what the consequences might be before making any decisions.
Questions for choosing the right website copywriter
1. How will the copy align with the website design?
To be at its most effective, website copy and design need to be aligned. While it’s possible to write to fit a template or pre-formatted design, it’s never ideal. Copy should inform design – and a good website copywriter would want to establish a working relationship with the website designer whenever possible. Even with a ‘copy first’ attitude, it’s better to have an understanding of some of the design elements the client and/or designer are expecting.
2. How do you approach SEO?
Some copywriters will only think about keywords and making sure they repeat them a certain number of times. There’s so much involved with SEO and a proper website copywriter will understand:
- how to research and use keywords
- how to structure your copy
- how to write for an online audience (it’s not the same as for offline)
- how to lay out your content
- When and where to use tags, links, CTA, buttons, etc
- How to write SEO titles and meta descriptions
Website designers get my copy with all of these clearly laid out so it’s all there before they start designing, rather than guessing or trying to fit things in afterwards. Your website copywriter should be able to explain exactly what their SEO process involves.
3. How do you measure how successful your copy is?
With website rewrites you should see an improvement in your traffic, conversions, audience, or other measure you’re using. I don’t always have access to my clients’ analytics and unless I have written the entire website and am regularly working on updating the content and SEO, it’s difficult to give a definitive answer.
Websites take time to grow in authority and there are so many variables that impact their performance – many of which your copywriter has no control over. Always using best practice for SEO is key. If they can establish a good relationship with the website designer, it always helps too.
Hiring an SEO copywriter for your website
If you take one thing away from this article it should be how important it is to find the right copywriter for the job. If you need a new website or content and SEO support and you want real results, you need to hire an experienced SEO copywriter. I’m always happy to answer any questions you may have about whether I’d be the right fit for your project. Why not get in touch?