Most people hire a copywriter after considering a few professionals and exchanging a handful of emails. That’s usually enough, but we recommend a short conversation before you commit to a project.
A chat about your project will tell you more than any amount of profile browsing. Here are a few questions that are worth asking, and how the answers can help you choose the right copywriter.
About the work
How would you approach this?
The single most useful question, because it prompts an unrehearsed answer. You’re listening for whether the copywriter has understood the problem to be solved, or just heard the deliverable. A good answer usually outlines gaps in their knowledge and a suggested approach for filling those gaps (e.g. additional research, customer interviews, workshops or stakeholder discussions).
What would you need from me?
A copywriter who is happy with very little input from you is likely to be making assumptions, rather than strategic decisions based on insights drawn from fact. Good copywriters will want your input, whether that comes in the form of a briefing questionnaire, discovery workshops, stakeholder interviews, or a review of your branding and strategy documents.
Have you done anything like this before, and can I see it?
Complete work is preferable to case studies, although many copywriters are prevented from sharing work because of NDAs. When NDAs block the way, look for case studies that explain the problem the client faced, and how the copywriter’s approached the solution.
What wouldn’t you take on?
An underrated question. A copywriter who claims to do everything either doesn’t, or does it badly. Hearing a clear limit is reassuring.
About the money
Is this a fixed fee or an estimate?
Get this in writing. If it’s an estimate, ask what factors change the price (e.g. additional interviews, more pages).
What’s included, and what would count as extra?
Specifically: how many rounds of revisions, and whether things like research, strategy or additional formats are covered by the fee.
What happens if we change the scope?
Scope changes are as inevitable as rain falling in England. This is why it’s vital to discuss the approach to changes up-front, and agree how additions are priced.
When do you invoice, and do you need a deposit?
Many copywriters ask for a deposit before starting work.
About how you’ll work together
Who do you need to speak to?
Asking to speak to other people who know your business is a good sign. If your copywriter speaks to your customers, sales people or your leadership, they’ll get a better understanding of your organisation and be better placed to write on your behalf.
How do you want feedback?
Copy is one of those things that spawns strong opinions. Your copywriter probably has an approach to managing feedback, which is even more important if you have multiple stakeholders or a multi-stage approval process. Ask about their approach so you can be sure their system fits with your requirements.
What’s your availability, and what else are you working on?
Many copywriters work on a mixture of short-term, long-term and retained client work in a single month. If you need complete commitment for a month, you need to know if your deadline is achievable.
What happens if I’m not happy with the first draft?
Copywriters must balance their understanding of best practice with your expectations and requirements, so it’s normal for their to be a bit of back-and-forth — especially in the early stages. Your copywriter will have a process for managing feedback, and it’s worth talking about it before you get started.
About the practical stuff
Who owns the copyright?
Under UK law, the copyright stays with the copywriter by default. Most copywrites transfer copyright on final payment, but this should be stated in writing (it doesn’t happen automatically).
Will you use AI in producing this work, and how?
Many copywriters are using AI as a research assistant, administrative supporter and thought-challenger. You may want to know how and when AI is used on your project, and it’s this kind of transparency that is required by our Copywriter Code.
Do you have professional indemnity insurance?
This may be relevant for regulated industries and larger organisations that require insurance as part of procurement rules. It may be less relevant for small website projects.
What the answers should feel like
Your copywriter will likely have plain and direct answers to questions they’ve been asked before.
Expect questions and an honest assessment of potential outcomes. Nobody can guarantee results or conversion rates.
It’s not unusual for the copywriter to suggest something slightly different to what you thought you needed.
If something goes wrong
Members of ProCopywriters who have signed the Copywriter Code have made a public commitment to a professional way of working, and you can raise a concern if they fall short of it. You can check whether a copywriter has signed the Code in our register.
The Copywriter Code is a professional standard, and no substitute for a clear, written agreement, which remains the best protection for you and your copywriter.