How to choose the perfect copywriter: 5 key questions to ask

Many businesses don’t know how to choose a copywriter. They try searching online and get overwhelmed. So they either put it in the too-hard basket, or get one of their employees to write content in-house.

The result? Content that fails to make an impact and doesn’t deliver the results they want.

If you’re keen to work with a copywriter but not sure where to start or what to ask them, help is at hand!

In this post, I’ll walk you through 5 key questions to ask before hiring a copywriter, helping you feel confident in your decision.

Whether you need a full website refresh or persuasive sales copy, these questions will guide you toward finding a professional who can bring your vision to life and connect with your audience.

How to choose a copywriter

Clients often struggle with choosing the perfect copywriter for their project because it’s hard to differentiate among the hundreds of content writers out there.

Some are good at SEO copywriting, others at website copywriting and yet others are content writers!

Some specialise in writing for a specific niche and have years of experience, while other copywriters/content writers are generalists which means they can write across a variety of industries and projects.

Whether you prefer a generalist or specialist is entirely up to you.

However, there is a definite advantage to choosing a specialist over a generalist – they’re faster and more efficient at doing the work because it’s an area they know inside and out.

A potential disadvantage could be they charge higher fees and may have a long waitlist of clients waiting to work with them.

Here’s a quick list of the different copywriters out in the market so you have a better idea of what they do:

Website copywriter

Specialises in writing homepages, service pages, and product pages to engage visitors and prompt action.

Sales page copywriter

Crafts high-converting sales pages and landing pages to generate leads, sales, or sign-ups.

Email copywriter

Writes persuasive email campaigns and newsletters to nurture relationships and drive clicks or purchases.

Brand copywriter

Focuses on brand voice, taglines, and messaging that express a business’s identity and values.

UX copywriter

Designs microcopy for websites, apps, and digital products to enhance user experience—think buttons, menus, and error messages that are intuitive and helpful.

Types of content writers

This group of writers usually include:

Blog writer

Produces informative, SEO-friendly blog posts to attract organic traffic and provide value to readers.

Social media writer

Crafts engaging posts, captions, and content tailored for platforms like Instagram, LinkedIn, or Twitter (X).

SEO copywriter

Writes optimised website copy and articles that balance keywords with compelling language to boost search rankings and engagement.

Technical writer

Creates detailed documentation, user manuals, and how-to guides for complex subjects in an easy-to-understand format.

Now that you know of the different types of copywriters and content writers, it’s time to find out what questions to ask to qualify them.

Think of it like an interview where you’re trying to match the right person with the right role. Here, you’re trying to find the right person for the type of copy you need.

Here are five essential questions to ask a potential copywriter:

1. Do they have experience in your industry or niche?

While a talented copywriter can adapt to different industries, hiring someone with experience in your niche can be a game-changer.

They’ll already understand your target audience, industry-specific language, and pain points.

💡 Tip: Ask to see samples of work they’ve done in your field. If you’re in e-commerce, tech, or wellness, for example, check if they’ve written website copy for similar clients.

2. How do they approach brand voice and tone?

Your website copy needs to sound like you. A skilled copywriter should be able to capture and communicate your brand’s voice, whether it’s playful, professional, or compassionate.

Ask them about their process for understanding and replicating your voice.

💡 Tip: Look for a copywriter who asks thoughtful questions about your brand and offers brand voice guides or questionnaires.

3. Can they balance SEO with persuasive copy?

Your copy not only needs to engage visitors but also needs to perform well in search engines. A good copywriter knows how to write SEO-friendly copy without sacrificing readability or tone.

💡 Tip: Ask them how they integrate keywords naturally and whether they conduct SEO research to align with your goals.

4. What does their process look like from start to finish?

Understanding their workflow will give you clarity and confidence in how they manage projects.

  • Do they offer a discovery session?
  • Will you see drafts and have a chance to provide feedback?

A professional copywriter will have a clear, organised process.

💡 Tip: Ask about timelines, deliverables, and the number of revisions included to avoid surprises later.

5. Do they offer the right fit for your budget and timeline?

The perfect copywriter will align with both your budget and timeline.

While it’s tempting to go with the cheapest option, remember: good copy is an investment.

Find someone whose pricing reflects the value they offer, and ensure their timeline fits your project’s needs.

💡 Tip: Get a quote upfront and ask about payment schedules. Don’t be afraid to ask if they offer packages that suit your needs.

Finally, trust your gut

At the end of the day, the copywriter you choose will become a temporary partner in your business.

  • Do you feel comfortable communicating with them?
  • Do they listen to your needs?
  • How responsive are they?

The right copywriter-client relationship is built on trust and collaboration.

Finding the perfect copywriter doesn’t have to be a daunting process. By asking these key questions and knowing what to look for, you’ll find the right fit—someone who understands your brand, communicates clearly, and delivers copy that drives results.

No boring words here...

The Wordsmith is my monthly newsletter PACKED with copy tips, marketing tips and personal stories from me to your inbox.

Get words that sell...

Need to chat about your project? Book a free 15-minute chat below.