What Is a Web Copywriter?

Website copywriters are in high demand. But what is a web copywriter? They’re writers who are responsible for writing the text for websites, whether blog content, headlines, and supporting text for standard web pages or unique landing and sales pages. Depending on the extent of the project, the client, and the writer, this may include submitting drafts or ideas for new content, as well as editing the final work for accuracy and quality. 

Website copywriting requires creativity and ingenuity, along with the ability to mimic a client’s brand voice and style requirements. End users should be unable to distinguish the copy written internally by a company or by a freelance writer. 

This ability to adapt writing styles comes with education and experience – which are the only two qualifications you need to become a web copywriting professional. 

How Do I Become a Web Copywriter?

The specific qualifications to become a web copywriter vary based on the nature of the position. Often, copywriters work as independent freelancers. However, copywriters are also needed inside marketing agencies and corporate or public sector marketing departments. 

Many copywriters have a bachelor’s degree or equivalent experience in English, communication, or marketing, though it’s certainly not required to become a web copywriter. Having some writing experience or samples you can show potential clients or employers is often enough for an entry-level copywriting position. 

Other qualifications may include:

• Past writing experience in advertising or marketing campaigns, newsletter writing, or other forms of journalistic writing
• Creativity and the ability to take constructive criticism to improve 
• Collaborative work experience 
• Familiarity with SEO concepts, social media writing, and conversion techniques
• Project management skills to adequately balance multiple projects simultaneously.
• Impeccable grammar, knowledge of software and tools to enhance writing skills, and research skills to tackle diverse and dynamic topics

Once a person has the qualifications or experience to become a copywriter, the next step is to build a writing portfolio. Nearly all copywriting openings will require proof of a candidate’s knowledge and skills. 

The final step is to search for copywriting jobs. For freelancers, there are multiple online sources to browse for copywriting positions. These include but are not limited to:

• Upwork
• LinkedIn
• Fiverr
• Indeed
• ZipRecruiter

It’s also wise to inquire with your local marketing agencies and local companies to see if positions are available within your areas of interest and expertise. This approach may require some boldness – sending inquiries to those with no open positions or leveraging networks of past colleagues or collaborators. 

If you’re trying to decide between starting out with Fiverr vs Upwork – you can check out the pros and cons of each here.

How Much Does a Web Copywriter Make?

How much can a copywriter earn? Unfortunately, the answer is “it depends”. Because website copywriting is complex and varied, the compensation structure also varies. 

For instance, a freelance copywriter could earn anywhere from $.02 to $.05 per word for a standard website copy assignment. This rate translates to between $20 and $50 for a 1,000-word blog post. However, that same copywriter could earn up to $.10 per word for an SEO-optimized landing page. 

Technical copywriters and industries that require advanced knowledge or extensive research typically pay a premium for copywriters, and those rates may be as high as $1,000 – $2,500 per article, or even more.

Similarly, rates among marketing agencies also vary. For example, some agencies employ full-time website copywriters at a salary that could range from $30,000 to $60,000 annually, depending on the level of experience, education, and geographical location. 

And, in many companies, marketing departments often include copywriters (both part and full time) though those positions tend to pay less at between $25,000 and $35,000 a year. (Based on estimates from Indeed.com)

Additional factors such as word counts, deadlines (short turnaround times often justify higher-paying rates), background experience, and education level impact the amount of money a copywriter can earn annually.

The benefit of being a freelance copywriter means you get to set your own rates, which you can increase over time as you get more experience. Web copywriters can earn a 6 figure income pretty quickly, with some copywriters only accepting client projects that begin at $5,000, $10,000, or even $20,000. Once you start raising your rates for web copy projects, you can earn more – and do less. (It’s like living the dream!).

What Type of Projects Does a Web Copywriter Do?

Copywriting assignments vary based on the type of client, the industry, and the overall amount of content the client needs. 

Basic Website Copywriting

Essential website copywriting typically includes creating new text or enhancing existing text for a website’s primary pages – home, about, contact, services, programs, or frequently asked questions. Sometimes, web copywriting extends to conversion copywriting, more focused on converting readers to buyers. 

Specialized Website Copywriting

Specialized or enhanced website copywriting often encompasses creating text for landing pages, special campaign pages, and SEO-optimized blog posts or articles. These projects require additional research and skillsets to craft compelling content, work in attractive visual design elements, and create calls to action that move visitors toward making decisions. 

Sales page copywriting is currently in high demand. With the onslaught of new business owners, course creators, and digital shop owners, the need for quality sales pages has skyrocketed. 

Special Project Copywriting

Sometimes, copywriters take on special projects. These include writing product descriptions, buying guides, sales copy, email marketing sequences, and digital marketing ad copy. While these fall outside of the scope of a typical website copywriter, successful copywriters have the potential to grow their skills and assignment variety. 

Key Takeaways For Becoming a Web Copywriter

Becoming a website copywriter takes initiative and creativity, but it does not have to take months or even years. The rise of startups and a new generation of entrepreneurs means that more and more people will need websites in the near future, and those websites must have compelling content to attract and retain visitors. 

When you’re just starting out as a website copywriter, concentrate on developing your brand and picking a niche – an industry you’re passionate about, or an area that you have experience with. 

Then, gather your writing portfolio and build a file library of your best writing samples, using a cloud service like Google Drive or Dropbox folder you can share with potential employers or agencies.   

Next, decide on your pricing structure and create a simple guide to outline your offerings, including your base rate and potential add-ons like quick deadlines or specialty copy. It can be helpful to create a premade template or pitch that you can customize for potential jobs.

Finally, search for the best fit to meet your needs. Copywriting positions are in demand but also competitive. Be prepared to justify why your experience, expertise, and tenacity make you an ideal copywriter.