How to Find the Best Website Copywriter

A list of "the 20 best copywriters" would not help you much, because the best copywriter for a skincare store is different from the best one for a B2B software company. What helps is a reliable way to find and vet the right person.

Where to look

Referrals. Ask founders whose websites you admire who wrote them.
LinkedIn. Search "website copywriter" plus your industry.
Freelance marketplaces. Upwork, Fiverr and Contra have copywriters at every level. See the best freelance websites.
Copywriting communities and newsletters. Many experienced writers are active in professional communities and newsletters.
Agencies. More expensive, but useful if you also need design and development.

How to judge a portfolio

Look for:

Clarity. Can you tell what the business does in five seconds?
Specificity. Real details instead of "innovative solutions".
Range. Homepages, product pages, emails and landing pages.
Context. Good copywriters explain the goal of each piece and what changed.

Be wary of portfolios with only invented "spec" work if you need someone experienced, although spec samples are fine for newer writers on smaller projects.

Questions to ask

How do you research customers before writing?
What do you need from me?
How many revision rounds are included?
Do you write SEO titles and meta descriptions?
Can you work inside our platform (Shopify, Wix, WordPress)?

Pricing models

Model	Good for	Watch for
Per project	Full website rewrites	Clear scope and page list
Per page	Small updates	Research time may be extra
Hourly	Ongoing editing	Estimate caps
Retainer	Regular content and emails	Minimum commitment

Rates vary with experience and niche. Read our guide on how much to charge for website copywriting to understand what is typical.

Red flags

Guarantees of specific conversion lifts before they have seen your data.
No questions about your customers.
Copy that could be pasted onto any competitor's site.
Refusal to do a small paid test.

A sample brief structure

Give any copywriter a brief that covers:

Business summary: what you sell, to whom, and why it is different.
Pages needed: homepage, about, product templates, landing pages.
Goals per page: what you want visitors to do.
Audience: who they are, what they worry about, words they use (from reviews and support emails).
Proof: reviews, press, certifications, guarantees.
Voice: brands whose tone you like and dislike.
Constraints: legal claims, word limits, SEO keywords.
Deadline and review process.

Working well together

Give feedback in specifics ("This headline sounds too formal for our customers") rather than "make it pop".
Consolidate feedback from your team before sending it.
Share results after launch so the copywriter learns what worked.
Keep good writers on retainer for emails and new products once trust is built.

Do it yourself first

Even if you hire, write a rough draft yourself. You know your customers' questions better than anyone. A copywriter can then sharpen it. Learn the basics in copywriting vs content writing and how to create a killer product page.

Frequently asked questions

How much does a website copywriter cost?

Prices range widely by experience and scope. Many copywriters price per page or per project rather than per word. Ask for a written quote that lists pages, revisions and research included.

Should I hire a copywriter or use AI?

AI tools can produce drafts quickly, but a good copywriter brings customer research, positioning and judgement. Many businesses now use both: AI for first drafts, a human for strategy and editing.

What should a copywriting brief include?

Your audience, the goal of each page, your offer, proof points, tone examples you like, competitors, and any legal or brand constraints.

Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.

How to Find the Best Website Copywriter for Your Business