When to Hire a Copywriter (& 6 Signs You Might Need One)

Thinking about hiring a copywriter for your next big biz move - whether you’re launching a new course or finally revamping your website - can feel like an overwhelming decision. And if you’ve never worked with a copywriter before, you might not know when to start seeking out pro-level support.

Or maybe you’ve been burned in the past by a less-than-great experience with another copywriter. Maybe you hired them too late, wasting a lot of time and money in the process. Not fun.

In this post, I’ll help you get clarity on when to hire a copywriter and share the tell-tale signs it’s time to take the PLEASE-write-my-words-for-me plunge!

What’s copywriting again?

Anyone can whip up a few words, stick ‘em on a website, and call it copy.

And technically, that is copy.

But words that work? Words that connect? Words that give your dreamiest client or customer that feel-good tingle when they read your website, product descriptions, emails, or sales page? Words that, ultimately, move your dreamy into taking the next step with you?

That’s great copywriting.

One of my favourite definitions of copywriting comes from advertising badass Shirley Polykoff. In 1956 our girl Shirl skyrocketed sales of hair dyes, tints, and rinses from $25 million to $200 million with her “Does she…or doesn't she?” campaign for Clairol.

Shirley said,

“Copy is a direct conversation with the consumer.”

I love this because of that key word - conversation.

Copywriting that sounds like an actual human being wrote it, rather than a robot or a stuffy English librarian.

Conversational copy is exactly the kind of copy I love to write. (My clients dig it, too.)

Why is having good copy important?

You can have the most beautifully designed website or the prettiest packaging, but if your words aren’t reflecting your brand’s true brilliance in every syllable, you’re missing out. (And so are your dreamies.)

Enter: true-to-you, bank-making words a.k.a. your copy.

Copy is the magnetizing force that pulls it all together. Your messaging, your values, your “vibe”. When your site or sales page is oozing with clear, compelling, so-youness - keeping the eyes of your dreamiest clients locked on your page, unable to look away - you know it’s your words that make ‘em stay.

How do you know if you need a copywriter?

You might consider yourself to be a pretty decent writer. You might think you can communicate all your biz badassery without having to hire a copywriter. And if that’s you - awesome! Seriously, props to you.

But even if you are a fabulous writer, you might not really enjoy having to do all that extra work because you know it’s taking you away from that all-important genius zone. Whatever it is you’re serving up or selling - don’t you want to be focused on that instead of wondering whether your words are bringing home the tempeh bacon?

Copy shouldn’t be an afterthought, either. If you’ve ever gone through the gruelling process of launching a new website, only to slap together some words you think might just be ok… Well, friend - you’re leaving big bucks on the table.

6 Clear Signs You Might Need a Copywriter

Sign #1 - When launching anything

Fancy-fresh website. Kick-ass digital product. Bomb new line of knickers. Whatever you’re launching, hiring a copywriter is going to make the entire process a helluva lot smoother.

Because when you’ve already invested all that time and money into your new thing, you want to make sure the words you’re using to bring it into the world are matching your brand’s badassery. Otherwise, instead of having peeps banging down your door to buy, you might be falling asleep to the sound of crickets - even though you know what you’re selling is something folks really need and want.

Hire a copywriter to tackle your launch email sequence and promo copy, or if you’re running ads, a copywriter can help with that, too.

Sign #2 - You’ve been Frankenstein-ing* your copy together yourself… and it ain’t alive

Right now your copy may be a gloriously messy mishmash of borrowed buzzwords and gawd-I-hope-this-works CTAs. You’ve been collecting copy you love and admire, and you’re painstakingly pulling it all together in the hopes that your dreamies won’t notice.

What’s hurting you here is the lack of cohesion. If you’re borrowing copy from other brands, the words you’re left with are going to sound haphazard. A copywriter can help you get a firm hold on your brand’s voice and tone - so you always know how your words will land for your dreamies. When you do this, it helps build trust because your people will grow to recognize your brand’s voice and pick you out of the sea of same-sounding competitors.

*Credit for this killer line goes to my client, Gabriela, who came up with it after eating my brains. I loved it so much I had to steal it! I see the irony here. Hehehe.

Sign #3 - If your messaging, values or biz goals have changed

If the last few years have taught us anything, it’s the importance of ‘the pivot’.

Businesses all over the world have changed up how they operate and function to survive - the best businesses know how to roll with the inevitable gut punches and can course correct with ease. When this happens, you’ll want to make sure your copy reflects your new stance clearly. Your audience will only feel confused and probably turned off if your messaging isn’t matching what you’re doing, what you value, or how you actually help people.

Get a copywriter on board to guide you through creating or updating your messaging to more wholly reflect your values and goals.

Sign #4 - You’re not converting like you know you could be

Your trusty analytics are telling you people are coming to the party - but they’re not asking you to dance (a.k.a. They’re reaching your site but not buying whatever goodies you’re selling.) It could be a number of things that are stopping them from taking that all-important next step with you. But I guarantee you this - your copy is probably affecting your conversion rate.

Hiring a professional copywriter to either audit or re-write your website, sales page, email sequence or launch copy is going to be a worthwhile investment because if your copy isn’t encouraging people to take action with you, then it isn’t doing its job.

And if you’re still not convinced about the power of words - take this example. By changing just one word, swapping out ‘BUY’ for the word ‘SAVE’ Blue Stout increased their client’s conversion rate by a whopping 47% overall! WIld.

Words matter. Period.

Sign #5 - Peeps are finding you, but they are not your dream clients

Is there anything more frustrating than having people line up to buy from you - but they’re not your dream clients or customers? I know I’ve taken on a few not-ideal clients in my early copywriting days - gotta pay them bills! But if this keeps happening to you it’s time to stop and reflect on what’s going on with your brand voice, messaging, and copy. It could be that you’re inadvertently using language that really doesn’t resonate with your perfect people.

Or, it could be that you’re using keywords your dreamies aren’t searching for, or you’re not using keywords or key phrases at all! On-page SEO is something any decent website copywriter should be considering and including as part of their process.

Sign #6 - Your copy doesn’t feel like it truly reflects you or your biz or your voice

When you read your copy out loud - does it feel like you? If not, you’re not alone.

Many of my clients are corporate escapees turned freelancers/entrepreneurs, so the language they’re used to using has been drilled into them over the years while feeding the corporate machine. It’s tough to unlearn these rather rigid - and let’s face it, boring AF - ways of writing. But a great copywriter can take what’s in your head and on your heart and make your words feel like you again.

The same goes for all you product-based biz owners. A strong, memorable, impactful brand voice isn’t just for personal brands and service providers. Just take a look at MUD/WTR’s copy or Liquid Death. Two of my personal faves. Their brand voices are distinctive and translate across all their customer touch points.

“Our proprietary thirst murdering process begins with Liquid Death forming a rope of veins that will wrap around your thirst’s head and strangle it.”

So when should you hire a copywriter?

Whether you’re a solopreneur or the founder of a kick-ass brand with a full team behind you, it’s a good idea to start the hunt for a copywriter before you even think you might need one.

Many copywriters are booked out months in advance - but this can be a good thing. For example, my onboarding questionnaires go DEEP into your brand. My clients often say how the questionnaire process alone has brought them a ton of clarity on their brand’s direction. This research-gathering phase needs to be done well in advance of your project start date - the sooner you can get on the books, the sooner this crucial phase can begin.

If you’re building out a new website and hiring a copywriter to work with you on your website words, you’ll want to get them started as soon as you can, too. Most web developers and designers I work with like to have all the copy in place before the website build even gets going. Of course, you can always make small tweaks to your copy post-build, but you’ll want to have the bulk of your words written’n’ready so you save your designer time (and save yourself the money for extra design overtime, too!)

In a nutshell - your copy shouldn’t be an afterthought.

Hiring a Project-Based Copywriter vs a Copywriter on Your Team

Whatever biz you’re in, your copy matters - a lot - and it’s everywhere. Your product descriptions, sales pages, emails, social captions, website, ads - you name it, it’s copy. And I’m guessing when you started your business, you probably weren’t prepared for the amount of copy you’d have to write. Wooo-eee!

If you’re a more established brand, or you have a growing company and you want to stay in your zone of genius, you might consider outsourcing your copy completely. Bringing a copywriter onto your team could be a great investment if you’ve got a LOT of copy to write and you want to make sure it actually converts. Having a copywriter who can get to know your brand deeply and craft meaningful, high-converting words for a bunch of different placements could be a game changer for your biz.

Or, hiring a project-based copywriter might be perfect for you if you feel like you’ve got a handle on the bulk of your everyday copy for your biz, but you’d really love to have a pro’s support through a particular project. Once you wrap up your web copy project or sales pages, you can always call upon your copywriter again down the road for a refresh or some strategic tweaking.

Let’s recap real quick:

Great copywriting is like having a conversation with your dream client or customer.
You might think you’re a great writer, but ask yourself if you really want to be writing all that copy yourself? Where is your time, effort, and expertise best spent?
It could be time to hire a copywriter if you’re launching, well, anything.
If your brand voice sounds like a weird jumble of borrowed words, get searching for some pro support.
Changed biz directions lately? Get a copywriter to help you pivot your messaging.
Website getting lots of hits but no one’s taking the next step? Could mean you need some copy tweaks.
Keep getting inquiries from less-than-ideal peeps? Stop. It’s copywriter time.
Reading back over your copy you get the sense something’s missing…it’s lacking that unique you-ness. You know what to do next.
Wanna save time and money? Don’t leave your copy ‘til the last minute!
Have a LOT of copy to write and want to get strategic, ongoing support? Might be time to bring a copywriter onto your team.
Important project in the works? Hire a copywriter.

And guess what?!

Yup. I can help with all this good stuff. Whether you’re wanting a one-off website revamp or want ongoing copy support as you build your badass brand - I’m your gal.

Check out my services page [Oops! it doesn’t exist yet! BUT IT’S COMING. Promise.] for all the deets - and don’t forget to get in touch with me well before your deadlines and launch dates. The sooner the better, I say.

Ready to chat more about your copywriting needs? Just caress that lovely button below - it’ll take you to my contact page. Can’t wait to chat with you about your badass biz!

I WANNA TALK COPY WITH YOU, ROBYN

Hey, there! If we haven’t met, I’m Robyn LeRoy-Evans - the Boss Word Weaver at Echo + Scribe. I’m a copywriter and mentor for badass folks with big hearts looking to do good in the world with game-changing products or services.

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‘Til next time, friend!

Image Sources: MUD/WTR - my own; Liquid Death - Reddit.