There’s nothing sexy about professional standards.
We can be honest about that.
But that doesn’t mean there’s no reason to get excited about the Copywriter Code project.
As we gear up to release the latest version of the Code, we thought it would be useful to explore exactly what professional standards mean for copywriters and the people we work with. Instead of giving you a list of benefits, we’ve created a few fictional case studies to bring the standards to life.
Copywriter Code stories: standards in action
These fictional stories demonstrate how the Copywriter Code helps different groups in ways they couldn’t achieve without professional standards. Each story follows a simple structure:
- Character and situation – who they are and the challenge they face
- How the standards help – specific ways the Code provides guidance or legitimacy
- Without the standards – what would likely happen in the absence of professional frameworks
The stories are organised by audience: copywriters at different career stages, then clients and employers, then the profession as a whole.
Stories for copywriters
1. The uncertain newcomer
Priya, 18 months into her freelance career
Priya lands her biggest client yet: a healthcare startup. They ask her to write patient-facing content about a new diagnostic service. She’s excited but nervous: How much should she charge? What if patients make decisions based on her words? The brief mentions that the copy should “sound reassuring,” but Priya knows the client’s service has limitations.
How the standards help
The rate benchmarks give her confidence to quote appropriately. The vulnerable users section helps her push back on “reassuring” language that might mislead patients. When the client asks her to downplay the limitations, she uses the ‘refusing work’ guidance to explain why she can’t, and offers an alternative approach that’s honest yet compelling. She delivers work she’s proud of, and the client respects her professionalism.
Without the standards
She undercharges, writes whatever they ask, and later feels uncomfortable when she sees the content live. She doesn’t know if her concerns are valid or if she’s overthinking the issue.
2. The AI disclosure dilemma
Marcus, an experienced freelancer, is 8 years into his career
Marcus has recently integrated AI into his workflow. Using AI has made him more productive, so he’s passing some of the savings to clients. But when a new client asks directly: “Do you use AI?”, he’s not sure what to say. He doesn’t want to lie, but he’s worried they’ll think less of his work or expect lower rates.
How the standards help
The AI section in the Code of Practice gives him a clear framework. Marcus uses AI for research and first drafts, but applies substantial professional judgement, both in creating the initial prompts, and in reviewing all work. He explains his process honestly, emphasising his accountability for the final work. The client appreciates his transparency and understands the value he adds.
Without the standards
He either lies (and worries about being found out) or fumbles the explanation (and undermines confidence in his work). Either way, trust is diminished.
3. The scope creep spiral
Danielle, mid-career in-house copywriter moving to freelance
Danielle’s first freelance client keeps adding “just one more thing” to the project. What started as a website homepage is now a full sitemap, plus social posts, plus a brand voice guide. She quoted a fixed price and is now working for effectively £15/hour. She doesn’t know how to address it without damaging the relationship.
How the standards help
The scoping section gives her the language to use and legitimacy: “As per best practice in our professional code, I define scope precisely before work begins, including how additional requests are handled.” She references her original scope document and proposes a change order for the additional work. The client respects the professional approach.
Without the standards
Danielle either works for free (perhaps rushing through the unpaid work) or has an awkward conversation and feels like she’s being difficult. The relationship sours either way.
4. The ethical red line
James, agency copywriter for 5 years
James’s agency wins a new client: a wellness company selling supplements. The brief asks him to write claims that lack evidence: “clinically proven,” “cures anxiety,” etc. His creative director says, “Just write what they want, it’s their legal problem.” James feels uncomfortable but isn’t sure who should take responsibility for the issue.
How the standards help
The refusing work section confirms his instincts are right: these are prohibited health claims. He can point to the regulatory obligations section and professional standards. He proposes compliant alternatives. If the agency insists, he has grounds to escalate or refuse, and documentation that he raised concerns.
Without the standards
He either writes the claims (and is complicit if the ASA investigates) or pushes back without backup and is seen as difficult. He has no external reference point for his professional judgement.
5. The subcontractor squeeze
Aisha, a freelancer working mainly through agencies
Aisha does good work for an agency that pays her £250/day for projects they charge clients £600/day for. She’s never questioned it, but now they’re asking her to take on more complex strategy work at the same rate. She’s not sure what is a fair rate or how to approach negotiation.
How the standards help
The rate benchmarks show her day rate is below the junior range for direct client work. The subcontracting section acknowledges that subcontract rates are typically lower (reflecting the agency’s role) but also that arrangements should evolve. Aisha negotiates a higher rate for strategic work by referencing industry benchmarks. The agency values Aisha’s contribution and they don’t want to lose her, so they agree to a rate increase.
Without the standards
She either accepts the squeeze (and feels undervalued) or asks for more without data (and gets talked down). She has no reference point for what’s reasonable.
6. The payment dispute
Tom, freelancer for 3 years
Tom delivers a project and invoices £2,400. The client goes silent. After 60 days, he’s stressed and unsure what to do. He’s heard of “letter before action” but doesn’t know if that’s overkill. He doesn’t want to burn the bridge.
How the standards help
The payment disputes section gives him a clear escalation path: reminder → formal request → letter before action. He follows the process, discovers it was an accounts error, and gets paid within a week. The relationship survives because he handled it professionally, not emotionally.
Without the standards
He either chases awkwardly (damaging the relationship) or waits passively (and writes off the money). He doesn’t know what’s standard or proportionate.
7. The vulnerable audience awakening
Leila, content designer at a government contractor
Leila is writing content for a debt advice service. She’s a good writer, but hasn’t thought deeply about the audience’s mental state. She writes explicit, accurate content, but it’s dense, assumes knowledge, and buries the crisis helpline in the footer.
How the standards help
The vulnerable users section changes how she thinks about the work. She realises her users may be in crisis, cognitively overloaded, or ashamed. She rewrites with front-loaded critical information, a prominent helpline number, and language that doesn’t blame. User testing shows dramatically improved engagement with support services.
Without the standards
She writes competent content that technically does the job but fails the people who need it most. She never knows the difference she could have made.
Stories for Clients and Employers
8. The marketing manager’s shortlist
Rachel, marketing manager at a fintech startup
Rachel needs to hire a freelance copywriter for a regulated financial product. She’s had bad experiences before; copywriters who didn’t understand compliance, missed deadlines, or delivered generic work. She doesn’t know how to tell good from mediocre.
How the standards help
She looks for Pro+ members who’ve signed the Code. The Code tells her what to expect: understanding of FCA regulations, clear scoping, and professional communication. She asks candidates about their approach to the areas covered in the Code. She hires with confidence, and the project runs smoothly.
Without the standards
She picks based on portfolio and vibes. The copywriter writes non-compliant claims, Rachel’s compliance team rejects everything, the project is delayed by weeks, and she ends up rewriting it herself.
9. The agency’s quality problem
Ben, creative director at a content agency
Ben’s agency uses a pool of freelancers, but quality is inconsistent. Some are brilliant, some barely competent. Clients are starting to notice. He needs a way to set expectations and filter for quality without interviewing everyone himself.
How the standards help
He makes Code subscription a requirement for his freelance pool. This doesn’t guarantee brilliance, but it filters for professionalism: people who understand scope, communicate proactively, handle feedback well, and know the regulations. Quality becomes more consistent. When issues arise, he can reference shared professional standards.
Without the standards
He’s stuck with trial and error. Every new freelancer is a gamble. He spends hours managing problems that shouldn’t exist.
10. The procurement team’s framework
Sophie, procurement lead at a large charity
Sophie needs to create a framework for hiring copywriters across the organisation. Different teams have different needs, and she’s seen everything from brilliant partnerships to disasters. She needs objective criteria that aren’t just “we liked their portfolio.”
How the standards help
She uses the Code as a baseline for her framework. Tenderers must demonstrate familiarity with the Code of Practice, confirm they hold appropriate insurance, and explain their approach to areas like accessibility and vulnerable users. This gives evaluation criteria beyond subjective quality judgements.
Without the standards
She creates criteria based on guesswork. Teams hire inconsistently. Some projects go well, others don’t, and she can’t work out why.
Stories for the Profession
11. The journalist’s investigation
David, a journalist writing about AI and creative industries
David is writing a piece on how AI is changing creative work. He wants to understand how copywriters are handling it. Are they being transparent? Are clients being misled? He needs an industry perspective.
How the standards help
He finds the Code and sees a profession that’s addressed AI head-on: precise requirements for transparency, accountability, and honest representation. He interviews Pro+ copywriters who can articulate their approach. His article presents copywriting as a profession that takes AI seriously, not hiding from it.
Without the standards
He finds a fragmented industry with no clear position. His article focuses on fears and uncertainty. Copywriting looks unprofessional and unprepared.
AI disclosure
This article was created with input from Claude.ai. We provided the brief and the source materials and substantially edited the final draft.