Your marketing team is struggling to keep up with your growing company’s content needs and you know it’s time to find a professional freelance copywriter. What do you do? With over 131,000 writers in the United States, sifting through available freelancers can be quite daunting.
If you’re a marketing director with deep connections in your niche, then maybe you ring up a few colleagues and ask them if they know anyone.
And if it turns out they don’t, well then, bummer.
What About Hiring Freelance Copywriters on Upwork?
If your contacts fail you, you might try scouring Fiverr and Upwork for a copywriter in your niche. But as you scroll past person after person, you realize there’s no way of knowing just how good of a fit they would be with your company or marketing agency. Everything on these content mills stays on these content mills. You can’t browse their writer website or email them asking for specialized clips.
Alas. The curse of content mills.
Don’t get me wrong. There are plenty of great writers on these sites. The problem is, there are a lot of bad ones, too.
One of my clients recently told me a friend’s content-mill horror story. Apparently, the freelancer wasn’t happy with her rate and secretly charged the client an extra $750. (I know, right? Who does that? Blew my mind.)
Not only did my client’s friend have to redo all the work the freelancer did, but now she also has to dispute a $750 charge on her credit card.
Then there are people who impersonate real writers and use their portfolio to get work for pennies. (Read Carol Tice’s horrifying experience with this.)
Again, there are a lot of great copywriters on these sites who are full of integrity and would never dream of doing something like that. But it’s much harder to tell who’s a good fit and who’s not while browsing hundreds of candidates.
The 2 Best Ways to Find a Professional Freelance Copywriter
You could spend hours combing various content mills in search of the perfect copywriter… or you could spend 10 minutes using the right methods and come away with a list of at least five high-quality writers in your industry. Up to you.
Here are the top two search methods I recommend:
- Search Google or LinkedIn based on region, title, and niche
- Read the top publications or blogs in your industry
Search for Copywriters by Region, Title, and Niche
If you need a local writer, start by typing “freelance (your city) copywriter” into Google or LinkedIn.
Once you scroll past the paid and organic search results from Indeed, Fiverr, and Upwork, you should find some copywriters in your area who have adequately optimized their writer websites.
Still struggling to find what you need? Some writers don’t label themselves copywriters. Try a few of these job titles to expand your search:
- Content writer
- Marketing writer
- B2B writer
- B2C writer
- Sales writer
- Content marketing writer
- Content marketer
- Content strategist
- Content marketing strategist
- Writer
Add your niche to your search phrase to narrow down the pool of results. This will help you find copywriters who have experience in your field. Granted, a talented copywriter doesn’t need to have experience in your industry to knock your project out of the park. But it always helps.
This search method works especially well on LinkedIn as long as the writer has optimized their profile correctly. For example, many of my clients find me by searching for “real estate copywriter” or “real estate writer” on LinkedIn. Why? Because I use the right SEO keywords in the right places and highlight my real estate copywriting experience.
Another way some writers will niche themselves is by writing type. For example, you’ll find that certain copywriters market themselves as website writers, email copywriters, sales copywriters, or even white paper or case study writers.
Searching for writers by writing type is helpful if you have a specific type of project you need to get done. That said, most companies need copywriters who can write anything from email drip campaigns to website copy and from blog posts to social media ads. If that’s the case for you, searching by niche is your best bet.
Read Your Industry’s Top Blogs and Publications to Find Writers
You’ll find that talented copywriters often also write for magazines, trade publications, and—of course—your competitors’ blogs.
To start your search, check out some of the top blogs in your niche and see if they use freelance writers.
Sometimes companies don’t list the writer’s name on the blog post. That’s okay. Freelance writers will often still list the companies in the “Experience” section of their LinkedIn profile. Simply look up the company on LinkedIn, click on the “People” tab, and search for “freelance writer,” “freelance copywriter,” or similar titles.
For example, some of my real estate clients have found me because I’ve written for other companies in their niche like Flyhomes or Knock.
The same goes for industry-specific publications. These are rich sources for finding freelance copywriters.
Looking for a personal finance writer? Read publications like GOBankingRates, The Motley Fool, or Yahoo Finance.
What about a business writer? Check out Business Insider, Forbes, or MarketWatch.
Need a health writer? Read articles on WebMD, Healthline, or Women’s Health.
Magazine articles typically feature short author bios that contain a link to the writer’s website and sometimes their LinkedIn profile. Or the author’s name at the top will lead to a separate author page with said information.
Now that you have a list of a few freelancers, it’s time look at each one to see who is the best fit for your project. Here’s how to do that:
- Browse their website
- Peruse their portfolio
- Read their testimonials
Let’s dive into each one of these steps.
1. Browse Their Freelance Writer Website
A good website says a lot about a writer. There are some great copywriters whose websites flounder on the design side, but website copy never lies.
In my experience, most of my clients come from LinkedIn. But often, it’s my website that convinces them to hire me. Why? Because it shows them I’m a professional and that they can trust me to create valuable content for their company.
So when you find a copywriter, take a look at their site’s copy to get a feel for their writing style. Does it speak to a felt need? Does it take you on a buyer’s journey? Does the copy sell you on their experience and expertise? Do they make it easy for you to contact them? Is there a clear call-to-action?
Keep in mind that many freelance copywriters don’t have websites. Some rely on their LinkedIn profiles alone, and that’s totally okay. Their headline and about copy still serve as valuable examples of their knowledge and writing ability.
2. Consider the Copywriter’s Portfolio
Often, writers house their portfolios on their websites. Or they may highlight their clips on LinkedIn. If you can’t find their samples, just ask. Nearly every freelance copywriter will gladly share their digital portfolio with you.
Peruse the writer’s clips to get a feel for their skill level. Is their writing clear and concise? Does it flow well or is it clunky and full of grammar errors? Is it persuasive or educational, or is it bland?
Check for voice, tone, and style, too. Does their tone fluctuate from client to client? (If so, this is a sign that they know how to adapt to various brands’ voices.)
Tip: Keep in mind that most of the clips in a writer’s portfolio have been edited. So look at their website copy to get a feel for how their writing stands on its own.
If you’re looking for a writer who specializes in your industry, look at the work they’ve done for past clients. Do you see any companies similar to yours? How did the writer approach their content?
What if the writer hasn’t worked in your industry before? Don’t automatically discount them. Copywriters who have experience in journalism, ghostwriting, or a wide variety of niches often are skilled in researching a target audience and understanding their felt needs.
The most crucial skill to look for in a copywriter is the ability to research and empathize with your target clients.
When you find a writer like that, don’t let them go. They’ll sell your product best.
3. Read Testimonials From Past Clients
From what I’ve seen, nearly every good copywriter with experience has glowing testimonials. And usually, you don’t have to look too hard to find them.
Often, writers will feature their best testimonials on their websites. You can also scroll to the bottom of their LinkedIn profile to find recommendations from past clients and colleagues.
In some cases, testimonials are more helpful than clips. After all, a copywriter’s portfolio highlights their finished, edited work. That’s not a bad thing, but it doesn’t give you a full picture of what it’s like to work with that writer.
A sample may look great, but did the writer turn it in on time? Did she give the client a strong first draft? Was he professional and responsive or rude and uncommunicative?
At the very least, testimonials can show you the writer’s strengths.
Once you find a copywriter who seems like a good fit, follow up with them and ask if they’d like to hop on a call to talk about your project. They may ask you a few questions about your project scope and budget first, so be prepared to answer those. But ultimately, the goal is to chat on the phone or on Zoom to see if their personality, work style, and level of professionalism are a good fit for you.
Got any other tips for finding a good copywriter? Leave your insights in the comments below. I’d love to hear your thoughts!
Jenny Rose is a freelance copywriter and content marketer specializing in B2B marketing, real estate, and accounting. She's written for clients like AAA, Edward Jones, Flyhomes, Guild Education, and more. Her writing has also appeared in publications like Business Insider and GOBankingRates.
Great advice, Jenny Rose! I’ve often wondered about the suitability of Fiverr and Upwork. Thanks for the tips!
A lot of people wonder the same thing, Bob. Thanks for sharing your thoughts and for the kind words!