What to Look Out for When Hiring a Copywriter: Avoiding Common Traps

Hiring the right copywriter can cost you time, money, and credibility. Here’s what to look out for when hiring a copywriter.

Hiring a copywriter can be a game-changer for your business—if you find the right one. The right copywriter will capture your brand voice, engage your audience, and drive conversions.

But the wrong hire?

​That can cost you time, money, and credibility. Here’s what to look out for and the traps to avoid when hiring a copywriter.

1. Beware of the "Jack of All Trades" Copywriter

Some copywriters claim they can write everything—from SEO blogs to sales emails to technical manuals. While versatility is valuable, true expertise takes time to develop. A copywriter specializing in your industry or type of copy (e.g., direct response, content marketing, or brand storytelling) is often a better choice than a generalist.

✅ What to Do: Look for a copywriter with experience in your specific niche or the type of content you need.

2. Cheap Rates Can Mean Costly Mistakes

If a copywriter’s rates seem too good to be true, they probably are. Rock-bottom pricing often means:

• Little to no research
• Generic or AI-generated content
• Poor grammar and structure
• A lack of understanding of sales psychology

✅ What to Do: Instead of going for the cheapest option, consider the value the copywriter brings. Ask about their process and how they craft persuasive, audience-focused messaging.

3. No Portfolio? Major Red Flag

Any experienced copywriter should have a portfolio showcasing past work. If they can’t provide samples or case studies, they might be inexperienced or hiding subpar work.

✅ What to Do: Always request samples. If the writer claims their work is under NDA, ask for a paid test project to assess their skills.

4. Vague or Overhyped Promises

Some copywriters promise results like “Guaranteed 10x ROI!” or “Instant Conversions!” While results are a crucial part of a successful marketing strategy, it’s only one piece of the puzzle. Be wary of anyone who guarantees unrealistic outcomes.

✅ What to Do: Hire a copywriter who focuses on strategy, audience understanding, and data-backed techniques rather than empty promises.

5. No Understanding of Your Target Audience

Great copy isn’t just about fancy words—it’s about connecting with the right people. If a copywriter doesn’t ask about your audience, customer pain points, or brand voice, they’re likely writing generic content that won’t resonate.

✅ What to Do: Choose someone who asks insightful questions about your business, audience, and goals before writing a single word.

6. Lack of a Clear Process

A professional copywriter should have a structured process, from research and strategy to drafting and revisions. If they’re disorganized or fail to communicate timelines, expect delays and frustration.

✅ What to Do: Ask about their workflow. A good copywriter will have a clear process, including research, drafts, and revision rounds.

7. Ignoring SEO and Conversion Principles

​Even if you’re not hiring for SEO-specific content, a copywriter should understand basic SEO principles, persuasive writing techniques, and conversion psychology. If they don’t, your content may not attract or convert readers.

✅ What to Do: Ask how they incorporate SEO and conversion strategies into their writing.

Final Thoughts

Hiring the right copywriter requires more than just scanning resumes or picking the lowest bid. By watching out for these traps and focusing on expertise, audience alignment, and strategic thinking, you’ll find a copywriter who can truly elevate your brand.

Take the time to vet your candidates carefully—great copywriting is an investment that pays dividends.