When hiring a copywriter makes sense
You do not need a copywriter for every page. You do need one when the words have to do heavy lifting and you do not have the time, skill, or objectivity to do it well.
- New site or major rewrite: You want a clear voice, structure, and messaging from the start.
- Key conversion pages: Homepage, service pages, landing pages, or donation forms where clarity and persuasion directly affect enquiries or sales.
- You are too close: You know your offer so well that you cannot tell what is unclear to a stranger.
- Volume or specialist tone: You need a lot of content, or content in a tone you find hard to write (e.g. formal, technical, or highly empathetic).
If you are only tweaking a few lines or updating existing pages that already work, you may not need to outsource.
When to brief a copywriter (timing)
Brief the copywriter early in the project, not after the design or build is finished.
- Content shapes structure: headings, sections, and calls to action inform navigation and layout.
- Changing copy late often means redesigning or reflowing pages.
- Ideally: agree messaging and key pages first, then design and build around that content (or at least a content outline).
See content planning: from idea to published page for a fuller content workflow.
What to put in the brief
Goals and audience
- What you want the page (or site) to achieve (e.g. more enquiries, donations, sign-ups).
- Who you are writing for: who they are, what they care about, what might stop them acting.
Scope
- Which pages or sections (e.g. homepage, three service pages, one landing page).
- Approximate word count or length per page if you have a preference.
- Any format requirements (e.g. short paragraphs, bullet lists, subheadings every X words).
Voice and tone
- Describe how you want to sound: professional but warm, direct, formal, minimal, etc.
- Examples of copy you like (yours or others) and, if useful, what to avoid.
Facts and constraints
- Key facts, figures, and proof points they must include or can use.
- Legal or compliance constraints (e.g. regulated sector, required disclaimers).
- Words or phrases you must use (e.g. brand terms) or must not use.
Process
- Deadlines and when you need first draft, revisions, and final copy.
- Who approves copy and how many rounds of feedback you expect.
- How you will supply feedback (e.g. in a doc, tracked changes, or a short call).
Working with the copywriter
- One clear contact: One person on your side to brief, answer questions, and approve. Avoid committee-by-committee edits.
- Answer their questions: If they ask “who is this for?” or “what happens after they click?”, they are doing their job. Give them clear answers.
- Feedback that helps: “Make it shorter” or “I don’t like it” is hard to act on. “Lead with the benefit, not the feature” or “this sentence is unclear” is useful.
- Keep structure in mind: If you move sections or merge pages, tell the copywriter so they can adjust flow and calls to action.
For more on content that converts, see writing for the web: content that converts and landing pages that convert.
Summary
Hire a copywriter when the words drive conversions and you lack time, skill, or objectivity. Brief them early with clear goals, audience, scope, voice, and process. Give them one point of contact and feedback they can act on, and keep structure and goals in sync as the project evolves.