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What is freelance copywriting? Advice directly from the trenches

Woman with curly hair sits behind a typewriter and ponders "what is freelance copywriting?" while money blows towards her from the right.
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Imagine turning your words into a thriving, flexible career.

Mission impossible?

20-something years ago, I would’ve said a resounding YES!

But despite regular “pinch me” moments, this is not just a dream; it’s the reality of freelance copywriting. 

In a world where digital content reigns supreme, the demand for skilled copywriters is high. 

But what is freelance copywriting, and how can you be successful?

Strap yourself in as we journey to the frontline of freelance copywriting.

What is freelance copywriting?

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Let’s get back to basics.

Freelancing, at its core, is about offering services on an independent basis, rather than being employed by a single company.

Freelancers enjoy the flexibility of choosing projects (yes, you are the one who picks what you work on, not the other way around), setting their schedules, and often working from their spare rooms, which they pretend are offices. 

It’s a way of professional life that values autonomy and the freedom to pick and choose one’s clients.

The category is pretty broad. 

An Uber driver is essentially a freelancer. But it’s usually thought of as a service provider, like a designer, social media manager or copywriter.

This leads us to the second bit: copywriting.

This is the art and science of crafting persuasive and engaging written content to SELL.

Not to be confused with content writing, it’s about using words to not just inform, but to inspire action.

Whether it’s advertisements, websites, or launch copy (sales pages and emails), copywriting captures a brand’s voice (it sounds like them) and influences consumer behaviour (gets them to buy).

So, what is freelance copywriting?

It’s where these two worlds collide.

A freelance copywriter is brought in to work on a specific project. This means they work with various clients, often across different industries, bringing an experienced perspective to each task.

It’s not just about writing; it’s about understanding the unique needs of each client and tailoring the message to resonate with their target audience.

Many copywriters work as freelance copywriters.

They are independent contractors who work for various clients on campaigns—like a welcome sequence, a launch of a digital product, or a landing page for an ebook.

The rise of freelance copywriting

If you’re wondering if freelance copywriting is a viable option, here’s my answer: “Sure is!”… And I wish someone told me earlier.

So, you’re welcome.

The landscape of work is undergoing a seismic shift, and freelance copywriting is at the forefront of this change. 

It’s estimated that around 47% of employees worldwide are now freelancers. (Source)

This trend is not just about numbers; it represents a profound transformation in how we view and approach work.

In recent years, the perception of freelancing has dramatically improved.

This Forbes article highlights that nearly three-quarters of freelancers (73%) believe freelancing is increasingly seen as a credible, respected career path, up from 68% in 2021.

I don’t know if it’s the chicken or the egg.

Maybe more people are doing it because it’s more respected, or maybe it’s more respected because more people are doing it.

But I found it super overwhelming when I started out. I constantly questioned whether I could really make it.

I’m glad freelance copywriters nowadays have lots of positive role models showing them that it can be done.

But what are freelance copywriting jobs?

There isn’t a one-size-fits-all approach to freelance copywriting.

A copywriter crafts compelling written content for a variety of clients and projects. Each has its own set of parameters and conventions.

Unlike traditional employment, where a copywriter might be tied to a single brand or company, freelance copywriters have the liberty to work on diverse projects.

I’ve written for insurance, charities, music rights organisations, scientists, bookkeepers, IT specialists, course creators, interior designers and more. If you love learning new things, there’s a good chance you’ll love freelance copywriting.

And then there’s the work itself.

From crafting attention-grabbing, desire-stoking slogans to developing in-depth copywriting strategies and tone of voice guides, the opportunities in freelance copywriting are as varied as the skill set it requires.

Businesses, large and small, are increasingly recognising the value of hiring freelance talent, particularly for specialised skills like copywriting.

It’s a dynamic, challenging, and rewarding field if you’re tempted to embrace the freelance ethos.

Freelance copywriting vs. traditional copywriting

In the world of words and persuasion, there are multiple pathways to success. 

This is particularly true when comparing freelance copywriting with traditional, in-house roles. 

But, what really sets them apart? 

Starting with my own journey, I initially cut my teeth in the structured environment of in-house copywriting positions.

This pathway, familiar to many, involves working as part of an organisation’s internal team, focusing on a single brand or a limited range of products. 

I’ve also worked with agencies. 

Here I’d work on multiple brands, but they weren’t my clients. Personally, this was the structure I liked the least as I didn’t get to liaise with the client directly and was always working from a brief. AKA I was being told what to do. 

The benefit of in-house roles is, of course, a steady workflow, regular hours, and often a fun team environment. 

However, as I mentioned, you may also encounter creative limitations, given the specific brand guidelines and corporate goals you might be working towards. 

This is probably why many copywriters leap directly into freelance copywriting work. 

I can see the appeal. 

Freelancers are not tethered to a single brand; they have the liberty to pick projects that resonate with their interests and skills. And they get to liaise directly with the client. 

There’s more room here for creativity and strategy. 

If considering this route, I would strongly recommend taking a copywriting course that’s going to give you the A-Z of how to write copy. 

There’s a lot to figure out when starting a business and learning your craft on top of that via YouTube tutorials will lead to undue stress and overwhelm. 

And we don’t want you giving up before you even get started!

Join the Beyond Web Copy waitlist.

Different type of freelance copywriters

Ask Google, “what are freelance copywriting jobs,” and you’ll uncover a  a spectrum of specialised roles, each with its unique focus and skill set.

Here’s a glimpse into some of these key types of freelance writing gigs…

Web Copywriters

Web copywriters specialise in crafting words that SELL specifically for websites.

Their work involves writing engaging homepages, informative about us pages, and compelling product descriptions.

They balance persuasive writing with the science of SEO, ensuring their writing brings in traffic from search and propels action.

Content Writers

While often grouped with web copywriters, content writers actually play a different role. 

The primary focus of content writing isn’t directly on conversion or sales, but rather on informing, educating, or entertaining the audience.

Content writers create materials like blog posts (which yes, also go on websites but aren’t technically copywriting in my book), articles, white papers, and eBooks. 

Unlike copywriting, where every word is geared towards prompting an action (like a purchase or a sign-up), content writing aims to establish a connection with the audience, offering depth and insight into various topics. 

This long-form content is crucial for strategies like content marketing, where the goal is to attract and retain a clearly defined audience.

(This article you’re reading is a type of content. This page is copywriting.)

UX Copywriters

UX (User Experience) copywriters look at the bigger picture of how a website, or app, is structured to improve the overall user experience. 

As well as this strategic overview, they also write all the conversion copy and the microcopy—little digital roadsigns that help a user navigate a website. 

They create digital experiences that are intuitive, helpful, and user-friendly.

(Yes, you’re right. You definitely want a UX copywriter to write your website copy!)

Email Copywriters

Masters of the inbox, email copywriters focus on creating content for email marketing campaigns. 

Their skill lies in writing concise, engaging, and actionable content that prompts readers to click through. 

Whether it’s a promotional email, a newsletter, or another sequence (like a welcome sequence, for example) to subscribers, these copywriters know how to drive conversions through compelling email content.

Launch Copywriters

Specialising in digital product (think online courses) launches and campaigns, these copywriters are all about getting direct sales.

It’s the closest thing to old-school advertorial copywriting.

A launch copywriter’s role is to create a narrative that excites and entices the audience about a new product or service. 

They craft everything from landing pages to email sequences and sales pages, ensuring each element encourages a purchase.

Becoming a freelance copywriter

Like I said, I got my start by first working in-house.

The weird thing about my story is that I initially wrote copy for a UX product department, which, in a nutshell, are the small pieces of microcopy that guide people around a website.

If you had asked me then, “What is a copywriter?” my answer would be very different from what it is now!

When I moved back to Australia, I got a more traditional copywriter role.

I discovered the world of advertising and SEO.

But it wasn’t until I started my own freelance copywriting business that I understood the online business world.

So, my first piece of advice for someone who wants to get into freelance copywriting is: don’t wait until you “know everything” to get started.

It’s definitely a journey, not a destination.

The biggest hurdle people often face when wanting to branch into freelance copywriting is how to find copywriting clients.

There’s no magic bullet here. My best advice is to be aware that you’ll need a client acquisition strategy.

You’ve got two options:

Marketing: Draw people to you. At its most basic, this includes word of mouth referrals and content marketing on social media, for example.

Direct Response: Go after people by pitching your services. As someone who has literally never done this, I can’t advise on the best way to do it, but plenty of people have had success this way.

No matter which feels like a better strategy for you, I encourage you to tell everyone you know what you do and that you’re looking for clients.

This is how I landed my first big client, and it gives you confidence that yes, you really are doing this.

At the end of the day, you need to market yourself and treat your freelance business as a BUSINESS.

The the biggest mistake I see freelance copywriters making is hoping people will come and find them — it just doesn’t happen (or not enough to have a successful business from).

Copywriting niches for freelancers

One thing that will make looking for freelance clients easier: picking a copywriting niche.

Specialising in a specific area of copywriting or one specific industry is not just a career choice but a strategic move to establish your expertise. 

When you choose a copywriting niche, you position yourself as a specialist rather than a generalist.

This focus allows you to deepen your expertise in a specific area, whether it’s UX copywriting, website copywriting, or any other specialised field.

As you become more proficient in your chosen niche, you also become more visible and desirable to clients looking for that specific expertise.

In the world of referrals and networking, being known for a specialty makes it easier for clients and peers to recommend your services.

Challenges and rewards of freelance copywriting

A career in freelance copywriting is an adventure.

There are ups and downs but ultimately, the hero can triumph.

Let’s get real about some of the downsides of freelancing.

One of the primary hurdles is client acquisition.

Finding consistent work can be a struggle, leading to the familiar ‘feast or famine’ cycle many freelancers experience.

In today’s digital landscape, emerging technologies like ChatGPT pose new challenges, while the ever-changing economic climate can impact client budgets and project availability.

And, managing client expectations and stakeholder communication can feel like masterclass in diplomacy and boundary setting.

I don’t always get it right, but these are skills you’ll need to develop to be successful.

Yet, the rewards of freelance copywriting often outweigh these challenges.

I would never go back.

One of the biggest perks is the potential for higher earnings.

As a freelancer, you have the freedom to set your rates, and as your expertise grows, so does your income potential.

I’m now well beyond twice the amount I ever earned as a skilled employee.

Then there’s the flexibility.

I go to all my daughters’ school events and last month got a gnarly tattoo on my side during a work day, just because.

I’m never bored at work.

A lot of concerned citizens worry that I must get lonely working at home, ha!

The freelance community is rich with networking opportunities, paving the way for collaborations and friendships with other talented legends.

Freelance copywriting is a journey of navigating through ups and downs, but for many (including me), the autonomy, diversity, and potential for growth make it such a  fulfilling career choice.

Key tools and resources for freelance copywriters

If you’re embarking on (or already thriving in) a freelance copywriting journey, the right tools and resources can supercharge your progress and slice the stress and time-wasting worry in half. 

Over the last 5 years, I’ve built up a portfolio of invaluable tools and resources to address specific aspects of freelance copywriting, from UX copywriting to client acquisition and ethical persuasion. 

Use these to significantly enhance your skillset, marketability, and overall success as a freelance copywriter.

One and Done Website Copy Planner (FREE): This planner is a must-have for crafting website copy that offers an exceptional User Experience (UX). It provides step-by-step instructions, making the process of writing compelling and user-friendly web copy straightforward and effective.

The Ultimate UX Web Copy Guide (FREE): A crucial resource for understanding the intricacies of UX copywriting. This guide delves into the tasks and roles involved, offering insights and strategies to master writing web copy based on data rather than guesswork.

Microcopy Micro Course (FREE): Elevate your microcopy skills with this targeted course. It focuses on the art of creating impactful, concise copy that enhances the user experience in subtle but powerful ways.

Beyond Web Copy (Join the waitlist): The A-Z UX Course for Copywriters. For those looking to understand the intricacies of UX and how it applies to copywriting, this comprehensive course offers high-touch support and extensive knowledge.

Sublime Sales Calls: Landing lucrative clients is a critical skill for freelancers. This resource provides my proven strategy and tips on how to conduct effective sales calls to help you confidently secure high-value projects.

Feel Good Copy: Writing persuasive, conversion-focused copy without compromising ethics or authenticity if a challenge for many, but it’s a highly valuable skill. This resource shows you how to create copy that resonates and converts while maintaining integrity.

Can I really become a successful freelance copywriter?

Yes, 1000% you can!

Embarking on a journey in freelance copywriting is an adventure of self-discovery, growth, and challenges.

From web and UX copywriting to launch or content writers, the field is rich with opportunities.

I totally get that the transition can be terrifying.

For more tips and insights from a veteran who’s not only made it but believes you can too, sign up to The UX Factor.

I’ll send you weekly tips and prompts to make you a better writer because you don’t have to do this alone. We’ve got this!

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