What makes a good copywriter (and how to tell if you've found one)

Hiring the right copywriter can make or break your project. But what makes a good one? This article helps you spot the difference, before you invest time, money, or trust.

There is no shortage of copywriters. Some are brilliant, some are just busy. Some charge very little, some charge a lot. So how do you know whether you are looking at the right one?

Let us take a clear, honest look at what makes a good copywriter, not just a passable one.

1. They ask smart questions
Good copy starts with good thinking. A strong copywriter does not just take a brief and disappear. They ask about your audience, your goals, your offer, and your tone. They want to understand what makes your business tick before they write a word.

2. They adapt their tone to yours
A good copywriter does not write in one style. They adapt. Whether you need warm and friendly, formal and precise, or bold and direct, they write for you, not for their own voice.

3. They know what not to write
The best copy is often the result of restraint. A good copywriter knows when to cut, when to simplify, and when silence says more. Every word earns its place. Nothing is filler.

4. They write for people first, algorithms second
Yes, SEO matters. But great copy connects with humans. A good copywriter writes with structure, flow, and clarity, not keyword-stuffing or search-engine tricks. Google rewards quality, and so do your readers.

5. They care about clarity over cleverness
Wordplay is fun. But clarity comes first. A good copywriter makes your message easy to understand, not harder to decode. Wit is optional. Clarity is not.

6. They are professional
That means they hit deadlines. Communicate clearly. Take feedback seriously. And tell you the truth — even if that means challenging a vague brief or suggesting a different angle.

And the rest? That is chemistry
You can read portfolios, testimonials, and blog posts. But sometimes, it just comes down to whether you click. A good copywriter should feel like a partner, someone who ‘gets it’ and makes your life easier, not harder.

Still unsure? Let’s talk.
If you want to know whether I might be the right copywriter for your project, just ask. I will not pitch. I will ask questions, listen carefully, and tell you honestly if I think I can help.

This article was written by Janneke Susanne Mol, copywriter, translator, and transcriber at Janneke Mol Language Solutions. With a background in journalism and English language and literature, I help businesses communicate clearly, confidently, and in their own voice — in both Dutch and English.

Got questions about language, copy, or translation? Feel free to get in touch. No pressure, just thoughtful answers.