A copywriter creates written content designed to persuade, inform, and engage audiences. From website copy and email campaigns to social media posts and product descriptions, copywriters are the voices behind the brands you interact with every day.
If you’re considering a career in copywriting—or hiring a copywriter for your team—this guide covers everything you need to know: what copywriters actually do, the skills required, salary expectations, and how to break into the field.
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Quick Links
- What Does a Copywriter Do?
- Copywriter Skills
- Digital & SEO Skills
- Copywriter Salary
- Tools & Software
- How to Become a Copywriter
- FAQs
What Does a Copywriter Do?
Good copywriting can sell products; great copywriting can make a company.
A copywriter creates clear, compelling copy to sell products, educate consumers, and build brand awareness. This includes writing for websites, blog posts, email campaigns, social media, product descriptions, print ads, video scripts, landing pages, sales letters, white papers, and other marketing materials.
Typical Copywriter Responsibilities
- Writing persuasive copy for websites, ads, emails, and social media
- Researching topics, products, and target audiences
- Adapting tone and style to match different brands and platforms
- Collaborating with designers, marketers, and creative directors
- Editing and proofreading content for clarity and accuracy
- Brainstorming concepts and developing creative campaigns
- Optimizing content for SEO when required
- Ensuring consistent brand voice across all channels
- Meeting deadlines and managing multiple projects
Copywriters may also produce internal materials—employee communications, policies, training content—rather than external marketing campaigns.
“A typical day might include researching a topic online or conducting an interview, figuring out how to convey an idea to a specific audience, writing and editing copy, and finding images to accompany the content,” says Susan Hawkins, owner of POP Qs Party Games and a copywriter with more than 25 years of experience.
Who Does a Copywriter Report To?
Reporting lines depend on the work environment:
- At agencies: Creative Director, Copy Chief, or Associate Creative Director
- In-house (brands): Marketing Director, Content Manager, or Brand Manager
- Freelance: Directly to clients, often the marketing director or business owner
Copywriter Skills: What You Need to Succeed
Writing skills, of course. But it’s more than stringing together coherent sentences.
“As a professional, you have to know how to write copy that sells to the client’s specific audience,” says freelance copywriter Helen Holt of Writing-preneur Copywriting Services. “A copywriter’s job is providing deliverables—custom-made to order.”
Essential Copywriting Skills
- Persuasive writing — Crafting copy that motivates action
- Adaptability — Writing for different brands, audiences, and platforms
- Research skills — Quickly learning about unfamiliar topics and industries
- Grammar and editing — Flawless spelling, punctuation, and proofreading
- Headline writing — Capturing attention in a few words
- Storytelling — Building narratives that connect emotionally
- Meeting deadlines — Delivering quality work on time, every time
- Taking direction — Executing a client’s vision while adding creative value
“Grammar, spelling, and punctuation count,” adds Hawkins. “Know the difference between ‘everyday’ and the phrase ‘every day’—they’re not interchangeable. Spelling can make or break your career.”
“If you can’t deliver quality content on a given deadline, you probably won’t make it as a copywriter,” she says.
Digital Skills: SEO and Beyond
In a word: essential. Writing content is no longer enough.
“You have to know how to optimize the content to drive traffic to your client’s website, landing page, or blog,” says Holt. “This means keeping current with digital technology, including Google’s algorithm changes, so you know which SEO techniques are most effective.”
Digital Skills for Modern Copywriters
- SEO fundamentals — Keyword research, on-page optimization, meta descriptions
- Content management systems — WordPress, Webflow, HubSpot, etc.
- Analytics basics — Understanding how to measure content performance
- Social media writing — Platform-specific formats and best practices
- Email marketing — Subject lines, CTAs, and email copywriting conventions
- AI writing tools — Familiarity with tools like ChatGPT, Jasper, Copy.ai
Copywriter Salary
Copywriting offers diverse financial prospects depending on experience, specialization, and work arrangement.
According to Glassdoor, the average base salary for a copywriter in the United States is approximately $65,000–$80,000 per year, with significant variation based on location, industry, and seniority.
Copywriter Salary by Experience Level
| Level | Typical Salary Range |
| Junior Copywriter | $45,000 – $60,000 |
| Copywriter | $55,000 – $75,000 |
| Senior Copywriter | $70,000 – $95,000 |
| Lead Copywriter / Copy Chief | $85,000 – $115,000 |
| Associate Creative Director (Copy) | $100,000 – $140,000+ |
Freelance copywriters typically charge per word ($0.10–$1.00+), per hour ($50–$150+), or per project. Rates vary widely based on experience, niche, and client type.
Specializing in high-value industries—tech, finance, healthcare, SaaS—can significantly increase earning potential.
Tools and Software for Copywriters
Modern copywriters need proficiency beyond a word processor:
- Writing & editing: Google Docs, Microsoft Word, Grammarly, Hemingway Editor
- SEO tools: SEMrush, Ahrefs, Clearscope, Surfer SEO
- Content management: WordPress, HubSpot, Contentful, Webflow
- Project management: Asana, Monday.com, Trello, Notion
- AI assistants: ChatGPT, Jasper, Copy.ai, Writer
- Design basics: Canva, Adobe Creative Suite (helpful for collaborating with designers)
The Impact of Copywriting on Branding
A significant part of a copywriter’s role is contributing to a brand’s identity. While marketing executives may set the overarching brand strategy, the copywriter brings this vision to life in words.
Copywriters help define the brand voice, ensuring consistency across all channels. Whether it’s an advertisement, a social media post, or an email campaign, the language must align with the brand’s personality and objectives. A skilled copywriter can elevate a brand, making it more memorable and relatable to its target audience.
How to Become a Copywriter
A bachelor’s degree in journalism, English, marketing, or communications can help, but what matters most is your portfolio. A collection of strong writing samples—from classes, internships, freelance work, or pro bono projects—is what will land you jobs.
Steps to Break Into Copywriting
- Study the craft — Read books on copywriting (Ogilvy, Sugarman, Schwartz), take online courses
- Build a portfolio — Create spec work, volunteer for nonprofits, start a blog
- Learn SEO basics — Understanding optimization makes you more marketable
- Develop a niche — Specializing (tech, health, finance, e-commerce) can accelerate your career
- Network — Connect with other copywriters, marketers, and creative directors
- Apply for entry-level roles — Look for Junior Copywriter, Content Writer, or Marketing Writer positions
- Consider freelancing — Build experience through platforms like Contently, Upwork, or direct outreach
“Practice writing and develop a style,” advises Hawkins. “And for the love of chocolate, don’t ever, ever plagiarize. You’ll be outed faster than a cheating politician.”
Career Path for Copywriters
Copywriting offers multiple paths for career growth:
- Junior Copywriter — Learning the fundamentals, supporting senior writers
- Copywriter — Managing projects independently, developing expertise
- Senior Copywriter — Leading campaigns, mentoring juniors
- Lead Copywriter / Copy Chief — Overseeing copy quality across projects
- Associate Creative Director (Copy) — Strategic creative leadership
- Creative Director — Leading creative vision across copy and design
Some copywriters transition into related roles, such as content strategy, UX writing, brand strategy, or marketing leadership. Others build successful freelance or consulting businesses.
Ongoing Learning and Development
The copywriting industry evolves constantly, making continuous learning essential. This could mean taking courses in new writing techniques, attending workshops on consumer psychology, or staying current with digital marketing trends.
Personal blogging can help copywriters refine their voice and sharpen technical skills. Though it may be difficult to write during a job that requires heavy writing, maintaining your own platform keeps you at the top of your game.
Stay open to feedback and continually refine your craft based on performance metrics and audience engagement. Keeping a finger on the pulse of cultural shifts and emerging platforms provides a competitive edge.
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FAQs About Copywriting Jobs
Q: What does a copywriter do?
A: A copywriter creates written content designed to persuade, inform, or engage an audience. This includes website copy, advertisements, email campaigns, social media posts, product descriptions, and other marketing materials. The goal is to communicate a brand’s message effectively and drive desired actions from readers.
Q: What’s the difference between a copywriter and a content writer?
A: Copywriters typically focus on persuasive, sales-oriented writing (ads, landing pages, email campaigns), while content writers often produce longer-form informational content (blog posts, articles, guides). However, the lines are increasingly blurred, and many writers do both.
Q: How much do copywriters make?
A: The average copywriter salary in the U.S. is approximately $65,000–$80,000 per year, with senior roles earning $85,000–$115,000+. Freelance copywriters charge anywhere from $50 to $150+ per hour, depending on experience and specialization. High-value niches like tech and finance often pay more.
Q: Do I need a degree to become a copywriter?
A: A degree in English, journalism, marketing, or communications can help, but it’s not strictly required. What matters most is your portfolio—demonstrating strong writing samples that show you can craft compelling copy. Many successful copywriters are self-taught.
Q: What skills do copywriters need?
A: Essential skills include persuasive writing, research ability, grammar and editing, adaptability across tones and formats, meeting deadlines, and understanding audience psychology. Digital skills like SEO, content management systems, and email marketing are increasingly important.
Q: How important is SEO for copywriters?
A: Very important for digital copywriting. Understanding keyword research, on-page optimization, and how search engines work makes copywriters significantly more valuable—especially for web content, blog posts, and landing pages.
Q: Can I become a copywriter with no experience?
A: Yes. Build a portfolio through spec work (creating samples for hypothetical or real brands), volunteer projects for nonprofits, personal blogging, or taking copywriting courses that include portfolio-building assignments. Many copywriters start freelancing to gain experience before landing full-time roles.
Q: What industries hire copywriters?
A: Virtually every industry needs copywriters: advertising agencies, tech companies, e-commerce, healthcare, finance, consumer brands, media companies, nonprofits, and more. Any organization that communicates with customers needs someone to write.
Q: What’s the career path for a copywriter?
A: The typical progression is Junior Copywriter → Copywriter → Senior Copywriter → Lead Copywriter/Copy Chief → Associate Creative Director → Creative Director. Some copywriters transition into content strategy, UX writing, brand strategy, or build freelance businesses.
Q: How do copywriters work with AI writing tools?
A: Many copywriters use AI tools like ChatGPT, Jasper, or Copy.ai to speed up first drafts, generate ideas, or handle repetitive tasks. However, AI output still requires significant human editing for quality, accuracy, and brand voice. The best copywriters use AI as an assistant, not a replacement.
Q: Is copywriting a good career?
A: Yes—copywriting offers strong demand, competitive salaries, creative work, and flexibility (including remote and freelance options). As long as businesses need to communicate with customers, they’ll need skilled copywriters. The key is continually developing your skills as platforms and technologies evolve.
Last updated: January 2026
