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How to choose a professional copywriter |
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Submitted by Jason Edwards
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You already know that professional copywriting is worth its weight in gold. You know that a good copywriter can help both to drive traffic to your website, and to keep it there once it arrives.
What you don't know is how to find that copywriter.
Don't worry, you're not alone. The problem with copywriting is that, unlike, say, soda or bathroom cleaner, it's not something you buy every week, or even every month. And unlike the products and services you're familiar with, it can be difficult to know what to look for – or to spot a good thing once you've found it.
Luckily, as with most things in life, finding a copywriter is easy once you know how. And this article is here to show you how.
What to look for in a copywriting service
If you're like most people, the first place you'll turn to in your search for a professional copywriter is a search engine like Google. Wise move. Your copywriter's website is probably the biggest clue of all as to just what kind of service you can expect. Here's what to look for:
1. Client testimonials
Any good copywriter will know that testimonials are one of the most powerful sales tools you can use to create copy that converts site visitors into buyers. (If they don't know this, then they're not a good copywriter. Hit that "back" button fast…). You'd expect your copywriter to use testimonials on their own site too, then, wouldn't you? Look for a link that states "testimonials" or "customer comments" or similar. If it's not there, ask yourself why…
2. A portfolio
No decent copywriter will expect you to commission them for a project without seeing some examples of their work. A copywriter's portfolio is his or her calling card: without it, they're going nowhere. Spend some time looking at the portfolio on your copywriter's website. How does the copy read? It should be crisp, clear, and easy to understand. It should also prompt you to take some kind of action once you've read it, whether that action be making a purchase, joining a mailing list, or simply reading on. If the copywriter's portfolio doesn't persuade you they're worth using, nothing will.
3. Client list / resume
There are no particular qualifications a copywriter needs to begin practicing. Some copywriters have English or journalism degrees, others are completely self-taught, having learnt their craft from the ground up. Instead of asking your copywriter about their qualifications, then, ask about their experience. Who have they worked for in the past? What have they done for those other clients? The answers to these questions should tell you all you need to know about how well-equipped the copywriter is to work on your project.
4. Fees
Some copywriters state their fees up front, others prefer to give quotes only on enquiry. No matter how your copywriter prefers to reveal their rates, though, make sure you have something to compare them to. Shop around. You wouldn't buy the first house or car you laid eyes on, and neither should you settle for the first copywriter you find either. Once you have some quotes to look at, however, don't make the mistake of assuming that the lowest quote must be the best value. Make sure you're comparing like with like. Beware of "article mills": companies who sell articles for just a few dollars per time. These companies tend to employ amateur writers, many of whom don't even have a good grasp of English. Remember, you get what you pay for, and if a quote sounds too good to be true, it probably is. The going rate for website copywriting is around £30 GBP / $60 per hour. If you're being quotes significantly less than this, ask yourself – or your copywriter – why.
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