Copywriters craft persuasive words that move audiences to act, from taglines and web pages to email campaigns and product descriptions. A skilled copywriter can sharpen your brand voice, lift conversion rates, and turn marketing spend into measurable results across every channel.
What does a copywriter do?
A copywriter writes content designed to persuade, inform, or convert, connecting with a target audience and guiding them toward a specific action, such as buying a product, subscribing to a newsletter, or downloading a white paper. Where content writers focus more on information, copywriters often specialize in direct response, search engine optimization (SEO), and brand voice. They frequently collaborate with brand strategists on cohesive messaging.
Key deliverables from copywriters include:
SEO and digital copy. Web pages, blog posts, social media posts, video scripts, and email newsletters
Brand and creative copy. Taglines, brand stories, corporate communications, product packaging, and event promotion
Direct response and marketing copy. Sales and landing pages, email marketing, paid ads, case studies, white papers, and press releases
How to hire a copywriter on Upwork
Upwork connects you with experienced copywriters who can help your content reach and convert its audience with a fast hiring process; the median time from job post to first hire is six hours. These four steps help you move from an open role to a signed contract with confidence.
Step 1: Post a job
Your job post is the first point of contact with copywriters, and it directly shapes the quality of the proposals you receive. Be specific about the copywriting work you need so the right writers apply.
Name the type of copy, such as landing pages, email funnels, or product descriptions
Describe your industry, target audience, and preferred brand tone
Identify target outcomes like conversion rates or engagement metrics
List any research, revision, or SEO expectations
Share your expected budget and timeline
Review this copywriter job description template for other ideas on what to include
To speed things up, try the Job Post Generator powered by Umaโข, Upwork's Mindful AI. Describe what you need in a few sentences and Uma will draft a copywriter job post in seconds. You can write a new post, update a saved draft, or reuse an existing post.
Step 2: Evaluate candidates
As proposals begin to arrive, compare copywriters on the signals that predict strong copy, not just price. Portfolios and past results tell you more than a rate alone.
Filter by rate, experience, and location using Upwork's tools
Review portfolios for landing pages, emails, or ads that demonstrate a tone and style similar to your brand
Look for SEO knowledge, direct-response experience, or relevant certifications
Check for experience in your industry or with similar audiences
Review samples for clarity, messaging, and strong calls to action
Ask for results such as conversion rates, click-through rates, or email open rates
Check testimonials and any documented conversion metrics
Have Uma conduct instant video interviews and provide shortlists with side-by-side comparisons of the top candidates.
Step 3: Interview your top choices
A short interview helps you gauge how a copywriter thinks about audience, tone, and testing before you commit. It also shows what collaboration will feel like day to day.
Ask about their copy testing and optimization process
Ask how they research your audience before writing
Discuss how they incorporate SEO keywords without sacrificing readability
Ask how they handle feedback while maintaining a consistent brand voice
Discuss their writing workflow and approach to revisions
Explore how they adapt tone for different audiences
Have them walk you through how past work drove measurable results
Consider a short paid test project for top candidates to help make a final hiring decision
For prompts to guide the conversation, review these copywriter interview questions
Schedule and conduct interviews within Upwork Messages, where you'll get an immediate transcript and summary after each conversation.
Step 4: Agree on scope and begin work
Before work starts, put a clear contract in place so both sides know the deliverables, timeline, and rate. A well-scoped agreement helps keep a copywriting project on track from brief to final draft.
Choose a fixed-price contract for defined deliverables, like a set number of landing pages
Set milestones for larger projects, such as research, outline, first draft, and revisions
Choose an hourly contract for ongoing or open-ended content work
Define deliverables, word counts, and revision rounds before work begins
Provide audience personas, messaging, and examples of your preferred brand voice
Agree on success metrics, such as engagement, conversions, or SEO performance, where applicable
Give your copywriter what they need to succeed, including access to shared drives and brand guides
Use messaging and the contract workroom to communicate and manage the project. Upwork also adds identity verification, payment protection, hourly tracking, and project funds so you can start work securely.
The rates and information provided in this article are based on current data and industry sources available at the time of publication. Freelance rates can vary depending on factors such as experience, location, project scope, and market conditions. Readers are encouraged to conduct their own research to confirm current rates and trends, as this information may change over time.
Upwork is not affiliated with and does not sponsor or endorse any of the tools or services discussed in this article. These tools and services are provided only as potential options, and each reader and company should take the time needed to adequately analyze and determine the tools or services that would best fit their specific needs and situation.