When to Hire a Copywriter: The Startup's Guide
Three hours past midnight. Slack notifications silenced. Coffee number... is it four or five? You're staring at a blinking cursor, trying to explain why your revolutionary startup matters to the world. Delete. Rewrite. Delete again. Sigh.
Sound familiar?
Every founder has that moment. The one where you realize your product is brilliant, your team is stellar, but somehow, the words you're using to sell it all feel... off. Not terrible. Just not magnetic. Not converting. Not you.
Most startups are leaving money on the table with mediocre messaging. Not because they don't understand their product, but because translating that understanding into words that make people reach for their wallets is an entirely different skillset.
So when exactly should you stop wrestling with words and call in the professionals? When is DIY copy hurting rather than helping your growth? And how do you know if you're ready for that investment?
The awkward in-between: Why startups struggle with messaging
Most founders start out wearing every hat – including the copywriter hat. You know your business inside out, you've got passion by the bucketload, and nobody understands your vision better than you do.
But there comes that awkward in-between stage. You're no longer just testing a concept, but you're not quite ready for a full marketing department. Your words matter more than ever, but you're stretched thinner than ever too.
This is precisely when most startups make one of two costly mistakes:
Continuing to DIY their messaging far beyond the point of effectiveness
Prematurely hiring a copywriter before they have product-market fit
Both can be expensive errors. Let's figure out exactly when that sweet spot is for your startup.
7 undeniable signs you need to hire a copywriter (like, yesterday)
1. Your website has a pulse, but no personality
Your site's up. It functions. It explains what you do. Sort of. But it lacks that certain... something.
If your website reads like every other startup in your space – all buzzwords and vague promises – you're not giving potential customers a reason to choose you. A good copywriter doesn't just explain what you do; they make people care about it.
When a visitor lands on your site, they should instantly get a feel for your brand's personality. They should think, "These people get me." Not "What exactly am I looking at here?"
2. You're getting traffic but abysmal conversion rates
This one's a proper kick in the teeth. You've done the hard work of getting eyeballs on your site. People are finding you! But then... nothing. They come, they skim, they leave.
Know what this usually means? Your copy isn't connecting. It's not answering the right questions. It's not addressing objections. It's not creating that "I need this NOW" feeling that drives action.
A skilled copywriter knows exactly how to take that traffic and turn it into leads, sign-ups, or sales. They understand the psychology behind why people click "Buy now" – and more importantly, why they don't.
3. You're attracting the wrong customers
Is there anything more frustrating than having people lining up to work with you – but they're not your dream clients? If you keep attracting tyre-kickers, price-haggers, or simply people who aren't a good fit, your messaging is likely the culprit.
Clear, targeted copy works like a filter, attracting your ideal customers and gently repelling those who aren't right for your offering. When you're consistently dealing with the wrong crowd, it's a sign your words aren't doing their filtering job.
4. You dread writing anything public-facing
Be honest. Does the thought of writing your next email newsletter, blog post, or landing page make your stomach clench? Do you procrastinate for days before finally hammering out something that feels... well, just okay?
Writing fatigue is real, and it's a massive productivity drain. When you're sinking valuable hours into wrestling with words – hours that could be spent on your zone of genius – it's time to outsource your copy needs.
5. You're pivoting or scaling rapidly
Your startup is evolving – new products, new markets, new positioning. But your messaging is stuck in your old identity.
When you're going through significant business changes, fresh copy that aligns with your new direction is crucial. A copywriter can help clarify your evolved value proposition and ensure your messaging supports your growth, not hinders it.
6. You've hit a growth plateau
You've got a solid product. You've validated your market. Things were growing nicely, but now... they've just sort of... stopped.
When your growth flatlines despite having a good offering, it's often because your messaging isn't compelling enough to push people over the fence. A copywriter can identify the missing triggers and emotional drivers that will restart your momentum.
7. Your content isn't ranking or driving traffic
If you're investing in content but seeing minimal SEO results, you might be missing the strategic elements that make content rank. Modern SEO copywriting requires understanding search intent, proper keyword research, and the ability to write for both humans and algorithms.
An SEO copywriter doesn't just write – we research, strategise, and optimise to make sure your content brings a steady flow of organic traffic to your startup.
The 3 stages of startup messaging (and when to bring in help)
Stage 1: The scrappy founder (DIY zone)
You're in the early validation phase. You're still figuring out product-market fit, and things change weekly. Your messaging needs to be flexible and iterative.
At this stage: Keep DIY-ing it, but focus on clarity over cleverness. Talk to customers constantly and use their exact language in your copy. Document what resonates.
Stage 2: The proven concept (The sweet spot for hiring)
You've validated your market. You have paying customers who love what you do. You understand your audience's pain points and how your solution helps. But to scale, you need more sophisticated messaging.
At this stage: This is the ideal time to hire a copywriter. You have enough customer data for them to work with, but you need their expertise to scale effectively.
Stage 3: The scaling startup (Strategic messaging partnership)
You're growing rapidly across multiple channels. Your messaging needs to be consistent but tailored to different platforms and audience segments.
At this stage: Consider bringing a copywriter on retainer or hiring in-house. Your messaging needs are ongoing and strategic.
What to expect when working with a professional copywriter
Wondering what actually happens when you hire a copywriter? Here's the process most good ones follow:
1. Discovery and research
A quality copywriter doesn't start writing immediately. They dig deep into your business, audience, and competitors first. Expect:
Detailed questionnaires about your business
Customer interview requests or VOC (Voice of Customer) research
Competitor analysis
Conversion path mapping
2. Strategy before words
Before any actual writing happens, a professional will develop a messaging strategy that outlines:
Your core value proposition
Key messages for different audience segments
Tone of voice guidelines
Content hierarchy and user journey mapping
3. Writing and iteration
Only after the groundwork is laid does the actual writing begin. The process typically includes:
Initial drafts based on agreed strategy
Revision rounds (usually 2-3)
Testing recommendations for key messaging
Finalisation and implementation support
How to find the right copywriter for your startup
Not all copywriters are created equal, especially for startups. Here's how to find one who gets your specific needs:
1. Look for startup experience
Startups have unique challenges and constraints. Find someone who understands the startup ecosystem and has worked with businesses at your stage before.
2. Check their specialisation
Copywriters often specialise in specific industries or copy types. If you're a SaaS company, find a SaaS copywriter. If you need help with email sequences, look for an email specialist.
3. Assess their process
Quality copywriters have a structured process that includes research, strategy, writing, and revision. Beware of those who simply offer to "write some words" without a strategic approach.
4. Review their results
Ask for case studies or examples of how their copy has specifically helped businesses like yours. Good copywriters track metrics and can show the impact of their work.
The real cost of DIY-ing your copy for too long
Still on the fence? Consider these hidden costs of continuing to write your own copy past the point of effectiveness:
Opportunity cost
Every hour you spend struggling with words is an hour not spent on growth, product development, or strategic partnerships.
Brand dilution
Inconsistent, unclear messaging weakens your brand over time and makes it harder to establish a strong market position.
Slower growth
Without compelling copy, your conversion rates stay lower than they could be, extending your timeline to profitability.
Increased acquisition costs
Poor messaging means you need more traffic to get the same number of conversions, driving up your acquisition costs.
Ready to stop DIY-ing your messaging?
If you've spotted yourself in any of the signs above, it might be time to bring in a professional to take your startup's messaging to the next level.
I help startups like yours find their unique voice, clarify their message, and create copy that actually converts.
Want to chat about how professional copywriting could transform your startup's growth trajectory? Book a discovery call and let's talk about turning your words into your best sales tool.
