What copywriters write
- Website pages, landing pages and product descriptions.
- Ads for search, social and print.
- Email sequences and newsletters.
- SEO articles and guides.
- Case studies, white papers and sales decks.
- Brand messaging and tone-of-voice guides.
Keep it honest and compliant
- UK: the CAP Code, enforced by the Advertising Standards Authority, says ads must be legal, decent, honest and truthful.
- US: the FTC requires advertising to be truthful and claims to be backed by evidence, and endorsements to be clearly disclosed.
- EU: the Unfair Commercial Practices Directive bans misleading and aggressive marketing to consumers.
- Regulated sectors: finance, health and similar areas have extra rules. Choose a writer with that experience.
Writing for several countries? Pair your copywriter with translation and transcreation.
How to choose a writer
- Read samples in your format, such as product pages or long-form guides.
- Ask how they research your audience and competitors.
- Agree the number of revision rounds.
- Check that copyright passes to you on payment.
- Ask whether, and how, they use AI tools, and how they check facts.
What affects the cost
Length, research depth, technical complexity, experience, and whether strategy or SEO keyword research is included. Writers charge per project, per word, per hour or on a monthly retainer for ongoing content.
Last updated: 16 October 2026
