How To Hire a Copywriter – Video Walkthrough

by on May 10, 2012 · 3 comments

Hiring a copywriter - Infographic

The success of your website or blog depends on the content you publish there. Google is looking for unique, original content that your readers engage with by commenting, tweeting, +1’ing and Liking it.

When I talk to business owners about their web presence, one of the things I emphasize is the need for a content plan. Many (most) business owners are not writers, or they are too busy to write such engaging content.

Fortunately, there are people who make a living by writing great content. They are called copywriters. When you have the best copywriters you can feed them your ideas and they can articulate your ideas even better than you can in the form of an online article or blog post.

But how much should an online article cost? We found there is so much confusion about what is included and how much it should cost, that I teamed up with Julie Trade-Levitch from SayCurrent to create this infographic – How Much Should An Online Article Cost?

In it we share the factors affecting the cost of a typical online article, and what you should look for when you hire a copywriter.

Get the Infographic

See the Copywriting Infographic here. You can embed it on your own blog if you want to!

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Don is an entrepreneur based in Silicon Valley. He founded Expand2Web and is the publisher of the Expand2Web Blog, and the GetFiveStars Customer Feedback and Reviews service.

Don has written 313 articles on Expand2Web

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{ 3 comments… read them below or add one }

Jeri Hastava May 10, 2012 at 11:13 am

Hi Don,

I love your blog and almost without exception agree with your viewpoint. This is one time when I don’t. The video and the graphic imply that business owners should be able to purchase quality posts for $50. You acknowledge at the beginning of the video that $50 might not get them everything in the “right column,” but in my view, if it doesn’t have all of that, it isn’t “quality.”

Unless you’re hiring an experienced, professional copywriter, who also happens to be a subject matter expert, and who – oh yeah – understands current SEO trends, what are you going to get for $50. Even if they work for $50/hr., that assumes 1 hour to research and write original, on-topic content, optimize it and publish it.

That doesn’t seem very realistic to me. I’m not saying you can’t get a good article for $50, but I fear that it undervalues quality copywriters.



Don Campbell May 10, 2012 at 10:59 pm

Hi Jeri,
I knew it was risky to even put a price point in there. But I didn’t want to leave it so general and not include prices. I even teamed up with a copywriter that I’ve worked with and really respect to come up with the factors and price points.

What I think doesn’t come across properly in the infographic, is that on the right hand column, you have a writer who is doing a lot of original research and thought on the article. But not every article is like that.

I write most of my own content for my blog, but when I do hire a writer, or hire a writer for a client, I tend to give them a pretty good outline and some research and thought so they have something to go with. I have had writers create some really good articles for me for $50. Of course I have paid more too, and less in other cases.

Your point is well taken though – I did not intend to undervalue copywriting. Quite the opposite. I created this infographic because I got tired of people telling me “I can get an article for $5!”. And then I have to talk them through: what are you getting for your $5? Here are the things you need a writer to do for a good online article. I wanted to give a visual reference and some guidelines so that people know all the things that go into it. To help copywriters, not undervalue them.

Anyway, I sincerely appreciate your thoughts on this, and the honest discussions this has created! Quite a few copywriters have weighed in on this on the actual infographic page: What Should An Online Article Cost?

I probably should have played it safe and titled it – What Goes In To An Online Article? and stayed away from the cost question 🙂


Vincent Clarke from USB Tips May 24, 2012 at 8:20 am

Hi Don,

I’m a bit late in getting to this article, but I’m really glad you took the time to share what actually goes into writing an article and what it really means to get what you pay for in terms of copywriting.

As a former freelancer and now in-house copywriter I can’t tell you how many people I’ve come across who expected me to just pump out content in a matter of minutes, even when it was on a niche topic I had no experience with. What’s worse is that, had I produced shoddy un-researched non-SEO-optimized content, they might not have even cared or noticed and would’ve used it anyway!


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