Toptal is an exclusive network of top copywriting experts, consultants, managers, and professionals. Top companies and startups hire freelance copywriters from Toptal for their mission-critical marketing campaigns and projects.
Sang is a marketing expert with a proven track record across multiple fields, including technical writing, copywriting, and fiction, enabled by his ability to adapt to different writing styles and tones. He's a self-motivated, results-driven, and detail-oriented professional who strives to provide consistent work and meet all deadlines and project requirements. As a copywriter for IBM Korea's consulting team, he developed collateral for Samsung's initial foray into the B2B market.
Gustavo is a seasoned growth marketer with experience in the education, gaming, health, and travel sectors. With an impressive knack for copywriting, he creates effective copy with a focus on enhancing conversion. Gustavo's expertise also extends to designing and optimizing sales funnels, landing pages, effective ads, and CRM. Finally, Gustavo has consistently demonstrated a user-centered approach to his work, enabling him to successfully navigate from solopreneurs to big enterprises.
Jennifer is a content strategist with over 15 years of writing experience. Her work bridges the gap between strategy and execution, with projects ranging from audits and roadmaps to content design, UX writing, and SEO. A creative ideator with the ability to explain complex concepts in simple ways, Jennifer creates unparalleled content to drive more relevant experiences.
Veronica is an award-winning content marketing expert with 15+ years of experience creating narratives for brands, subject-matter experts, campaigns, and sales teams. She delivers quality work in all forms to drive demand, cultivate customer advocacy, and strengthen brand equity. With a wide range of client and agency experience, she leverages her product marketing background to capture customer insights, define value propositions, build strong brands, and develop integrated marketing programs.
Julian is a technical writing professional with over 11 years of experience in the industrial sector. He has successfully written, edited, and updated product manuals, training curricula, proposals, and web-based technical content. Julian is adept at communicating complex ideas and concepts for end-user interpretation and possesses a strong background in digital media, with a familiarity with highly technical terminology and audiences.
Martin is a content expert with a deep understanding of SEO, narrative design, content strategy, and team management. With 10+ years of experience in digital marketing, he is dedicated to delivering high-quality content to engage audiences and drive results. As a content manager, editor, and creator, Martin helps brands with compelling storytelling and strategic content creation in various formats, including web content, social media content, video scripts, copy, and microcopy.
Cheryl is a seasoned content manager with over seven years of expertise in content marketing, SEO, social media, PR, and communications. She has been successful in crafting compelling narratives that drive traffic, engagement, and revenue. With strong project management and storytelling skills, she delivers exciting copy for various channels, formats, and audiences. Discover how Cheryl can utilize her strategic abilities to elevate your brand and meet business objectives.
Justine is a brand and marketing expert with 15+ years of experience leading brand development, positioning, and refreshes and brand and digital marketing for B2B and B2C iconic and startup brands. This includes brand strategy, architecture, identity, tone of voice guides, and guidelines. With solid experience across the breadth of marketing, Justine operates strategically and operationally, translating strategy into tactical-level plans to deliver impactful campaigns.
Mike is an experienced marketer known for helping brands tell their story. His content and copy expertise helped brands raise over USD 241 million in open pipeline and USD 44 million in revenue since 2020. Mike considers himself privileged to create content supporting some of the world's most recognizable brands, including Sotheby's, Ferrari, Rolls-Royce, Keller Williams, Cisco, VMware, and HP. He excels at producing ebooks, whitepapers, email campaigns, ad copy, and more.
Kirstie is a marketing specialist with over 12 years of professional experience driving growth for early-stage startups and established organizations. She has built out new marketing strategies and elevated existing ones using expertise in digital marketing, demand generation, and a wide range of skills, including SEO, SEM, and website management. With international experience and a curious, data-driven approach, Kirstie will deliver measurable results and propel any business forward.
Sofia is a marketing and communications expert with six years of experience crafting brand and content strategies for TravelPerk, IE University, and JTI. She specializes in building thought leadership strategies to position companies as leading experts in their fields and integrating that into a cohesive marketing communications strategy. Sofia is skilled with generative AI technologies for content creation and is proficient in a full suite of marketing tools, thriving in creative environments.
Copywriters help companies create clear, persuasive copy that educates and engages audiences and sells products and services. This guide to hiring a copywriter outlines qualities to look for in a candidate, best practices for conducting your search, and interview questions and answers to help you identify the top candidates for your company.
... allows corporations to quickly assemble teams that have the right skills for specific projects.
Despite accelerating demand for coders, Toptal prides itself on almost Ivy League-level vetting.
Our clients
Creating an app for the game
Leading a digital transformation
Building a cross-platform app to be used worldwide
Drilling into real-time data creates an industry game changer
Testimonials
The relationship with Toptal from the beginning has really paid off for us. We’re extremely happy with our talent, and hope that they’re happy too. We’re really trying to transform the way we do our jobs.
Eric Heisler
Digital Development Leader, Owens Corning
Toptal’s methodology gave me confidence that we had the best chance of getting an A-team brought together quickly.
Deron Triff
Co-founder, WaitWhat
I think the thing about Toptal is—like the name—it’s top talent, and that’s the kind of talent that I want to recruit as well.
Ginni Saraswati
Founder, Ginni Media
Toptal truly is a turnkey solution. The whole thing is packaged for you. Toptal supports everything for you end-to-end so you can just focus on your core business.
Ted Blosser
Co-founder, Workramp
For years, Toptal has been our ‘secret weapon’ for staying competitive in our industry.
Tony Wang
Co-founder and CEO, Adcrush
How to Hire Copywriters Through Toptal
1
Talk to One of Our Industry Experts
A Toptal director of marketing will work with you to understand your goals, technical needs, and team dynamics.
2
Work With Hand-Selected Talent
Within days, we'll introduce you to the right copywriter for your project. Average time to match is under 24 hours.
3
The Right Fit, Guaranteed
Work with your new copywriter for a trial period (pay only if satisfied), ensuring they're the right fit before starting the engagement.
FAQs
How quickly can you hire with Toptal?
Typically, you can hire a copywriter with Toptal in about 48 hours. For larger teams of talent or Managed Delivery, timelines may vary. Our talent matchers are highly skilled in the same fields they’re matching in—they’re not recruiters or HR reps. They’ll work with you to understand your goals, technical needs, and team dynamics, and match you with ideal candidates from our vetted global talent network.
Once you select your copywriter, you’ll have a no-risk trial period to ensure they’re the perfect fit. Our matching process has a 98% trial-to-hire rate, so you can rest assured that you’re getting the best fit every time.
How do I hire a copywriter?
To hire the right copywriter, it’s important to evaluate a candidate’s experience, technical skills, and communication skills. You’ll also want to consider the fit with your particular industry, company, and project. Toptal’s rigorous screening process ensures that every member of our network has excellent experience and skills, and our team will match you with the perfect copywriters for your project.
How are Toptal copywriters different?
At Toptal, we thoroughly screen our copywriters to ensure we only match you with the highest caliber of talent. Of the more than 200,000 people who apply to join the Toptal network each year, fewer than 3% make the cut.
In addition to screening for industry-leading expertise, we also assess candidates’ language and interpersonal skills to ensure that you have a smooth working relationship.
When you hire with Toptal, you’ll always work with world-class, custom-matched copywriters ready to help you achieve your goals.
Can you hire copywriters on an hourly basis or for project-based tasks?
You can hire copywriters on an hourly, part-time, or full-time basis. Toptal can also manage the entire project from end-to-end with our Managed Delivery offering. Whether you hire an expert for a full- or part-time position, you’ll have the control and flexibility to scale your team up or down as your needs evolve. Our copywriters can fully integrate into your existing team for a seamless working experience.
What is the no-risk trial period for Toptal copywriters?
We make sure that each engagement between you and your copywriter begins with a trial period of up to two weeks. This means that you have time to confirm the engagement will be successful. If you’re completely satisfied with the results, we’ll bill you for the time and continue the engagement for as long as you’d like. If you’re not completely satisfied, you won’t be billed. From there, we can either part ways, or we can provide you with another expert who may be a better fit and with whom we will begin a second, no-risk trial.
How much does it cost to hire a copywriter?
The cost associated with hiring a copywriter depends on various factors, including company location, complexity and size of the project you’re hiring for, seniority, and more. In the US, for example, Glassdoor’s reported average total pay for copywriters is $75,059 as of July 2024.
With Toptal, you can speak with an expert talent matcher who will help you understand the cost of talent with the right skills and seniority level for your needs. Click here to schedule a call. It’s free and there’s no obligation to hire with us.
Martin is a content expert and experienced digital marketer specializing in copywriting, SEO, narrative design, and content strategy. His clients include successful startups in tech, marketing, and B2B.
Good Copywriters Can Help Companies Stand Out in an Increasingly Competitive Landscape
With 44% of content marketers attributing their success to high-quality copy, it’s clear that content is powerful. Despite the explosion of generative artificial intelligence, skilled copywriters remain essential for turning concepts into outstanding copy that connects with customers. According to a 2024 industry study, human-written ad copy significantly outperformed AI-generated copy. That’s why many business owners find it worthwhile to hire a professional copywriter.
By 2030, the market for copywriting services is projected to surge to $42.22 billion (up from $25.29 billion in 2023), according to a report by Coherent Market Insights. These numbers reflect the demand for copywriters, as companies increasingly invest in content creation to differentiate themselves from their competition. Given this increasing demand, finding the right copywriter can be challenging.
Copywriting professionals produce persuasive, engaging copy that educates audiences and sells products and services, but good copywriters offer more than words. These experts are accustomed to meeting firm deadlines, understanding client requirements, and condensing complex campaigns into tight, easy-to-follow briefs. Professional copywriters and content writers possess a strong balance of creativity, technical proficiency, and strategic thinking—qualities that are not always easy to identify.
This guide shows you how to hire a copywriter, from the qualities and skills that make an ideal candidate to best practices for writing job descriptions and conducting interviews.
What Attributes Distinguish Quality Copywriters From Others?
Due in part to the proliferation of online courses, many individuals may identify as copywriters. However, first-class copywriters are few and far between. For any business owner, the challenge lies in figuring out how to hire a good copywriter from the pool of available candidates. The first step is understanding the attributes that set experienced copywriters apart:
Exceptional writing skills – The best copywriters are strong, experienced writers who deliver error-free, compelling professional content writing. They are also versatile and can adapt their writing style to meet different audiences, platforms, and objectives, from sales copy to website content and more.
Creativity and originality – A quality copywriter generates fresh ideas and avoids clichés. Their capacity to innovate is instrumental in helping brands stand out in crowded markets (e.g., software as a service), challenging industries (e.g., B2B tech), and competitive verticals (e.g., finance).
Research and fact-checking abilities – Good copywriters can quickly investigate and grasp new concepts. Their research abilities enable them to understand each project’s target audience and industry to convey relevant, accurate, and informative content.
A strong marketing foundation – Thd best marketing copywriters don’t see themselves as artists or writers, but as marketers who pursue metrics like conversions, sales, and higher brand awareness levels. Their inclination toward copywriting often stems from an early interest in marketing strategies.
Storytelling skills – Narrative development plays a central role in both short- and long-form content writing, and can make a difference in everything from a one-line Google ad to press releases and videos. A good story engages readers from the first sentence, evokes emotions, and makes content memorable. A skilled copywriter understands that narratives are effective in building connections with the audience and driving engagement.
Ability to multitask – Freelance copywriters often have more than one brief and marketing campaign to work on at a time. In addition, they usually write in a wide range of formats, such as blog articles, social media posts, white papers, advertisements, email campaigns, and video scripts.
Attention to detail – Few things are more embarrassing for copywriters and their clients than grammatical mistakes going live. Thus, a good copywriter pays attention to detail. A good candidate should possess meticulous editing and proofreading skills and be able to correct grammar, spelling, and punctuation, as well as edit for coherence, accuracy, and clarity in messaging.
Communication skills – Effective communication is essential for collaborating with clients, editors, and other team members. It also helps good copywriters convince others to adopt their ideas.
User experience (UX) writing skills – Copywriters should, at minimum, have a mid-level understanding of UX writing. This skill is crucial for enhancing the user experience. For example, skilled copywriters can interpret website heat map data and understand how to construct microcopy, such as buttons, to guide users seamlessly through a website or app and help companies reach their marketing goals more effectively.
Complementary Skills for Copywriters
Complementary skills enable copywriters to move across projects, channels, and requirements with ease. Depending on your needs, the following skills may be important to look for when seeking copywriters for hire:
Content creation – Although related, copywriting and content creation are not the same. Content refers to informative, educational, or entertaining pieces of longer text (e.g., a blog post or seo content), whereas “copy” is short, persuasive, and promotional (e.g., a print advertisement). Content creation skills allow a content writer to produce diverse materials such as articles, videos, and infographics.
Content strategy – Fundamental for planning, developing, and managing content at scale, content strategy skills enable copywriters to look beyond execution to align copy with broader marketing and business goals. Copywriters with this skill can develop entire campaigns from scratch, defining key concepts, audience needs, content goals, and production and distribution plans. They can also help identify content gaps, and ensure that the content supports the overall content marketing plan, is consistent, and remains on-brand.
Brand strategy – This skill involves developing and adhering to brand narratives, taglines, and messaging frameworks that reflect the brand’s values and mission, strengthening brand identity. Copywriters with brand strategy skills are easy to onboard and can start working on customer-facing content right away.
Email marketing – A copywriter with experience in drip campaigns and email sequences knows how to craft subject lines and email content that drive open rates, click rates, and conversions. For example, conversion-oriented writing involves elements and actions like a clear value proposition, calls-to-action (CTAs), solutions for pain points, social proof (e.g., customer testimonials), and benefit-driven language. Copywriters may also be proficient in the processes that drive email marketing, such as segmenting email lists and determining the cadence of email sequences.
Social media content creation – Copywriters who specialize in social media posts and campaigns understand platform nuances and audience behaviors. They will know the ideal tone and voice for a brand is catchy, but formal, on LinkedIn, versus informal, lighthearted, and humorous on TikTok. These copy professionals may also have an established presence on social media channels where they share interesting content. They may have thousands of followers who engage regularly with their posts.
SEO – A good copywriter has a strong understanding of search engine optimization (SEO), which is key to driving organic traffic to websites. These copywriters can incorporate keywords naturally into their content and are fully aware of the principles that result in top search rankings, particularly on Google. SEO copywriting involves subtasks, such as keyword research, optimizing meta tags, and matching user intent.
Content management – Copywriters with content management skills are able to oversee the creation, publication, and maintenance of content across different channels, such as websites, social media, email, and print. These professionals can also edit, proofread, and update content. If resources are tight and frequent publication is not necessary, one of these copywriters can act as a one-person team to run your content operations. However, if your company emphasizes publishing high-quality content frequently, it’s better to hire both a content manager and a copy professional.
Artificial intelligence – Good copywriters today bring a deep understanding of large language models (LLMs) and artificial intelligence platforms to accelerate the production of consistent copy across the board. Copywriters may use tools like ChatGPT and Perplexity to quickly generate ideas, outlines, and first drafts.
How to Identify the Ideal Copywriter for You
The ideal candidate for your copywriting needs will depend on your project’s objectives, which can range from raising brand awareness and generating leads to a critical rebranding process or product launch. Knowing what drives your search is the first step in finding the right candidates.
Next, assess your project’s complexity, profile, and budget to determine the level of expertise you need.
High-stakes projects involving household names or impactful campaigns, such as full rebrands or product launches, are more likely to require expert talent who can hit the ground running. The project’s profile also influences the budget that your company is likely to allocate for a copywriter. If the copywriter’s work will directly affect the brand’s reputation—if the project is a high-profile campaign like the launch of a new app—it’s worth paying extra for expertise. A senior copywriter who can fill this kind of role typically has more than seven years of professional experience and a list of previous clients that includes recognizable brands.
For projects that aren’t highly sensitive in terms of budget or reach, such as an internal company newsletter, you may wish to prioritize cost-effectiveness and hire a junior or mid-level copywriter. A junior copywriter typically has one to three years of experience; a mid-level professional will have about three to seven years. These professionals may also be a good fit for projects that primarily involve regular tasks like writing blog content or social media updates.
In addition, for specific projects, the following kinds of experience may be useful:
Industry experience – Copywriters with experience in your sector or niche will be likely to immediately understand the jargon, audience pain points, and competitive landscape. In industries like tech, finance, or healthcare, technical proficiency distinguishes good candidates. On occasion, a candidate with an average portfolio but with significant industry experience will be preferable to those who offer excellent, but differently targeted, creativity.
Writing style and adaptability – Check if there’s an example of the candidate’s style that matches the brand voice and requirements of your company. It’s fairly common to see good freelance copywriters feel constrained by what the customer needs and allows for, which is a situation to avoid. If you don’t see what you need in terms of style, ask the candidate for more work samples.
Specific skill set – Make sure your candidate brings the skills you need. As part of this process, you may wish to conduct a skills gap analysis to identify the skills missing within your existing team. This assessment will help you pinpoint whether you need a specialist (a candidate who is highly skilled in a few areas) or a generalist (a candidate who provides a broader skill set). Whether you’re looking for mastery of digital marketing, knowledge of SEO and Google Search Essentials, or the ability to translate hard data into creative campaigns, focus on your needs to orient your candidate search.
Tips for Writing a Job Description
Starting your job post with a simple yet descriptive title is always recommended. For example, if you’re looking for experienced candidates with specific industry experience, express this in your headline: Senior Copywriter for Fintech Startup.
Next, outline project responsibilities and the skills you seek. Set clear expectations by detailing the results the copywriter should achieve, like increased engagement or improved conversion rates. If you need candidates with specific requirements—experience in a certain industry or working knowledge of a particular content management system (CMS)—stating this up front can avoid wasting time.
Finally, provide company details and emphasize what makes you a great workplace. If applicable, consider including factors like team culture and flexible working hours within a specific time zone—elements that may appeal to more qualified candidates.
Tips for Effective Interviews
When interviewing candidates, it’s important to ask about their process and past successes. This line of questioning enables you to check for the attributes of a good copywriter: creativity, technical skill, range, and ability to collaborate.
Here are four essential questions and the kinds of answers to look for:
Can you share your portfolio?
A candidate’s portfolio should exhibit a track record of high-quality content and error-free writing, at least some of which matches the tone and style you need.
Typically featuring between 15 and 30 pieces of content, portfolios tend to show the copywriter’s range, which is their ability to produce excellent work in a wide variety of formats for different audiences and platforms.
If a portfolio doesn’t exactly reflect your needs, it should still strike you as an original, creative, and results-driven collection of work. Gauging results from a portfolio may feel confusing if you don’t have experience in marketing, copywriting, or art direction. Look for portfolios that tell a story, show a professional journey, and transmit a degree of consistency.
In some cases, you may wish to use the portfolio as a screening tool before setting up interviews. Asking for portfolios in the job description and reviewing them alongside résumés can help you narrow down the pool of interviewees.
Can you describe your process for creating a piece of copy from start to finish?
The answer to this question helps you understand the copywriter’s working process and the degree of involvement they may expect from your team. While processes depend on the campaign, a copywriter will generally follow this workflow when creating a piece of copy:
Step 1: Understand the company.
Review the client brief.
Conduct research to learn the client’s goals, audience, and brand voice.
Step 2: Brainstorm ideas.
Collaborate with art and creative directors if applicable.
Step 3: Create the copy.
Ensure the copy meets the brief’s demands, e.g., clarity, impact, brand’s core message.
Step 4: Finalize the copy.
Review the copy to refine the language, tone, and flow.
Check the copy to ensure it aligns with the brief.
Present copy to the client for review and feedback.
How do you handle feedback and revisions on your copy?
The candidate’s response to this question gives you the chance to assess how collaborative they are. Evaluate their willingness to ask clarifying questions and accept constructive criticism. The candidate should show an openness to multiple rounds of revisions and a commitment to meeting your expectations.
Can you provide an example of a project you worked on and explain why it was successful?
This question highlights the candidate’s experience and ability to align with marketing goals and explain how they’ve done this in the past. The candidate should provide a detailed description of the project, including project goals (e.g., increase awareness, drive sales), how they approached the project, and the assets they created (e.g., social media posts, email campaigns, product descriptions, Google Ads campaigns, landing pages).
Expect the candidate to share specific numbers for project outcomes, such as growth in website traffic or sales within a certain period. A good candidate will also convey any insights gleaned during the project. For instance, the candidate may explain why they thought the project was a success and what lessons they took away from their experience with it.
Why Do Companies Hire Copywriters?
Companies hire copywriters because they translate complex ideas into high-quality content that resonates with consumers. In addition to their ability to develop strategic, marketing-aligned copy, skilled copy professionals provide SEO expertise, contagious creativity, and, on occasion, experience in several industries. By creating content that drives engagement and business growth, they allow other members of your marketing team to concentrate on their primary roles.
As we move deeper into the era of AI, copywriters will remain critical to creating content that connects businesses with existing and potential customers. While AI can quickly analyze data, find keywords, and even write first drafts, only humans understand how the nuances of language connect with and influence audiences.