What to Look for When Hiring a Copywriter for Your Small Business

You won’t know how hard it is to find quality copywriting services in Australia until you start searching. And if you’re reading this blog post, then I’m guessing that you’re looking for one.

Copywriters can write many things, such as writing your website, advertisements, brochures, blogs, and other branding items that put your name out there to your customers. A copywriter helps you build your identity online, and these impressions matter – especially when you’re trying to stand out in a crowded market. 

The right copywriter can shine your business, the wrong one can fade it into a sea of genericity. 

There’s a lot at stake, which is why it’s so important to find someone who gets it and gets you. 

If you’re looking for the right copywriter, then this blog is for you. Let’s discuss what to look for when hiring a copywriter in Australia. 

But First, Here’s What You Need to Know Before You Hire

• If your business has Australian customers, then use an Australian copywriter. This will help you capture the nuance of our local market.
• The price of a copywriter can range anywhere from $10 to $70 per hour. Look at your budget and how much you’re willing to spend.
• Not all copywriters have the same skill. Some are better at traditional advertisements, some are better at technical SEO writing. 
• Don’t be afraid to discuss costs. Ask your copywriter for an estimate of your project.
• If you’re looking for an experienced Australian copywriter who can understand the local audience, you should expect to pay at least $45 an hour. 
• Have a good brief for your copywriter. What do you need written? What is your expected budget and timeline? Where will it be published? This helps you and your copywriter start off on the right foot.

Here’s an example of a creative brief I use.

5 Key Qualities Your Copywriter Should Have 

Experience and Expertise

Does your copywriter have experience writing for your audience? What about writing for specific platforms?

Having someone who understands how to write for your customers or your industry is important, especially if you’re in a technical industry like banking or insolvency.

For you, it means less training and more time spent creating good content. Besides industry knowledge, your copywriter should also have experience in writing for multiple platforms and software (i.e. Facebook, LinkedIn, SurferSEO). While many may not think of it as important, it will cut down your briefing time significantly. 

Just know that copywriters with more skills under their belt also cost more. So consider your options: are you willing to pay more for a skilled copywriter, or pay less but spend more time training? 

Empathy 

Empathy is the ability to put oneself into another’s shoes, and it allows your copywriter to go deep into the consumer’s psychology when writing a copy. 

As a copywriter, I can confidently say that empathy is one of the most important traits of a copywriter. Selling and marketing is an emotional spot, and consumers will only buy from you once they are convinced that you know their pain points (and can solve them). 

A copywriter with empathy not only can understand these pain points, they can also respond to them through content. This allows you to create content that’s much more effective than any competitor. For businesses with a brand tone or guide, empathy allows the copywriter to adapt to these tones. 

Search or Answer Engine Optimisation Skills 

A writer with SEO or AEO skills can add in your keywords without overstuffing them, which not only makes Google and AI tools penalise you, it creates an unnatural copy that isn’t going to convert. 

While most copywriters may say that they have SEO skills, their skills are limited to only taking those keywords you’ve supplied and using it in their copy. Ideally, you’ll want a copywriter who can also help you with keyword recommendations and help you find out exactly what your customers are searching for. 

For example, at Inkspot Marketing, I work with clients to understand the exact terminology that a potential customer would use when searching for them. These will be used as potential keywords and refined further by a search team to give them the best chance of ranking.

SEO and AEO are not about targeting the most common keywords; it’s about finding ‘low-hanging fruit’ when you do keyword research, plus doing plenty of backend fixes. 

Portfolio 

Look for a copywriter’s past work, testimonials, and case studies if they have them. This can give you more insights into how the copywriter writes. If you’d like more information on a certain work, or if you’d like to see more portfolios relevant to a job you’re after, don’t be afraid to ask!

Most copywriters will be more than happy to share more work (as there’s only so much you can put online). Before checking on portfolios, you should have a solid understanding of your customers and your brand tone of voice (i.e. friendly, professional, funny). It will help you know what you’re looking for, and if your copywriter can fulfil that tone.

Communication 

Even the best-skilled and creative copywriters can cause you stress if they don’t communicate. Having a copywriter who can work well with you and deliver on deadlines is so important, especially when you have 10 other things to manage in your business. 

Here are some of the ethics I personally follow as an SEO and website content writer in Perth:

• Emails and messages are usually replied to within 24 hours
• Blogs are done within 3 business days
• Revisions are always allowed within my monthly content packages 
• If it’s a larger project (i.e. web development), I’ll communicate the progress with you every 3 days. 
• We won’t work in silos. I always encourage brainstorming sessions to create content that your customers are after.
• Any out-of-office or closure notices are always mentioned one month in advance (along with a plan!)

Should You Choose an Australian Copywriter? 

Yes, you should choose an Australian copywriter if you’re writing for an Australian audience. While writers in Australia may cost more than others overseas, they understand the local slang, tone, and overall culture. 

Australian writers know what we love (websites and advertisements that sound local), and what we don’t (websites or advertisements that sound generic or pretentious). More importantly, these writers understand Australian English (i.e. ‘ise’ instead of ‘ize’). 

The last thing you want is to have a spelling error in your advertisement or go back to your copywriter for multiple reworks.

Look Out For These Red Flags 

• Quoting too cheap (they might be using AI entirely for your job)
• Setting unrealistic promises, such as delivering a task too quickly or too slowly
• If you spot generic or repetitive writing, run your copywriter’s work through an AI detector
• If the copywriter is unable to explain their process for how they work, they may be inexperienced
• When there is no communication or updates, and the deadline is missed 
• If there are no reviews or the copywriter is unable to show any work 

Always use your gut instinct when speaking to a potential copywriter. As a business owner, you know what works and what doesn’t. If your copywriter can’t inspire confidence, then you should start looking for others who can. 

Conclusion

Your business is important, and you should look for a copywriter with experience, empathy, a good understanding of online search, and who prioritises communication. Copywriting and marketing aren’t one-time projects, which is why I choose to work with clients through an affordable copywriting package that includes all copywriting tasks. 

Working with me through an ongoing package means you get continuity in your marketing and a much higher chance of success. For more information, contact me to learn about my copywriting services in Australia.

Frequently Asked Questions

What does a copywriting service include?
It includes website copywriting, advertisement copywriting, social media copywriting, email copywriting, brand tone guidance, and also SEO copywriting (and now Answer Engine Optimisation copywriting). Your copywriter should also be able to plan your monthly content. 

Why should I hire an Australian copywriter instead of outsourcing overseas?
While outsourcing overseas may be cheaper, it will cost you time and stress. Overseas copywriters are unable to understand the cultural norms and tones of Australian audiences, and this is particularly bad if you’re a local business. If your copywriter doesn’t know if ‘yeah nah’ is yes or no, then I’d say ‘yeah nah’.  

What are red flags when hiring a copywriter?
Look out for red flags like quoting too low, overpromising and not delivering on time, generic or repetitive writing, poor communication, and a lack of a portfolio. This could mean they are using AI, are inexperienced, or have had bad client relationships in the past. However, it is also important to set realistic expectations when you’re looking for a copywriter. 

How long does a copywriting project take to complete?
It depends on the copywriting project. Writing emails and blog posts can typically be completed within 3 days. Meanwhile, website pages can take 1 to 4 weeks, depending on the scope and number of pages. It’s important that you discuss any due dates with your copywriter and keep your briefs comprehensive to avoid delays. 

How much do copywriting services cost in Australia?
Copywriters in Australia typically charge between $45 and $150 per hour. If you’re looking for someone more skilled, you can expect the rate to be on the higher end. I’d suggest clarifying your copywriter’s rates and asking them for an estimated number of hours to complete the job.