Good content is the foundation of effective online marketing efforts. But what can you do if, despite extensive knowledge of the products or services you offer, you're unable to express specific information in the right words? Hire a copywriter or a copywriting agency, but first, test their skills. This is crucial if you want the content you commission to deliver the desired results.
Theoretically, anyone can become a copywriter – and most people assume this, which is often reflected in the commissions they complete. Some people think writing is easy, because it's so difficult to create a text based on numerous source materials. While just a dozen or so years ago, the number of people writing commissioned texts was quite small, now copywriting has become a trend.
What does this mean for you, as a company commissioning copywriting? On the one hand, a larger number of copywriters means greater competition and the ability to negotiate rates. On the other, there's a greater risk of outsourcing your writing to the wrong person—someone who, despite their best intentions, isn't capable of producing high-quality content.
How to choose a good copywriter?
There's nothing stopping you from finding a good copywriter through trial and error. This is a good solution if:
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- you have plenty of time and you can wait for a good text
- you have a large budget and are willing to pay for texts that you will never use.
I'm assuming, however, that you don't intend to waste time and want to immediately start working with a copywriter who meets your expectations . To make this happen, it's worth assessing their skills right from the start – you can do this in a few simple steps.
- Read the texts on the website
A copywriter's website is their calling card and can be a valuable source of information about the quality of the texts they offer.
However, just as you shouldn't judge a book by its cover, you shouldn't limit yourself to this step. Writing for yourself is completely different from writing for a commission.
A portfolio is another element that allows you to familiarize yourself with a copywriter's craft. You'll learn what types of writing they've done and what topics they've tackled.
However, you should remember that a portfolio only includes selected projects – these are usually the best ones. Therefore, it's worth taking this into account – especially if the quality leaves much to be desired.
- Order a sample text to be written
There's no better way to validate a copywriter's skills than through practice. So commission a sample copy on a topic you've chosen. This will let you know if they're delivering the style and quality you expect.
However, here too, you must bear in mind that the sample text will be written with particular care – after all, who wouldn't want to look their best? So if you have any major reservations about this, there's no point in collaborating.
How to check the competence of a copywriting agency?
There are significantly fewer copywriting agencies than freelance copywriters, but even in this case, you can't make a blind choice. You can easily assess their competence, making it highly likely that you'll establish a fruitful collaboration that won't end with a single assignment.
A copywriting agency will likely have its own website, which you can use to make your initial selection. While you might expect the content to be somewhat different, you'll be able to easily assess the quality of the texts.
Previous work can say a lot about an agency's competence. Review their portfolio to assess the quality of content other than your own. You already know that content is written quite differently.
Note: If you're considering hiring an agency to write highly technical content, check whether the company has experience with this type of work. It's also worth verifying whether the agency has previously completed assignments for this specific industry.
- Order a sample text to be written
Just like with freelancer verification, you can commission an agency to write a sample text.
Before beginning our collaboration, we always offer our clients a sample copy. This allows them to test our skills and see how the potential collaboration will unfold. We're quick to point out that such a copy is subject to payment, which isn't always welcomed. However, we want to avoid situations where a client uses our content even though they decide not to collaborate. explains Izabela Gorzkowska from Sago Media copywriting agency.
Note: If the sample copy meets your expectations, make sure the same copywriter will be responsible for the actual assignment. This will help avoid a situation where the final texts are created by a completely different person.
Rate the sample text
To assess a copywriter's skills, you should evaluate the sample text you receive. It's a good idea to do this in at least three areas.
The resulting text should be error-free. While some factual errors can be overlooked (especially in difficult and specific industries), spelling errors are unacceptable. It's best if the content is also free of linguistic and stylistic errors.
Remember! If your (certainly "pimped out") sample text contains serious errors, you can likely expect more errors in your final assignments.
Duplicate content is unacceptable for two reasons: one is the issue of duplicate content as seen by Google, and the other is the ethical issues surrounding the theft of someone else's work.
If even part of the text is an exact copy of another piece of content, there's a problem. You can't be sure whether it won't happen again in the future.
However, consider the reasons for the duplicate fragment. Perhaps the full name of the law is repeated, or are these formulas required for descriptions of dietary supplements, etc.? If so, then the copywriter is somewhat justified.
Although the text is intended to be targeted at potential customers, it must also be Google-friendly. Therefore, it should adhere to at least basic SEO principles, including specific keywords, differentiated headings, highlighting keywords, and so on.
It's not just the workshop that counts...
While the quality of the commissioned texts plays a key role, it's not just the craftsmanship that matters. If you're looking for long-term relationships, you need to consider several other aspects. These are slightly different when working with a copywriter than with a copywriting agency.
Collaboration with a freelance copywriter
If you intend to cooperate with a freelancer, there are two key issues to consider.
Pay attention to how you communicate with your copywriter. How quickly do they respond to emails? Do they answer their phone? This is crucial, as it allows for immediate communication and avoids misunderstandings.
A contract protects not only the copywriter's interests but also yours. Sign such a document, including many key details, including the scope of work, deadline, and penalties for non-compliance.
Collaboration with a copywriting agency
If you want to work with a copywriting agency, it is worth:
- ask people in the same industry if they have used this type of services – they might recommend a specific copywriting agency
- contact the agency's client and ask for an assessment of the cooperation process
- talk to an employee of a company in the same industry about collaborating with a copywriting agency, e.g. during an industry meeting, conference, etc.
The size of the order can help you make a decision – if the scope of work is large, it's better to contact an agency right away. Why? A freelancer may struggle to complete a large order on time.
Whether you're choosing to work with a freelance copywriter or an agency, ask about signing an NDA (nondisclosure agreement). This is important, especially if you plan to share sensitive information about your company.
The above tips are just a few of the most important things that will make finding a copywriter for long-term collaboration easier. It's crucial not to limit yourself solely to a portfolio, but also to consider preparing a sample copy – even if it's paid.
Summary
The above article covers the following topics:
- Criteria for selecting a copywriter for cooperation
- Evaluating the professionalism of a copywriting agency
