What Does a Freelance Copywriter Do?
(And Why It Matters For Your Business)
“So… what exactly do you do?”
If you’re a copywriter, you’ve probably heard that one before. To be fair, it’s not well-known.
And if you’re a business owner, maybe you’ve even asked it — or are currently wondering (hence why you’re here). Because at first glance, it seems like copywriters just... write stuff. Right?
Well technically, yes. We do write. But not just “stuff.”
What we really do is sell — with words.
In this post, I’m taking a dive into what freelance copywriters actually do, a sneak peek into the importance of good copy — and why hiring one might be the smartest move you can make for your business growth.
Why Every Business Needs Great Copy
Let’s be real — without clear, compelling messaging, how are customers supposed to know who you are, what you do, or why they should care?
Copy is the voice of your business.
It shows up everywhere — from the headline on your homepage to the caption under your latest Instagram post.
Menus. Email campaigns. Product descriptions. Video scripts.
If it’s written with the goal of marketing or selling, it’s copy.
And if that copy is confusing, boring, or just plain “meh”? You’re losing attention, trust, and ultimately... sales.
Great copy does five essential things:
· Grabs attention
· Builds trust
· Communicates value clearly
· Drives action (without sounding salesy)
· Feels like your brand
Bad copy? It does the opposite. It confuses. It repels. It costs you business.
Wait — Can Bad Copy Really Hurt a Business?
Absolutely. And it happens all the time.
Let me show you what I mean:
“Rachel Ray finds inspiration in cooking her family and her dog.”
Yikes! Did she really cook her family and dog? A little punctuation could’ve saved that headline.
“McGard Locks – For Your Back Door?”
At first glance, you might wonder what they’re protecting… and why. Turns out it’s a lock for manhole covers — but the unclear wording led to an awkward (and widely memed) message.
“she’s just a friend”
Ricola’s ad is witty and concise — and still manages to communicate their value clearly.
“As simple as 1, 2, 3.”
Osmom’s copy keeps it casual and fun. It quickly explains what the product is and why it’s easy to use — no confusion, no fluff.
The takeaway?
If your message isn’t clear, clever, or confident… it’s costing you.
People won’t “figure it out later.” They’ll just scroll past, laugh at it, or move on.
Copy is your first impression — and it better be a good one.
Like people say, first impressions matter. And that’s a fact!
So… What Does a Freelance Copywriter Actually Do?
We do a lot more than just “write stuff.”
In fact, a good copywriter wears a lot of hats. We’re:
Detectives – digging into your product/service, offer, and competitors
Psychologists – figuring out what makes your audience tick
Creatives – crafting messages that stand out and stick
Salespeople – using words to drive action
Here’s a nutshell version of our process:
1. Detective work:
We research the product or service — what it is, how it works, and the features and benefits. We also research the audience. Who are they? What do they want? What problem are they trying to solve?
2. Psychology mode:
This is where we dig deeper into the target audience. What motivates them? Why are they searching for this product or service? What’s their story?
Understanding their emotional drivers helps us build trust and connect on a deeper level. Messaging is a conversation between your brand, and the buyer/prospect — and if you don’t know who you’re talking to, it’s going to fall flat.
3. Creative execution:
Now the writing begins. We craft messaging that’s strategic, on-brand, emotionally engaging, and clear. It’s got to connect with your audience and feel like you — not robotic, not boring.
4. The strategic seller:
Copywriters are like silent salespeople. But not the pushy kind — nobody likes a pushy salesperson. We understand that people buy for emotional reasons, and then justify with logic. So we write copy that supports that journey — helping customers say “yes” without feeling sold to.
So yeah — it’s more than just “writing stuff.”
It’s targeted, strategic communication with a purpose:
To grab attention. Build trust. And ultimately… get results.
Why Businesses Hire Freelance Copywriters
Let’s say a business owner knows they need better messaging — but...
They don’t have time to write it themselves
Their current copy isn’t converting
Their marketing “kinda works,” but feels off
Or they’re launching something new and don’t want to risk flopping
That’s where a freelance copywriter comes in.
We’re here to help you get clear, get noticed, and get results — No more trial-and-error — we help you write with confidence and strategy.
Why businesses specifically hire freelance copywriters:
We bring strategic writing expertise.
We don’t just write pretty words — we write to sell. That means stronger headlines, clearer value props, and calls-to-action that actually get clicked.We bring a fresh, outside perspective.
You know your business inside and out — but sometimes, that’s the problem. We bring clarity, objectivity, and focus to your message.We’re flexible and cost-effective.
Not every business needs a full-time writer. Freelancers give you expert-level copy, on demand — without the overhead.
Bottom line:
Freelance copywriters make your messaging stronger, your brand clearer, and your marketing more effective — all while saving you time, energy, and money.
So… Why Does Any of This Matter?
Because the words your business puts out into the world matter. A lot.
They’re the first impression. The invitation. The bridge between “Hmm, interesting” and “Take my money.”
Behind every great ad, email, or website that made you stop scrolling…There was a copywriter who knew how to connect with you — clearly, emotionally, and intentionally.
Copywriters don’t just write.
We guide. We persuade. We build trust with your audience — one sentence at a time.
And freelance copywriters?
We’re the flexible, strategic partners businesses bring in when they’re ready to level up their message — without bringing on full-time staff.
So, whether you’re a startup or an established brand, if you want copy that’s clear, creative, and actually converts — you now know who to call.
Got questions about working with a freelance copywriter?
Or just want to make sure your messaging is pulling its weight?
Drop me a message — I’d love to help you find the words that work.
Fair Use Disclamier:
The images included in this post are used for educational and commentary purposes under Fair Use. All rights remain with the original creators. If you are the original creator or rights holder and have concerns about the use of your content, please contact me directly.
Image Sources:
Osmom: Omsom home.jpg (2352×1076)
Ricola: Best 10 Good Copywriting Examples – Plerdy
McGard: Protect your Manhole : r/funny
Rachel Ray: According to Tails Magazine, Rachael Ray Cooks Her Dog and Family - Business Insider
