Content Mini Course 5/5: How to Know your Copywriter is the Real Deal

Before trusting a copywriter to do a good job on your website, you might want to know how to look for a good one.

The industry merges both part-time writers who don’t really know what they’re doing and copywriting experts who have the proven skills and abilities to achieve incredible things for your business.

How do you choose the right person?

Simple: ask questions. If you want to check that someone really knows their stuff, you just need to give them a little SEO test. Ask the following 3 questions, and if you like the answers you receive, you’ve hopefully just found your dream copywriter.

1. “Do you add internal links to the content?”

Anyone with proper copywriting knowledge knows that internal links have great SEO power. Though adding internal links isn’t always a copywriter’s job, an expert who understands what an internal link is will be happy to drop your links where appropriate.

Equally important are external links. If your copywriter offers to link to relevant outside sources, all the better for you.

2. “How do you ensure a blog post is optimized?”

Ask any copywriter this question, and they’ll (hopefully) come back to you with an answer like: “keyword research and in-text placement”. But you’re looking for a copywriter who can dig a little deeper. Simply adding in one or two target keywords in the opening paragraph won’t cut it.

You need a copywriter who understands the importance of littering a specific number of keywords throughout a blog post based on data-driven research on top-ranking competitor articles.

Sounds like a mouthful, but it really isn’t too difficult. They just need to be using Surfer SEO – a tool that does the tedious data stuff for them.

3. “How do you ensure that your content is readable?”

Generally, the longer the article, the better – but it’s important not to ramble. Remember to add in your keywords.

4. Optimise the article from start to finish

Some copywriters produce beautiful writing. But that’s not to say it’s always readable for your target audience.

This question will help you to learn whether a copywriter uses a plug-in or add-on, like Grammarly. These tools can help writing to be more succinct, which is always useful for the likes of buyer’s guides and product reviews.

Your customer doesn’t want to read an essay. “Whilst” and “thus” should not be in your copywriter’s dictionary, unless you specifically want them to be. 

These are the three most important questions you need to be asking a copywriter. Do this rather than asking them to list off their CV. In many cases, years of experience is largely unimportant. It doesn’t matter if a copywriter has been in the job for two or 20 years. They just need to know their stuff. 

Thanks for sticking with us! If you enjoyed the course, we plan to produce plenty more in the future. We have lots of knowledge to share, so be sure to keep a lookout!