How to prepare for a consultation with a copywriter
Congratulations! If you’re considering working with a copywriter, that means you’re getting ready to take the next step in your business.
Professional copywriting is an investment in your brand. The fact that it looks and sounds pretty on your website is an added bonus…what matters most is that it converts to sales and brings you more money.
High-quality copywriting gets you a return on investment that you’ll see right away. Conversions will increase and so will your sales. But the best part of outstanding copy is the way it works for you over time. The concept of momentum is the same in marketing as it is in physics…
An object in motion—your business—will stay in motion.
But here’s the key difference: unlike an object following the law of inertia, your business’s progress will keep speeding up over time. Generally, the more traffic your website gets, the more traffic it’s going to get. So deciding to work with a copywriter is a great move for your business. But before you sign the contract, you’ll want to have a consultation call.
Take it from a copywriter who never starts a client relationship without a call. Making sure you’re on the same page right away is crucial to building a productive partnership. If I think you’re trying to take your brand to the Moon, and you’re actually aiming for Saturn, you’re not going to end up where you want to be and neither of us will be happy.
Avoid that issue by hopping on the phone for 15 minutes. That’s just enough time for you to get a sense of whether you’ll be a great match. But before you get on that call, make sure you’re ready.
Reflect on your specific business goals.
When I say “reflect,” I mean really sit down, push away distractions, and try to visualize where you want your business to go. Take stock of where you started and how far you’ve come, because your progress is what’s leading you forward.
For you, reflecting might look like meditation—quiet and focused. Or you might flip through your planner and record your thoughts. (I keep a Win Journal, and I like to close out Fridays by writing my wins for that week.) Or you can do a Brain Dump—write out everything you’re thinking, and don’t stop until your brain does.
Whatever strategy you choose, make sure to eventually shift your focus to how you’d like your business to grow.
Get specific.
I promise you, everyone wants more sales. But not everyone wants to take the same path to get there. Instagram marketing might skeeve you out, but some business owners swear by it.
Read this list of specific, action-oriented business goals. Decide which ones are important to you. If you think of others, write them down. Knowing your goals ahead of time helps you have a value-packed consultation, even when it’s over a quick call.
(Click here to download the PDF version of My Business Goals.)
2. Understand the services the copywriter provides.
Sometimes people are surprised to hear not every copywriter does the same thing. In the same way that many of us niche into one industry, we also narrow in on which services we like providing.
I personally know copywriters who despise social media and don’t offer it. Others have made most of their living on it. There are even copywriters who focus on one specific form of copy such as direct response copy, emails, or whitepapers.
So when you connect with a copywriter, check out their services page on their website. It would be a huge bummer to schedule a call and rave about your goals, just to find out they don’t offer one of your priorities. If you look at their services and don’t see what you’re looking for, shoot them a quick email to ask. They’ll appreciate that you’re being mindful of both of your time.
Pro tip: when you walk through a copywriter’s services on their website—see what’s included with them.
Do they include research and SEO keyword planning in the price, or will that be an add-on? Will they provide royalty-free images or graphic design elements? Does all of their work come with proofreading and a round of revisions? View my services page as an example of what many copywriters include in their work.
Remember that every copywriter has a different skillset—some may have a background in web design and offer that service, but graphic and web design aren’t usually included and might cost extra.
Finally, do they show their rates on their website? You’ll need to decide whether they’re within your budget. But before you’ll know if their rates are realistic for you, you’ll need to…
3. Set a realistic budget for copywriting.
When you aren’t involved in the content marketing and copywriting industry, it’s hard to know the standard rates for different types of work. Below I listed four different ways copywriters set their rates and some common industry standards, to help you set a budget.
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Industry average: $0.10 to $1.00/word
Long gone are the days of paying $0.01/word for copywriting that converts. While you can find people to work for that rate on job board sites like Upwork or Fiverr, they’re almost guaranteed not to be solid copywriters. Experienced, talented writers won’t work 2-4 hours for a $10 paycheck.
Disclaimer: I have nothing against freelance sites like Upwork or Fiverr. In fact, I’ve used Upwork myself—I think it’s a great tool to connect clients with freelancers. You can find real talent on a site like Upwork if you price your projects realistically.
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Industry average: $50-200/hour, depending on skill level and type of copy
This is a common method of payment, but not the best one for the writer or client. If you’re a client who’s paying a beginning or intermediate-level copywriter, you won’t only pay for the time it took them to complete the work… you’ll also pay for the time they spent honing their skills.
And it’s hard to know beforehand exactly how much time a project will take. Keep in mind you’ll also be billed for the time needed to research and keyword plan. I don’t recommend this to clients, because it leaves room for you to be surprised by the invoice. No one appreciates a blindside, even if it wasn’t intentional.
On the other hand, when copywriters get more experience they start working more efficiently. Instead of staying at the same rate and taking a pay cut for working faster, they’ll raise it. This results in rates up to $200/hour—which I agree, can sound intimidating.
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Industry average: varies widely
Paying by the page isn’t a great way to pay for copywriting services. It leaves a lot of room for ambiguity and future blindside—because different factors can add length to a piece of writing.
Changing the font size, adding graphics, and using bulleted or numbered lists add more pages for you to pay for. And keep in mind the best copy is formatted for people to be able to skim—meaning a lot of white space—so you’d be paying for formatting, not quality. This payment method won’t make anybody happy. Avoid it.
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Industry average: depends on the type of copy—examples below
Paying per project is straightforward and benefits both clients and writers. It helps set expectations right away. You’ll know what you’re going to pay and won’t be surprised if the word count goes higher or the copywriter takes longer to research and produce high-quality work.
You can research common project rates for beginner, intermediate, and expert copywriters online. I included some examples below. I pulled them from the international authority on professional writing—the American Writers & Artists Institute’s 2022 Copywriting Pricing Guide.
Blogs: $250-800/post
Web page updates (e.g. About, Services, Subscribe pages): $250-1,000/page
Longform sales page: $3,500 for beginners-$25,000 for experts
Emails: $250-2,000 each
Remember that professional copywriting is an investment in your business. Well-thought-out and researched copy will give you a better ROI than copywriting that’s thrown together, rushed, or created from a template any day.
4. Read through their portfolio of work.
Look at a writer’s portfolio to make sure they can write in a voice that matches your brand.
If your brand image aims towards a serious crowd, you won’t be a perfect match with a copywriter who uses a lot of humor and sarcasm. But if your brand is lighthearted and has a make-fun-of-yourself vibe, then a “professional-sounding” copywriter wouldn’t engage with your target clients as well, either. Think of it like dating—it’s all about finding the right one for you and your business.
But take this advice with a grain of salt. While some copywriters prefer to work with brands that match their own voices, others can adapt their voice to match your branding and messaging. If the work in their portfolio is written in one specific voice, ask if they have other work they can share in a voice that aligns with your brand.
But if you really don’t know if you’ll be a great match, you can always start with a test piece. The copywriter will write a small piece or a part of the project so you can see how their work gels with your brand. The payment will just be for that small piece to start, so it’s not a big financial commitment for you if you ultimately decide to work with someone else.
5. Get ready to talk about what you love—your business!
To get the most out of your consultation—and potentially, your copy—tell the copywriter everything about your brand. Shout it from the rooftops. Tell them when and why you started it, its mission or vision, your own values…and remember to share the specific goals you have for your business.
Think about how you’d answer these questions to prepare for your call…
Why did you start your business?
What aspects of it are you passionate about?
Who’s your ideal customer or client?
What problems does your product or service solve for customers?
What’s your current marketing strategy? Website, emails, social media, blog?
Are you planning on expanding or launching something new soon?
A copywriter may not ask you all of these questions, but it gives you an idea of what they’ll be looking for. They’ll want to pick your brain to give you personalized, high-value recommendations. It shouldn’t feel like they’re interviewing you, but that they want to learn everything they can about your business.
6. Ask the right questions
Again, a consultation call is not an interview.
But you can and should take advantage of the chance to get to know the copywriter and their process. Understanding how they work will ensure you’re both on the same page.
If these topics don’t come up, consider asking these questions. Knowing each other’s expectations and needs early will help you have a better partnership in the long run.
(Click here to download the PDF version of Questions to Ask on a Consultation Call.)
Most importantly, be yourself during the call.
Remember that the purpose of the first consultation is to make sure you and the copywriter you’re meeting are the right fit. Be open and authentic from the get-go so they’ll understand your brand and your copy needs right away. Open communication is key to a successful partnership—whether you’re dating or adding a member to your business team.
Are you looking for your copywriter soulmate?
Let’s see if we’re the perfect match.
Reserve a spot on my calendar by clicking the button below. Can’t wait to meet you and learn about your business!
