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There's a host of different careers in marketing – with some more creative than others. For those who love to tell stories and take consumers on a journey in the written word, a career as a copywriter could be for you.

Copywriting is the art of writing with the goal of selling products, services, or ideas. It’s a skill in high demand in the digital age, as more and more businesses seek to create online content that attracts and converts customers.

But how do you become a copywriter? What does a copywriter do? What qualifications do you need to land your first copywriting job or progress into a more senior position?

In this article, we delve into what it means to be a copywriter and how to go about becoming one.

What is a copywriter?

A copywriter is a professional who produces and creates written marketing content, also known as copy, for businesses and brands. This copy, often persuasive and compelling, helps target potential customers to buy a product or service, or take a desired action such as registering or signing up.

Copywriters can write for various mediums such as websites, emails, advertisements, brochures, blogs, social media, and more. This profession requires the individual to have excellent writing skills, creativity, research skills, as well as knowledge of the target audience and overarching marketing goals of the organisation.

Types of copywriters

The realms of copywriting have grown exponentially over the past 60 years, as the emergence of digital enhancement has taken the marketing world by storm. There are many different types of copywriters, each with their own specialities and skill sets that go beyond mere advertising copy. Some of the most common types of copywriter roles are:

Marketing copywriters

These professionals write copy for various marketing channels, such as ads, flyers, and brochures. They aim to capture attention and generate interest in a brand or offer.

SEO copywriters

SEO specialists write copy that is optimised for search engines – like Google and Bing – using keywords and phrases that help the copy rank higher and attract more organic traffic. They also consider user experience and readability factors.

Email copywriters

Email copywriters are those who specialise in targeted emailing, writing copy for email campaigns such as newsletters, promotions, and welcome and reminder sequences. They aim to build relationships with subscribers, encourage them to take action, and use methods to help grow the subscriber list.

Social media copywriters

With social media now a huge part of marketing, social copywriters write copy for social media platforms, such as Facebook, Twitter, Instagram, TikTok, and LinkedIn. They aim to create engaging and shareable content that boosts brand awareness and loyalty, while growing engagement levels at the same time.

Website copywriters

These individuals write copy for websites, such as home pages, landing pages, and product pages. They aim to communicate the value proposition and benefits of a website and persuade visitors to convert into buyers/consumers.

Brand copywriters

A strong brand is vital, and professionals who specialise in brand identity will create and write copy that reflects the personality, voice, and tone of a brand. They aim to create a consistent and memorable brand identity across all touchpoints.

What do you need to become a copywriter

If you love writing and want to use your skills to persuade and influence people, you might be interested in a copywriter career.

There is no one definitive way to become a copywriter, as different types of copywriting may require different qualifications, skills, and experience. However, as a highly transferable profession, there are certain remits that can help you become a copywriter:

  • Copywriter qualifications: a degree in a relevant field, such as English, journalism, marketing, or communication can help start the process. This is not mandatory, but it can help you learn the basics of writing, research, and analysis.

  • A portfolio of your writing samples: preferably in the niche or industry you want to specialise in. This can showcase your writing style, creativity, and ability to write for different mediums and audiences.

  • Knowledge of online content strategy and creation: this may include SEO, UX, and various marketing channels. This can help you write copy that is optimised for search engines, user experience, and conversions.

  • A willingness to learn, improve, and adapt: this is even more important now as trends and client needs’ change. Copywriting is a dynamic and competitive field, so you need to constantly update your skills and knowledge to stay relevant and effective.

Copywriter role and responsibilities

No one day is the same when it comes to being a copywriter – as new campaigns happen, websites need updating and new trends change strategies. Being a copywriter may include the following roles and responsibilities:

  • Writing clear, compelling, and engaging copy for various mediums and purposes.

  • Conducting thorough research and interviews to understand the client’s needs, the product’s features and benefits, and the audience’s preferences and pain points.

  • Collaborating with designers, developers, marketers, and other professionals on large- and small-scale marketing projects and campaigns.

  • Editing and proofreading copy as needed to ensure accuracy, consistency, and adherence to the brand’s voice and tone.

  • Using SEO principles and best practices to optimise copy for search engines and user experience.

  • Testing and measuring the effectiveness of copy and making revisions based on feedback and data.

Working hours

Most copywriters typically work Monday to Friday, although weekend and evening work may be necessary, especially for projects with tight deadlines. Copywriters may work in-house for an agency or a company, or remotely as freelancers or contractors. They may also need to travel to meet with clients, attend events, or conduct research.

Copywriter salary

According to, the average salary for a copywriter in the UK is £37,100 per year, though this can vary depending on experience, location, and industry. The more experience you have in the field means there’s the potential to earn more.

Freelance copywriters may charge by the hour, by the word, by the project, or by commission, depending on their preference and the client’s budget. Check out our 2024 marketing and sales salary guide to learn more.

Copywriter career prospects

Copywriting is a versatile and rewarding career that offers many opportunities for growth and development. As a copywriter, you can work in various industries and sectors, such as advertising, marketing, media, publishing, education, and more. You can also choose to specialise in a niche or a medium, such as digital, SEO, social media, or direct response.

As you gain more experience and skills, you can progress to higher-level positions, such as senior copywriter, creative director, or head of copy. You can also work as a freelancer or a consultant, setting your own rates and working on your own terms. Alternatively, you can use your copywriting skills to pursue related careers, such as content strategist, editor, journalist, or author.

If you want to learn more about the salaries and benefits you could be earning for your role, download our salary guide now.