The days of vague requests like “we need someone who writes well” are over. In 2025, choosing a copywriter is more like recruiting a partner for growth. You’re not just hiring a writer — you’re hiring someone who speaks to your audience, shapes your positioning, and impacts your bottom line.
So, how do you find the right one? Here’s a complete guide.
First, Know What Type of Copy You Need
Not all copywriters do the same work. The first step is understanding what kind of text you need:
- SEO copy? Find someone fluent in search intent, structure, and Google’s latest updates.
- Social media content? You’ll need a fast thinker with a grasp on trends and tone.
- Creative naming or slogans? That’s a creative copywriter’s job.
- Email campaigns, marketing kits, expert blog posts? Welcome to conversion-focused copy.
Each niche has its own toolkit. Don’t expect one person to master them all — unless they’ve got the portfolio to prove it.
What to Look For When Choosing a Copywriter
1. Obsessive Curiosity
The best copywriters are naturally curious. They dig deep, ask questions, explore your business like it’s their own. They don’t just Google competitors and call it a day — they aim to understand what makes your brand tick.
That’s why when onboarding a new writer, one of the first tasks should be research. If they don’t take initiative to learn your product, audience, and market — they’re not the one.
2. Experience That Matches Your Task
Experience isn’t just about years — it’s about depth.
- Have they written in your niche?
- Have they written your type of text before (e.g., landing pages vs. whitepapers)?
- Do they have industry-specific experience — like legal, medical, finance?
Some projects need generalists with fast learning skills. Others — deep industry specialists. Choose accordingly.
3. Portfolio That Reflects Skill (and Growth)
Don’t just skim for pretty layouts or brand logos. Look at:
- Variety: Have they written in multiple styles?
- Depth: Are the pieces well-researched or surface-level fluff?
- Consistency: Do they improve over time?
And remember: some writers can’t show everything due to NDAs. That’s okay — just ask for a paid test project or a custom sample.
4. The Way They Write to You
A copywriter’s first impression = their first draft. Pay attention to their cover letter or message. If it’s dry, generic, or filled with clichés — what can you expect for your project?
Look for:
- Personality
- Clarity
- Relevance
A good writer adapts tone right from the start.
5. Their Relationship with Feedback
Ask how they handle edits. Do they get defensive? Do they ask clarifying questions? Do they revise proactively?
A healthy copy process includes feedback. But some writers disappear after delivering the draft. Others offer unlimited revisions (which might sound nice, but isn’t always efficient).
The ideal setup? 1–2 rounds of edits included. Anything more — clearly scoped.
Education, Courses, and Reading Habits
Degrees don’t make great writers — practice and thinking do.
Still, copywriters who read widely — both fiction and nonfiction — often write better. Ask them:
- What books they’ve read lately
- What they read outside of copywriting (sales, psychology, UX)
If all they mention is “Everybody Writes” or “Write to Sell,” beware. Look for thinkers, not parrots.
Payment: What You Pay For, You Get
You can get:
- Cheap
- Fast
- Good
…pick two. And sometimes, only one.
Common payment models:
- Per word/character — outdated and encourages bloated copy
- Per hour — better if there’s lots of research involved
- Per project — most balanced for quality and output
Also, expect professional writers to ask for a deposit. Just like designers watermark visuals, writers protect their time.
Where to Look for the Right Copywriter
1. Referrals
Still the gold standard. You get someone with proof of work and a reputation.
2. LinkedIn
Search “copywriter,” filter by region or industry. Look at their content, profile tone, and client list.
3. Freelance platforms
Upwork, Fiverr, etc. Can be hit or miss. Great for quick jobs with clear briefs. Long-term? Riskier.
4. Niche communities
Telegram groups, Slack channels, writing circles. Look where writers hang out.
5. Copywriting agencies
Often overloaded with work. Quality can vary. But some boutique agencies focus on your industry — a good match for recurring work.
Final Tip: Be Clear About What You Want
A brief is not optional. It’s a bridge.
Don’t say “make it good.” Tell them:
- Your audience
- Your goal
- Your voice/tone
- Examples you like
Clarity saves time. And money.
TL;DR
- Define your task (SEO? Email? Blog? Landing page?)
- Choose generalist vs. niche based on complexity
- Evaluate portfolio AND how they communicate
- Pay fairly — quality comes at a cost
- Build a relationship. Good copy grows with your brand
Need a place to start? Check out dobrohotov.com — a portfolio site for a copywriter who’s worked with VPN services, AI startups, and telecom brands.
Because the right words bring the right clients.
