7 green flags to look for when hiring a copywriter
You're ready to hire a copywriter. You’ve done your research, found a few options, and they all seem like they could do a great job in their own ways. So how do you decide who to go with?
When it comes to hiring a good copywriter, the decision should go beyond just their ability to put words on a page. There are plenty of skilled writers out there - but what really makes someone the right fit for your business comes down to their approach to working with you.
The best copywriters don’t just write well - they think strategically, align with your values, and take the time to understand your audience and goals.
So before you make your final choice, look out for these seven green flags that signal you’ve found a copywriter who will truly add value to your business.
1. They ask smart questions before writing
A great copywriter doesn’t just nod along and type whatever you tell them - they dig deeper. They’ll ask questions that help them get to the heart of your business and the views, values, and mission that motivate who your are and what you do.
They’ll also probe into your audience and what makes them tick, so they can help to bridge the gaps between you and them.
Ask yourself - Are they trying to understand the purpose behind the words? Do they ask who your ideal customers are and what action you want them to take?
Writers who ask the right questions from the start are thinking beyond the words on the page. They’re making sure the copy will actually work for your business. If a writer jumps straight into writing without getting to know your brand and your audience, it could be a sign they’re not considering the bigger picture.
Quick check: If a copywriter doesn’t ask questions before starting, ask them how they approach research. If they struggle to answer, they might not be as strategic as you need them to be.
2. They adapt to your brand voice, not impose their own
A skilled copywriter doesn’t just write well - they write in a way that sounds like you. Your brand voice should be recognisable, whether it’s formal, friendly, witty, or no-nonsense. A good copywriter will take the time to understand that and reflect it in their work.
If a copywriter has done their job well, no one should ever know they were involved.
You’ll know you’ve found the right one if they ask for brand guidelines, previous content, or even reference points for how you’d like to sound. If they can switch between styles with ease, it’s a promising sign they know how to tailor their writing rather than just sticking to their own way of doing things.
Quick check: Ask for examples of work they’ve done in different tones. If everything sounds the same, they might not be flexible enough to capture your brand voice.
3. They prioritise clarity over cleverness
It’s easy to be drawn in by fancy words and poetic sentences, but good copy isn’t about sounding impressive - in fact, it’s actually the opposite. What makes good copy resonate is presenting it in a way that’s digestible to your audience. It’s about making sure the message lands and action is taken.
A strong copywriter will focus on clarity first, ensuring your audience understands exactly what you do, why it matters, and what they should do next. If you’re working with technical subjects, or areas of expertise that aren’t as commonly known, it’s their job to translate that into words your audience will relate to and understand.
If a writer obsesses over clever wordplay at the expense of meaning, or uses highly technical language that no one understands, the message can get lost. The best copywriters know when to be creative and when to keep it simple. If they’re explaining things in a way that feels effortless to read, that’s a great sign.
Quick check: Read samples of their work out loud. If it flows naturally and makes sense immediately, they’re prioritising clarity. If you’re having to re-read sentences to understand them, that’s a red flag.
4. They think about your audience, not just your business
It’s tempting to focus on what you do, but the best copywriters shift the spotlight onto why it matters to your audience. Instead of just listing your services, they’ll frame them in a way that speaks to customer needs, challenges, and desires.
If a writer is constantly talking about you rather than your customers, they’re not audience-focused. A great copywriter will instinctively position your messaging in a way that’s audience-centric, which makes it more engaging and relevant to the people you want to reach.
Quick check: Look at their past work - does it speak to the reader’s needs, or does it just talk about the business? If it feels too self-focused, they might not be thinking about the audience enough.
5. They know when to push back (for the right reasons)
A good copywriter listens to feedback. A great copywriter knows when to challenge it.
If a writer agrees to every single suggestion without question, they might not be confident in their expertise. The best ones will push back when something isn’t working - not to be difficult, but because they genuinely care about making the copy as effective as possible.
Copywriting is an art - it’s not just about picking words, it’s also about how they’re arranged on the page for maximum impact That means that sometimes choices might seem odd to you, but have been carefully thought through with the intention of driving action.
If they can explain why a certain approach is stronger, it’s a good sign they’re thinking strategically rather than just taking orders. They’ll also welcome the conversation and actively seek a solution that everyone’s happy with, rather than shirking it off and getting defensive.
Quick check: During discussions, notice whether they offer suggestions or just go along with everything you say. If they’re offering thoughtful alternatives or explaining their choices, that’s a strong green flag.
6. They align with your values and industry
Hiring a copywriter who shares your values or understands your industry makes everything smoother. If they naturally ‘get’ your brand, they’ll create messaging that feels more authentic rather than something that just ticks the boxes.
This doesn’t mean they need years of experience in your specific niche, or reems of portfolio pages, but they should be able to demonstrate an understanding of what matters to your audience. They should be able to confidently talk to you about your industry and show they’ve done their research (or at the very minimum that they’re capable of doing it).
If they work with businesses similar to yours or take the time to research your industry, that’s a strong indicator that they’ll write copy that truly resonates.
Quick check: Look at their website, social media, or past clients - do they work with brands similar to yours? Do their values align with what you’re looking for in a professional relationship?
7. They’re honest about their strengths (and their limitations)
No copywriter is great at everything (and if they tell you they are then it speaks more to their ego than their talent). A good one will be upfront about what they specialise in and what they don’t.
If someone claims they can write anything - from social media posts to technical whitepapers to SEO blogs to sales pages - it might be worth digging deeper. The best copywriters know their strengths and will happily tell you where they shine.
If they say, “That’s not my area, but I can recommend someone,” that’s a sign of integrity, not incompetence.
Quick check: Ask what types of content they love writing most. If they have a clear focus, they’re more likely to be a specialist rather than trying to be a jack-of-all-trades.
Finding the right copywriter for you
Hiring a copywriter isn’t just about finding someone who can string sentences together. It’s about working with someone who understands your business, connects with your audience, and takes a strategic approach to content.
If you spot these green flags, chances are you’ve found someone who’ll be a valuable asset to your business.
Looking for a copywriter who ticks these boxes? Let’s have a chat over a brew and see how we can get your messaging working harder for your business.
