Anyone with a laptop can call themselves a copywriter. How do you find the real deal?
How do I find a copywriter to work with my business? I’ve worked with freelancers before, and it didn’t always work out. How can I make this happen so it’s worth the time and effort?
When you hire a plumber, you can check Yelp reviews.
With a copywriter, you might have to do a little more legwork. After all, your neighbor probably hasn’t worked with one. We don’t exactly have a Yelp you can check.
Get results without getting burned when you use the ABBA Method to find a website copywriter.
How to find a copywriter: The ABBA Method
Ask for referrals
Budget
Brand
Affinity
Ask for referrals
Designers, marketers, coaches, agencies, and any of your particularly well-connected business pals should know some writers.
Another great person to ask? A copywriter.
We’re usually pretty cool about it.
If you know someone who writes emails, they probably know someone who writes website copy or landing pages. Most of us hang out in groups to learn from each other.
Ask around, and try to get three or four recommendations — more if your project timelines or budgets are tight.
You know that one person who networks a lot? She probably knows a copywriter. But she might not have worked with any. Take these recommendations with a teeny-tiny pyramid of Maldon sea salt and do your due diligence.
Budget
How much does it cost? How much ya got?
Kidding, kidding.
Kind of.
But costs for a page of content can range from $300-3000. And up.
You’re looking at a hefty range there.
Budget also depends what kind of writing you need help with, and how much help
A standard “About” page from scratch will cost less than longform sales page.
Optimizing a page that already exists will probably cost… about the same as getting it written from scratch.
Your budget will dictate what kind of services you can choose from.
“What if I don’t have $3000+ for a full website copy project? Eeep!”
Luckily, some copywriters out there have super flexible options that meet you where you are 👀
Don’t spend thousands of dollars you don’t have.
Brand
So you’re looking for copywriters.
You’re gathering information from your network and scrutinizing your annual budget.
You’re considering getting a snack and a Celsius.
Now it’s time to take a close look at how your website is working now.
- How would you like your current communications to change?
- What parts of your website are working now? What’s not working so hot?
- What kind of writing are you looking for? Is your brand voice quirky, calming, or conversational?
- Are you adding another project with a goal in mind, or because someone told you “should” do it?
Before you start talking to writers about how to reach your goals, know what you want your result to look like.
What do you want your website to actually do?
Affinity
Writing is not an exact science, and it’s not one-size-fits-all. You might not like my writing, and that’s okay! (If not, it’s weird that you’re reading my blog, but—thank you.)
When you read something in a style that resonates, you’ll know. You’ll just like it more. You’ll keep reading.
Writers can mimic different voices, some more than others. They’ll want to meet you in the middle to create “your” voice in their words.
Find someone whose writing you already like. So finding that middle ground isn’t a long, arduous journey.
Then, there’s this—
You have to hang out with this person.
Do they make you feel better about life and business?
Do they have references, testimonials from real people, a track record? An Instagram more than 2 months old? LinkedIn connections in common that you can message?
What’s next?
Did you find one or two people whose style you like? Get in touch! See if your budget and timeline will work for them. Get a feel for how they work and communicate.
People have different workflows, but you might start out with a couple of emails. Maybe a 15-minute call. Maybe you’ll jump to a 30-minute discovery/sales call.
Feel each other out and get an idea if it makes sense to move forward.
Your big ifs:
1) You like their writing style
2) The budget and timeline work for you
3) They’re enthusiastic about the work you need done
4) They seem like good people
Congratulations. You found a copywriter.
Hold on to them!
Thinking about a website copy project?
Focus on your business and where you want the project to take you.