The 7 Types of Copywriters (And When to Hire Them)
One of the first questions business owners should ask before investing in their next great marketing idea is “What type of copywriter should I hire?”. Every marketing campaign is different, with its own set of requirements, objectives, and challenges. Hiring a copywriter with the right specialized skills will ensure you smash your goals and maximize the return on your investment— strategically positioning your business for future success.
It all starts with knowing the different types of copywriters available to you and familiarizing yourself with the strengths and qualifications each kind has to offer. Armed with this information, you’ll be able to seek out and spot the ideal copywriter for your project.
Let’s ensure you hire the best possible fit. Here’s everything you need to know:
The 7 Types of Copywriters (And When to Hire Them)
1. The SEO Copywriter
Search engine optimization (SEO) is a critical component of digital marketing success for any business. When your website ranks well in search engine results you benefit from increased online traffic, improved brand recognition, higher organic discovery rates, and much more.
SEO copywriters have an in-depth understanding of how to optimize content in a way that appeals to Google’s algorithms. They not only craft compelling copy, they also:
Conduct keyword research
Provide meta descriptions and other necessary page data
Structure content for readability
Align your content with searcher intent
Ensure you have an adequate number of internal and external links
When to Hire an SEO Copywriter
Your marketing project will benefit from an SEO copywriter if:
Your company website is struggling to rank high for popular search terms
You want to outrank a competitor for a specific keyword (or set of keywords)
Your monthly traffic rates are lower than you’d prefer
Your website has received a manual penalty from Google
You’ve noticed a sudden, significant decrease in your search engine rankings
2. The Technical Copywriter
Certain types of copywriting require a more pragmatic approach than most would think. Technical copywriting, for example, requires a strong foundational knowledge of science and technology. Technical copywriters write research-intensive materials about complex topics, products, or services.
Materials a technical copywriter might produce include:
User manuals
Educational textbooks
Ebooks
Assembly instructions
Product guides
Case studies
When to Hire a Technical Copywriter
A technical copywriter is an ideal fit for your project if:
The subject matter of your material is highly technical or complex
Your target audience is highly educated about your industry, product, or service (i.e. you’re selling an oil field management software to petroleum engineers)
You need help communicating the value of your high-tech product or service in a way that’s engaging and relevant to your audience
You want to produce a major piece of documentation, such as a repair manual or progress report
You need strategic guidance on how to communicate the features and benefits of your product or service
3. The Advertising Copywriter
There are many types of copywriters that produce advertising copy, but not all of them offer the level of expertise a trained and qualified advertising copywriter can provide. Advertising copywriters specialize in clear, concise, and punchy promotional copy. They are the masters of packing a ton of impact into just a few sentences or less.
Here are a few examples of content an advertising copywriter is capable of producing:
Pay-per-click ads
Radio advertisements
Print ads
Direct mail flyers
Mobile app ads
When to Hire an Advertising Copywriter
Advertising copywriters are capable of producing promotional copy for a wide range of marketing channels. Whether it’s a social media campaign, radio ad, magazine advertorial, or a large-scale billboard display, advertising copywriters can craft attention-grabbing copy that gets your brand, product, or service noticed.
Of all the copywriting types, you should hire an advertising copywriter if:
You plan to dedicate a significant portion of your marketing budget to paid advertising
You’re investing in a retargeting campaign to convert website visitors/event attendees/social media followers into paying customers
You are launching a new brand and want to gain market share by drastically increasing brand awareness
You want to dramatically increase the reach of your social media content in a short period of time
You want to target potential customers with specific behaviors (i.e. apple smartphone users, classic rock music fans, avid gym-goers, etc)
4. The UX Copywriter
User experience (UX) content is one of the newest copywriting niches. This form of writing is hyperfocused on how a user navigates from one point to the next when using a website, mobile app, or online software.
UX copywriters know how to map out the entire journey you want potential customers to take and how to streamline that journey with conversational language and short, simple phrases.
UX copywriters are also A/B split testing magicians. They measure the performance of every page, button, or pop-up, continuously making adjustments until they achieve the best possible conversion rate.
When to Hire a UX Copywriter
Hiring a UX copywriter is necessary if:
You want to make the interface of your mobile app or online software more user-friendly
You need someone to create engaging email, text, or push notifications that will be sent to your users
You are seeking someone who can help you identify gaps or roadblocks in your user experience
You require compelling CTAs and mind-blowing microcopy
You are focused on improving the navigation of your website, app, or platform
5. The Conversion Copywriter
Very few other types of copywriters can compete with a conversion optimization specialist in terms of boosting your bottom line. The term “conversion”, after all, is simply marketing speak for making a sale.
Conversion copywriters care about one thing and one thing only: getting your users or visitors to complete the desired action. It could be filling out an online form, registering for an event, or placing an online order— whatever it is, these writers will use persuasive copywriting techniques to ensure your readers are motivated to make the commitment.
Common types of content conversion copywriters provide include:
Landing page copy
Promotional product video scripts
Sales scripts
Chatbot scripts
Client onboarding email campaigns
When to Hire a Conversion Copywriter
A conversion copywriter is a right choice for your project if:
Your website traffic rates are high but your sales aren’t where you’d like them to be
You want to maximize your sales funnel by upselling existing customers or promoting additional services
You are looking to work with a copywriter who will prove the efficacy of their work with tangible results and in-depth analytical reports
You want to capture more online leads
You have an existing pool of prospects who are considering investing in your product or service and just need help giving them the extra push to commit
6. The Creative Copywriter
When you find yourself wondering “What type of copywriter do I need?”, it's important to consider what type of brand you are trying to establish. If your brand is pragmatic, matter-of-fact, or specialized, you may not need to hire a creative copywriter to communicate your purpose, vision, or values.
If you want your brand to be innovative, imaginative, or inspired, however, a creative copywriter would likely be a worthwhile investment. (Think about brands like Apple, Disney, or Dove.) Creative copywriters are experts at spinning ordinary concepts into enthralling literary masterpieces. They take an unconventional approach to their writing and have a unique ability to turn fresh ideas into visions everyone can get on board with.
Content that creative copywriters often provide include:
Brand stories
Social media posts
Blogs
Video scripts
Speeches and presentations
When to Hire a Creative copyWriter:
This type of copywriter is the best option for your business if:
You want to captivate your target market with effortless and tantalizing copy
Your goal is to differentiate your brand from competitors by taking a fresh, outside-the-box approach to marketing
You need help developing a compelling and distinctive brand story
Your content marketing has been feeling uninspired lately
You want to hire a writer who will bring original ideas and an abstract perspective to the table
7. The ECommerce Copywriter
Businesses that strictly sell products online will benefit from hiring an eCommerce copywriter over all other types of copywriters. Ecommerce writers are highly proficient at putting together copy that eliminates customer uncertainty and convinces your audience to make the purchase now.
Content an eCommerce copywriter is capable of providing includes:
Product descriptions
Delivery, return and refund policies
FAQ pages
Product tutorials
Product comparison pages
When to Hire an ECommerce Copywriter
An eCommerce copywriter is a smart choice for your business if:
You need help clarifying the purpose, value, or uniqueness of your product to online shoppers
Your cart abandonment rates are high and you want to prevent potential buyers from dropping off at the end of their customer journey
You want to improve your customer lifetime value (CLV) by increasing repeat orders
You’re getting a lot of customer service inquiries about how your product works, who it’s made for, or how it benefits the user
You want to extend the amount of time your website visitors spend browsing your site
When to Hire Me as Your Edmonton Copywriter
There are a few key competencies I bring to the table as a copywriter. These competencies include:
Conversion optimization
Brand voice development
Content readability
Thought leadership
My skills are best suited for businesses who need high-calibre, customer-centric content that captures the essence of their brand, strengthens their online presence, and compels their potential customers to take action.
My greatest priority is providing value to the clients I serve. Sure, your copy needs to sound nice. But even more importantly, it needs to function the way you want it to and produce your desired results so you can continue to reinvest in marketing and take your business to the next level.
Think I could be the ideal Edmonton copywriter for your next project? Want to learn more about my approach or process? I welcome you to reach out. Let’s discuss how we can maintain gold standards for your marketing efforts and outshine your competition.