If you’ve ever hired a writer, you know the experience can be hit or miss. I’ve been on both sides of the table: as someone who’s hired business writers over the years and, more recently, as the owner of Copywriting For You, a professional writing business formed in March 2023. But the truth is, I’ve been writing for businesses long before I made it official. After decades in the industry, I’ve learned that some things never change and others absolutely do.
When you’re hiring a content writer for your business today, you need someone who brings a combination of timeless values and current know-how. Yes, you want someone with integrity and a strong work ethic. But you also need someone who understands modern SEO, how to structure content for conversions, and, this one’s important, how to work with AI without letting AI do the work for them.
So how do you find that unicorn of a writer? Here are five things to look for.
1. They Know How to Tell a Story that Connects
No matter how many SEO tricks or keyword strategies you throw into the mix, nothing beats a good story. A great writer knows how to wrap data, facts, and value into a narrative that keeps people reading. Why? Because storytelling is what makes content relatable. It’s what helps readers feel something, and that emotional pull is what encourages them to stick around, subscribe, or buy.
Whether it’s a blog post, email, or About page, your writer should be skilled in using storytelling to keep your brand human, memorable, and engaging. Look at their portfolio. Do their pieces follow a clear thread? Do they sound like someone you’d want to grab coffee with or are they just spitting out bullet points?
2. They Think Like a Reader, Not Just a Writer
Here’s one of the biggest lessons I’ve learned in my career: Great writing starts with empathy. If your writer isn’t thinking about your audience’s needs, struggles, and questions, the content is going to fall flat, especially in a time when readers have infinite content to choose from.
Your writer should ask things like:
- What’s the pain point we’re solving?
- What would keep someone reading this blog until the end?
- Where might the reader lose interest—and how can we avoid that?
When you’re interviewing potential writers, listen to how they talk about the reader. If they’re only focused on search engines or churning out content fast, that’s a red flag. Great writers aren’t just writing to fill space. They’re writing to create clarity, connection, and yes, action.
3. They Write Every Day, Not Just for Side Money
I’ve worked with plenty of people who dabble in writing. And hey, we all start somewhere. But if you’re hiring a content writer to help grow your business, especially if you’re focused on driving conversions, you need someone who’s all in. Someone who writes consistently, takes the time to understand your brand voice, and stays up to date on the changing landscape.
Freelance marketplaces like Upwork are flooded with writers (yes, I am there, too), but not all of them are experienced professionals. Some are students, part-timers, or AI tools with a name attached. Ask yourself: Is this writer invested in the long game of content marketing—or just picking up a gig here and there?
When you hire someone who’s committed to writing as a career, not just a side hustle, you get better results. You get someone who understands how to build momentum over time, layer strategy into each piece, and help your brand sound consistent across platforms.
4. They Use AI Intelligently, Not as a Substitute
AI is here. It’s not going anywhere. And yes, there’s a time and place for it. As a business owner and writer, I use AI to help brainstorm, summarize research, and speed up parts of my process. But here’s what I don’t do: copy, paste, and call it a day.
If your writer is relying on AI to do the heavy lifting, your content is going to sound like everyone else’s. It won’t reflect your brand’s unique voice. It won’t have the nuance that comes from understanding your customer’s mindset. And it definitely won’t help you stand out in a crowded market.
Instead, you want a writer who uses AI as a tool, not a crutch. Someone who still drafts original content, layers in personality, and makes strategic decisions about tone, structure, and flow.
5. They Understand SEO and Google’s E-E-A-T Philosophy
Gone are the days when stuffing a keyword 10 times on a page would land you on page one of Google. Today’s content needs to demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). And that means your writer has to understand how to show those qualities in your content, without making it feel stiff or robotic.
Here’s what that looks like in practice:
- Structuring blogs so they’re skimmable and satisfying to read
- Using headers and meta descriptions with strategy
- Backing up claims with credible sources
- Speaking from real experience (a bonus if your writer has ghostwriting experience because they know how to sound like you)
When done right, this approach helps you build credibility with your audience and perform well with search engines: two things that are absolutely necessary for long-term growth.
Your Business Deserves Better Than “Good Enough” Content
At Copywriting For You, I believe that great content does four things:
- Keeps readers engaged
- Piques curiosity
- Answers a question or solves a problem
- Drives action
Hiring the right writer isn’t about writing a content plan for filling a content calendar. It’s about finding a partner who understands what makes content work, someone who thinks about your goals, your voice, and your audience with every sentence.
I’ve spent decades doing exactly that. And if you’re looking for someone who blends storytelling, SEO knowledge, ghostwriting experience, and smart use of tools like AI, you’re in the right place.
Let’s create content that actually makes people care. Contact me today to get started.