Should You Use a Freelance Copywriter? Weighing the Pros and Cons

The thought of a stranger writing your content can be daunting. Many businesses opt to write their own content, feeling it’s more personal but then being unable to keep up with the demands of web pages, SEO, content ideas, blogging, social media, product/service descriptions, advertising… the list goes on. Most people are overwhelmed by the volume of copywriting needed while trying to run a business and just don’t have the internal resources.

At this point, many companies turn to marketing agencies. Putting their trust in an external resource is worrisome enough, so naturally they look for a well established agency that demonstrates success, has a team of writers and boasts case studies with ‘300% traffic increase’ or a lengthy list of household name clients. But these external marketing teams come at a cost, and these higher fees are often simply not sustainable for most companies. Therefore they end up picking up and dropping off with agencies and marketing efforts become inconsistent and impersonal.

A freelance copywriting professional is often the answer to a lot of problems companies face with their marketing efforts. Professional copywriters, specifically a freelancer, will be invested in researching and understanding your business and target audience. A single writer will allow your website and company profile to regain its consistent tone of voice and clients will notice the huge improvement in communication, creativity and passion when they hire a freelancer.

Understanding Copywriters

So, what exactly is a freelance copywriter? A professional writer who creates persuasive content for clients on a project-by-project basis or on retainer for a set amount of hours per month.

A great freelancer will have come from several years of working with in-house and/or agency marketing teams and often have a bachelors degree in English or a writing discipline.

Copywriters help businesses generate marketing collateral, including case studies, web copy, long-form sales pages, blogs, articles and social media posts. Each writer is different and many specialise in certain areas so it’s important to make clear what you are looking for and what your end goal is during initial discussions.

Freelance Copywriter Advantages

You will have one-to-one access to an experienced, creative copywriting mind with excellent project management skills and can expect the focus and passion you’d get from an internal hire.

Flexibility and scalability for your business needs

Professional copywriters have experience of working on several copywriting projects simultaneously, allowing for quick turnaround times and adaptability to changing marketing strategies. However, they are fully in control of their own workload and not under pressure from an agency to juggle more clients than they are comfortable with. They also have the decision making power over themselves, meaning you don’t have to wait for ‘team meetings’ to be had before a simple copywriting project can go ahead.

Access to specialised skills and expertise in copywriting

A freelance copywriter will bring skills and expertise in copywriting that you hadn’t even realised you were missing, including SEO, brand tone of voice, creative writing and persuasive writing.

Cost-effectiveness compared to in-house copywriters

Hiring a freelance copywriter can be more cost-effective than maintaining an in-house team or outsourcing to an external agency. There’s no need to worry about benefits, pension, health insurance, or other employee-related expenses.

When looking at the money side of things, the hourly rate of a freelancer can seem high. But that hourly rate will almost be a fraction of the cost of an agency or in-house hire and certainly bring a more honed in copywriting skill, better communication and a person that will learn your brand - inside and out.

Freelance Copywriter Challenges

Lack of control over the copywriting process and project timeline

When working with a freelance copywriter, you may feel as though you have less control over the writing process and project timeline. A lot of copywriters will ask for a deadline or discuss how long it will take them to research and write an article, blog or social media post. It’s important that timelines and processes are discussed in the early stages so that everyone has good ideas of expectations.

Potential communication and collaboration challenges

Collaboration can be more challenging when working with a freelance copywriter, especially if you’re not used to having someone working remotely. Most copywriters are used to this and have their own ways of making sure they stay in touch with a client. Whether it’s weekly meetings or daily emails, most freelancers have been working remotely for several years but this can take some adapting to for some companies.

Dependence on the freelancer’s availability and copywriting workload

Freelance copywriters may have other clients and projects, which can impact their availability and workload for you. Again, discuss the potential workload in advance and give the copywriter notice on how much you have coming up. Most freelancers want regular work with the same clients so if they are offered this, they won’t feel the need to take on an additional client to cover their expenses.

Freelance Copywriter Rates and Pricing

Factors affecting freelance copywriter rates, including experience and industry

Freelance copywriter rates vary depending on factors such as experience, industry, and the type of copywriting project. Don’t forget, you’re not just paying for the amount of words a person can write on a page. You’re paying them to research a topic, your brand, your competitors and your audience. A great copywriter may have a higher rate but their whole career has been spent learning how to adapt their style, tone and words to fit a client company… and that experience, attention to detail and extra research is what you are paying for.

Average rates for freelance copywriters and how to negotiate

Average rates for freelance copywriting range from £30 to £100 per hour, depending on the location, project and industry. With copywriting, the term ‘you get what you pay for’, couldn’t be more true! Copywriters

Negotiating rates is possible, copywriters are always looking for the next project or repeat business.

Finding the Right Freelance Copywriter

Identifying your business needs and goals for the project before you advertise for a role and listing exactly what type of copy you need is essential. Types of copy could include;

• Website Copy

• Social Media (define by platform examples, such as LinkedIn or Instagram)

• Video Scripts

• Creative Writing

• Product Specifications

• Articles (short-form or long-form)

• Blog Writing

Clearly define your business needs and goals for the job to find the right copywriter. If possible, define the length of time a writer is needed and whether there is a potential of ongoing work.

Finding copywriters through social media posts, job boards, and referrals

Use social media posts, job boards, and referrals to find freelance copywriters who match your needs. Most freelancers with any availability will be scanning LinkedIn, Indeed, UpWork and other popular freelancing haunts for available opportunities.

Evaluating a freelancer’s portfolio and experience in copywriting

It is important to evaluate a freelancer’s portfolio and experience in copywriting to ensure they have the necessary skills and expertise for your company. For example, if you’re looking to have your entire website rewritten and you hire a writer that mainly specialises in social media and blog writing, then you may have a problem. It’s always best to ask the questions directly, many copywriting experts have such vast experience in writing that they may not have every single blog, article or piece of writing in their portfolio or on their website. If you like a writer’s style, ask them about previous clients and the types of writing they’ve done before.

Effective Collaboration with a Freelance Copywriter

Clear communication and project briefs for successful projects

Clear communication and project briefs are essential for successful projects with a copywriter. There is always an element of project management involved when hiring a freelancer, so expect to provide a great brief in order to receive great writing without too much back and forth.

Setting expectations and deadlines for the copywriter

Set clear expectations and deadlines for the freelance copywriter to ensure everything stays on track. A copywriter is not a mind reader and every company is different. If you are clear with what you need and when you need it by, a copywriter can get to work doing what they do best.

Providing feedback and guidance throughout the project

Remain communicative and provide feedback and guidance throughout the project to ensure the copywriter meets your needs and goals. As time passes and you work with the same copywriter, they will learn more and more about your expectations and be able to provide copywriting that is exactly what your business needs with less guidance each time.

Weighing the pros and cons of hiring a freelance copywriter for your business

Weigh the pros and cons of hiring a freelance copywriter for your business, considering factors such as flexibility, cost-effectiveness, and potential communication challenges. If you have a large corporation with multiple websites and the need for masses of content churning out daily, an in-house team or large external agency may be best.

Could hiring a solo freelance copywriter or small freelance copywriting business be the way to go?

Freelance copywriters are great for small to medium businesses that need a copywriter for their marketing content but don’t have the funds or resources to have one in-house. Maybe your business has a big website project coming up and you need a writer for that one job. Or maybe you need the someone with creative writing skills to boost your blog output but have no need for a full time, permanent position? Whatever your freelance copywriting needs are, there will be a copywriter out there with the marketing know-how and writing pizazz that is the right fit for you.

Either way, be sure to get all of the information you need in order to make an informed decision about hiring a freelance copywriter based on your business needs and goals, and be prepared to negotiate rates and expectations.

Could SEOlogy Copywriting be the right Copywriter for your business?

As a copywriter with over 10 years experience of in-house and agency settings as well as a BA Hons English Literature & Media Writing, I can help you boost blogs, create meaningful words for your website, post more on social media, write an article to engage more with potential customers and much more. No matter how big or small the copywriting project is, SEOlogy can help.

Get in touch today and have a chat with SEOlogy Copywriting.