How to hire an online copywriter (and actually get copy that works)

If you've ever hired a copywriter online and ended up rewriting most of what they sent you, you're not alone. The process looks simple - post a brief, get applications, pick someone - but it's deceptively easy to end up with generic output that does nothing for your business.

A skilled online copywriter creates persuasive content that turns website visitors into leads, prospects into customers, and customers into loyal advocates. Whether you need website copy, landing pages, email campaigns, product descriptions, or sales content, professional copywriting can improve your marketing results.

This guide covers what online copywriters do, what separates a good one from a forgettable one, and how to make a hiring decision you won't regret.

What is an online copywriter?

An online copywriter is a professional writer who creates persuasive digital content designed to encourage specific actions and behaviors that serve a business purpose on the internet. That includes website pages, blog posts, product descriptions, email sequences, landing pages, ads, and social media content.

Unlike general content writers who focus primarily on providing information, copywriters focus on driving results. Their goal is to persuade readers to:

• Make a purchase
• Request a quote
• Book a consultation
• Download a resource
• Sign up for a newsletter
• Contact your business

Every word is strategically chosen to guide potential customers through the decision-making process.

The goal is always the same: get a specific reader to take a specific action - clicking, buying, booking, or trusting your brand enough to come back.

What does an online copywriter do?

Professional copywriters create content for various digital channels, including:

Website copy

Your website is often the first impression customers have of your business. A copywriter ensures every page clearly communicates your value proposition and encourages visitors to take action.

Landing pages

Landing pages are designed to convert traffic into leads or sales. Effective copy can increase conversion rates and reduce customer acquisition costs.

SEO copywriting

SEO copywriting combines persuasive writing with search engine optimization techniques. This helps your website rank higher on Google while still engaging readers.

Email marketing

Email remains one of the highest-performing digital marketing channels. Professional copywriters craft emails that improve open rates, click-through rates, and conversions.

Product descriptions

Compelling product descriptions help customers understand benefits, overcome objections, and make purchasing decisions.

Sales pages

Long-form sales copy can generate significant revenue when written correctly. Copywriters structure messaging to build trust and motivate action.

What does a good online copywriter do differently?

The gap between an average copywriter and a good one is strategy.

They research before they write

A strong copywriter won't open a blank document until they understand who they're writing for. That means studying your audience, the language your buyers actually use, what your competitors are saying, and what would make someone choose you over them.

They write to one reader, not everyone

Generic copy tries to speak to all possible customers and ends up connecting with none of them. Good copywriters write as though they're addressing a single specific person, someone with a particular problem, in a particular moment, looking for a particular solution.

They understand SEO without letting it ruin the writing

SEO copywriting led with 28% of the copywriting market share in 2025, and for good reason. Copy that ranks but reads like a keyword list serves no one. The best online copywriters know how to satisfy both search intent and human readers at the same time.

At Write2Rank, this extends to AEO and GEO, writing that surfaces in AI-generated answers and voice search results, not just on page one of Google.

They revise with purpose

Edits from a good copywriter are backed by reasoning. They're not just changing things to justify a second draft; they're making the writing tighter, clearer, and more persuasive.

If a copywriter can't explain why they made a change, that's worth noting.

Why most copywriting platforms don't solve the problem

Platforms like Fiverr and Upwork give you access to a large volume of writers. That's useful, but it creates its own problem: you become the quality controller.

You have to sift through proposals, check portfolios, brief a stranger from scratch, chase revisions, and still have no guarantee that the final copy will represent your brand well.

The volume incentive problem

Platform writers are incentivised to work quickly and at high volume. At the lower end of the market, writers can earn as little as $0.05 per word, compared to an average professional freelance copywriting rate of around $0.70 per word, according to AWAI's 2026 survey. That gap shows how much time a writer can afford to spend thinking about your brief.

What working with a specialist agency looks like instead

Working with a dedicated copywriting agency means someone else has already done the vetting. You get a writer who understands your goals from day one, follows a clear process, and produces work you don't have to rewrite.

What you should expect to pay for copywriting services

Copywriting rates vary widely. Here's a realistic guide to what different types of work cost and why.

Rates reflect scope, research depth, and turnaround, not just word count.

Website copy

Homepage rewrites take the most time because they require the deepest understanding of your audience and brand positioning. Expect to pay more per word here than for blog content; the stakes are higher, and the work is harder to get right.

Blog posts and articles

Priced per word or per post.

Companies with blogs produce 67% more leads per month than those without, which is why this is where most businesses start.

Rates reflect the level of research involved, not just the word count.

Product descriptions

Usually, the most straightforward deliverable, but they benefit from a writer who understands conversion psychology.

A note on very low rates

Be cautious of rates that seem too good to be true. Copy produced at the very low end of the market is usually:

• AI-generated without proper human editing
• Written faster than the brief deserves
• Not reviewed before delivery

Copywriting errors can decrease time on a landing page by 8% and increase bounce rate by 85%. Cheap copy that contains errors, or copy that's technically correct but forgettable, carries a real cost.

Why businesses hire online copywriters

Many business owners understand their products and services better than anyone else. However, expertise doesn't automatically translate into persuasive marketing.

Professional copywriters bring several advantages.

Improved conversion rates

The right words will determine how visitors respond to your website and marketing campaigns.

Better messaging often leads to:

• More inquiries
• More leads
• More sales
• Higher revenue

Stronger brand messaging

Customers are more likely to trust businesses that communicate clearly and consistently.

A copywriter helps define:

• Brand voice
• Core messaging
• Unique selling points
• Customer-focused benefits

Better search engine visibility

SEO copywriters understand how to naturally incorporate keywords while maintaining readability and engagement.

This helps businesses attract qualified traffic from search engines without sacrificing user experience.

Time savings

Writing effective copy takes time, research, and expertise.

Outsourcing to a professional allows business owners and marketing teams to focus on growth while ensuring their content performs.

What to look for when hiring an online copywriter

Whether you're hiring directly or through an agency, these are the things that actually matter.

Evidence of results, not just samples

A portfolio shows what someone can produce. Case studies show what that copy achieved.

Prioritise writers who can point to outcomes - traffic increases, conversion lifts, lower bounce rates - over those who lead with aesthetics alone.

A clear working process

Good copywriters have a defined way of working:

• Discovery call or written brief
• Research phase
• First draft
• Structured revisions

If someone jumps straight to "send me the details and I'll get started," that's a warning sign. It suggests they're skipping the thinking.

Willingness to push back

The best copywriters will tell you when something in your brief doesn't serve the goal. You want a collaborator, not just an executor. A writer who agrees with everything you say isn't protecting your investment; they're just making their own life easier.

Sector experience or demonstrated curiosity

A copywriter who has written in your industry before will need less briefing and make fewer assumptions. If they haven't, look for someone who asks smart questions early, not someone who disappears and returns with a first draft that misses the point entirely.

Questions to ask before you hire

These four questions will tell you a lot about whether a copywriter is the right fit before you commit to anything.

What do you need from me to write this well?

A writer who asks for nothing is guessing. A good one will want to understand your audience, your tone, your competitors, and what success looks like.

How do you handle feedback and revisions?

Look for a structured process - a defined number of revision rounds with a clear scope. "I'll keep going until you're happy" sounds generous but often leads to scope creep and diluted work.

Have you written for this type of audience before?

If yes, ask to see an example. If no, ask how they'd approach the research. The answer will tell you whether they have a method or whether they're winging it.

What's your turnaround time, and what affects it?

Deadlines matter. A good copywriter will give you a realistic timeline and be upfront about what could delay it, not just tell you what you want to hear.

Skills every professional online copywriter needs

The best online copywriters combine writing talent with marketing knowledge, customer psychology, and strategic thinking:

Best online copywriters in Kenya: Write2Rank

Write2Rank is a Nairobi-based copywriting agency specialising in SEO, AEO (answer engine optimisation), and GEO (generative engine optimisation). That means the copy we produce is structured to perform on Google, show up in AI-generated answers on tools like ChatGPT and Gemini, and surface in voice search results.

We work with businesses that need copy that attracts the right traffic, communicates clearly, and moves people toward a decision.

If you're ready to stop rewriting other people's drafts and start working with a copywriter who gets it right, reach out:

• Call: +254 791 300 174
• WhatsApp: +254 736 382 424
• Email: hello@write2rank.co.ke

Frequently asked questions

What is an online copywriter?

An online copywriter writes persuasive, purposeful content for the web - including website pages, blog posts, email campaigns, product descriptions, and ads. Their job is to get a specific reader to take a specific action.

Why do businesses hire online copywriters?

Businesses hire copywriters to:

• Generate more qualified leads
• Increase conversion rates
• Improve brand perception
• Communicate value more clearly
• Support SEO efforts
• Increase sales

What's the difference between a copywriter and a content writer?

Copywriting is conversion-focused; it's designed to drive immediate action. Content writing is built for longer-term goals like SEO, brand authority, and audience education. Many projects need both.

How much does it cost to hire an online copywriter?

Rates vary widely depending on the type of copy and the writer's experience.

Professional copywriters typically charge more than platform freelancers because they spend more time on research, strategy, and revision.

Very low rates usually signal very fast turnaround with very little thinking involved.

How do I know if a copywriter is good?

Look for a structured process, evidence of results (not just samples), and a willingness to ask hard questions before they start writing.

A copywriter who pushes back thoughtfully on a brief is more valuable than one who agrees with everything.

What is GEO and AEO, and why does it matter for copy?

GEO (generative engine optimisation) and AEO (answer engine optimisation) are approaches to writing that help your content appear in AI-generated answers and voice search results - not just traditional search rankings.

As more people use ChatGPT, Gemini, and Siri to find information, copy built only for Google is leaving visibility on the table.

Can't I just use AI to write my copy?

AI tools can produce a first draft quickly, but first drafts are rarely ready to publish, especially for anything client-facing or brand-critical.

The real value of a human copywriter is in the strategy, the audience understanding, and the editorial judgment that shapes a draft into something that actually works.