When looking into how to hire writers for blog writing, website copy, and other on-site text creation, avoid supposed "shortcuts". Do your research, and especially lay out exactly what your expectations are so that the freelance or outsourced writer knows what you're looking for.
As a team builder of content, copywriting, and marketing teams, I'm going to share how I would filter, verify, and hire great writers, so you don't get your fingers burnt by hiring the wrong writer.
Section 1: How to hire writers for blog writing
First things first, you are looking for blog writers if you want:
To provide a content structure, including topics and content pillars, yourself
Someone to write brilliantly, within SEO best practices
To create content that speaks in-depth to your customers' pain points, without selling to them
New prospects to discover your brand (but not necessarily buy)
Why are you not looking for blog writers to get readers close to the point of sale? Blogs are top-of-funnel content pieces, so focus on thought leadership and building trust. They should funnel prospects into landing pages which are designed to capture them as a lead.
Knowing how to hire writers for blogs means being adept at evaluating:
Their understanding of on-page SEO
Their interest in learning about your business, or previous industry experience
How much experience they have in the priority of blog content: informing and educating
What's the first step to hiring a blog writer?
Review examples of their work. These might be featured on spots like Write Wiser or in a personal portfolio.
Trial your favourite blog writers before committing to a long-term contract with work very similar to the true tasks.
Pay them for their time.
If you cannot justify the expense of paying a writer for their trial run, and they also have provided you with samples of their work, you run the risk of showing your writers that you undervalue their work, which will negatively impact the quality of their writing if you do hire them.
Section 2: How to hire writers for website copywriting
You are ready to hire writers who specialise in website copywriting if you want:
To show prospects how well you solve their problem
To demonstrate why you are better than alternatives
Someone who can tell your story in a compelling way, in few words
Texts that connect with site visitors to keep them on your site for longer
Knowing how to hire writers for website copywriting means being adept at evaluating:
Their skills in getting to the heart of an issue
How well you gel with them, and your own ability to share the right information
Their understanding of on-page SEO
How much experience they have in the priority of website content: compelling to action
What's the first step to hiring a website copywriter?
Just like when hiring blog writers, review examples of their work, either online or mock-ups of website copy.
Propose they write one landing page for your site, or rewrite an existing section like your About page, to test your rapport.
Pay them for their time.
Seeing a trend here? Do not assume anything delivered to you in writing was "quick" to do because it is a short piece. The shorter a text needs to be, the harder it can be to get just right.
Section 3: How to hire writers for long-term projects
When you get to the point of being ready to hire writers long-term, you might want:
To hand over content management and planning
Content that positions your company as a leader, on and off-site
To expand your team, and hire someone who can lead others
To ensure consistency of voice and greater lead generation
Knowing how to hire writers long-term means being adept at evaluating:
Their organisational skills, or your interest in continuing to plan content
How well they understand your business today
Their expert grasp of the sales funnel
How much experience they have working with other departments or team members
What's the first step to hiring a writer long-term?
Decide if you want a long-term external writer or a content manager
Draw up a fair contract
Introduce them to every department in your company, and provide points of contact for questions
Expect to support their management of agencies and fund work tools as needed
Having read all this, if you are weighing up the cost of a writer against AI, there are numerous investigations into the quality of text generation tools like ChatGPT or WriterZen to help inform you. The decision comes down to whether you want acceptable writing or exceptional writing on your site.
If it's the latter, skip the writer vetting, and find outstanding writing services right here.