Copywriter FAQs

Good copy is invisible. But good copywriters? We tend to raise a few questions.

If you’re here, you’re probably wondering: Is this person any good? Will they get what we’re trying to do? Will they bring clarity and spark, or just add more noise?

Completely fair questions. Hiring a copywriter — especially a strategic one — isn’t about filling a gap. It’s about finding someone who can translate abstract business goals into something compelling, meaningful, and precise.

You might be:

• Scaling up and needing better brand consistency
• Repositioning a product or refreshing your site
• Launching something new and ambitious
• Or just done with generic content that says nothing and converts no one

Whatever stage you’re at, I hope the answers below help. If something’s missing, feel free to ask.

 

What exactly do you do? And what kinds of copy do you write?

 

In short: I help brands find the right words to get found, get noticed and move people — to understand, remember, trust and act.

This includes:

• Website copy (new builds and rewrites)
• Brand voice development
• Messaging frameworks
• Campaign concepts and headlines
• Email sequences
• Thought leadership pieces
• Naming and taglines
• Tone of voice guidelines

I work with business owners, brand teams, founders and agencies — usually at moments of change, growth and transformation.

 

Can you match our tone of voice? Or help us define one?

 

Yes and yes.

If you already have a Tone Of Voice guide, I’ll study it and apply it carefully, like a session musician playing to your score.

If you don’t, I can help develop one that’s distinct, flexible and built for real-world use. It’ll be created in a way that you and anyone else who writes for you will be able to relate to it, and your voice will be consistent across all channels going forwards.

This could mean a few sample pages and key principles, or a full brand voice guide with do/don’t examples, tonal pillars and rollout guidance. Whatever suits your stage and team.

 

Do you do SEO copywriting?

 

Yes, but not the paint-by-numbers kind.

I believe SEO copy should work for humans first. So I’ll naturally weave in high-performing keywords and structure things for clarity, hierarchy and engagement. But never at the expense of meaning or momentum.

I also keep up with how search is changing – especially with AI and generative engines like Google SGE, Bing Copilot and Perplexity. That means structuring content to:

• Answer real user questions (People Also Ask)
• Maximise clarity and context for AI summaries
• Build topical authority and semantic relevance
• Earn citations from tools like Perplexity that source across the web

If you have a content strategy or SEO partner already, I’ll slot right in. If you don’t, I can help you build a solid foundation.

 

How do we start working together? What’s your process?

 

First, we talk.

A quick intro call helps us both get a sense of fit. You can ask questions, outline the brief (or just the challenge) and we’ll sketch what you need. From there:

1. I’ll send you a tailored proposal with scope, timelines and cost.
2. You approve and confirm with a deposit.
3. We kick off with a briefing session (or I’ll supply a Q&A doc).
4. I get to work – with agreed check-ins or presentations along the way.
5. You get a first draft (usually 5–10 working days later), then we revise.
6. We finesse the final version, ready to share with your world.
7. If all good, we pat each other on the back and sign off!

 

What do you charge?

 

It depends on the size and scope of the project. For transparency, here are some ballpark figures:

• Website copy (6–9 pages): from £1,100
• Tone of voice and messaging: from £500
• Landing pages: from £650
• Copy audits: from £500
• Blog post: £300
• One-day workshops or sprints: from £300/day

I’ll always give you a clear fixed price (not a slippery hourly rate), so you know what you’re getting. Larger projects may be phased or modular.

Click here to see the full price sheet.

 

Can you handle complex, high-stakes briefs?

 

Yes — and I enjoy them.

I’ve worked on rebrands, repositionings, international product launches and multi-stakeholder messaging projects. I’ve helped legacy organisations speak with new relevance and ambitious startups punch above their weight.

Complex doesn’t mean chaotic. I’ll help shape the brief, untangle competing voices, and find the thread that holds it all together. And I’ll always tell you honestly if I think something’s unclear or needs rethinking.

You’re not just hiring a writer — you’re getting a strategic partner who can think deeply about your brand, your priorities and your audience, ask sharp questions and deliver under pressure.

 

Can you show me evidence of your creative range and commercial awareness?

 

Yes — that’s what my portfolio is designed to do 🙂

You’ll find:

• Web copy that balances clarity and conversion
• Tone of voice work that helps brands stand out
• Campaign ideas with a sharp creative hook
• Brochure copy that appeals to the audience’s desires
• Ads that earn attention
• Messaging that flexes across formats and audiences

I’ve written for charities, tech platforms, creative agencies, and small-but-mighty brands, often adapting between playful, professional and persuasive tones. Whatever the brief calls for.

If you want something very specific, I can send you tailored samples or talk you through a case study.

 

Can you show us examples of work like ours?

 

Yes — my portfolio includes a mix of B2B, tech, culture, charity, agency and brand work. If you don’t see your sector there, don’t worry. It’s likely I’ve worked on something similar or can send you relevant samples.

More importantly, I learn and adapt fast. My job is to understand your world quickly and express it with clarity and nuance.

 

Do you work with agencies, or just directly with clients?

 

Both.

I partner with creative and brand agencies as a freelance copywriter or strategist – sometimes white-label, sometimes client-facing. I also work directly with in-house teams, founders or CMOs who need a strategic creative partner.

If you’re an agency looking for a go-to copywriter, I’d love to hear more.

 

What if we don’t like the first draft?

 

Then we talk.

Feedback is a normal – and essential – part of the process. The first draft gets the thinking on the page; the second gets it sharper. I include two rounds of edits in every quote, but I rarely need more than one.

If we’ve scoped properly and the brief is solid, we’ll land it.

 

Do you collaborate with designers, developers or brand consultants?

 

Absolutely. I often work alongside visual designers, UX teams, devs or brand strategists – either your people or mine.

Words rarely live in isolation, so I’m used to shaping copy as part of the wider creative whole. Need a full team? I can recommend trusted collaborators.

 

How soon can you start — and how long will it take?

 

It depends on my current schedule and the size of the brief. I usually book 2–4 weeks ahead, but can sometimes squeeze in a smaller job sooner.

Time-wise:

• Brand voice and messaging: 1–2 weeks
• Website copy: 2–6 weeks
• Campaign or launch copy: 1–3 weeks
• Naming: 1–2 weeks
• One-pagers, emails etc: a few days to a week

Let me know your deadline, and I’ll always be upfront about what’s realistic.

 

What do you need from us to get started?

 

A good brief, a clear lead contact, and a sense of what success looks like.

If you have:

• A brand strategy or positioning doc
• Tone of voice guidance
• Existing copy or web pages you like/dislike
• Website/user journey outlines
• Competitor links
• Deadlines or launch plans

… then we’re off to a strong start.

If you don’t have these yet, that’s fine too. I’ll ask all the right questions to help shape the right starting point.

 

What makes you different from other copywriters?

 

That’s a tough one, because I don’t know what they are like. But here’s what clients often say about working with me:

• I think like a strategist, not just a writer
• I listen closely and ask the right questions
• I know how to capture your brand on the page, or screen
• I’m easy to work with, even under pressure
• I bring clarity to complex ideas
• I care about your voice, your goals, and your audience

Also: I’ve been a photographer, a music agent, a dad, a workshop leader and a children’s author. It all feeds in.

 

Still wondering something?

 

f your question’s not here, just email me at doug@lookherewriting.com — I’m always happy to talk through what you’re thinking.

Or if you’re ready to get started, let’s make something brilliant together.

 

Start changing things today