Freelance Copywriter VS In-House VS Copywriting Agency
Written content is crucial for any business: whether it be website copy, blog posts, white papers, or case studies; copywriting is at the heart of a brand’s success. While founders or small business owners often start by writing their own copy, the need for quality or quantity often prompts hiring a freelance copywriter or copywriting agency.
The question is, which path is the best fit for your business? Should you hire a freelance copywriter, an agency, or keep things in-house?
This article will examine the advantages and disadvantages of hiring freelance copywriters and copywriting agencies, VS keeping things in-house. We’ll discuss various factors to determine the ideal choice for your business. Keep reading if you want to:
Find out the benefits of working with a freelance copywriter and a copywriting agency
Figure out whether it’s better to keep things in-house
Uncover which option would be best for your business
Let’s get straight to the heart of the matter! ❤️🔥
Hiring a Freelance Copywriter: The Pros and Cons
A freelance copywriter is a professional writer who works independently on a contractual basis, without being affiliated with any particular company or organisation. Freelancers often work from home or in a shared office space and manage their own schedules, typically working with multiple clients simultaneously.
They are responsible for creating high-quality written content for various purposes, such as:
Website copy (landing pages, homepages, about pages…)
Email campaigns
Product descriptions
Case studies
Ebooks and whitepapers
Advertising copy
Blogs and other content like LinkedIn or Twitter posts
Freelance copywriters are skilled at tailoring their writing to specific audiences and delivering persuasive, compelling content that meets the needs of their clients. The bottom line is that a freelance copywriter is an experienced writer who works independently to provide customised, high-quality writing services to clients on a project-by-project basis.
The Cost of a Freelance Copywriter
Typically, a freelancer's fees are lower than an agency's fees because freelancers do not have the same overhead costs. They are also unlikely to surpass the VAT threshold, which can save you a substantial amount if you are not VAT registered.
The rates for freelance copywriting services can vary significantly based on the writer's experience and location. For instance, rates in London tend to be more expensive than those in Bristol. A junior freelance copywriter may charge as little as £120-£150 per day, while a more experienced specialist could charge up to four times that amount.
Once the freelancer completes the project, you don't have to continue paying them, as you would with an employee. And as freelancers are not considered employees, you don't have to worry about tax or insurance, holiday pay, or sick pay. Instead, you pay them based on their hourly or day rate, which simplifies the payment process and can potentially save you money over time.
The Flexibility of a Freelance Copywriter
Another strong benefit of hiring a freelance copywriter is the flexibility they offer. After completing a project, you may not need your copywriter’s help for much longer, so you’ll have the freedom to pay them and reach back out when necessary. Unlike an agency, you won’t be bound by a long-term contract, and once you have paid the freelancer, you no longer have to incur that expense.
Additionally, while agencies typically follow established processes, freelancers offer more flexibility. For example, they may be willing to work in-house at your office for a certain period, and they are less likely to have a minimum fee or retainer terms.
While retaining a copywriting agency makes sense for various reasons, such as understanding the client's industry, establishing a tone of voice and messaging, and allowing time for content marketing to produce results, a long-term commitment may not be what you’re looking for. You might only require a one-time project, have an unpredictable budget, or be testing the waters. In such cases, hiring a freelancer will definitely be a suitable option.
The Wide Experience of a Freelance Copywriter
One great thing about outsourcing your copy to a freelancer is that they have a wealth of experience in specific fields. You can choose a freelancer who perfectly suits your business and brings value to the content you want to produce. This ensures that your projects are tailored to your unique requirements and that your content is both valuable and one-of-a-kind.
The Control a Freelance Copywriter Offers
When working with a freelance copywriter, they essentially become part of your team. You'll communicate with them directly, rather than going through an account manager, giving you more oversight of the content creation process.
This is particularly beneficial for founders who are deeply invested in their business and are mindful of what is written on their behalf, or marketing managers who are accustomed to managing teams, providing guidance, setting strategies, and overseeing projects.
The Cons of Hiring a Freelance Copywriter
Since freelancers only work on what they're hired to do, they may not be available for other tasks that arise. Their scope of work will limit them from working outside of their assigned tasks, so ensure you have hired the copywriter to cover all required projects.
Having an In-House Copywriter: The Pros and Cons
An in-house copywriter is a professional writer who is hired by a company to work exclusively on creating written content for that particular brand. They are typically a full-time employee and work within the company's office or workspace.
In-house copywriters are responsible for creating high-quality written content for various purposes, such as advertising copy, website content, email campaigns, and more. They work closely with other departments and teams within the company to ensure that their writing aligns with the company's brand identity, voice, and messaging.
In-house copywriters often have a deep understanding of the company's products, services, and industry, which enables them to write compelling content that resonates with their target audience.
The Benefits of Hiring an In-House Copywriter
When you hire an in-house writer, you have the ability to monitor their progress and productivity closely. It's effortless to check in and ensure that they're staying on top of their work and progressing in the direction you want them to. This allows you to guide them and make any necessary changes to your content easily.
Having an in-house writer ensures a consistent output of content. You can schedule publishing times for them, and they can meet deadlines to ensure a steady stream of content reaching your audience, generating leads, tracking conversions, and making sales.
The Disadvantage of Hiring an In-House Copywriter
When deciding to hire in-house, it's crucial to consider the associated costs. Unlike freelancers, you always have to pay employees, even if their services aren't required. This means that you must have a long-term budget plan in place. Additionally, you have to cover holiday pay, sick pay, insurance, and taxes for employees.
Finding a copywriter that aligns with your business can be a time-consuming and costly hiring process. It can potentially eat into your budget as you search for someone who can best represent your brand and values.
Scalability is another critical factor to consider. While you may hire someone with specific expertise, if your business is expanding and moving in different directions, they may not have the required skills to write content in the fields you need them to.
Hiring a Copywriting Agency: The Pros and Cons
A copywriting agency is a professional service provider that specialises in creating written content for businesses and organisations. Copywriting agencies work closely with their clients to understand their business objectives, target audience, and brand identity, ensuring that the content they produce aligns with the client's goals and messaging. They may also collaborate with other marketing or advertising agencies to create integrated campaigns that incorporate written content.
The Benefits of Hiring a Copywriting Agency
Access to a team of experts: A copywriting agency typically employs a team of experienced copywriters with a wide range of skills and expertise. This allows businesses to benefit from a diverse range of perspectives and insights into different markets and niches.
Consistent and high-quality content: Copywriting agencies have established processes and procedures in place to ensure consistent and high-quality content delivery. They work closely with their clients to understand their objectives, target audience, and brand identity, ensuring that the content they produce aligns with the client's goals and messaging.
Additional services: Copywriting agencies often offer additional services such as content strategy development, content marketing, and SEO optimisation. This allows businesses to benefit from a holistic approach to their content creation and marketing efforts.
The Disadvantages of Hiring a Copywriting Agency
First of all, copywriting agencies typically charge higher rates than in-house copywriters or freelancers due to the overhead costs associated with running a business, such as office rent, employee salaries, and other expenses.
When outsourcing copywriting to an agency, businesses may have less control over the writing process than they would with an in-house copywriter or freelancer. Communication may be more complex, and feedback may need to be channelled through a project manager or account executive.
While copywriting agencies typically have a team of experienced writers, they might not offer the same level of specialized attention as a freelancer with specific industry or niche expertise. Additionally, if your goals and objectives are not aligned with the copywriting agency, there may be a risk of producing content that does not meet your expectations or resonate with your target audience.
Finally, copywriting agencies have a higher workload and a more complex approval process than in-house copywriters or freelancers. This may result in longer turnaround times for content creation and revisions.
How to Choose the Right Copywriter for Your Business
Deciding whether to hire a freelance or in-house copywriter can be a daunting task, but it's crucial to base your decision on your business needs. Before hiring a copywriter, consider the following factors:
Cost - Can you afford freelance rates, or would you prefer to invest in an in-house copywriter for long-term content?
Availability - Do you require someone who is always available for your projects on your schedule? If so, an in-house copywriter may be a better fit than a freelancer.
Scope of work - Do you need someone to help out with different projects other than the one they are working on? Keep in mind that freelancers are only contracted to do the work you have hired them to do.
Reliability - In-house copywriters can provide a consistent flow of content and work according to your schedule.
9 Tips for Hiring the Right Copywriter
Here are 9 questions to consider when hiring a copywriter, regardless of where you find them:
Does the copywriter ask detailed questions during the prospecting process to gain a thorough understanding of your business, market, and goals for the project?
Have they offered any new insights or ideas during your initial conversations about your promotion or product?
Do they appear genuinely enthusiastic about the project or do they seem disinterested?
Can you view samples of their previous work or connect with former clients to gauge their level of experience and expertise?
Do they have proven experience in your niche or a similar one?
Have they thoroughly reviewed your existing content or website before proposing any ideas or strategies?
Do they offer a range of pricing options or packages, and do their rates align with their experience level?
Are they willing to collaborate and consider your suggestions and goals, or do they have a rigid approach to the project?
Do they communicate promptly and effectively during negotiations and throughout the project?
When copy is successful, it can have a huge impact on your business growth. Take the time to find a great copywriter who will be a partner in creating exceptional content.
👋 If you're on the hunt for an experienced freelance copywriter to help with your project, I'm your person! Don't hesitate to reach out and get in touch with me today. I'd love to chat about how I can create copy that's engaging, impactful and drives real results for your business. Can't wait to hear from you!
