10 tips on finding the *right* web copywriting services for your rebrand

Quick summary: This zero-fluff blog post will take you through 10 quick tips to consider when looking for web copywriting services. Think of it as a mini guide to help you match with the best freelance copywriter, copywriting agency, or studio for your rebrand, reinvention, and new website. Exciting stuff!

Firstly, congratulations! You’re entering project rebrand: a ‘new you’ is on the horizon. And that you isn’t just you as a person, it’s your business… baby! As you get ready to step it up a gear, you’re lining up your team and picking out the very people (+ services) that are gonna take you from where you’re at right now… to your brand reinvention. This usually looks like

• Brand designer
• Website designer 
• Brand strategist/ marketing strategist…

And… drum roll, please… a copywriter! And here’s where I’m gonna stick my head up and say: It’s gotta be a website copywriter for most businesses. Because your website is your business home*, acting as a central guiding point for your business.

*Mostly! Don’t mistake me; I know some businesses operate without websites. And that blows my mind, but also cool… if you’re having 27-figure* months without the website, I salute you. And this blog probably isn’t for you!

Unless you’re now building a website!? Then, hang fire!

* teehee!

So if that’s you, and you don’t have a go-to website copywriter in mind, you may be thinking now:

Where do I start with web copywriting services?

Just where do we find that perfect website copywriter? This is your go-to guide. And I promise I’ll be as neutral as possible because, believe me, there are SO MANY amazing copywriters out there (killin’ it!), and genuinely, some copywriters match with certain clients better than others. I’m all about the dreamy so-me clients. And if I’m not your vibe (and you’re not mine), that’s okay!

Plenty more fish in the sea… as my mum used to say (I think… did you say that, mum? It feels like something a mum would say….).

Enough preamble. Let’s get into it.

How to find the perfect website copywriting services

1. Define your goals

I guess this is kinda obvious, right? But knowing very clearly what you want to achieve will allow you to sift through copywriters that *feel* right.

Before reaching out to a copywriter, be sure you have your goals down on paper. AKA what you want to achieve with your rebrand.

Is it more leads, better alignment with your audience, or a completely new tone of voice? You can have both big business goals, and more specific brand goals. In fact, I encourage you to split them like this!

This clarity will help you narrow your search (i.e. in many cases a copywriter might not feel at the right level to truly support you) and communicate your needs effectively. More on this below!

2. Understand the difference between a copywriter and a content writer

Here’s a pet peeve of mine: people using “copywriter” and “content writer” interchangeably. They’re not the same!

Please don’t call me a copywriter snob… but… fine, you can call me it.

Content writing is about educating, informing, or entertaining — like blog posts and social captions. Whereas copywriting is actually about attracting, nurturing and converting. AKA SELLING. Getting people to buy – or become a lead.

My take: copywriting is harder*. Generally speaking. Probs not talking about medical content writers (lol! You guys always amaze me!).

*By harder I do not mean I sit here tearing my hair out, sobbing over the perfect hook. While I have done that once or twice, I mean ‘harder’ in the sense that as a copywriter, I’ve really had to hone this skill. And each word feels so much weightier than a lovely informative blog post, for instance. 

TLDR tip: If you’re going through a rebrand, understand you *definitely* need an actual copywriter (not a content writer who says they write copy). 

3. Understand the difference between a copywriter and a website copywriter

Eek! She’s getting particular. So, my next big thing is searching specifically for a website copywriter. Of course, a ton of us will come up. But you want to find a website copywriter as your website should act as the ‘home’ for your messaging. Think of it as the beating heart of your rebrand – spilling out across your other channel.

Tip: Search for a website copywriter who *gets* what’s involved with branding – messaging, positioning, brand voice and all that jazz. I do – and it’s all part of my custom website copywriting service.

4. Consider web copywriting services with industry experience

So, you’re sifting through Google to find your perfect website copywriter. Now, it’s time to consider how important industry experience is. For instance, if you’re a wedding photographer, do you need to find a website copywriter for wedding photographers? Or a website copywriter for wedding professionals, at the very least?

Sometimes, it pays dividends to go with a copywriter who has experience working with businesses like yours. However, my tip here would be don’t write ‘em off if there’s no direct link – sometimes a website copywriter can be just as effective…and even refreshing when they’ve not written website copy for 1000 wedding photographers, for instance.

I’ve written website copy for a wedding photographer, just FYI! Check it out here.

Oh, and here’s another one – this was a newborn photographer, too! And we really focused on SEO.

5. Check their portfolio

Leading on from my point above, check a copywriter’s portfolio! A portfolio tells you more than just their industry experience; it shows their range, depth, and ability to adapt.

Tip: Look for samples that resonate with the kind of brand you’re building. If they’ve written for similar industries or you see they’ve written copy that’s your vibe, that’s a green flag.

6. Read their testimonials + reviews

Social proof matters! Check out any web copywriting services’ reviews and testimonials to get a feel for their client relationships and the results they deliver. Past clients raving about their process or results? That’s what you want to see.

7. Assess their web copywriting process

Every good copywriter has a clear process that’s easy + enjoyable. Do they start with a branding questionnaire? Book you in for a kick-off call? Include an SEO round? Provide revisions? Liaise with your website designer? Review your web copy during the design process? A no-brainer process often equals a smoother experience, especially when juggling a full rebrand team.

Tip: I do all the above (teehee!), so if that’s important to you, maybe I’m a match. Check out more about my custom website copywriting service here. 

8. Ask about SEO

In 2025, SEO is still the thing. Make sure your copywriter knows their H1s from their meta descriptions and can weave keywords seamlessly into their copy.

You may be thinking: SEO isn’t that important for our rebrand. But here’s my take: if you’re investing in website copy, you would be *ahem* bonkers not to consider SEO in the copy. You want your site ranking up there for dream clients who are ready to buy. Not hangin’ down on page 76, nowhere to be found.

Tip: Look for explicit mention of SEO in their website copywriting service. Ask what results they have achieved. Here’s what I’ve achieved recently for a wedding photographer!

7. Assess their tone and style

Stalk their website, Instagram captions, or blogs (hi, like this one!). If their writing makes you nod along, laugh, or think, “They get it,” that’s a great sign. You’ll want someone who can reflect your brand’s personality, not just theirs.

But an important note: Don’t be fooled into thinking the copywriter *only* writes like that. We’re often superchargin’ chameleons… because, as well as adopting your brand voice, we amplify it, making it clearer to your ideal clients. 

Trust me, I do not write like this for all my clients! No way. Check out my portfolio to see the range. 

8. Understand their availability

Great copywriters can get busy! And many of us do what we do around family life, too (I pretty much became a copywriter so I could work flexibility around mum life!).

Be realistic about your timeline and ask when the web copywriting services can start and how long the process will take. If you’ve got a tight deadline, be upfront about it – and be prepared to pay extra for last-minute support.

9. Budget transparently for web copywriting services

Custom website copywriting is an investment. And if there’s anything I could get into your mind now, so much creativity, brain power, energy, concentration (blood, sweat + tears) go into client projects. It’s like crafting a piece of art… but it’s also gotta be strategic and in line with bigger picture business goals. So yeah… it’s no mean feet!

First tip: check out the web copywriter’s pricing on their website. It’s great when it’s on there (even if it’s a ‘starting’ price), and then you feel confident reaching out and NOT wasting your time (or the copywriter’s!).

Second tip: feel out of budget? Maybe the copywriter offers a more affordable option to support you – I know I do! Check out my plug-in copywriting support here. 

10. Prioritise website copywriting expertise

Website copy is its own beast. A great website copywriter understands more than just putting words on a page—they know how to craft brand messaging, weave compelling storytelling, and integrate SEO seamlessly. These elements aren’t just nice-to-haves; they’re what make your website a magnet for your dream clients. Look for someone who can take your brand vision and translate it into copy that flows naturally, guides visitors effortlessly, and gets results.

Bonus ideas when looking for a web copywriting services:

• Look for alignment in values: A copywriter who shares or respects your brand’s ethos will likely produce copy that feels authentic.

• Test them out: Some copywriters offer VIP days or smaller projects (like a sales page or homepage) if you’re not ready to commit to a full website.

• Check their commitment to your vision: Do they seem genuinely interested in your goals? A good copywriter will collaborate with you, not dictate to you.

• Explore their blog or resources: If they’re putting out helpful, high-quality content (like this blog, wink), it shows they know their stuff and love their craft.

Good luck with finding a website copywriter for your business!

You won’t need it, though… you have this blog! And I hope it’s been super helpful.

If you’re a photographer, coach, creative or service-based business on the look out for a website copywriter, why not reach out + say hi. Especially if you’ve followed everything above and thought… yeah, that’s Zo!

Can’t wait to hear from you.

Not ready to reach out yet? Have a nosy at my web copywriting services here:

Custom website copywriting for rebrands, reinvention + shiny, new websites.

Plug-in copywriting service for flexible copywriting support that meets you where you’re at + gives you the level of SEO, wordsmithery + website strategy you need to move forward.