Hiring a copywriter sounds simple.
But most people get it wrong and end up paying for words that do nothing.
This guide explains how to hire a good copywriter, what to look for, and the questions to ask before you make a decision.
Why hiring a copywriter goes wrong
Hiring a copywriter often goes wrong because people don’t know what they’re actually hiring for.
They focus on how the writing sounds instead of what it needs to do.
So they choose someone who can write well, but not someone who understands how to sell.
Good copy isn’t about sounding clever or creative.
It’s about being clear, focused, and persuasive enough to get a result.
If that part is missing, the words might look good on the page, but they won’t do anything for your business.
What to look for when hiring a copywriter
When hiring a copywriter, you need to focus on what they can do, not how they describe themselves.
Most copywriters will talk about creativity, tone of voice, and storytelling.
What matters is whether they can write in a way that gets people to act.
Here are the things worth paying attention to:
1. Clear, simple writing
Good copy is easy to read and understand.
If their work feels quirky or over-written, it will confuse your audience.
Clarity always beats cleverness.
2. Evidence of results
Look for proof.
Not just samples, but examples of work that led to something:
- more enquiries
- better conversion rates
- stronger engagement
If they can’t show that, you’re taking a guess.
3. Understanding of your audience
A good copywriter doesn’t just write.
They understand who they’re writing for.
That means:
- knowing your customer
- knowing their problems
- knowing what will make them take action
Without that, the writing is just surface-level.
4. A clear process
You should know how they work before you hire them.
- How do they gather information?
- Do they ask the right questions?
- Do they challenge your thinking when needed?
If there’s no process, the result is unpredictable.
What a bad copywriter looks like
A bad copywriter is not always obvious at first.
Their work can look polished and well-written.
The problem is, it doesn’t do anything.
Here are a few signs to watch for:
1. They focus on sounding clever
If the writing is full of jargon, buzzwords, or over-complicated language, it’s a problem.
Good copy is clear.
If people have to read something twice to understand it, it’s already failed.
2. They can’t explain their thinking
A good copywriter should be able to explain why something is written a certain way. If they can’t, they’re guessing.
And guessing is not a strategy.
3. They talk about style, not results
Tone of voice matters.
But it’s not the goal.
If everything is about how the copy sounds, and nothing about what it does, you’re hiring the wrong person.
4. There’s no real process
If they jump straight into writing without asking questions or understanding your business, the outcome will be weak.
Good copy starts before the writing.
5. No proof of performance
If there’s no evidence that their work has achieved anything, you’re taking a risk.
Writing samples are easy to produce.
Results are harder.
Questions to ask when hiring a copywriter
Before you hire a copywriter, ask a few direct questions.
The answers will tell you very quickly who knows what they’re doing… and who doesn’t.
1. Can you show me work that delivered results?
Anyone can show writing samples.
What you want to see is whether their work actually led to something.
If they can’t point to outcomes, you’re guessing.
2. How do you approach a new project?
You’re looking for a clear process.
They should be able to explain:
- how they understand your business
- how they research your audience
- how they structure the work
If the answer is vague, expect a vague result.
3. How do you measure success?
Good copywriters think beyond the words.
They should be talking about:
- conversions
- engagement
- performance over time
Not just whether the copy “sounds right”.
4. What do you need from me to do this properly?
This tells you how seriously they take the work.
A good copywriter will need input.
They’ll ask questions.
They’ll want to understand your offer, your customers, and your goals.
If they don’t, they’re guessing.
5. What happens if the copy doesn’t perform?
This is where things get honest.
You want to understand:
- do they review and improve?
- do they stand behind their work?
Or do they just deliver and move on?
Final thoughts on hiring a copywriter
Hiring a copywriter doesn’t need to be complicated.
If you focus on clarity, results, and a clear way of working, you’ll avoid most of the common mistakes.
Take your time.
Ask the right questions.
And don’t be swayed by writing that sounds good but doesn’t do anything.
If you’re hiring a copywriter, I’d welcome the opportunity to discuss your project.
Contact me to arrange a conversation ➡️
Read about my copywriting services ➡️
Page last updated: 20 April 2026