If you’re even asking this question, the answer is usually: yes. Whether you’re a solo entrepreneur or leading a growing business, not having a strong, definitive presence online will cost you.
Let’s start with the numbers:
According to a 2024 Invoca report, 81% of retail shoppers research online before making a purchase. A 2023 survey by PowerReviews found that 87% of consumers regularly – or always – research products online. Whether you’re offering products or services, your digital presence is your biggest footprint.
What Are Prospective Clients and Customers Looking At?
- Your website and blog
- Reviews and testimonials
- Social media content and engagement
- Product descriptions
- White papers, videos, and email campaigns
Each of these touchpoints requires content that not only looks good but speaks to your values, mission, and goals. That’s where professional content and copywriting comes in.
8 Scenarios Where Outsourcing Makes Sense
Not sure if now’s the time to bring in help? If any of these sound familiar, it might be:
- Your marketing department is overwhelmed.
- You don’t have a marketing department.
- You don’t have a marketing strategy at all.
- Hiring a new full-time employee is cost-prohibitive.
- You’re behind on content and unsure what to post, where, or how often.
- You’re launching something new and need a campaign blitz.
- You just landed a big client, and your workload is about to double.
- You’re out of ideas—and every AI prompt comes back with generic rubbish.
If you’re nodding at any of those, you’re not alone. Let’s start with the writing.
What to Look for in a Digital Copywriter
First and foremost, a good writer aligns with your goals. Great content doesn’t happen by accident. And yes, there’s a difference between content and copywriting, but for the scope of this article, we are assuming your writer should possess skills in both. This requires a sharp understanding of:
- Your audience and their behavior
- The platforms you use (and the formats that work best on them)
- How to guide readers toward action
- How to strike the right tone, voice, and brand alignment
- How to use AI for research and honing their original work
- They understand and have some experience in marketing strategy
A skilled creator helps you move your audience toward a specific result. Whether it’s increasing leads, boosting brand awareness, or driving conversions, your writer should know how content fits into the bigger marketing picture. Strategy and storytelling go hand-in-hand for the best outcome.
A sought-after writer knows how to make their readers feel something. Their job is to cut through digital noise, hold attention, and make your message memorable. You’re starting to get the idea of how much is involved in putting words on a website or anywhere else that represents you to the world.
Strategy Matters
A strong writer with the aforementioned skills can support (or help create) your overall marketing strategy. That means guiding campaigns across platforms, adapting messages to different channels, and complementing any traditional marketing you’re doing. A writer who knows marketing strategy can help you adjust your goals once you dig in together, and that insight is worth its weight in gold.
Talent Is Great, but Compatibility Is Everything
You could hire the most brilliant writer in the world, but if you dread meetings with them, you’re doomed. Respect without likability is a challenging relationship to thrive in. There has to be trust, communication, and at least a dash of chemistry. You don’t have to finish each other’s sentences, but they should get you – and your audience.
Bonus points to the ones who possess empathy and persistence, stepping into your customer’s shoes and uncovering exactly what they need to hear.
How to Budget for a Copywriter
Here’s the truth: you can’t get an accurate quote before you define the scope of the work. Asking “How much do you charge?” without clarity is like asking a contractor before they’ve stepped foot on your property, “How much to fix my house?” It depends.
Many seasoned writers charge by the project rather than the hour. This saves both time and tension. Hourly pricing can lead to either rushed work, or an unscrupulous hire taking their sweet time. Charging by the project cuts down on uncomfortable check-ins about time spent. Flat fees encourage focus and fair boundaries.
You can usually expect a 50/50 split on payments – half up front, half upon delivery. If you’re hiring on retainer, you may enjoy a discount.
How to Work with a Professional Copywriter
One of the biggest challenges in hiring a writer is that you may not fully understand what you need most. Start by asking yourself:
- Do I already have an established brand, or am I building from scratch?
- Do I need website content, product descriptions, social posts, a rebrand—or all of the above?
- What are my short-term goals? What about long-term ones?
The clearer your goals, the easier it is to find a writer who fits, and the key to producing content that’s successful. Again, if you need help establishing those goals or have larger questions about your company’s direction, be sure you hire a writer with wider experience in strategy.
Here’s a cheat sheet that hopefully will help you in understanding who and what you need:
Who’s Who: Content & Copy Pros – What They Do & Deliver
Copywriter – Writes persuasive content that drives action—buy, sign up, click, or inquire. Focuses on clarity, voice, and conversion.
Delivers:
- Website copy (home, about, services, etc.)
- Sales pages and landing pages
- Email sequences
- Digital ads and promotional content
- Product descriptions
Content Writer – Creates informative, helpful, or entertaining content to build trust and authority – less about sales, more about value.
Delivers:
- Blog posts and articles
- Thought leadership pieces
- White papers and case studies
- SEO-focused content
- E-books or guides
Content Creator – Produces a variety of content across formats and platforms. May include writing, visuals, video, and audio.
Delivers:
- Social media content (posts, reels, scripts)
- Short-form videos or graphics
- Blog posts or email newsletters
- Branded visuals or templates
- Podcast scripts or outlines
Content Strategist – Maps out the what, why, when, and where of content creation. Aligns content with business goals, buyer journeys, and brand messaging.
Delivers:
- Content strategy plans and calendars
- Messaging guides
- Audience research and personas
- SEO strategy
- Platform-specific content direction
Marketing Copywriter – Blends writing with marketing know-how. Writes copy that fits within funnels, campaigns, and larger strategic goals.
Delivers:
- Funnel copy (landing pages, nurture emails)
- Lead magnets
- Launch content
- Ad copy
- Website and campaign messaging
Digital Marketing Strategist – Oversees the big picture and understands how all marketing efforts – content, ads, SEO, social -work together. Often acts as a guide or consultant.
Delivers:
- Marketing audits and recommendations
- Campaign strategies and calendars
- Analytics and performance tracking
- Ad strategy
- Channel-specific roadmaps
Brand Strategist: Shapes your business’s personality, positioning, and core message. Helps ensure everything your audience sees or reads feels consistent and aligned.
Delivers:
- Brand messaging guides
- Voice and tone documentation
- Taglines and mission statements
- Brand storytelling frameworks
- Visual identity input (often in collaboration with designers)
Creative Strategist – Merges storytelling and design with marketing strategy. Often found in larger campaigns or agencies, bringing a high-level creative vision to life.
Delivers:
- Campaign concepts and themes
- Ad creatives and video scripts
- Branded content ideas
- Storyboards or creative briefs
- Cross-platform narrative planning
Content Marketing Consultant – Advises on how to use content to grow your business. Often a hybrid strategist/writer who can also train your team or help you execute.
Delivers:
- Content audits and recommendations
- Full-funnel content strategy
- Content plans aligned with sales goals
- Execution support (writing, editing, or managing content creation)
- Coaching or training sessions
Freelancers or agencies may brand themselves as:
- Copywriter & Content Strategist
- Strategic Copywriter
- Content Marketing Consultant
- Messaging & Brand Copy Expert
This can seem a bit overwhelming, as there are so many titles for these professionals. DON’T PANIC. Remember some skills overlap, so this is where your talent in interviewing candidates will come in! A good candidate will make you feel at ease, and be forthcoming about whether they are the correct hire after a thoughtful consult.
Can You Just Write It Yourself?
You might be thinking, I’ll just do it myself! Maybe! You might be a great writer. You may even have a marketing background. But here’s what often happens: content gets pushed to the bottom of the list. You’re busy running the business. You don’t have time to write blogs or map out campaigns. Or, maybe you’re not confident in your writing, and you’re relying on AI—but the results are disappointing.
To decide on the DIY option, ask yourself:
- Do I have time to create consistent, strategic content?
- Do I understand the difference between content and copywriting?
- Can I write in a way that connects, converts, and reflects my brand?
- Do customers know what I offer—and where to find me?
Be honest with your answers and the right path will become clear.
Do Your Copywriting—With a Little Help from Wordswerk
If you’re planning to handle some or all of the writing yourself but could use a little backup, Wordswerk is here to support you. We offer consulting, coaching, and copyediting services to help make sure your content is clear, polished, and aligned with your goals.
Prefer to hand it off completely? We’re here for that, too. We partner with entrepreneurs, businesses, and agencies as either an extension of their marketing team or as a solo content pro. You don’t have to go it alone.
Take advantage of a free 30-minute consultation to see how we can help you find your voice, refine your message, and show up stronger online.
