Competency Framework
The skills, knowledge, and behaviours that define professional copywriting across 11 specialisms and three career levels.
The Competency Framework defines what professional copywriters should know and be able to do. It covers 11 specialisms — from core copywriting to UX writing, content strategy, and more.
Each competency is described at three levels: Developing, Practising, and Expert. Use it to identify your strengths, plan your development, and understand what's expected at different career stages.
For self-assessment: Browse the specialisms relevant to your work. Read the competency descriptions at each level to understand where you are now and what progression looks like.
For hiring: Use the framework to write job descriptions, structure interviews, and evaluate candidates against clear criteria.
For development: Identify competencies you want to strengthen and create a focused learning plan.
Developing: Building foundational skills with guidance and support. Typically 0–2 years of practice.
Practising: Working independently with consistent quality. Typically 2–5 years of practice.
Expert: Leading, mentoring, and shaping professional practice. Typically 5+ years of practice.
Select a specialism to explore its competencies. Click any competency to see how it's defined at Developing, Practising, and Expert levels.