The Ultimate Guide to Working with a Freelance Copywriter in 2025
That website you've been meaning to update for months? Those emails gathering digital dust in your drafts folder? That sales page that's about as compelling as a wet dishcloth?
They're costing you money. Every. Single. Day.
You could keep telling yourself you'll get round to sorting them "when things calm down a bit", or you could bring in a professional who can turn those word-shaped problems into profit-generating powerhouses.
✨ Cue the freelance copywriter. ✨
But before you dive headfirst into the copywriting talent pool, there are some things you should know. Like why the right freelance copywriter is worth their weight in gold. Or how to avoid the toe-curling mistakes most businesses make when hiring one. Or what you should actually be paying in 2025 (hint: it's probably not what you think).
What exactly is a freelance copywriter?
A freelance copywriter is a professional writer who specialises in creating persuasive, strategic content that drives action. Not to be confused with "content writers" (though the lines get blurry), copywriters are specifically trained in the art and science of using words to sell.
They're not just word-wranglers. They're part psychologist, part marketer, part strategist, and part mind reader.
The best ones don't just make things sound pretty – they create content that connects, converts, and keeps your cash register ringing (or your subscription numbers climbing, or your email list burgeoning... you get the idea).
But why hire a freelancer over an agency or in-house writer?
Freelance copywriters offer some distinct advantages in 2025's fast-moving market:
Specialisation: Many have deep expertise in specific industries or content types
Flexibility: Scale up or down based on your needs without long-term commitments
Fresh perspective: They bring outsider insights without office politics or groupthink
Direct communication: You work with the actual person doing the writing, not an account manager
Value for money: No agency markup or employee overheads
However, if any of these warning signs look familiar, you probably need a copywriter more urgently than most:
Your website sounds like it was written by a committee (it probably was)
Your competitors' content makes yours look like it was typed by a sleepy toddler
You've been "planning to update" your copy for longer than you care to admit
You're getting plenty of traffic but pitiful conversion rates
You find yourself saying "people just don't understand what we do" on a regular basis
Sound familiar? Let's fix that.
The different types of freelance copywriters (and which one you actually need)
In 2025's specialised marketplace, you'll find a growing range of copywriting specialists, each with their own superpowers. Hiring the wrong type is like bringing a spoon to a knife fight – technically it might work, but it's not going to be pretty.
Here's a quick rundown of the main types:
1. SEO copywriters
SEO copywriters are the technical wizards who know how to please both Google's algorithms and human readers (a rare skill indeed). They understand keyword research, search intent, and how to create content that ranks while still being readable.
Perfect for: Blog posts, service pages, product descriptions, and any content where organic search traffic is the primary goal.
Average rates in 2025: £350-£800 per day or £0.20-£0.80 per word, depending on complexity and research requirements.
2. Conversion copywriters
These specialists focus relentlessly on turning prospects into buyers. Armed with psychology, testing methods, and persuasion techniques, they're the ones you call when your website gets traffic but doesn't convert.
Perfect for: Landing pages, sales pages, email sequences, and anywhere you need to boost conversion rates.
Average rates in 2025: £450-£1,000 per day or custom project fees based on potential ROI.
3. Brand voice copywriters
A shameless plug to my verbal brand strategy services as a brand voice copywriter
They're the chameleons who can capture your brand's unique personality and tone, making sure your company sounds consistently "you" across all touchpoints.
Perfect for: Developing brand guidelines, refreshing website copy, creating consistent marketing messages.
Average rates in 2025: £400-£800 per day or project-based pricing.
4. Technical copywriters
These specialised writers can translate complex subjects into clear, accessible language without losing accuracy or dumbing things down.
Perfect for: B2B technology, financial services, healthcare, and other complex industries.
Average rates in 2025: £450-£1,200 per day, depending on technical expertise required.
5. UX copywriters
They focus on creating intuitive user experiences through carefully crafted microcopy – those little bits of text on buttons, forms, and interfaces that guide users through digital products.
Perfect for: Apps, websites, software products, and any digital interface where clarity is crucial.
Average rates in 2025: £400-£900 per day or £75-£150 per hour.
6. Email copywriters
Email specialists understand the quirks and effectiveness of email marketing, from subject lines that get opened to sequences that nurture leads over time.
Perfect for: Nurture sequences, sales funnels, newsletters, and promotional campaigns.
Average rates in 2025: £350-£750 per day or £100-£500 per email depending on research and strategy requirements.
How much should you expect to pay a freelance copywriter in 2025?
I've seen companies’ jaw drop at paying £500 for a landing page but happily drop £5,000 on a video that gets three views on YouTube.
So what should you actually be paying in 2025?
According to the latest industry data, here's what you can expect to pay for freelance copywriting services in the UK:
Junior copywriters: £200-£350 per day (£25-£45 per hour)
Mid-level copywriters: £350-£600 per day (£45-£75 per hour)
Senior copywriters: £600-£1,000+ per day (£75-£125+ per hour)
Specialist experts: £1,000-£2,000+ per day for recognised experts in niche fields
However, many professional copywriters are moving away from hourly or daily rates in favour of project-based pricing or value-based fees that reflect the commercial impact of their work.
Here's a rough guide to project-based rates for common copywriting services in 2025:
Website homepage copywriting: £500-£1,500
Standard website page copywriting: £250-£750
Long-form sales page copywriting: £1,000-£5,000+
Email sequence copywriting (5 emails): £500-£2,500
Blog post writing (1,000-2,000 words): £200-£800
Case study copywriting: £350-£1,200
Brand messaging guide: £1,500-£5,000
But remember, these are just ballpark figures, and the actual costs will vary based on:
The copywriter's experience level and track record
Their specialist knowledge of your industry
The complexity and research requirements
The potential ROI of the project
Whether strategy is included or just execution
Your location (London-based copywriters typically charge more)
The "cheapest is best" trap: A word of warning here. The difference between a £200 sales page and a £2,000 sales page isn't just a zero – it's the difference between copy that sits there looking pretty and copy that actively generates revenue.
Think of copywriting as an investment, not an expense. A talented copywriter who charges £1,000 for a sales page that generates £10,000 in new business is providing a 900% ROI. The £200 copywriter whose page brings in nothing is costing you money, regardless of how little you paid.
Red flags: 5 warning signs you're about to hire the wrong copywriter
Here are the warning signs to watch out for:
1. They don't ask questions about your business
If they're not asking about your audience, your competitors, your unique selling proposition, and your business goals, they're unlikely to create copy that drives results.
What to look for instead: A copywriter who treats the conversation like a journalistic interview, digging deep to understand your business inside and out.
2. They can't explain their process
Vague answers about how they work should set alarm bells ringing. Professional copywriters have a clear methodology that guides their work, from research to delivery.
What to look for instead: A structured approach that covers research, drafting, revisions, and implementation.
3. They promise unrealistic results
Run a mile from anyone guaranteeing specific rankings or conversion rates. While good copy certainly improves these metrics, no ethical copywriter would promise exact numbers without knowing all the variables.
What to look for instead: A copywriter who explains how their work contributes to your goals without making hyperbolic claims.
How to brief a copywriter without losing your mind (or theirs)
A clear brief is the foundation of any successful copywriting project. Get this wrong, and you're setting yourself up for multiple revisions, missed deadlines, and a relationship that deteriorates faster than a cheap umbrella in a storm.
Here's your step-by-step guide to creating a copywriting brief that actually works ⬇️
1. Define your objectives
Start with what you want to achieve, not what you want to create. "We need a new homepage" isn't an objective; "We need to increase sign-ups by 20%" is.
Example: "We need web copy that explains our complex technology in simple terms to increase demo requests from non-technical decision-makers."
2. Know your audience
Your copywriter needs to know exactly who they're writing for. Include demographic information, but more importantly, explain their pain points, desires, and objections.
Example: "Our target audience is HR directors at medium-sized businesses who are overwhelmed with administrative tasks but nervous about implementing new technology."
3. Include competitor context
Tell your copywriter which competitors to check out, what you like/dislike about their approach, and how you want to differentiate yourself.
Example: "Our main competitors are X, Y, and Z. We want to position ourselves as more user-friendly than X, more comprehensive than Y, and less expensive than Z."
4. Set the tone
Your copywriter needs to understand your brand voice – or help you develop one. Are you formal or casual? Authoritative or friendly? Technical or conversational?
Example: "Our brand voice is confident but not arrogant, technical but accessible, and professional but with occasional humour."
5. Provide practical details
Include word counts, deadlines, formatting requirements, and any technical constraints the copywriter should be aware of.
Example: "We need approximately 500 words per page, optimised for 'freelance copywriter rates' and related keywords, delivered in Google Docs by 15th June."
6. Share what's working already
If you have existing content that performs well, share it as a reference point.
Example: "Our case study page gets the most conversions – we'd like to capture a similar tone and structure on our new service pages."
The ultimate briefing template
Here's a simple template you can use to brief your freelance copywriter:
PROJECT OVERVIEW
[Brief description of the project and its context]
OBJECTIVES
[What specific business goals should this copy achieve?]
TARGET AUDIENCE
[Who will be reading this? What do they care about?]
KEY MESSAGES
[The main points that must be communicated]
TONE OF VOICE
[How should the copy sound and feel?]
PRACTICAL REQUIREMENTS
[Word count, format, deadlines, etc.]
REFERENCE MATERIALS
[Links to existing content, brand guidelines, etc.]
METRICS FOR SUCCESS
[How will we know if this copy is working?]
💡 Consider having a video call for the briefing if possible. Not only does it build rapport, but the conversation will often uncover insights that wouldn't emerge from a written brief alone.
How to manage the copywriting process with a freelance copywriter
Once you've found your perfect copywriter match and delivered a crystal-clear brief, you're halfway to copywriting nirvana. But now comes the part where many client-copywriter relationships go off the rails: the actual working process.
Here's how to manage the journey from brief to brilliant copy, without anyone contemplating a career change halfway through ⬇️
1. Start with a kick-off call
Begin with a proper conversation. Video is best, but phone works too. This initial discussion allows your copywriter to ask clarifying questions about the brief and establish rapport.
💡 Schedule this at least a week before the copywriter is set to start writing. This gives them time to process the information, conduct research, and come back with any follow-up questions.
2. Agree on milestones, not just deadlines
Rather than setting a single deadline for the finished product, establish a timeline with interim deliverables. This might include:
Research summary/content strategy (Day 5)
First draft (Day 12)
Revisions based on feedback (Day 18)
Final polished copy (Day 21)
This approach prevents last-minute surprises and allows course correction along the way.
3. Set expectations for feedback
Be clear about who will provide feedback, in what format, and how quickly. Multiple stakeholders offering contradictory comments via different channels is a recipe for disaster.
💡 Nominate a single point of contact to consolidate feedback from various stakeholders. Tools like Google Docs make collaborative feedback much easier than emailing Word documents back and forth.
4. Define the revision process
Most professional copywriters include 1-3 rounds of revisions in their standard packages. Establish upfront what constitutes a revision versus a change of scope (which might incur additional costs).
Example: "Changing the headline and tweaking body copy is a revision; completely changing the target audience after approval is a change of scope."
5. Create a collaborative environment
The best copy emerges from a partnership between client and copywriter. Be available to answer questions, provide additional information, and offer constructive feedback throughout the process.
6. Measure and learn
Once the copy is live, track its performance against the objectives you established. Share these results with your copywriter – they can use this data to refine their approach for future projects.
💡 Consider building a long-term relationship with copywriters who deliver good results. The more they work with you, the better they'll understand your business, reducing briefing time and improving outcomes.
Common objections to hiring a freelance copywriter (and why they're probably rubbish)
Even after reading this far, you might still be hesitating. Let's address the most common objections I hear from potential clients and why they usually don't hold water:
"We can't afford a professional copywriter right now."
Can you afford to keep losing potential customers because your copy doesn't convert? Can you afford to rank below your competitors in search results? Can you afford to have your team spend hours struggling with writing tasks instead of focusing on what they do best?
Good copy pays for itself. It's not an expense; it's an investment with measurable returns.
"Nobody knows our business as well as we do."
True – but that's not always an advantage when it comes to writing copy. You're likely too close to your business to see it objectively. You might be using industry jargon that your customers don't understand or focusing on features instead of benefits.
A good copywriter brings a fresh perspective and the ability to translate your expertise into language that resonates with your target audience.
"We'll just use AI to generate our copy."
AI tools like ChatGPT can produce grammatically correct text, but they can't (yet) replace human copywriters for several reasons:
They can't truly understand your unique business positioning
They lack the emotional intelligence to create genuine connections
They can't conduct original research or interviews
They can't provide strategic guidance based on experience
They often produce generic, template-sounding copy
In 2025, the most effective approach is using AI as a tool to enhance human creativity, not replace it.
"Our designer/developer/intern can write it."
Could they? Possibly. Should they? Probably not.
Writing effective copy is a specialised skill, just like design or development. Would you ask your copywriter to code your website or design your logo? The jack-of-all-trades approach typically results in mediocre outcomes across the board.
The ROI of professional copywriting: Is it really worth it?
Let's get down to brass tacks: what kind of return can you actually expect from investing in professional copywriting?
While every business is different, here are some real-world examples of the impact effective copy can have:
Conversion rate improvements: A well-crafted landing page can increase conversion rates by 30% or more compared to generic copy, directly impacting your bottom line.
Enhanced SEO performance: SEO-optimised copy can boost organic traffic by 50-300%, reducing your dependence on paid advertising.
Increased average order value: Strategic product descriptions can increase average order values by 10-15% by highlighting benefits and creating urgency.
Improved email engagement: Professional email copy can double open rates and click-through rates, making your email marketing substantially more effective.
Stronger brand perception: Consistent, high-quality copy across all touchpoints strengthens brand perception, building trust and loyalty among your audience.
Time saved: Professional copywriters work efficiently, freeing up your team to focus on their core competencies rather than struggling with writing tasks.
But perhaps the most compelling case for professional copywriting is this: in today's digital landscape, your words are often the first (and sometimes only) interaction potential customers have with your brand. Can you really afford to make that first impression with subpar copy?
Final thoughts: Your words are too important to leave to chance
Hiring a freelance copywriter isn't an extravagance; it's a strategic business decision that can dramatically impact your bottom line. The right words, written by the right professional, don't just tell people about your business – they compel them to take action.
So whether you're looking to revamp your website, launch a new campaign, or simply stop losing sleep over that blog post you've been putting off for months, a professional copywriter might be the most profitable investment you make this year.
Ready to transform your words from meh to magnetic? I craft strategic copy that connects, convinces and converts for brands with something important to say. From brand voice development to website copywriting and SEO blog posts that generate leads on autopilot, I've got you covered. Book a call with me
Sources:
Upwork Freelance Copywriter Rates Guide 2025
Copyblogger Freelance Writing Rates Study 2024-2025
